{"id":7059,"date":"2026-10-16T19:30:00","date_gmt":"2026-10-16T12:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=7059"},"modified":"2026-10-14T18:01:47","modified_gmt":"2026-10-14T11:01:47","slug":"cau-truc-thong-cao-bao-chi","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/cau-truc-thong-cao-bao-chi\/","title":{"rendered":"Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed g\u1ed3m nh\u1eefng ph\u1ea7n n\u00e0o? C\u1ea5u tr\u00fac v\u00e0 l\u1ed7i th\u01b0\u1eddng g\u1eb7p"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">M\u1ed9t th\u00f4ng c\u00e1o b\u00e1o ch\u00ed chu\u1ea9n g\u1ed3m: nh\u00e3n &#8220;Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed&#8221; v\u00e0 th\u1eddi \u0111i\u1ec3m \u0111\u01b0\u1ee3c ph\u00e9p \u0111\u0103ng, th\u00f4ng tin li\u00ean h\u1ec7, ti\u00eau \u0111\u1ec1, d\u00f2ng \u0111\u1ecba danh v\u00e0 ng\u00e0y th\u00e1ng, \u0111o\u1ea1n m\u1edf \u0111\u1ea7u t\u00f3m t\u1eaft, th\u00e2n b\u00e0i theo kim t\u1ef1 th\u00e1p ng\u01b0\u1ee3c c\u00f3 tr\u00edch d\u1eabn, \u0111o\u1ea1n gi\u1edbi thi\u1ec7u t\u1ed5 ch\u1ee9c v\u00e0 k\u00fd hi\u1ec7u k\u1ebft th\u00fac (Roberts-Crews, 2016). Nh\u01b0ng \u0111\u00fang khung ch\u01b0a \u0111\u1ee7: n\u1ed9i dung ph\u1ea3i th\u1eadt s\u1ef1 l\u00e0 tin v\u1edbi \u0111\u1ed9c gi\u1ea3 c\u1ee7a t\u1edd b\u00e1o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u00f3m t\u1eaft nhanh:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tin ch\u00ednh n\u1eb1m ngay \u1edf ti\u00eau \u0111\u1ec1 v\u00e0 \u0111o\u1ea1n m\u1edf \u0111\u1ea7u.<\/li>\n\n<li>N\u00ean c\u00f3 \u00edt nh\u1ea5t hai tr\u00edch d\u1eabn: m\u1ed9t t\u1eeb t\u1ed5 ch\u1ee9c, m\u1ed9t t\u1eeb b\u00ean th\u1ee9 ba.<\/li>\n\n<li>L\u00fd t\u01b0\u1edfng l\u00e0 g\u00f3i g\u1ecdn trong m\u1ed9t trang.<\/li>\n\n<li>L\u1ed7i hay g\u1eb7p: kh\u00f4ng ph\u1ea3i tin, sai \u0111\u1ed1i t\u01b0\u1ee3ng, thi\u1ebfu ngu\u1ed3n, th\u1ed5i ph\u1ed3ng.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed l\u00e0 g\u00ec v\u00e0 v\u00ec sao v\u1eabn quan tr\u1ecdng?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 v\u0103n b\u1ea3n g\u1eedi nh\u00e0 b\u00e1o \u0111\u1ec3 c\u00f4ng b\u1ed1 th\u00f4ng tin m\u1edbi, vi\u1ebft theo l\u1ed1i vi\u1ebft tin. Nh\u00e0 b\u00e1o \u0111\u00e1nh gi\u00e1 th\u00f4ng c\u00e1o tr\u01b0\u1edbc h\u1ebft \u1edf gi\u00e1 tr\u1ecb tin t\u1ee9c; c\u00f3 nh\u1eefng th\u00f4ng b\u00e1o h\u1ee3p \u0111\u0103ng tr\u00ean website c\u1ee7a t\u1ed5 ch\u1ee9c h\u01a1n l\u00e0 g\u1eedi b\u00e1o ch\u00ed (Roberts-Crews, 2016).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u1ea3o s\u00e1t State of the Media 2026 c\u1ee7a Cision tr\u00ean 1.899 nh\u00e0 b\u00e1o t\u1ea1i 19 th\u1ecb tr\u01b0\u1eddng cho bi\u1ebft 66% d\u1ef1a v\u00e0o n\u1ed9i dung do PR cung c\u1ea5p, g\u1ed3m th\u00f4ng c\u00e1o, pitch v\u00e0 media kit, \u0111\u1ec3 t\u00ecm \u00fd t\u01b0\u1edfng b\u00e0i vi\u1ebft (Cision, 2026). V\u00ec v\u1eady, n\u1eafm c\u00e1ch vi\u1ebft th\u00f4ng c\u00e1o b\u00e1o ch\u00ed l\u00e0 k\u1ef9 n\u0103ng n\u1ec1n khi tri\u1ec3n khai m\u1ed9t <a href=\"https:\/\/dykhoa.com\/blog\/lap-ke-hoach-truyen-thong-theo-chuan-oasis\/\">k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u1ed9t th\u00f4ng c\u00e1o b\u00e1o ch\u00ed g\u1ed3m nh\u1eefng ph\u1ea7n n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Theo gi\u00e1o tr\u00ecnh m\u1edf c\u1ee7a Roberts-Crews (2016), th\u1ee9 t\u1ef1 t\u1eeb tr\u00ean xu\u1ed1ng th\u01b0\u1eddng l\u00e0:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Nh\u00e3n nh\u1eadn di\u1ec7n:<\/strong> &#8220;Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed&#8221; (Press Release) \u1edf g\u00f3c tr\u00ean b\u00ean tr\u00e1i, tr\u00ean gi\u1ea5y ti\u00eau \u0111\u1ec1 c\u1ee7a t\u1ed5 ch\u1ee9c.<\/li>\n\n<li><strong>Th\u1eddi \u0111i\u1ec3m \u0111\u01b0\u1ee3c ph\u00e9p \u0111\u0103ng:<\/strong> &#8220;ph\u00e1t h\u00e0nh ngay&#8221; ho\u1eb7c &#8220;c\u1ea5m \u0111\u0103ng tr\u01b0\u1edbc&#8221; (embargo) k\u00e8m ng\u00e0y c\u1ee5 th\u1ec3; b\u00ean d\u01b0\u1edbi l\u00e0 ng\u00e0y ph\u00e1t h\u00e0nh.<\/li>\n\n<li><strong>Th\u00f4ng tin li\u00ean h\u1ec7:<\/strong> t\u1ed1t nh\u1ea5t \u1edf g\u00f3c tr\u00ean b\u00ean ph\u1ea3i.<\/li>\n\n<li><strong>Ti\u00eau \u0111\u1ec1<\/strong> (b\u1eaft bu\u1ed9c) v\u00e0 <strong>t\u00edt ph\u1ee5<\/strong> (kh\u00f4ng b\u1eaft bu\u1ed9c).<\/li>\n\n<li><strong>D\u00f2ng \u0111\u1ecba danh, ng\u00e0y th\u00e1ng (dateline)<\/strong> n\u1ed1i v\u00e0o \u0111o\u1ea1n m\u1edf \u0111\u1ea7u t\u00f3m t\u1eaft.<\/li>\n\n<li><strong>Th\u00e2n b\u00e0i<\/strong> theo v\u0103n phong tin t\u1ee9c v\u00e0 kim t\u1ef1 th\u00e1p ng\u01b0\u1ee3c.<\/li>\n\n<li><strong>Tr\u00edch d\u1eabn:<\/strong> \u00edt nh\u1ea5t m\u1ed9t t\u1eeb t\u1ed5 ch\u1ee9c v\u00e0 m\u1ed9t t\u1eeb b\u00ean th\u1ee9 ba nh\u01b0 kh\u00e1ch h\u00e0ng hay ng\u01b0\u1eddi tham d\u1ef1.<\/li>\n\n<li><strong>\u0110o\u1ea1n gi\u1edbi thi\u1ec7u t\u1ed5 ch\u1ee9c (boilerplate)<\/strong>, gi\u1ed1ng m\u1ee5c &#8220;V\u1ec1 ch\u00fang t\u00f4i&#8221;.<\/li>\n\n<li><strong>K\u00fd hi\u1ec7u k\u1ebft th\u00fac<\/strong> &#8220;###&#8221; ho\u1eb7c &#8220;-30-&#8220;.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Ph\u1ea7n m\u1edf \u0111\u1ea7u v\u00e0 th\u00e2n b\u00e0i n\u00ean vi\u1ebft th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u01b0a \u0111i\u1ec3m tin l\u00ean tr\u01b0\u1edbc. Roberts-Crews (2016) khuy\u00ean n\u00eau \u0111i\u1ec3m thu h\u00fat c\u1ee7a tin (news hook) ngay \u1edf ti\u00eau \u0111\u1ec1 v\u00e0 \u0111o\u1ea1n m\u1edf \u0111\u1ea7u, d\u00f9ng kim t\u1ef1 th\u00e1p ng\u01b0\u1ee3c \u0111\u1ec3 bi\u00ean t\u1eadp vi\u00ean th\u1ea5y \u0111i\u1ec1u thi\u1ebft y\u1ebfu tr\u01b0\u1edbc, theo m\u1ed9t quy chu\u1ea9n v\u0103n phong th\u1ed1ng nh\u1ea5t, d\u1eabn ngu\u1ed3n cho th\u00f4ng tin v\u00e0 kh\u00f4ng \u0111\u1ec3 sai s\u00f3t. X\u00e1c \u0111\u1ecbnh th\u00f4ng \u0111i\u1ec7p ch\u00ednh tr\u01b0\u1edbc, nh\u01b0 khi so\u1ea1n <a href=\"https:\/\/dykhoa.com\/blog\/communication-brief-la-gi-cach-viet-ban-dinh-huong-truyen-thong\/\">b\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng<\/a>. Khung tr\u1ed1ng \u0111\u1ec3 b\u1ea1n \u0111i\u1ec1n:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">TH\u00d4NG C\u00c1O B\u00c1O CH\u00cd          Li\u00ean h\u1ec7: [H\u1ecd t\u00ean, \u0111i\u1ec7n tho\u1ea1i, email]<br>[Ph\u00e1t h\u00e0nh ngay \/ C\u1ea5m \u0111\u0103ng tr\u01b0\u1edbc: gi\u1edd, ng\u00e0y]<br>[TI\u00caU \u0110\u1ec0: ai l\u00e0m g\u00ec, \u0111i\u1ec1u g\u00ec m\u1edbi]<br>[\u0110\u1ecaA DANH], ng\u00e0y [..]: [Ai, l\u00e0m g\u00ec, khi n\u00e0o, \u1edf \u0111\u00e2u, v\u00ec sao quan tr\u1ecdng.]<br>[Chi ti\u1ebft ti\u1ebfp theo, s\u1ed1 li\u1ec7u c\u00f3 ngu\u1ed3n.]<br>\"[Tr\u00edch d\u1eabn \u0111\u1ea1i di\u1ec7n t\u1ed5 ch\u1ee9c]\", [h\u1ecd t\u00ean, ch\u1ee9c danh] cho bi\u1ebft.<br>\"[Tr\u00edch d\u1eabn b\u00ean th\u1ee9 ba]\", [h\u1ecd t\u00ean, vai tr\u00f2] n\u00f3i.<br>V\u1ec1 [T\u00ean t\u1ed5 ch\u1ee9c]: [3 \u0111\u1ebfn 4 c\u00e2u gi\u1edbi thi\u1ec7u, website.]<br>###<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Nh\u1eefng l\u1ed7i n\u00e0o khi\u1ebfn th\u00f4ng c\u00e1o b\u1ecb b\u1ecf qua?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hai l\u1ed7i \u0111\u00e1ng ch\u00fa \u00fd l\u00e0 g\u1eedi th\u1ee9 kh\u00f4ng ph\u1ea3i tin v\u00e0 g\u1eedi sai ng\u01b0\u1eddi. Trong kh\u1ea3o s\u00e1t c\u1ee7a Cision, 72% nh\u00e0 b\u00e1o n\u00f3i ch\u01b0a \u0111\u1ebfn m\u1ed9t ph\u1ea7n t\u01b0 s\u1ed1 pitch h\u1ecd nh\u1eadn l\u00e0 ph\u00f9 h\u1ee3p (Cision, 2026); trong kh\u1ea3o s\u00e1t c\u1ee7a Muck Rack (897 ph\u1ea3n h\u1ed3i \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch, ph\u1ea7n l\u1edbn \u1edf M\u1ef9), 88% b\u1ecf qua ngay pitch kh\u00f4ng \u0111\u00fang m\u1ea3ng h\u1ecd ph\u1ee5 tr\u00e1ch (Muck Rack, 2026). Hai s\u1ed1 li\u1ec7u n\u00e0y n\u00f3i v\u1ec1 pitch nh\u01b0ng c\u0169ng g\u1ee3i \u00fd cho th\u00f4ng c\u00e1o. C\u0169ng c\u1ea7n tr\u00e1nh:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Th\u00f4ng tin kh\u00f4ng ghi ngu\u1ed3n ho\u1eb7c c\u00f2n sai s\u00f3t (Roberts-Crews, 2016).<\/li>\n\n<li>Th\u1ed5i ph\u1ed3ng s\u1ef1 th\u1eadt. B\u1ed9 quy t\u1eafc \u0111\u1ea1o \u0111\u1ee9c c\u1ee7a Hi\u1ec7p h\u1ed9i Quan h\u1ec7 c\u00f4ng ch\u00fang Hoa K\u1ef3 (PRSA) y\u00eau c\u1ea7u trung th\u1ef1c, ch\u00ednh x\u00e1c, ki\u1ec3m tra t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a th\u00f4ng tin ph\u00e1t h\u00e0nh v\u00e0 nhanh ch\u00f3ng \u0111\u00ednh ch\u00ednh khi sai (PRSA, n.d.). V\u1edbi ch\u1ee7 \u0111\u1ec1 y t\u1ebf, xem th\u00eam c\u00e1ch <a href=\"https:\/\/dykhoa.com\/blog\/viet-noi-dung-suc-khoe-dung-cach\/\">vi\u1ebft n\u1ed9i dung s\u1ee9c kh\u1ecfe \u0111\u00fang c\u00e1ch<\/a>.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed n\u00ean d\u00e0i bao nhi\u00eau?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u00fd t\u01b0\u1edfng l\u00e0 m\u1ed9t trang. N\u1ebfu d\u00e0i h\u01a1n, kh\u00f4ng c\u1eaft \u0111\u00f4i \u0111o\u1ea1n v\u0103n m\u00e0 ghi &#8220;more&#8221; \u1edf cu\u1ed1i trang \u0111\u1ea7u (Roberts-Crews, 2016).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Embargo trong th\u00f4ng c\u00e1o b\u00e1o ch\u00ed l\u00e0 g\u00ec?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u00e0 ghi ch\u00fa &#8220;c\u1ea5m \u0111\u0103ng tr\u01b0\u1edbc&#8221; m\u1ed9t th\u1eddi \u0111i\u1ec3m c\u1ee5 th\u1ec3: nh\u00e0 b\u00e1o nh\u1eadn tin s\u1edbm \u0111\u1ec3 chu\u1ea9n b\u1ecb nh\u01b0ng ch\u1ec9 \u0111\u0103ng t\u1eeb th\u1eddi \u0111i\u1ec3m \u0111\u00f3 (Roberts-Crews, 2016). Th\u00f4ng tin c\u00f3 embargo n\u1eb1m trong nh\u00f3m y\u1ebfu t\u1ed1 pitch \u0111\u01b0\u1ee3c nh\u00e0 b\u00e1o \u0111\u00e1nh gi\u00e1 cao nh\u1ea5t (Cision, 2026).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110i\u1ec1u g\u00ec n\u00ean nh\u1edb?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u1ea5u tr\u00fac th\u00f4ng c\u00e1o gi\u00fap nh\u00e0 b\u00e1o t\u00ecm th\u00f4ng tin nhanh: tin ch\u00ednh \u1edf \u0111\u1ea7u, chi ti\u1ebft gi\u1ea3m d\u1ea7n, c\u00f3 ti\u1ebfng n\u00f3i b\u00ean th\u1ee9 ba, gi\u1edbi thi\u1ec7u t\u1ed5 ch\u1ee9c \u1edf cu\u1ed1i. Tr\u01b0\u1edbc khi g\u1eedi, h\u00e3y h\u1ecfi: \u0111\u00e2y c\u00f3 ph\u1ea3i tin kh\u00f4ng, m\u1ecdi con s\u1ed1 \u0111\u00e3 c\u00f3 ngu\u1ed3n ch\u01b0a? B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 <a href=\"https:\/\/dykhoa.com\/blog\/cach-viet-email-pitch-cho-nha-bao\/\">vi\u1ebft email pitch g\u1eedi nh\u00e0 b\u00e1o<\/a> v\u00e0 chu\u1ea9n b\u1ecb <a href=\"https:\/\/dykhoa.com\/blog\/media-kit-gom-nhung-gi\/\">media kit<\/a> cho s\u1ef1 ki\u1ec7n l\u1edbn.<\/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 (<a href=\"https:\/\/dykhoa.com\/blog\/dy-khoa-la-ai\/\">Dy Khoa<\/a>), 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 Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc 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<ul class=\"wp-block-list\">\n<li>Cision. (2026, ng\u00e0y 13 th\u00e1ng 5). <em>PR emerges as the primary source for journalists in high-pressure newsrooms<\/em> [Press release]. https:\/\/www.cision.com\/about\/press-releases\/2026-press-releases\/pr-emerges-as-the-primary-source-for-journalists-in-high-pressure-newsrooms-302770936\/<\/li>\n\n<li>Muck Rack. (2026, ng\u00e0y 19 th\u00e1ng 3). <em>Muck Rack&#8217;s 2026 State of Journalism report finds 82% of journalists use AI<\/em> [Press release]. GlobeNewswire. https:\/\/www.globenewswire.com\/news-release\/2026\/3\/19\/3259178\/0\/en\/Muck-Rack-s-2026-State-of-Journalism-Report-Finds-82-of-Journalists-Use-AI.html<\/li>\n\n<li>Public Relations Society of America. (n.d.). <em>PRSA Code of Ethics<\/em>. https:\/\/www.prsa.org\/professional-development\/prsa-resources\/ethics<\/li>\n\n<li>Roberts-Crews, J. (2016). <em>Writing for strategic communication industries<\/em>. The Ohio State University. https:\/\/ohiostate.pressbooks.pub\/stratcommwriting\/<\/li>\n<\/ul>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed g\u1ed3m nh\u1eefng ph\u1ea7n n\u00e0o, vi\u1ebft \u0111o\u1ea1n m\u1edf \u0111\u1ea7u ra sao v\u00e0 l\u1ed7i n\u00e0o khi\u1ebfn nh\u00e0 b\u00e1o b\u1ecf qua? 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