{"id":7085,"date":"2026-10-18T19:30:00","date_gmt":"2026-10-18T12:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=7085"},"modified":"2026-10-14T18:04:27","modified_gmt":"2026-10-14T11:04:27","slug":"media-kit-gom-nhung-gi","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/media-kit-gom-nhung-gi\/","title":{"rendered":"Media kit (b\u1ed9 t\u00e0i li\u1ec7u b\u00e1o ch\u00ed) c\u1ea7n c\u00f3 nh\u1eefng g\u00ec?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Media kit (c\u00f2n g\u1ecdi l\u00e0 press kit, b\u1ed9 t\u00e0i li\u1ec7u b\u00e1o ch\u00ed) l\u00e0 g\u00f3i t\u00e0i li\u1ec7u gi\u00fap nh\u00e0 b\u00e1o c\u00f3 \u0111\u1ee7 th\u00f4ng tin v\u1ec1 t\u1ed5 ch\u1ee9c \u1edf m\u1ed9t n\u01a1i. Theo Roberts-Crews (2016), m\u1ed9t media kit th\u01b0\u1eddng g\u1ed3m th\u00f4ng c\u00e1o b\u00e1o ch\u00ed, t\u00e0i li\u1ec7u b\u1ed1i c\u1ea3nh (backgrounder) k\u00e8m ti\u1ec3u s\u1eed l\u00e3nh \u0111\u1ea1o, b\u1ea3ng d\u1eef ki\u1ec7n (fact sheet), \u1ea3nh ho\u1eb7c danh s\u00e1ch c\u01a1 h\u1ed9i ch\u1ee5p \u1ea3nh, v\u00e0 th\u00f4ng b\u00e1o m\u1eddi b\u00e1o ch\u00ed (media alert) khi c\u1ea7n.<\/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>Media kit b\u1ed5 sung chi ti\u1ebft cho th\u00f4ng c\u00e1o, d\u00f9ng khi s\u1ef1 ki\u1ec7n c\u1ea7n nhi\u1ec1u th\u00f4ng tin h\u01a1n m\u1ed9t th\u00f4ng c\u00e1o.<\/li>\n\n<li>B\u1ea3n in \u0111\u1ef1ng trong b\u00eca c\u00f3 logo; b\u1ea3n s\u1ed1 \u0111\u1eb7t tr\u00ean m\u1ed9t trang web ho\u1eb7c g\u1eedi t\u1ec7p n\u00e9n qua email.<\/li>\n\n<li>Fact sheet l\u00e0 t\u00e0i li\u1ec7u tra c\u1ee9u nhanh, kh\u00f4ng d\u00f9ng \u0111\u1ec3 \u0111\u0103ng nguy\u00ean v\u0103n.<\/li>\n\n<li>M\u1ecdi d\u1eef ki\u1ec7n ph\u1ea3i ch\u00ednh x\u00e1c v\u00e0 c\u1eadp nh\u1eadt.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Media kit l\u00e0 g\u00ec v\u00e0 khi n\u00e0o c\u1ea7n?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 g\u00f3i t\u00e0i li\u1ec7u qu\u1ea3ng b\u00e1 v\u00e0 tham kh\u1ea3o cho bi\u00ean t\u1eadp vi\u00ean, ph\u00f3ng vi\u00ean, c\u00f9ng m\u1ee5c ti\u00eau nh\u01b0 th\u00f4ng c\u00e1o nh\u01b0ng nhi\u1ec1u chi ti\u1ebft h\u01a1n. N\u00f3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c s\u1ef1 ki\u1ec7n l\u1edbn c\u1ea7n nhi\u1ec1u th\u00f4ng tin, nh\u01b0 s\u00e1p nh\u1eadp, ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi, t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c thay \u0111\u1ed5i l\u00e3nh \u0111\u1ea1o (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; nh\u00e0 b\u00e1o c\u0169ng mong nh\u1eadn \u0111\u01b0\u1ee3c t\u00e0i li\u1ec7u d\u00f9ng \u0111\u01b0\u1ee3c ngay (Cision, 2026).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u1ed9t media kit g\u1ed3m nh\u1eefng th\u00e0nh ph\u1ea7n n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Roberts-Crews (2016) li\u1ec7t k\u00ea c\u00e1c th\u00e0nh ph\u1ea7n ch\u00ednh:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed:<\/strong> ph\u1ea7n c\u1ed1t l\u00f5i c\u00f4ng b\u1ed1 tin; c\u00e1c t\u00e0i li\u1ec7u kh\u00e1c b\u1ed5 sung cho n\u00f3. Xem <a href=\"https:\/\/dykhoa.com\/blog\/cau-truc-thong-cao-bao-chi\/\">c\u1ea5u tr\u00fac th\u00f4ng c\u00e1o b\u00e1o ch\u00ed<\/a>.<\/li>\n\n<li><strong>T\u00e0i li\u1ec7u b\u1ed1i c\u1ea3nh (backgrounder):<\/strong> m\u1ed9t \u0111\u1ebfn hai trang, vi\u1ebft th\u00e0nh \u0111o\u1ea1n v\u0103n, k\u1ec3 l\u1ecbch s\u1eed, c\u00e1c c\u1ed9t m\u1ed1c, s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a t\u1ed5 ch\u1ee9c, k\u00e8m ti\u1ec3u s\u1eed l\u00e3nh \u0111\u1ea1o ch\u1ee7 ch\u1ed1t.<\/li>\n\n<li><strong>B\u1ea3ng d\u1eef ki\u1ec7n (fact sheet):<\/strong> t\u00f3m t\u1eaft ng\u1eafn c\u00e1c d\u1eef ki\u1ec7n ch\u00ednh v\u1ec1 s\u1ef1 ki\u1ec7n, s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c m\u1ed9t ng\u01b0\u1eddi, \u0111\u1ec3 tra c\u1ee9u nhanh, kh\u00f4ng \u0111\u1ec3 \u0111\u0103ng. D\u1ea1ng ph\u1ed5 bi\u1ebfn l\u00e0 h\u1ed3 s\u01a1 t\u1ed5 ch\u1ee9c: s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, doanh thu n\u0103m, th\u1ecb tr\u01b0\u1eddng ph\u1ee5c v\u1ee5 v\u00e0 s\u1ed1 nh\u00e2n vi\u00ean.<\/li>\n\n<li><strong>\u1ea2nh b\u00e1o ch\u00ed<\/strong> ho\u1eb7c danh s\u00e1ch c\u01a1 h\u1ed9i ch\u1ee5p \u1ea3nh.<\/li>\n\n<li><strong>Th\u00f4ng b\u00e1o m\u1eddi b\u00e1o ch\u00ed (media alert):<\/strong> ng\u1eafn g\u1ecdn, theo 5W1H, m\u1eddi tham d\u1ef1 ph\u1ecfng v\u1ea5n, h\u1ecdp b\u00e1o hay s\u1ef1 ki\u1ec7n khi ch\u01b0a c\u1ea7n th\u00f4ng c\u00e1o \u0111\u1ea7y \u0111\u1ee7.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1ec1 h\u00ecnh \u1ea3nh, kh\u1ea3o s\u00e1t State of Journalism 2026 c\u1ee7a Muck Rack (897 ph\u1ea3n h\u1ed3i \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch, ch\u1ee7 y\u1ebfu \u1edf M\u1ef9) x\u1ebfp \u1ea3nh \u0111\u1ed9 ph\u00e2n gi\u1ea3i cao v\u00e0o nh\u00f3m y\u1ebfu t\u1ed1 nh\u00e0 b\u00e1o coi tr\u1ecdng nh\u1ea5t \u1edf m\u1ed9t pitch, c\u00f9ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn ngu\u1ed3n tin v\u00e0 d\u1eef li\u1ec7u g\u1ed1c (Muck Rack, 2026). V\u00ec v\u1eady, n\u00ean chu\u1ea9n b\u1ecb s\u1eb5n \u1ea3nh ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t c\u00f3 ch\u00fa th\u00edch v\u00e0 ghi r\u00f5 ngu\u1ed3n \u1ea3nh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">N\u00ean l\u00e0m media kit b\u1ea3n in hay b\u1ea3n s\u1ed1?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u1ea3 hai \u0111\u1ec1u d\u00f9ng \u0111\u01b0\u1ee3c. B\u1ea3n in th\u01b0\u1eddng \u0111\u1ef1ng trong b\u00eca c\u00f3 logo t\u1ed5 ch\u1ee9c; b\u1ea3n s\u1ed1 \u0111\u1eb7t tr\u00ean m\u1ed9t trang c\u1ee7a website ho\u1eb7c g\u1eedi qua email d\u01b0\u1edbi d\u1ea1ng t\u1ec7p n\u00e9n (Roberts-Crews, 2016). B\u1ea3n tr\u00ean web c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n c\u1eadp nh\u1eadt \u1edf m\u1ed9t n\u01a1i v\u00e0 g\u1eedi \u0111\u01b0\u1eddng d\u1eabn k\u00e8m <a href=\"https:\/\/dykhoa.com\/blog\/cach-viet-email-pitch-cho-nha-bao\/\">email pitch<\/a> thay v\u00ec \u0111\u00ednh k\u00e8m nhi\u1ec1u t\u1ec7p. Danh m\u1ee5c \u0111\u1ec3 b\u1ea1n t\u1ef1 ki\u1ec3m tra:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">MEDIA KIT: [T\u00ean s\u1ef1 ki\u1ec7n \/ t\u1ed5 ch\u1ee9c]          C\u1eadp nh\u1eadt: [ng\u00e0y]<br>[ ] Th\u00f4ng c\u00e1o b\u00e1o ch\u00ed m\u1edbi nh\u1ea5t<br>[ ] Backgrounder (1 \u0111\u1ebfn 2 trang) + ti\u1ec3u s\u1eed l\u00e3nh \u0111\u1ea1o<br>[ ] Fact sheet: s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, th\u1ecb tr\u01b0\u1eddng, quy m\u00f4, s\u1ed1 li\u1ec7u c\u00f3 ngu\u1ed3n<br>[ ] \u1ea2nh: [s\u1ed1 l\u01b0\u1ee3ng] \u1ea3nh, c\u00f3 ch\u00fa th\u00edch v\u00e0 ngu\u1ed3n \u1ea3nh<br>[ ] Media alert (n\u1ebfu c\u00f3 h\u1ecdp b\u00e1o, s\u1ef1 ki\u1ec7n): ai, g\u00ec, khi n\u00e0o, \u1edf \u0111\u00e2u, v\u00ec sao<br>[ ] Ng\u01b0\u1eddi li\u00ean h\u1ec7 b\u00e1o ch\u00ed: [h\u1ecd t\u00ean, \u0111i\u1ec7n tho\u1ea1i, email]<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Nh\u1eefng l\u1ed7i n\u00e0o khi\u1ebfn media kit k\u00e9m h\u1eefu \u00edch?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t l\u1ed7i c\u1ea7n tr\u00e1nh l\u00e0 th\u00f4ng tin sai ho\u1eb7c l\u1ed7i th\u1eddi. 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 trong m\u1ecdi th\u00f4ng tin, 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.). Ngo\u00e0i ra, n\u00ean h\u1ea1n ch\u1ebf \u0111\u01b0a v\u00e0o t\u00e0i li\u1ec7u qu\u1ea3ng c\u00e1o kh\u00f4ng ph\u1ee5c v\u1ee5 c\u00e2u chuy\u1ec7n, v\u00e0 gi\u1eef media kit nh\u1ea5t qu\u00e1n v\u1edbi th\u00f4ng \u0111i\u1ec7p chung theo tinh th\u1ea7n <a href=\"https:\/\/dykhoa.com\/blog\/imc-la-gi-truyen-thong-marketing-tich-hop\/\">truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC)<\/a>.<\/p>\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\">Media kit kh\u00e1c th\u00f4ng c\u00e1o b\u00e1o ch\u00ed th\u1ebf n\u00e0o?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u00f4ng c\u00e1o c\u00f4ng b\u1ed1 m\u1ed9t tin; media kit l\u00e0 g\u00f3i t\u00e0i li\u1ec7u r\u1ed9ng h\u01a1n, c\u00f3 ch\u00ednh th\u00f4ng c\u00e1o \u0111\u00f3 c\u00f9ng backgrounder, fact sheet v\u00e0 \u1ea3nh \u0111\u1ec3 nh\u00e0 b\u00e1o hi\u1ec3u s\u00e2u h\u01a1n (Roberts-Crews, 2016).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00f3 c\u1ea7n l\u00e0m media kit cho m\u1ecdi th\u00f4ng c\u00e1o kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng. Media kit d\u00e0nh cho c\u00e1c s\u1ef1 ki\u1ec7n l\u1edbn c\u1ea7n nhi\u1ec1u th\u00f4ng tin h\u01a1n m\u1ed9t th\u00f4ng c\u00e1o, nh\u01b0 ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi hay thay \u0111\u1ed5i l\u00e3nh \u0111\u1ea1o (Roberts-Crews, 2016).<\/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\">Media kit t\u1ed1t gi\u00fap nh\u00e0 b\u00e1o t\u00ecm nhanh d\u1eef ki\u1ec7n: th\u00f4ng c\u00e1o \u1edf trung t\u00e2m, backgrounder k\u1ec3 b\u1ed1i c\u1ea3nh, fact sheet \u0111\u1ec3 tra c\u1ee9u, \u1ea3nh d\u00f9ng \u0111\u01b0\u1ee3c ngay v\u00e0 ng\u01b0\u1eddi li\u00ean h\u1ec7 r\u00f5 r\u00e0ng. H\u00e3y c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean v\u00e0 ki\u1ec3m tra m\u1ecdi con s\u1ed1 tr\u01b0\u1edbc khi g\u1eedi.<\/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>Media kit g\u1ed3m nh\u1eefng th\u00e0nh ph\u1ea7n n\u00e0o, khi n\u00e0o c\u1ea7n l\u00e0m, n\u00ean l\u00e0m b\u1ea3n in hay b\u1ea3n s\u1ed1? K\u00e8m danh m\u1ee5c ki\u1ec3m tra \u0111\u1ec3 \u0111i\u1ec1n.<\/p>\n","protected":false},"author":1,"featured_media":7084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,5],"tags":[927,898,928,897],"dk_series":[],"class_list":["post-7085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-bao-chi","category-thuc-hanh-marcom","tag-media-kit","tag-pr","tag-press-kit","tag-quan-he-bao-chi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Media kit g\u1ed3m nh\u1eefng g\u00ec? Th\u00e0nh ph\u1ea7n v\u00e0 danh m\u1ee5c ki\u1ec3m tra<\/title>\n<meta name=\"description\" content=\"Media kit (press kit) g\u1ed3m th\u00f4ng c\u00e1o b\u00e1o ch\u00ed, backgrounder, fact sheet, \u1ea3nh v\u00e0 media alert. 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