{"id":7472,"date":"2026-10-20T21:42:22","date_gmt":"2026-10-20T14:42:22","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/"},"modified":"2026-10-20T21:42:22","modified_gmt":"2026-10-20T14:42:22","slug":"mo-hinh-race-la-gi","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/","title":{"rendered":"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>M\u00f4 h\u00ecnh RACE l\u00e0 quy tr\u00ecnh 4 b\u01b0\u1edbc \u0111\u1ec3 l\u1eadp k\u1ebf ho\u1ea1ch quan h\u1ec7 c\u00f4ng ch\u00fang: Research (nghi\u00ean c\u1ee9u), Action (l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng), Communication (truy\u1ec1n th\u00f4ng) v\u00e0 Evaluation (\u0111\u00e1nh gi\u00e1). B\u00e0i vi\u1ebft gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c c\u1ee7a m\u00f4 h\u00ecnh, nh\u1eefng \u0111i\u1ec3m c\u00e1c gi\u00e1o tr\u00ecnh c\u00f2n ghi kh\u00e1c nhau, c\u00e1ch so s\u00e1nh RACE v\u1edbi ROSIE v\u00e0 OASIS, k\u00e8m h\u01b0\u1edbng d\u1eabn t\u1ef1 luy\u1ec7n cho ng\u01b0\u1eddi m\u1edbi.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><strong>D\u00e0nh cho:<\/strong> ng\u01b0\u1eddi m\u1edbi h\u1ecdc v\u00e0 m\u1edbi l\u00e0m truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o, marketing.<\/p>\n\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">RACE l\u00e0 m\u1ed9t quy tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch quan h\u1ec7 c\u00f4ng ch\u00fang (PR) g\u1ed3m 4 b\u01b0\u1edbc, b\u1eaft \u0111\u1ea7u b\u1eb1ng nghi\u00ean c\u1ee9u v\u00e0 k\u1ebft th\u00fac b\u1eb1ng \u0111\u00e1nh gi\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gi\u00e1o tr\u00ecnh m\u1edf Mastering Public Relations (2012) g\u1ecdi RACE l\u00e0 quy tr\u00ecnh PR v\u00e0 nh\u1ea5n m\u1ea1nh r\u1eb1ng c\u00e1c m\u00f4 h\u00ecnh ki\u1ec3u n\u00e0y lu\u00f4n b\u1eaft \u0111\u1ea7u b\u1eb1ng nghi\u00ean c\u1ee9u, k\u1ebft th\u00fac b\u1eb1ng \u0111\u00e1nh gi\u00e1. Theo Department of Communication Studies (n.d.), RACE hi\u1ec7n l\u00e0 t\u1eeb vi\u1ebft t\u1eaft \u0111\u01b0\u1ee3c d\u00f9ng ph\u1ed5 bi\u1ebfn nh\u1ea5t trong ng\u00e0nh quan h\u1ec7 c\u00f4ng ch\u00fang Canada; ng\u01b0\u1eddi d\u1ef1 thi ch\u1ee9ng nh\u1eadn c\u1ee7a Hi\u1ec7p h\u1ed9i Quan h\u1ec7 c\u00f4ng ch\u00fang Canada (CPRS) ph\u1ea3i d\u00f9ng RACE trong b\u00e0i thi v\u00e0 h\u1ed3 s\u01a1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ai \u0111\u1ec1 xu\u1ea5t m\u00f4 h\u00ecnh RACE v\u00e0 v\u00e0o n\u0103m n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c ngu\u1ed3n \u0111\u1ec1u ghi RACE l\u00e0 c\u1ee7a John Marston, nh\u01b0ng n\u0103m l\u1ea1i kh\u00e1c nhau. Department of Communication Studies (n.d.) v\u00e0 Bailey (2024) ghi n\u0103m 1963; Mastering Public Relations (2012) ghi n\u0103m 1979.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y kh\u00f4ng t\u1ef1 ch\u1ecdn m\u1ed9t n\u0103m v\u00ec t\u00e1c gi\u1ea3 ch\u01b0a \u0111\u1ecdc \u0111\u01b0\u1ee3c t\u00e0i li\u1ec7u g\u1ed1c c\u1ee7a Marston. Khi tr\u00edch d\u1eabn trong b\u00e0i t\u1eadp, b\u1ea1n n\u00ean ghi r\u00f5 m\u00ecnh l\u1ea5y th\u00f4ng tin t\u1eeb gi\u00e1o tr\u00ecnh n\u00e0o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00ean c\u00e1c b\u01b0\u1edbc c\u0169ng c\u00f3 v\u00e0i phi\u00ean b\u1ea3n:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>Ngu\u1ed3n<\/th><th>C\u00e1ch g\u1ecdi 4 b\u01b0\u1edbc<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>Bailey (2024); Schechter (2023)<\/td><td>Research, Action, Communication, Evaluation<\/td><\/tr>\n<tr><td>Mastering Public Relations (2012)<\/td><td>Research, Action planning, Communication, Evaluation<\/td><\/tr>\n<tr><td>Department of Communication Studies (n.d.)<\/td><td>Research, Action planning &#038; Analysis, Communication, Evaluation<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00f9 t\u00ean g\u1ecdi kh\u00e1c nhau, logic kh\u00f4ng \u0111\u1ed5i: t\u00ecm hi\u1ec3u t\u00ecnh h\u00ecnh, l\u00ean k\u1ebf ho\u1ea1ch, tri\u1ec3n khai, r\u1ed3i \u0111o k\u1ebft qu\u1ea3.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 1: Research (nghi\u00ean c\u1ee9u) c\u1ea7n l\u00e0m g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u01b0\u1edbc nghi\u00ean c\u1ee9u nh\u1eb1m hi\u1ec3u t\u00ecnh h\u00ecnh v\u00e0 x\u00e1c \u0111\u1ecbnh \u0111\u00fang v\u1ea5n \u0111\u1ec1 ho\u1eb7c c\u01a1 h\u1ed9i, \u0111\u1ec3 chi\u1ebfn d\u1ecbch x\u1eed l\u00fd nguy\u00ean nh\u00e2n ch\u1ee9 kh\u00f4ng ch\u1ec9 tri\u1ec7u ch\u1ee9ng (Mastering Public Relations, 2012).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Theo Mastering Public Relations (2012), ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch n\u00ean:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>D\u00f9ng nghi\u00ean c\u1ee9u th\u1ee9 c\u1ea5p (t\u00e0i li\u1ec7u, nghi\u00ean c\u1ee9u c\u00f3 s\u1eb5n, tin b\u00e0i) \u0111\u1ec3 c\u00f3 b\u1ed1i c\u1ea3nh v\u1edbi chi ph\u00ed th\u1ea5p.<\/li>\n\n\n<li>D\u00f9ng nghi\u00ean c\u1ee9u s\u01a1 c\u1ea5p (ph\u1ecfng v\u1ea5n, th\u1ea3o lu\u1eadn nh\u00f3m, kh\u1ea3o s\u00e1t) \u0111\u1ec3 l\u1ea5p nh\u1eefng kho\u1ea3ng tr\u1ed1ng c\u1ee5 th\u1ec3.<\/li>\n\n\n<li>Ph\u00e2n t\u00edch SWOT: \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu b\u00ean trong v\u00e0 c\u01a1 h\u1ed9i, th\u00e1ch th\u1ee9c b\u00ean ngo\u00e0i.<\/li>\n\n\n<li>Vi\u1ebft m\u1ed9t c\u00e2u ph\u00e1t bi\u1ec3u v\u1ea5n \u0111\u1ec1 ho\u1eb7c c\u01a1 h\u1ed9i th\u1eadt ng\u1eafn g\u1ecdn, \u0111i th\u1eb3ng v\u00e0o c\u1ed1t l\u00f5i v\u00e0 n\u00eau h\u1eadu qu\u1ea3 n\u1ebfu kh\u00f4ng x\u1eed l\u00fd.<\/li>\n\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Nghi\u00ean c\u1ee9u \u1edf b\u01b0\u1edbc n\u00e0y c\u00f2n \u0111\u1ec3 \u0111\u1eb7t m\u1ed1c so s\u00e1nh (benchmark), v\u00ec kh\u00f4ng c\u00f3 m\u1ed1c th\u00ec \u0111\u1ebfn b\u01b0\u1edbc \u0111\u00e1nh gi\u00e1 s\u1ebd kh\u00f4ng bi\u1ebft \u0111\u00e3 thay \u0111\u1ed5i bao nhi\u00eau (Mastering Public Relations, 2012).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 2: Action (l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng) g\u1ed3m nh\u1eefng g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u01b0\u1edbc 2 bi\u1ebfn c\u00e2u ph\u00e1t bi\u1ec3u v\u1ea5n \u0111\u1ec1 th\u00e0nh m\u1ee5c \u0111\u00edch, m\u1ee5c ti\u00eau, chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>Th\u00e0nh ph\u1ea7n<\/th><th>Y\u00eau c\u1ea7u theo Mastering Public Relations (2012)<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>M\u1ee5c \u0111\u00edch (goal)<\/td><td>Kh\u00f4ng vi\u1ebft m\u1ee5c \u0111\u00edch theo ki\u1ec3u &#8220;c\u00f4ng ch\u00fang s\u1ebd l\u00e0m \u0111i\u1ec1u m\u00ecnh mu\u1ed1n&#8221;<\/td><\/tr>\n<tr><td>M\u1ee5c ti\u00eau (objective)<\/td><td>L\u00e0 k\u1ebft qu\u1ea3 cu\u1ed1i c\u00f9ng ch\u1ee9 kh\u00f4ng ph\u1ea3i ph\u01b0\u01a1ng ti\u1ec7n; \u0111o \u0111\u01b0\u1ee3c; c\u00f3 th\u1eddi h\u1ea1n; n\u00eau r\u00f5 nh\u00f3m c\u00f4ng ch\u00fang<\/td><\/tr>\n<tr><td>Chi\u1ebfn l\u01b0\u1ee3c<\/td><td>Xoay quanh l\u1ee3i \u00edch c\u1ee7a c\u00f4ng ch\u00fang; ti\u1ebfp c\u1eadn qua nhi\u1ec1u \u0111i\u1ec3m ch\u1ea1m \u0111\u1ec3 c\u1ee7ng c\u1ed1 th\u00f4ng \u0111i\u1ec7p<\/td><\/tr>\n<tr><td>Chi\u1ebfn thu\u1eadt<\/td><td>Lu\u00f4n \u0111\u00e1nh gi\u00e1 chi\u1ebfn thu\u1eadt trong khu\u00f4n kh\u1ed5 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1eb7t<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ee5c ti\u00eau c\u00f3 th\u1ec3 thu\u1ed9c ba nh\u00f3m: nh\u1eadn th\u1ee9c (bi\u1ebft, hi\u1ec3u, nh\u1edb), th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi (Mastering Public Relations, 2012). C\u00e1ch vi\u1ebft m\u1ee5c ti\u00eau theo t\u1eebng t\u1ea7ng \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y k\u1ef9 h\u01a1n trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/muc-tieu-va-ngan-sach-truyen-thong\/\" rel=\"noopener noreferrer\" target=\"_blank\">m\u1ee5c ti\u00eau v\u00e0 ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5 trong gi\u00e1o tr\u00ecnh l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch th\u1eaft d\u00e2y an to\u00e0n: v\u1edbi t\u00e0i x\u1ebf tr\u1ebb th\u00edch m\u1ea1o hi\u1ec3m, th\u00f4ng \u0111i\u1ec7p n\u00f3i v\u1ec1 kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t xe tr\u00ean \u0111\u01b0\u1eddng cua; v\u1edbi c\u00e1c b\u00e0 m\u1eb9, th\u00f4ng \u0111i\u1ec7p n\u00f3i v\u1ec1 an to\u00e0n c\u1ee7a con (Mastering Public Relations, 2012). C\u00f9ng m\u1ed9t m\u1ee5c \u0111\u00edch, m\u1ed7i nh\u00f3m c\u00f4ng ch\u00fang c\u1ea7n m\u1ed9t l\u00fd do kh\u00e1c nhau.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 3: Communication (truy\u1ec1n th\u00f4ng) kh\u00e1c g\u00ec m\u1ed9t danh s\u00e1ch ho\u1ea1t \u0111\u1ed9ng?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u01b0\u1edbc 3 l\u00e0 tri\u1ec3n khai, v\u00e0 theo Mastering Public Relations (2012), ch\u01b0\u01a1ng tr\u00ecnh PR t\u1ed1t nh\u1ea5t c\u00f3 c\u1ea3 truy\u1ec1n th\u00f4ng l\u1eabn h\u00e0nh \u0111\u1ed9ng. \u0110\u00f4i khi t\u1ed5 ch\u1ee9c ph\u1ea3i thay \u0111\u1ed5i c\u00e1ch l\u00e0m c\u1ee7a ch\u00ednh m\u00ecnh tr\u01b0\u1edbc th\u00ec th\u00f4ng \u0111i\u1ec7p m\u1edbi c\u00f3 t\u00e1c d\u1ee5ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hai c\u00f4ng c\u1ee5 quan tr\u1ecdng \u1edf b\u01b0\u1edbc n\u00e0y (Mastering Public Relations, 2012):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>L\u1ecbch tri\u1ec3n khai:<\/strong> v\u00ed d\u1ee5 bi\u1ec3u \u0111\u1ed3 Gantt, m\u1ed9t bi\u1ec3u \u0111\u1ed3 ngang cho th\u1ea5y vi\u1ec7c n\u00e0o b\u1eaft \u0111\u1ea7u v\u00e0 k\u1ebft th\u00fac khi n\u00e0o.<\/li>\n\n\n<li><strong>Ng\u00e2n s\u00e1ch:<\/strong> b\u1eaft \u0111\u1ea7u t\u1eeb danh s\u00e1ch m\u1ecdi chi\u1ebfn thu\u1eadt mong mu\u1ed1n, r\u1ed3i c\u1eaft d\u1ea7n nh\u1eefng chi\u1ebfn thu\u1eadt c\u00f3 l\u1ee3i t\u1ee9c th\u1ea5p nh\u1ea5t.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1ch d\u1ef1ng l\u1ecbch v\u00e0 chia giai \u0111o\u1ea1n \u0111\u01b0\u1ee3c h\u01b0\u1edbng d\u1eabn trong b\u00e0i v\u1ec1 <a href=\"https:\/\/dykhoa.com\/blog\/lap-ke-hoach-truyen-thong-theo-chuan-oasis\/\" rel=\"noopener noreferrer\" target=\"_blank\">l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo chu\u1ea9n OASIS<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u01b0\u1edbc 4: Evaluation (\u0111\u00e1nh gi\u00e1) n\u00ean \u0111o g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Theo Mastering Public Relations (2012), b\u01b0\u1edbc \u0111\u00e1nh gi\u00e1 g\u1ed3m 4 vi\u1ec7c:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>So s\u00e1nh t\u00ecnh h\u00ecnh hi\u1ec7n t\u1ea1i v\u1edbi m\u1ed1c \u0111\u00e3 \u0111\u1eb7t.<\/li>\n\n\n<li>Ch\u1ecdn c\u00f4ng c\u1ee5 \u0111o, th\u01b0\u1eddng l\u00e0 ch\u00ednh c\u00f4ng c\u1ee5 \u0111\u00e3 d\u00f9ng \u0111\u1ec3 \u0111\u1eb7t m\u1ed1c, v\u00ed d\u1ee5 kh\u1ea3o s\u00e1t l\u1eb7p l\u1ea1i.<\/li>\n\n\n<li>Ph\u00e2n t\u00edch d\u1eef li\u1ec7u, r\u00fat ra k\u1ebft lu\u1eadn c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng v\u00e0 \u0111\u01b0a ra khuy\u1ebfn ngh\u1ecb.<\/li>\n\n\n<li>\u0110i\u1ec1u ch\u1ec9nh v\u00e0 \u0111o l\u1ea1i.<\/li>\n\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Gi\u00e1o tr\u00ecnh c\u0169ng l\u01b0u \u00fd \u0111\u1ebfm s\u1ed1 tin b\u00e0i l\u00e0 c\u00e1ch \u0111o \u00edt th\u00f4ng tin nh\u1ea5t, v\u00ec kh\u00f4ng cho bi\u1ebft c\u00e1c tin b\u00e0i \u0111\u00f3 c\u00f3 \u00fd ngh\u0129a g\u00ec; t\u1ea7ng ti\u1ebfp nh\u1eadn v\u00e0 k\u1ebft qu\u1ea3 quan tr\u1ecdng h\u01a1n \u0111\u1ea7u ra. \u0110\u1ed3ng th\u1eddi, c\u1ea7n theo d\u00f5i truy\u1ec1n th\u00f4ng li\u00ean t\u1ee5c \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh gi\u1eefa ch\u1eebng (Mastering Public Relations, 2012). Xem th\u00eam b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/kpi-truyen-thong-la-gi\/\" rel=\"noopener noreferrer\" target=\"_blank\">KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">RACE kh\u00e1c ROSIE v\u00e0 OASIS nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c m\u00f4 h\u00ecnh n\u00e0y c\u00f3 c\u00f9ng logic nh\u01b0ng chia b\u01b0\u1edbc kh\u00e1c nhau.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table>\n<thead>\n<tr><th>M\u00f4 h\u00ecnh<\/th><th>C\u00e1c b\u01b0\u1edbc<\/th><th>Ngu\u1ed3n g\u1ed1c theo t\u00e0i li\u1ec7u<\/th><\/tr>\n<\/thead>\n<tbody>\n<tr><td>RACE<\/td><td>Research, Action, Communication, Evaluation<\/td><td>John Marston<\/td><\/tr>\n<tr><td>ROSIE<\/td><td>Research, Objectives, Strategy, Implementation, Evaluation<\/td><td>Sheila Clough Crifasi<\/td><\/tr>\n<tr><td>OASIS<\/td><td>Objectives, Audience\/insight, Strategy\/ideas, Implementation, Scoring\/evaluation<\/td><td>Government Communication Service, Ch\u00ednh ph\u1ee7 Anh<\/td><\/tr>\n<\/tbody>\n<\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Th\u00f4ng tin RACE, ROSIE theo Department of Communication Studies (n.d.); OASIS theo Government Communication Service (n.d.).<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Department of Communication Studies (n.d.) nh\u1eadn x\u00e9t c\u00e1c t\u1eeb vi\u1ebft t\u1eaft n\u00e0y v\u1ec1 c\u01a1 b\u1ea3n bao qu\u00e1t c\u00f9ng c\u00e1c y\u1ebfu t\u1ed1 ch\u00ednh. \u0110i\u1ec3m kh\u00e1c d\u1ec5 th\u1ea5y: ROSIE v\u00e0 OASIS t\u00e1ch m\u1ee5c ti\u00eau th\u00e0nh m\u1ed9t b\u01b0\u1edbc ri\u00eang, c\u00f2n RACE g\u1ed9p m\u1ee5c ti\u00eau v\u00e0o b\u01b0\u1edbc Action. OASIS c\u00f2n \u0111\u1eb7t hi\u1ec3u c\u00f4ng ch\u00fang v\u00e0 insight th\u00e0nh m\u1ed9t b\u01b0\u1edbc ri\u00eang (Government Communication Service [GCS], n.d.).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00f4 h\u00ecnh RACE c\u00f3 h\u1ea1n ch\u1ebf g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">H\u1ea1n ch\u1ebf th\u01b0\u1eddng \u0111\u01b0\u1ee3c nh\u1eafc l\u00e0 t\u00ednh tuy\u1ebfn t\u00ednh. Schechter (2023) cho r\u1eb1ng c\u00e1c m\u00f4 h\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch ph\u1ed5 bi\u1ebfn, trong \u0111\u00f3 c\u00f3 RACE, \u0111\u1ec1u thi\u1ebfu b\u01b0\u1edbc theo d\u00f5i v\u00e0 \u0111i\u1ec1u ch\u1ec9nh li\u00ean t\u1ee5c. Bailey (2024) c\u0169ng ghi nh\u1eadn c\u00f3 nh\u1eefng ng\u01b0\u1eddi ph\u00ea ph\u00e1n c\u00e1ch l\u1eadp k\u1ebf ho\u1ea1ch c\u00f3 v\u1ebb r\u1ea5t tuy\u1ebfn t\u00ednh, v\u00e0 gi\u1edbi thi\u1ec7u quan \u0111i\u1ec3m xem l\u1eadp k\u1ebf ho\u1ea1ch l\u00e0 m\u1ed9t chu tr\u00ecnh, m\u1ed7i v\u00f2ng \u0111\u00e1nh gi\u00e1 d\u1eabn t\u1edbi c\u1ea3i ti\u1ebfn cho v\u00f2ng sau.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Schechter (2023) nh\u1ea5n m\u1ea1nh r\u1eb1ng ch\u1ecdn m\u00f4 h\u00ecnh n\u00e0o kh\u00f4ng quan tr\u1ecdng b\u1eb1ng vi\u1ec7c l\u00e0m c\u00f3 h\u1ec7 th\u1ed1ng v\u00e0 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c. V\u00ec v\u1eady, khi d\u00f9ng RACE, h\u00e3y th\u00eam c\u00e1c m\u1ed1c theo d\u00f5i gi\u1eefa chi\u1ebfn d\u1ecbch thay v\u00ec ch\u1ec9 \u0111\u00e1nh gi\u00e1 \u1edf cu\u1ed1i.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u1ef1 luy\u1ec7n: l\u1eadp k\u1ebf ho\u1ea1ch nh\u1ecf theo RACE<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u1ecdn m\u1ed9t v\u1ea5n \u0111\u1ec1 truy\u1ec1n th\u00f4ng quen thu\u1ed9c, v\u00ed d\u1ee5 khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi tr\u1ebb trong khu ph\u1ed1 ph\u00e2n lo\u1ea1i r\u00e1c, r\u1ed3i:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li><strong>Research:<\/strong> li\u1ec7t k\u00ea 3 ngu\u1ed3n th\u1ee9 c\u1ea5p c\u00f3 th\u1ec3 d\u00f9ng, 1 c\u00e1ch nghi\u00ean c\u1ee9u s\u01a1 c\u1ea5p; vi\u1ebft c\u00e2u ph\u00e1t bi\u1ec3u v\u1ea5n \u0111\u1ec1 trong 1 c\u00e2u.<\/li>\n\n\n<li><strong>Action:<\/strong> vi\u1ebft 1 m\u1ee5c \u0111\u00edch, 2 m\u1ee5c ti\u00eau (1 nh\u1eadn th\u1ee9c, 1 h\u00e0nh vi) c\u00f3 con s\u1ed1 v\u00e0 th\u1eddi h\u1ea1n; n\u00eau l\u1ee3i \u00edch c\u1ee7a c\u00f4ng ch\u00fang m\u00e0 chi\u1ebfn l\u01b0\u1ee3c s\u1ebd d\u1ef1a v\u00e0o.<\/li>\n\n\n<li><strong>Communication:<\/strong> ch\u1ecdn 3 chi\u1ebfn thu\u1eadt, v\u1ebd l\u1ecbch d\u1ea1ng Gantt cho 8 tu\u1ea7n, s\u1eafp x\u1ebfp ng\u00e2n s\u00e1ch theo th\u1ee9 t\u1ef1 \u01b0u ti\u00ean.<\/li>\n\n\n<li><strong>Evaluation:<\/strong> ghi m\u1ed1c hi\u1ec7n t\u1ea1i, c\u00f4ng c\u1ee5 \u0111o v\u00e0 th\u1eddi \u0111i\u1ec3m \u0111o l\u1ea1i.<\/li>\n\n<\/ol>\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>RACE vi\u1ebft t\u1eaft c\u1ee7a nh\u1eefng t\u1eeb g\u00ec?<\/strong><br\/>\nPhi\u00ean b\u1ea3n th\u01b0\u1eddng g\u1eb7p l\u00e0 Research, Action, Communication, Evaluation (Schechter, 2023). M\u1ed9t s\u1ed1 gi\u00e1o tr\u00ecnh g\u1ecdi b\u01b0\u1edbc 2 l\u00e0 Action planning ho\u1eb7c Action planning &#038; Analysis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>RACE ra \u0111\u1eddi n\u0103m n\u00e0o?<\/strong><br\/>\nC\u00e1c ngu\u1ed3n kh\u00f4ng th\u1ed1ng nh\u1ea5t: Department of Communication Studies (n.d.) v\u00e0 Bailey (2024) ghi n\u0103m 1963, c\u00f2n Mastering Public Relations (2012) ghi n\u0103m 1979. C\u1ea3 hai \u0111\u1ec1u ghi t\u00e1c gi\u1ea3 l\u00e0 John Marston.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>N\u00ean d\u00f9ng RACE hay OASIS?<\/strong><br\/>\nC\u1ea3 hai c\u00f9ng logic. RACE ng\u1eafn g\u1ecdn, d\u1ec5 nh\u1edb; OASIS c\u00f3 h\u01b0\u1edbng d\u1eabn chi ti\u1ebft h\u01a1n cho t\u1eebng b\u01b0\u1edbc, \u0111\u1eb7c bi\u1ec7t v\u1ec1 c\u00f4ng ch\u00fang v\u00e0 \u0111\u00e1nh gi\u00e1 (GCS, n.d.). \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 l\u00e0m c\u00f3 h\u1ec7 th\u1ed1ng (Schechter, 2023).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc n\u00e0o hay b\u1ecb l\u00e0m s\u01a1 s\u00e0i nh\u1ea5t?<\/strong><br\/>\nTh\u01b0\u1eddng l\u00e0 nghi\u00ean c\u1ee9u v\u00e0 \u0111\u00e1nh gi\u00e1. Kh\u00f4ng nghi\u00ean c\u1ee9u th\u00ec kh\u00f4ng c\u00f3 m\u1ed1c so s\u00e1nh, v\u00e0 khi \u0111\u00f3 b\u01b0\u1edbc \u0111\u00e1nh gi\u00e1 ch\u1ec9 c\u00f2n \u0111\u1ebfm \u0111\u1ea7u ra (Mastering Public Relations, 2012).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 \u0111i\u1ec1u c\u1ea7n nh\u1edb<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1; lu\u00f4n b\u1eaft \u0111\u1ea7u b\u1eb1ng nghi\u00ean c\u1ee9u v\u00e0 k\u1ebft th\u00fac b\u1eb1ng \u0111\u00e1nh gi\u00e1.<\/li>\n\n\n<li>C\u00e1c ngu\u1ed3n c\u00f2n ghi kh\u00e1c nhau v\u1ec1 n\u0103m ra \u0111\u1eddi v\u00e0 t\u00ean b\u01b0\u1edbc 2; khi tr\u00edch d\u1eabn, ghi r\u00f5 ngu\u1ed3n m\u00ecnh d\u00f9ng.<\/li>\n\n\n<li>B\u1ed5 sung theo d\u00f5i gi\u1eefa chi\u1ebfn d\u1ecbch \u0111\u1ec3 kh\u1eafc ph\u1ee5c t\u00ednh tuy\u1ebfn t\u00ednh c\u1ee7a m\u00f4 h\u00ecnh.<\/li>\n\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/h2>\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 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 is-layout-flow wp-block-details-is-layout-flow\"><summary>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/summary>\n\n<p class=\"wp-block-paragraph\">Bailey, R. (2024, February 22). <em>PR planning toolkit<\/em>. PR Academy. https:\/\/pracademy.co.uk\/insights\/pr-planning-toolkit\/<\/p>\n\n\n<p class=\"wp-block-paragraph\">Department of Communication Studies. (n.d.). Strategic public relations planning. In <em>Foundations of public relations: Canadian edition<\/em>. https:\/\/pressbooks.atlanticoer-relatlantique.ca\/publicrelations\/chapter\/constructing-the-strategic-plan-for-a-public-relations-campaign\/<\/p>\n\n\n<p class=\"wp-block-paragraph\">Government Communication Service. (n.d.). <em>Guide to campaign planning: OASIS<\/em>. https:\/\/www.communications.gov.uk\/guidance\/marketing\/delivering-government-campaigns\/guide-to-campaign-planning-oasis\/<\/p>\n\n\n<p class=\"wp-block-paragraph\"><em>Mastering public relations<\/em> (Version 1.0). (2012). Saylor Academy. https:\/\/saylordotorg.github.io\/text_mastering-public-relations\/<\/p>\n\n\n<p class=\"wp-block-paragraph\">Schechter, S. (2023). <em>Public relations: From strategy to action<\/em>. BCcampus. https:\/\/pressbooks.bccampus.ca\/publicrelations\/<\/p>\n\n<\/details>\n\n","protected":false},"excerpt":{"rendered":"<p>M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.<\/p>\n","protected":false},"author":1,"featured_media":7471,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[405,1202,119],"dk_series":[],"class_list":["post-7472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-lap-ke-hoach-truyen-thong","tag-mo-hinh-race","tag-quan-he-cong-chung"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi<\/title>\n<meta name=\"description\" content=\"M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi\" \/>\n<meta property=\"og:description\" content=\"M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/\" \/>\n<meta property=\"og:site_name\" content=\"Dy Khoa Blog\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/zykhoa\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-20T14:42:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/cover-race-blog.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Dy Khoa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dy Khoa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/\"},\"author\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/#person\"},\"headline\":\"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi\",\"datePublished\":\"2026-10-20T14:42:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/\"},\"wordCount\":2648,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cover-race-blog.webp\",\"keywords\":[\"l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng\",\"m\u00f4 h\u00ecnh RACE\",\"quan h\u1ec7 c\u00f4ng ch\u00fang\"],\"articleSection\":[\"IMC &amp; Chi\u1ebfn l\u01b0\u1ee3c\",\"Th\u1ef1c h\u00e0nh Marcom\"],\"inLanguage\":\"vi\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#respond\"]}],\"publisher\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/#person\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/\",\"url\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/\",\"name\":\"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cover-race-blog.webp\",\"datePublished\":\"2026-10-20T14:42:22+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/#person\"},\"description\":\"M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#breadcrumb\"},\"inLanguage\":\"vi\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"vi\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#primaryimage\",\"url\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cover-race-blog.webp\",\"contentUrl\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cover-race-blog.webp\",\"width\":1200,\"height\":675,\"caption\":\"Minh ho\u1ea1 m\u00f4 h\u00ecnh RACE: b\u1ed1n tr\u1ea1m m\u00e0u tr\u00ean m\u1ed9t tuy\u1ebfn, b\u1ea3n \u0111\u1ed3 v\u00e0 l\u1ecbch k\u1ebf ho\u1ea1ch\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/mo-hinh-race-la-gi\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/\",\"name\":\"Dy Khoa Blog\",\"description\":\"Blog c\u1ee7a Dy Khoa v\u1ec1 truy\u1ec1n th\u00f4ng khoa h\u1ecdc, truy\u1ec1n th\u00f4ng s\u1ee9c kho\u1ebb v\u00e0 th\u1ef1c h\u00e0nh marcom.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"vi\",\"alternateName\":\"Blog c\u1ee7a Dy Khoa\",\"publisher\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/#person\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/#person\",\"name\":\"Dy Khoa\",\"alternateName\":[\"Nguy\u1ec5n Ho\u00e0ng Anh Khoa\",\"Nguyen Hoang Anh Khoa\"],\"url\":\"https:\\\/\\\/dykhoa.com\\\/\",\"description\":\"Dy Khoa (Nguy\u1ec5n Ho\u00e0ng Anh Khoa), th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng khoa h\u1ecdc v\u00e0 Thu h\u00fat c\u00f4ng ch\u00fang, gi\u1ea3ng vi\u00ean \u0111\u1ea1i h\u1ecdc, chuy\u00ean gia truy\u1ec1n th\u00f4ng.\",\"jobTitle\":[\"Gi\u1ea3ng vi\u00ean\",\"Chuy\u00ean gia Truy\u1ec1n th\u00f4ng\"],\"alumniOf\":{\"@type\":\"CollegeOrUniversity\",\"name\":\"Universiti Malaya\"},\"knowsAbout\":[\"Truy\u1ec1n th\u00f4ng khoa h\u1ecdc\",\"Truy\u1ec1n th\u00f4ng s\u1ee9c kho\u1ebb\",\"Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC)\",\"Quan h\u1ec7 c\u00f4ng ch\u00fang\",\"Truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng\"],\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/dykhoa\\\/\",\"https:\\\/\\\/www.instagram.com\\\/dykhoa\\\/\",\"https:\\\/\\\/facebook.com\\\/zykhoa\\\/\",\"https:\\\/\\\/www.researchgate.net\\\/profile\\\/Hoang-Anh-Khoa-Nguyen\",\"https:\\\/\\\/dykhoa.com\\\/blog\\\/dy-khoa-la-ai\\\/\"],\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"vi\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/1785252721438_1555151237691901618_8271965652735541228_03804f14bacc46968fc3c4600471c52f-e1785318666235.jpg\",\"url\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/1785252721438_1555151237691901618_8271965652735541228_03804f14bacc46968fc3c4600471c52f-e1785318666235.jpg\",\"contentUrl\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/1785252721438_1555151237691901618_8271965652735541228_03804f14bacc46968fc3c4600471c52f-e1785318666235.jpg\",\"caption\":\"Dy Khoa\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi","description":"M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/","og_locale":"vi_VN","og_type":"article","og_title":"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi","og_description":"M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.","og_url":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/","og_site_name":"Dy Khoa Blog","article_author":"https:\/\/www.facebook.com\/zykhoa\/","article_published_time":"2026-10-20T14:42:22+00:00","og_image":[{"width":1200,"height":675,"url":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/cover-race-blog.webp","type":"image\/webp"}],"author":"Dy Khoa","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Dy Khoa","Est. reading time":"13 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#article","isPartOf":{"@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/"},"author":{"@id":"https:\/\/dykhoa.com\/#person"},"headline":"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi","datePublished":"2026-10-20T14:42:22+00:00","mainEntityOfPage":{"@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/"},"wordCount":2648,"commentCount":0,"image":{"@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#primaryimage"},"thumbnailUrl":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/cover-race-blog.webp","keywords":["l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng","m\u00f4 h\u00ecnh RACE","quan h\u1ec7 c\u00f4ng ch\u00fang"],"articleSection":["IMC &amp; Chi\u1ebfn l\u01b0\u1ee3c","Th\u1ef1c h\u00e0nh Marcom"],"inLanguage":"vi","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#respond"]}],"publisher":{"@id":"https:\/\/dykhoa.com\/#person"}},{"@type":"WebPage","@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/","url":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/","name":"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi","isPartOf":{"@id":"https:\/\/dykhoa.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#primaryimage"},"image":{"@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#primaryimage"},"thumbnailUrl":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/cover-race-blog.webp","datePublished":"2026-10-20T14:42:22+00:00","author":{"@id":"https:\/\/dykhoa.com\/#person"},"description":"M\u00f4 h\u00ecnh RACE g\u1ed3m 4 b\u01b0\u1edbc: nghi\u00ean c\u1ee9u, l\u1eadp k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, truy\u1ec1n th\u00f4ng, \u0111\u00e1nh gi\u00e1. Gi\u1ea3i th\u00edch t\u1eebng b\u01b0\u1edbc, ngu\u1ed3n g\u1ed1c, so s\u00e1nh v\u1edbi ROSIE, OASIS v\u00e0 c\u00e1ch t\u1ef1 luy\u1ec7n.","breadcrumb":{"@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#breadcrumb"},"inLanguage":"vi","potentialAction":[{"@type":"ReadAction","target":["https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/"]}]},{"@type":"ImageObject","inLanguage":"vi","@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#primaryimage","url":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/cover-race-blog.webp","contentUrl":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/cover-race-blog.webp","width":1200,"height":675,"caption":"Minh ho\u1ea1 m\u00f4 h\u00ecnh RACE: b\u1ed1n tr\u1ea1m m\u00e0u tr\u00ean m\u1ed9t tuy\u1ebfn, b\u1ea3n \u0111\u1ed3 v\u00e0 l\u1ecbch k\u1ebf ho\u1ea1ch"},{"@type":"BreadcrumbList","@id":"https:\/\/dykhoa.com\/blog\/mo-hinh-race-la-gi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/dykhoa.com\/blog\/"},{"@type":"ListItem","position":2,"name":"M\u00f4 h\u00ecnh RACE l\u00e0 g\u00ec? 4 b\u01b0\u1edbc l\u1eadp k\u1ebf ho\u1ea1ch PR cho ng\u01b0\u1eddi m\u1edbi"}]},{"@type":"WebSite","@id":"https:\/\/dykhoa.com\/blog\/#website","url":"https:\/\/dykhoa.com\/blog\/","name":"Dy Khoa Blog","description":"Blog c\u1ee7a Dy Khoa v\u1ec1 truy\u1ec1n th\u00f4ng khoa h\u1ecdc, truy\u1ec1n th\u00f4ng s\u1ee9c kho\u1ebb v\u00e0 th\u1ef1c h\u00e0nh marcom.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/dykhoa.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"vi","alternateName":"Blog c\u1ee7a Dy Khoa","publisher":{"@id":"https:\/\/dykhoa.com\/#person"}},{"@type":"Person","@id":"https:\/\/dykhoa.com\/#person","name":"Dy Khoa","alternateName":["Nguy\u1ec5n Ho\u00e0ng Anh Khoa","Nguyen Hoang Anh Khoa"],"url":"https:\/\/dykhoa.com\/","description":"Dy Khoa (Nguy\u1ec5n Ho\u00e0ng Anh Khoa), th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng khoa h\u1ecdc v\u00e0 Thu h\u00fat c\u00f4ng ch\u00fang, gi\u1ea3ng vi\u00ean \u0111\u1ea1i h\u1ecdc, chuy\u00ean gia truy\u1ec1n th\u00f4ng.","jobTitle":["Gi\u1ea3ng vi\u00ean","Chuy\u00ean gia Truy\u1ec1n th\u00f4ng"],"alumniOf":{"@type":"CollegeOrUniversity","name":"Universiti Malaya"},"knowsAbout":["Truy\u1ec1n th\u00f4ng khoa h\u1ecdc","Truy\u1ec1n th\u00f4ng s\u1ee9c kho\u1ebb","Truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p (IMC)","Quan h\u1ec7 c\u00f4ng ch\u00fang","Truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng"],"sameAs":["https:\/\/www.linkedin.com\/in\/dykhoa\/","https:\/\/www.instagram.com\/dykhoa\/","https:\/\/facebook.com\/zykhoa\/","https:\/\/www.researchgate.net\/profile\/Hoang-Anh-Khoa-Nguyen","https:\/\/dykhoa.com\/blog\/dy-khoa-la-ai\/"],"image":{"@type":"ImageObject","inLanguage":"vi","@id":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/07\/1785252721438_1555151237691901618_8271965652735541228_03804f14bacc46968fc3c4600471c52f-e1785318666235.jpg","url":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/07\/1785252721438_1555151237691901618_8271965652735541228_03804f14bacc46968fc3c4600471c52f-e1785318666235.jpg","contentUrl":"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/07\/1785252721438_1555151237691901618_8271965652735541228_03804f14bacc46968fc3c4600471c52f-e1785318666235.jpg","caption":"Dy Khoa"}}]}},"_links":{"self":[{"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/posts\/7472","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/comments?post=7472"}],"version-history":[{"count":0,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/posts\/7472\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/media\/7471"}],"wp:attachment":[{"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/media?parent=7472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/categories?post=7472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/tags?post=7472"},{"taxonomy":"dk_series","embeddable":true,"href":"https:\/\/dykhoa.com\/blog\/wp-json\/wp\/v2\/dk_series?post=7472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}