{"id":639,"date":"2026-08-26T23:49:22","date_gmt":"2026-08-26T16:49:22","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=639"},"modified":"2026-10-13T00:48:40","modified_gmt":"2026-10-12T17:48:40","slug":"lap-ke-hoach-truyen-thong-theo-chuan-oasis","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/lap-ke-hoach-truyen-thong-theo-chuan-oasis\/","title":{"rendered":"C\u00e1ch l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo chu\u1ea9n qu\u1ed1c t\u1ebf OASIS"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Nhi\u1ec1u ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng, k\u1ec3 c\u1ea3 sinh vi\u00ean l\u1eabn ng\u01b0\u1eddi m\u1edbi v\u00e0o ngh\u1ec1, th\u01b0\u1eddng b\u1eaft \u0111\u1ea7u m\u1ed9t k\u1ebf ho\u1ea1ch b\u1eb1ng \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o tr\u01b0\u1edbc khi bi\u1ebft m\u00ecnh \u0111ang gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 g\u00ec. K\u1ebft qu\u1ea3 l\u00e0 m\u1ed9t b\u1ea3n k\u1ebf ho\u1ea1ch nhi\u1ec1u h\u00ecnh \u1ea3nh \u0111\u1eb9p nh\u01b0ng thi\u1ebfu m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng, thi\u1ebfu c\u0103n c\u1ee9 \u0111o l\u01b0\u1eddng v\u00e0 kh\u00f3 b\u1ea3o v\u1ec7 tr\u01b0\u1edbc client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y t\u1ed5ng h\u1ee3p m\u1ed9t quy tr\u00ecnh 5 b\u01b0\u1edbc \u0111\u1ec3 l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng cho m\u1ed9t chi\u1ebfn d\u1ecbch c\u00f3 th\u1eddi h\u1ea1n x\u00e1c \u0111\u1ecbnh (v\u00ed d\u1ee5 6 th\u00e1ng), d\u1ef1a tr\u00ean hai khung tham chi\u1ebfu \u0111ang \u0111\u01b0\u1ee3c gi\u1edbi <a href=\"https:\/\/dykhoa.com\/blog\/courses\/truyen-thong-khung-hoang-co-ban\/\" data-type=\"courses\" data-id=\"441\">truy\u1ec1n th\u00f4ng<\/a> qu\u1ed1c t\u1ebf s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i: khung OASIS c\u1ee7a Government Communication Service (V\u01b0\u01a1ng qu\u1ed1c Anh) v\u00e0 b\u1ed9 ti\u00eau chu\u1ea9n \u0111o l\u01b0\u1eddng Barcelona Principles c\u1ee7a AMEC (Hi\u1ec7p h\u1ed9i qu\u1ed1c t\u1ebf v\u1ec1 \u0111o l\u01b0\u1eddng v\u00e0 \u0111\u00e1nh gi\u00e1 truy\u1ec1n th\u00f4ng).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00ec sao c\u1ea7n m\u1ed9t khung (framework) khi l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Government Communication Service (GCS), c\u01a1 quan ph\u1ee5 tr\u00e1ch chuy\u00ean m\u00f4n truy\u1ec1n th\u00f4ng c\u1ee7a ch\u00ednh ph\u1ee7 Anh, m\u00f4 t\u1ea3 OASIS l\u00e0 m\u1ed9t chu\u1ed7i b\u01b0\u1edbc gi\u00fap vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn d\u1ecbch tr\u1edf n\u00ean ch\u1eb7t ch\u1ebd v\u00e0 nh\u1ea5t qu\u00e1n. Khung n\u00e0y \u00e1p d\u1ee5ng cho m\u1ecdi quy m\u00f4 chi\u1ebfn d\u1ecbch: t\u1eeb m\u1ed9t tin \u0111\u0103ng b\u00e1o ch\u00ed kh\u00f4ng t\u1ed1n chi ph\u00ed \u0111\u1ebfn chi\u1ebfn d\u1ecbch thay \u0111\u1ed5i h\u00e0nh vi v\u1edbi ng\u00e2n s\u00e1ch h\u00e0ng tri\u1ec7u b\u1ea3ng Anh. GCS c\u0169ng l\u01b0u \u00fd th\u1eddi gian l\u1eadp m\u1ed9t b\u1ea3n k\u1ebf ho\u1ea1ch c\u00f3 th\u1ec3 r\u1ea5t kh\u00e1c nhau tu\u1ef3 quy m\u00f4: chi\u1ebfn d\u1ecbch b\u00e1o ch\u00ed\/k\u1ef9 thu\u1eadt s\u1ed1 c\u00f3 th\u1ec3 ch\u1ec9 m\u1ea5t v\u00e0i gi\u1edd, trong khi ri\u00eang ph\u1ea7n ph\u00e2n t\u00edch c\u00f4ng ch\u00fang cho m\u1ed9t chi\u1ebfn d\u1ecbch thay \u0111\u1ed5i h\u00e0nh vi d\u00e0i h\u1ea1n c\u00f3 th\u1ec3 m\u1ea5t nhi\u1ec1u tu\u1ea7n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u0103m b\u01b0\u1edbc c\u1ee7a OASIS l\u1ea7n l\u01b0\u1ee3t l\u00e0: Objectives (m\u1ee5c ti\u00eau), Audience Insight (th\u1ea5u hi\u1ec3u c\u00f4ng ch\u00fang), Strategy\/Idea (chi\u1ebfn l\u01b0\u1ee3c, \u00fd t\u01b0\u1edfng), Implementation (tri\u1ec3n khai) v\u00e0 Scoring\/Evaluation (\u0111o l\u01b0\u1eddng, \u0111\u00e1nh gi\u00e1).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t khung nh\u01b0 v\u1eady gi\u1ea3i quy\u1ebft \u0111\u00fang v\u1ea5n \u0111\u1ec1 n\u00eau \u1edf \u0111\u1ea7u b\u00e0i: n\u00f3 bu\u1ed9c ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch ph\u1ea3i tr\u1ea3 l\u1eddi &#8220;v\u00ec sao l\u00e0m&#8221; v\u00e0 &#8220;l\u00e0m \u0111\u1ec3 \u0111\u1ea1t \u0111i\u1ec1u g\u00ec&#8221; tr\u01b0\u1edbc khi \u0111i v\u00e0o &#8220;l\u00e0m nh\u01b0 th\u1ebf n\u00e0o&#8221;, \u0111\u1ed3ng th\u1eddi g\u1eafn ph\u1ea7n \u0111o l\u01b0\u1eddng ngay t\u1eeb \u0111\u1ea7u ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 b\u01b0\u1edbc b\u1ed5 sung cu\u1ed1i c\u00f9ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 1: \u0110\u1ecdc hi\u1ec3u Brief v\u00e0 ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi vi\u1ebft b\u1ea5t k\u1ef3 m\u1ee5c ti\u00eau n\u00e0o, ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch c\u1ea7n m\u1ed9t b\u1ea3n Communication Brief \u0111\u1ea7y \u0111\u1ee7 t\u1eeb client ho\u1eb7c t\u1eeb ch\u00ednh t\u1ed5 ch\u1ee9c c\u1ee7a m\u00ecnh, k\u00e8m ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh: m\u00f4i tr\u01b0\u1eddng v\u0129 m\u00f4, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, v\u00e0 quan tr\u1ecdng nh\u1ea5t l\u00e0 c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau. B\u1ed1i c\u1ea3nh v\u00e0 m\u1ee5c ti\u00eau lu\u00f4n ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e1c l\u1eadp tr\u01b0\u1edbc, b\u1ea5t k\u1ec3 ng\u00e2n s\u00e1ch chi\u1ebfn d\u1ecbch l\u1edbn hay nh\u1ecf &#8211; \u0111\u00e2y c\u0169ng l\u00e0 nguy\u00ean t\u1eafc GCS nh\u1ea5n m\u1ea1nh khi m\u00f4 t\u1ea3 ph\u1ea1m vi \u00e1p d\u1ee5ng c\u1ee7a OASIS.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 2: Thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau SMART<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng c\u1ea7n c\u1ee5 th\u1ec3, \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c, kh\u1ea3 thi, li\u00ean quan v\u00e0 c\u00f3 th\u1eddi h\u1ea1n (SMART), \u0111\u1ed3ng th\u1eddi n\u00ean g\u1eafn v\u1edbi t\u1eebng giai \u0111o\u1ea1n c\u1ee7a ph\u1ec5u nh\u1eadn th\u1ee9c &#8211; th\u00e1i \u0111\u1ed9 &#8211; h\u00e0nh vi thay v\u00ec ch\u1ec9 \u0111\u1eb7t m\u1ed9t m\u1ee5c ti\u00eau chung chung nh\u01b0 &#8220;t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u&#8221;. \u0110\u00e2y ch\u00ednh l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u (Objectives) trong OASIS, v\u00e0 c\u0169ng l\u00e0 \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft \u0111\u1ec3 b\u01b0\u1edbc \u0111o l\u01b0\u1eddng \u1edf cu\u1ed1i chi\u1ebfn d\u1ecbch c\u00f3 c\u01a1 s\u1edf so s\u00e1nh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 3: X\u00e2y d\u1ef1ng khung chi\u1ebfn d\u1ecbch theo giai \u0111o\u1ea1n (Campaign Framework)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Thay v\u00ec li\u1ec7t k\u00ea m\u1ed9t danh s\u00e1ch ho\u1ea1t \u0111\u1ed9ng r\u1eddi r\u1ea1c, m\u1ed9t chi\u1ebfn d\u1ecbch 6 th\u00e1ng n\u00ean \u0111\u01b0\u1ee3c chia th\u00e0nh c\u00e1c giai \u0111o\u1ea1n (v\u00ed d\u1ee5: giai \u0111o\u1ea1n g\u00e2y ch\u00fa \u00fd, giai \u0111o\u1ea1n thuy\u1ebft ph\u1ee5c, giai \u0111o\u1ea1n th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng), m\u1ed7i giai \u0111o\u1ea1n c\u00f3 m\u1ee5c ti\u00eau ri\u00eang v\u00e0 vai tr\u00f2 ri\u00eang cho t\u1eebng c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng. C\u00e1ch chia giai \u0111o\u1ea1n n\u00e0y t\u01b0\u01a1ng \u1ee9ng v\u1edbi ph\u1ea7n Strategy\/Idea v\u00e0 Implementation trong OASIS.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 4: Ph\u1ed1i h\u1ee3p c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng theo t\u1eebng giai \u0111o\u1ea1n<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o, PR, Social Media v\u00e0 khuy\u1ebfn m\u1ea1i kh\u00f4ng n\u00ean ch\u1ea1y \u0111\u1ed3ng lo\u1ea1t v\u1edbi c\u00f9ng m\u1ed9t vai tr\u00f2 su\u1ed1t chi\u1ebfn d\u1ecbch. \u1ede giai \u0111o\u1ea1n g\u00e2y ch\u00fa \u00fd, PR v\u00e0 Social Media th\u01b0\u1eddng \u0111\u1ea3m nh\u1eadn vai tr\u00f2 t\u1ea1o c\u00e2u chuy\u1ec7n v\u00e0 lan to\u1ea3; \u1edf giai \u0111o\u1ea1n th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng, qu\u1ea3ng c\u00e1o tr\u1ea3 ph\u00ed v\u00e0 khuy\u1ebfn m\u1ea1i th\u01b0\u1eddng \u0111\u00f3ng vai tr\u00f2 chuy\u1ec3n \u0111\u1ed5i. Vi\u1ec7c l\u1eadp m\u1ed9t Content Planning Calendar c\u1ee5 th\u1ec3 cho t\u1eebng giai \u0111o\u1ea1n gi\u00fap b\u1ea3n k\u1ebf ho\u1ea1ch c\u00f3 th\u1ec3 tri\u1ec3n khai \u0111\u01b0\u1ee3c tr\u00ean th\u1ef1c t\u1ebf, kh\u00f4ng ch\u1ec9 d\u1eebng \u1edf c\u1ea5p \u0111\u1ed9 \u00fd t\u01b0\u1edfng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 5: \u0110o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 theo chu\u1ea9n qu\u1ed1c t\u1ebf, lo\u1ea1i b\u1ecf AVE<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 b\u01b0\u1edbc nhi\u1ec1u ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch b\u1ecf s\u00f3t ho\u1eb7c l\u00e0m h\u1eddi h\u1ee3t nh\u1ea5t, trong khi \u0111\u00e2y l\u1ea1i l\u00e0 ph\u1ea7n quy\u1ebft \u0111\u1ecbnh \u0111\u1ed9 chuy\u00ean nghi\u1ec7p c\u1ee7a m\u1ed9t b\u1ea3n proposal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1eeb n\u0103m 2010, ng\u00e0nh \u0111o l\u01b0\u1eddng truy\u1ec1n th\u00f4ng \u0111\u00e3 c\u00f3 Barcelona Principles &#8211; b\u1ed9 nguy\u00ean t\u1eafc do AMEC c\u00f9ng nhi\u1ec1u hi\u1ec7p h\u1ed9i PR qu\u1ed1c t\u1ebf (trong \u0111\u00f3 c\u00f3 Institute for Public Relations v\u00e0 PRSA) th\u1ed1ng nh\u1ea5t, g\u1ed3m b\u1ea3y nguy\u00ean t\u1eafc c\u1ed1t l\u00f5i: t\u1eeb t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c \u0111\u1eb7t m\u1ee5c ti\u00eau v\u00e0 \u0111o l\u01b0\u1eddng, \u01b0u ti\u00ean \u0111o l\u01b0\u1eddng k\u1ebft qu\u1ea3 (outcome) h\u01a1n l\u00e0 s\u1ed1 l\u01b0\u1ee3ng \u0111\u1ea7u ra (output), cho \u0111\u1ebfn nguy\u00ean t\u1eafc th\u01b0\u1eddng \u0111\u01b0\u1ee3c nh\u1eafc nh\u1ea5t l\u00e0 AVE (Advertising Value Equivalent &#8211; gi\u00e1 tr\u1ecb quy \u0111\u1ed5i t\u01b0\u01a1ng \u0111\u01b0\u01a1ng qu\u1ea3ng c\u00e1o) kh\u00f4ng ph\u1ea3n \u00e1nh gi\u00e1 tr\u1ecb th\u1ef1c c\u1ee7a PR.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nguy\u00ean t\u1eafc n\u00e0y v\u1eabn l\u00e0 n\u1ec1n t\u1ea3ng cho c\u00e1c khung \u0111o l\u01b0\u1eddng truy\u1ec1n th\u00f4ng hi\u1ec7n h\u00e0nh. Ch\u00ednh quy\u1ec1n bang New South Wales (\u00dac) hi\u1ec7n \u00e1p d\u1ee5ng ch\u00ednh th\u1ee9c khung \u0111o l\u01b0\u1eddng c\u1ee7a AMEC cho to\u00e0n b\u1ed9 ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng ch\u00ednh ph\u1ee7, trong \u0111\u00f3 y\u00eau c\u1ea7u \u0111\u1eb7t m\u1ee5c ti\u00eau SMART, g\u1eafn m\u1ee5c ti\u00eau v\u1edbi thuy\u1ebft thay \u0111\u1ed5i (theory of change), v\u00e0 \u0111o l\u01b0\u1eddng theo m\u00f4 h\u00ecnh program logic g\u1ed3m inputs &#8211; activities &#8211; outputs &#8211; out-takes &#8211; outcomes &#8211; impact, k\u00e8m chu tr\u00ecnh \u0111o l\u01b0\u1eddng &#8211; \u0111\u00e1nh gi\u00e1 &#8211; h\u1ecdc h\u1ecfi (measurement-evaluation-learning) xuy\u00ean su\u1ed1t d\u1ef1 \u00e1n \u0111\u1ec3 li\u00ean t\u1ee5c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00f3i ng\u1eafn g\u1ecdn: m\u1ed9t b\u1ea3n k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng chuy\u00ean nghi\u1ec7p c\u1ea7n c\u00f3 KPI theo m\u00f4 h\u00ecnh outputs &#8211; outtakes &#8211; outcomes ngay t\u1eeb \u0111\u1ea7u, v\u00e0 c\u1ea7n d\u1ef1 tr\u00f9 r\u1ee7i ro c\u00f9ng ph\u01b0\u01a1ng \u00e1n x\u1eed l\u00fd, ch\u1ee9 kh\u00f4ng ch\u1ec9 c\u00f3 m\u1ee5c ti\u00eau v\u00e0 \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Campaign Framework kh\u00e1c g\u00ec v\u1edbi m\u1ed9t k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng th\u00f4ng th\u01b0\u1eddng?<\/strong> Campaign Framework l\u00e0 c\u00e1ch chia m\u1ed9t chi\u1ebfn d\u1ecbch d\u00e0i h\u1ea1n th\u00e0nh c\u00e1c giai \u0111o\u1ea1n c\u00f3 m\u1ee5c ti\u00eau ri\u00eang, thay v\u00ec li\u1ec7t k\u00ea ho\u1ea1t \u0111\u1ed9ng theo tu\u1ea7n ho\u1eb7c theo k\u00eanh. C\u00e1ch l\u00e0m n\u00e0y gi\u00fap ph\u1ed1i h\u1ee3p c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng h\u1ee3p l\u00fd h\u01a1n theo t\u1eebng giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh c\u1ee7a c\u00f4ng ch\u00fang.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>OASIS v\u00e0 Barcelona Principles c\u00f3 b\u1eaft bu\u1ed9c d\u00f9ng chung kh\u00f4ng?<\/strong> Kh\u00f4ng b\u1eaft bu\u1ed9c, nh\u01b0ng b\u1ed5 tr\u1ee3 nhau: OASIS x\u1eed l\u00fd ph\u1ea7n quy tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch (t\u1eeb m\u1ee5c ti\u00eau \u0111\u1ebfn tri\u1ec3n khai), c\u00f2n Barcelona Principles x\u1eed l\u00fd ph\u1ea7n \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 \u1edf cu\u1ed1i chi\u1ebfn d\u1ecbch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AVE l\u00e0 g\u00ec v\u00e0 v\u00ec sao kh\u00f4ng n\u00ean d\u00f9ng \u0111\u1ec3 \u0111o hi\u1ec7u qu\u1ea3 PR?<\/strong> AVE (Advertising Value Equivalent) quy \u0111\u1ed5i di\u1ec7n t\u00edch b\u00e0i PR sang chi ph\u00ed qu\u1ea3ng c\u00e1o t\u01b0\u01a1ng \u0111\u01b0\u01a1ng. Barcelona Principles x\u00e1c \u0111\u1ecbnh r\u00f5 \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 th\u01b0\u1edbc \u0111o gi\u00e1 tr\u1ecb th\u1ef1c c\u1ee7a PR, v\u00ec n\u00f3 ch\u1ec9 ph\u1ea3n \u00e1nh chi ph\u00ed kh\u00f4ng gian truy\u1ec1n th\u00f4ng ch\u1ee9 kh\u00f4ng ph\u1ea3n \u00e1nh t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn nh\u1eadn th\u1ee9c hay h\u00e0nh vi c\u00f4ng ch\u00fang.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Th\u1ef1c h\u00e0nh theo \u0111\u00fang quy tr\u00ecnh n\u00e0y<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n mu\u1ed1n \u0111i s\u00e2u v\u00e0o t\u1eebng b\u01b0\u1edbc v\u1edbi v\u00ed d\u1ee5 c\u1ee5 th\u1ec3, checklist v\u00e0 b\u00e0i t\u1eadp th\u1ef1c h\u00e0nh, kho\u00e1 h\u1ecdc mi\u1ec5n ph\u00ed <a href=\"https:\/\/dykhoa.com\/blog\/courses\/xay-dung-ke-hoach-truyen-thong-theo-campaign-framework\/\">X\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo Campaign Framework<\/a> tr\u00ean Dy Khoa Blog tr\u00ecnh b\u00e0y tr\u1ecdn quy tr\u00ecnh 5 b\u01b0\u1edbc tr\u00ean qua 3 ch\u1ee7 \u0111\u1ec1, 9 b\u00e0i h\u1ecdc, k\u00e8m b\u1ea3ng c\u1ea5u tr\u00fac proposal 12 ph\u1ea7n v\u00e0 danh m\u1ee5c t\u00e0i li\u1ec7u tham kh\u1ea3o qu\u1ed1c t\u1ebf truy c\u1eadp m\u1edf.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (Dy Khoa), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p <a href=\"https:\/\/dykhoa.com\/blog\/hanh-trinh-thac-si-truyen-thong-khoa-hoc-universiti-malaya\/\" data-type=\"post\" data-id=\"196\">Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc<\/a> v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<details class=\"wp-block-details dk-refs is-layout-flow wp-block-details-is-layout-flow\"><summary>T\u00e0i li\u1ec7u tham kh\u1ea3o (4 ngu\u1ed3n)<\/summary>\n<ol class=\"wp-block-list\">\n<li>Government Communication Service (GCS). <em>Guide to campaign planning: OASIS<\/em>. Communications.gov.uk. https:\/\/www.communications.gov.uk\/guidance\/campaigns\/guide-to-campaign-planning<\/li>\n\n\n\n<li>NSW Government (Department of Customer Service). <em>Evaluation &#8211; The NSW Government Evaluation Framework for Communication<\/em>. https:\/\/www.nsw.gov.au\/nsw-government\/communications\/evaluation<\/li>\n\n\n\n<li>AMEC (International Association for the Measurement and Evaluation of Communication). <em>Integrated Evaluation Framework<\/em>. https:\/\/amecorg.com\/amecframework\/<\/li>\n\n\n\n<li>Global Alliance, ICCO, Institute for Public Relations, Public Relations Society of America, AMEC U.S. &amp; Agency Leaders Chapter (2010). <em>Barcelona Declaration of Measurement Principles<\/em>. https:\/\/www.slideshare.net\/slideshow\/barcelona-summit-declaration-slides-update-revised-with-delegate-comments-for-consultation-210610\/4724287<\/li>\n<\/ol>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>Nhi\u1ec1u ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng, k\u1ec3 c\u1ea3 sinh vi\u00ean l\u1eabn ng\u01b0\u1eddi m\u1edbi v\u00e0o ngh\u1ec1, th\u01b0\u1eddng b\u1eaft &hellip; <a title=\"C\u00e1ch l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo chu\u1ea9n qu\u1ed1c t\u1ebf OASIS\" class=\"hm-read-more\" href=\"https:\/\/dykhoa.com\/blog\/lap-ke-hoach-truyen-thong-theo-chuan-oasis\/\"><span class=\"screen-reader-text\">C\u00e1ch l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo chu\u1ea9n qu\u1ed1c t\u1ebf OASIS<\/span>\u0110\u1ecdc ti\u1ebfp<\/a><\/p>\n","protected":false},"author":1,"featured_media":640,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[326,323,327,328,329,325,324],"dk_series":[],"class_list":["post-639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-amec","tag-barcelona-principles","tag-campaign-framework","tag-communication-brief","tag-do-luong-pr","tag-kpi-truyen-thong","tag-oasis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00e1ch l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo chu\u1ea9n qu\u1ed1c t\u1ebf OASIS<\/title>\n<meta name=\"description\" content=\"Quy tr\u00ecnh 5 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng cho chi\u1ebfn d\u1ecbch 6 th\u00e1ng, theo khung OASIS 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