{"id":855,"date":"2026-10-08T18:08:12","date_gmt":"2026-10-08T11:08:12","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=855"},"modified":"2026-10-08T18:08:16","modified_gmt":"2026-10-08T11:08:16","slug":"communication-brief-la-gi-cach-viet-ban-dinh-huong-truyen-thong","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/communication-brief-la-gi-cach-viet-ban-dinh-huong-truyen-thong\/","title":{"rendered":"Communication brief l\u00e0 g\u00ec: c\u00e1ch vi\u1ebft b\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3"},"content":{"rendered":"<p>M\u1ecdi chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng th\u1ea5t b\u1ea1i hay r\u01a1i v\u00e0o c\u1ea3nh s\u1eeda \u0111i s\u1eeda l\u1ea1i nhi\u1ec1u l\u1ea7n h\u1ea7u nh\u01b0 \u0111\u1ec1u b\u1eaft ngu\u1ed3n t\u1eeb m\u1ed9t l\u00fd do: b\u1ea3n brief ban \u0111\u1ea7u m\u01a1 h\u1ed3, thi\u1ebfu tr\u1ecdng t\u00e2m ho\u1eb7c m\u1ed7i b\u00ean hi\u1ec3u m\u1ed9t n\u1ebbo. Trong ng\u00e0nh qu\u1ea3ng c\u00e1o v\u00e0 quan h\u1ec7 c\u00f4ng ch\u00fang, <strong>communication brief<\/strong> ch\u00ednh l\u00e0 chi\u1ebfc la b\u00e0n gi\u1eef cho to\u00e0n b\u1ed9 \u0111\u1ed9i ng\u0169 \u0111i \u0111\u00fang h\u01b0\u1edbng t\u1eeb l\u00fac kh\u1edfi t\u1ea1o \u00fd t\u01b0\u1edfng \u0111\u1ebfn khi ra m\u1eaft s\u1ea3n ph\u1ea9m.<\/p>\n<h2>Communication brief l\u00e0 g\u00ec v\u00e0 v\u00ec sao b\u1ea3n brief hay b\u1ecb hi\u1ec3u sai?<\/h2>\n<p>Communication brief (b\u1ea3n t\u00f3m t\u1eaft \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng) l\u00e0 v\u0103n b\u1ea3n chi\u1ebfn l\u01b0\u1ee3c do nh\u00e3n h\u00e0ng (client) ho\u1eb7c chuy\u00ean vi\u00ean ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c (planner) bi\u00ean so\u1ea1n, nh\u1eb1m x\u00e1c \u0111\u1ecbnh r\u00f5 b\u00e0i to\u00e1n kinh doanh, m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng, \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f4ng ch\u00fang, th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i v\u00e0 c\u00e1c ranh gi\u1edbi th\u1ef1c thi c\u1ee7a m\u1ed9t d\u1ef1 \u00e1n.<\/p>\n<p>Nghi\u00ean c\u1ee9u quy m\u00f4 to\u00e0n c\u1ea7u <strong>The BetterBriefs Project (2021)<\/strong> th\u1ef1c hi\u1ec7n c\u00f9ng Hi\u1ec7p h\u1ed9i C\u00e1c nh\u00e0 Th\u1ef1c h\u00e0nh Qu\u1ea3ng c\u00e1o Anh Qu\u1ed1c (IPA) tr\u00ean h\u01a1n 70 qu\u1ed1c gia \u0111\u00e3 ch\u1ec9 ra m\u1ed9t kho\u1ea3ng c\u00e1ch nh\u1eadn th\u1ee9c r\u1ea5t l\u1edbn:<\/p>\n<ul>\n<li><strong>80%<\/strong> ng\u01b0\u1eddi l\u00e0m marketing ph\u00eda nh\u00e3n h\u00e0ng tin r\u1eb1ng m\u00ecnh vi\u1ebft brief r\u00f5 r\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3.<\/li>\n<li>Ch\u1ec9 <strong>10%<\/strong> chuy\u00ean gia ph\u00eda c\u00f4ng ty d\u1ecbch v\u1ee5 s\u00e1ng t\u1ea1o (creative agency) \u0111\u1ed3ng \u00fd v\u1edbi nh\u1eadn \u0111\u1ecbnh \u0111\u00f3.<\/li>\n<li>\u01af\u1edbc t\u00ednh <strong>33%<\/strong> ng\u00e2n s\u00e1ch marketing b\u1ecb l\u00e3ng ph\u00ed v\u00ec nh\u1eefng b\u1ea3n brief m\u01a1 h\u1ed3, d\u1eabn \u0111\u1ebfn c\u00e1c v\u00f2ng l\u00e0m l\u1ea1i kh\u00f4ng h\u1ed3i k\u1ebft.<\/li>\n<\/ul>\n<p>Nguy\u00ean nh\u00e2n c\u1ed1t l\u00f5i l\u00e0 ng\u01b0\u1eddi vi\u1ebft brief th\u01b0\u1eddng nh\u1ea7m l\u1eabn gi\u1eefa vi\u1ec7c &#8220;li\u1ec7t k\u00ea t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec s\u1ea3n ph\u1ea9m c\u00f3&#8221; v\u1edbi vi\u1ec7c &#8220;x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c v\u1ea5n \u0111\u1ec1 truy\u1ec1n th\u00f4ng c\u1ea7n th\u00e1o g\u1ee1&#8221;.<\/p>\n<h2>Ph\u00e2n bi\u1ec7t Client brief, Communication brief v\u00e0 Creative brief<\/h2>\n<p>Trong th\u1ef1c t\u1ebf c\u00f4ng vi\u1ec7c, ba thu\u1eadt ng\u1eef n\u00e0y th\u01b0\u1eddng b\u1ecb d\u00f9ng l\u1eabn l\u1ed9n d\u00f9 ph\u1ee5c v\u1ee5 c\u00e1c kh\u00e2u kh\u00e1c nhau:<\/p>\n<ul>\n<li><strong>Client brief (B\u1ea3n y\u00eau c\u1ea7u t\u1eeb nh\u00e3n h\u00e0ng):<\/strong> Do b\u1ed9 ph\u1eadn ti\u1ebfp th\u1ecb c\u1ee7a doanh nghi\u1ec7p so\u1ea1n th\u1ea3o g\u1eedi cho \u0111\u1ed1i t\u00e1c\/agency. T\u00e0i li\u1ec7u n\u00e0y t\u1eadp trung v\u00e0o b\u00e0i to\u00e1n kinh doanh t\u1ed5ng th\u1ec3, doanh s\u1ed1 m\u1ee5c ti\u00eau, ng\u00e2n s\u00e1ch d\u1ef1 ki\u1ebfn, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 k\u1ef3 v\u1ecdng h\u1ee3p t\u00e1c.<\/li>\n<li><strong>Communication brief (B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng):<\/strong> L\u00e0 b\u1ea3n d\u1ecbch chuy\u1ec3n t\u1eeb m\u1ee5c ti\u00eau kinh doanh sang chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng. V\u0103n b\u1ea3n n\u00e0y tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi: \u0110\u1ec3 gi\u1ea3i quy\u1ebft b\u00e0i to\u00e1n kinh doanh \u0111\u00f3, truy\u1ec1n th\u00f4ng c\u1ea7n l\u00e0m thay \u0111\u1ed5i nh\u1eadn th\u1ee9c, th\u00e1i \u0111\u1ed9 hay h\u00e0nh vi n\u00e0o c\u1ee7a c\u00f4ng ch\u00fang?<\/li>\n<li><strong>Creative brief (B\u1ea3n \u0111\u1ecbnh h\u01b0\u1edbng s\u00e1ng t\u1ea1o):<\/strong> Do account planner ho\u1eb7c chi\u1ebfn l\u01b0\u1ee3c gia t\u1ea1i agency \u0111\u00fac k\u1ebft ri\u00eang cho \u0111\u1ed9i ng\u0169 s\u00e1ng t\u1ea1o (copywriter, art director). T\u00e0i li\u1ec7u n\u00e0y ng\u1eafn g\u1ecdn (th\u01b0\u1eddng ch\u1ec9 1 trang A4), gi\u00e0u c\u1ea3m h\u1ee9ng, t\u1eadp trung v\u00e0o s\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u (consumer insight) v\u00e0 g\u00f3c ti\u1ebfp c\u1eadn \u00fd t\u01b0\u1edfng l\u1edbn (Morrison et al., 2002; Sasser et al., 2007).<\/li>\n<\/ul>\n<h2>7 th\u00e0nh ph\u1ea7n b\u1eaft bu\u1ed9c trong m\u1ed9t b\u1ea3n communication brief chu\u1ea9n<\/h2>\n<p>M\u1ed9t b\u1ea3n brief chuy\u00ean nghi\u1ec7p c\u1ea7n tr\u1ea3 l\u1eddi r\u00f5 r\u00e0ng 7 c\u00e2u h\u1ecfi n\u1ec1n t\u1ea3ng:<\/p>\n<ol>\n<li><strong>B\u1ed1i c\u1ea3nh v\u00e0 V\u1ea5n \u0111\u1ec1 c\u1ed1t l\u00f5i (Context &amp; Challenge):<\/strong> Th\u01b0\u01a1ng hi\u1ec7u \u0111ang g\u1eb7p kh\u00f3 kh\u0103n g\u00ec? Th\u1ecb tr\u01b0\u1eddng \u0111ang bi\u1ebfn \u0111\u1ed9ng ra sao? Truy\u1ec1n th\u00f4ng c\u00f3 nhi\u1ec7m v\u1ee5 gi\u1ea3i quy\u1ebft r\u00e0o c\u1ea3n nh\u1eadn th\u1ee9c n\u00e0o?<\/li>\n<li><strong>M\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng (Objectives):<\/strong> \u00c1p d\u1ee5ng nguy\u00ean t\u1eafc SMART \u0111\u1ec3 ph\u00e2n \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau nh\u1eadn th\u1ee9c (Awareness), th\u00e1i \u0111\u1ed9 (Perception\/Attitude) hay h\u00e0nh \u0111\u1ed9ng (Action\/Trial).<\/li>\n<li><strong>Ch\u00e2n dung c\u00f4ng ch\u00fang v\u00e0 S\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u (Target Audience &amp; Insight):<\/strong> H\u1ecd l\u00e0 ai, c\u00f3 th\u00f3i quen g\u00ec v\u00e0 quan tr\u1ecdng nh\u1ea5t: h\u1ecd \u0111ang c\u00f3 r\u00e0o c\u1ea3n t\u00e2m l\u00fd n\u00e0o m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 th\u1ea5u c\u1ea3m v\u00e0 gi\u1ea3i quy\u1ebft?<\/li>\n<li><strong>Th\u00f4ng \u0111i\u1ec7p duy nh\u1ea5t v\u00e0 L\u00fd do \u0111\u1ec3 tin (Single Minded Proposition &amp; Reason to Believe):<\/strong> M\u1ed9t c\u00e2u duy nh\u1ea5t th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n c\u00f4ng ch\u00fang ghi nh\u1edb sau chi\u1ebfn d\u1ecbch l\u00e0 g\u00ec? B\u1eb1ng ch\u1ee9ng khoa h\u1ecdc, c\u00f4ng ngh\u1ec7 hay t\u00ednh n\u0103ng n\u00e0o ch\u1ee9ng minh \u0111i\u1ec1u \u0111\u00f3 l\u00e0 th\u1eadt?<\/li>\n<li><strong>Gi\u1ecdng \u0111i\u1ec7u v\u00e0 C\u00e1 t\u00ednh th\u01b0\u01a1ng hi\u1ec7u (Tone &amp; Manner):<\/strong> Phong c\u00e1ch th\u1ec3 hi\u1ec7n n\u00ean chuy\u00ean nghi\u1ec7p, truy\u1ec1n c\u1ea3m h\u1ee9ng, d\u00ed d\u1ecfm hay \u0111\u1ed3ng c\u1ea3m, tin c\u1eady?<\/li>\n<li><strong>K\u00eanh tri\u1ec3n khai v\u00e0 S\u1ea3n ph\u1ea9m b\u00e0n giao (Channels &amp; Deliverables):<\/strong> C\u1ea7n s\u1ea3n xu\u1ea5t nh\u1eefng g\u00ec (video TVC, b\u00e0i PR, chu\u1ed7i b\u00e0i m\u1ea1ng x\u00e3 h\u1ed9i, b\u1ed9 nh\u1eadn di\u1ec7n) v\u00e0 ph\u00e1t s\u00f3ng tr\u00ean nh\u1eefng n\u1ec1n t\u1ea3ng n\u00e0o?<\/li>\n<li><strong>Ng\u00e2n s\u00e1ch, L\u1ecbch tr\u00ecnh v\u00e0 \u0110o l\u01b0\u1eddng (Budget, Timeline &amp; KPIs):<\/strong> Th\u1eddi h\u1ea1n t\u1eebng c\u1ed9t m\u1ed1c, gi\u1edbi h\u1ea1n chi ph\u00ed v\u00e0 ti\u00eau ch\u00ed c\u1ee5 th\u1ec3 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i.<\/li>\n<\/ol>\n<h2>3 nguy\u00ean t\u1eafc v\u00e0ng \u0111\u1ec3 vi\u1ebft brief ng\u1eafn g\u1ecdn v\u00e0 hi\u1ec7u qu\u1ea3<\/h2>\n<ul>\n<li><strong>B\u1ea3n ch\u1ea5t c\u1ee7a t\u1eeb &#8220;Brief&#8221; l\u00e0 ng\u1eafn g\u1ecdn:<\/strong> B\u1ea3n <a href=\"https:\/\/dykhoa.com\/blog\/courses\/xay-dung-ke-hoach-truyen-thong-theo-campaign-framework\/lessons\/lesson-1-1-phan-tich-boi-canh-va-doc-hieu-communication-brief\/\">brief<\/a> kh\u00f4ng ph\u1ea3i l\u00e0 n\u01a1i sao ch\u00e9p l\u1ea1i to\u00e0n b\u1ed9 t\u00e0i li\u1ec7u gi\u1edbi thi\u1ec7u c\u00f4ng ty d\u00e0i v\u00e0i ch\u1ee5c trang. H\u00e3y d\u0169ng c\u1ea3m c\u1eaft b\u1ecf nh\u1eefng th\u00f4ng tin th\u1eeba \u0111\u1ec3 gi\u1eef l\u1ea1i nh\u1eefng d\u1eef ki\u1ec7n th\u1ef1c s\u1ef1 ph\u1ee5c v\u1ee5 quy\u1ebft \u0111\u1ecbnh s\u00e1ng t\u1ea1o.<\/li>\n<li><strong>T\u1eadp trung v\u00e0o m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i (Single-minded):<\/strong> N\u1ebfu b\u1ea3n brief y\u00eau c\u1ea7u v\u1eeba \u0111\u1ecbnh v\u1ecb sang tr\u1ecdng, v\u1eeba nh\u1ea5n m\u1ea1nh gi\u00e1 r\u1ebb, v\u1eeba khoe t\u00ednh n\u0103ng c\u00f4ng ngh\u1ec7 ph\u1ee9c t\u1ea1p, chi\u1ebfn d\u1ecbch ch\u1eafc ch\u1eafn s\u1ebd tr\u1edf n\u00ean m\u1edd nh\u1ea1t.<\/li>\n<li><strong>T\u1ed5 ch\u1ee9c bu\u1ed5i trao \u0111\u1ed5i \u0111\u1ecbnh h\u01b0\u1edbng (Briefing session):<\/strong> Kh\u00f4ng bao gi\u1edd ch\u1ec9 g\u1eedi brief qua email r\u1ed3i ch\u1edd k\u1ebft qu\u1ea3. Bu\u1ed5i h\u1ecdp tr\u1ef1c ti\u1ebfp gi\u1eefa ng\u01b0\u1eddi vi\u1ebft brief v\u00e0 \u0111\u1ed9i ng\u0169 th\u1ef1c thi l\u00e0 b\u1eaft bu\u1ed9c \u0111\u1ec3 hai b\u00ean th\u1ed1ng nh\u1ea5t k\u1ef3 v\u1ecdng v\u00e0 gi\u1ea3i \u0111\u00e1p c\u00e1c kh\u00fac m\u1eafc ngay t\u1eeb ng\u00e0y \u0111\u1ea7u.<\/li>\n<\/ul>\n<h2>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p v\u1ec1 communication brief<\/h2>\n<p><strong>M\u1ed9t b\u1ea3n communication brief n\u00ean d\u00e0i bao nhi\u00eau trang?<\/strong> \u0110\u1ed9 d\u00e0i l\u00fd t\u01b0\u1edfng th\u01b0\u1eddng t\u1eeb 2 \u0111\u1ebfn 3 trang t\u00e0i li\u1ec7u chu\u1ea9n. N\u1ebfu vi\u1ebft qu\u00e1 d\u00e0i, \u0111\u1ed9i ng\u0169 th\u1ef1c thi s\u1ebd kh\u00f3 n\u1eafm b\u1eaft tr\u1ecdng t\u00e2m; n\u1ebfu vi\u1ebft qu\u00e1 ng\u1eafn d\u01b0\u1edbi d\u1ea1ng g\u1ea1ch \u0111\u1ea7u d\u00f2ng h\u1eddi h\u1ee3t, th\u00f4ng tin s\u1ebd thi\u1ebfu b\u1ed1i c\u1ea3nh v\u00e0 c\u0103n c\u1ee9 chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n<p><strong>Ai l\u00e0 ng\u01b0\u1eddi ch\u1ecbu tr\u00e1ch nhi\u1ec7m ph\u00ea duy\u1ec7t brief?<\/strong> B\u1ea3n brief c\u1ea7n \u0111\u01b0\u1ee3c ng\u01b0\u1eddi c\u00f3 th\u1ea9m quy\u1ec1n cao nh\u1ea5t c\u1ee7a d\u1ef1 \u00e1n (Brand Manager, Gi\u00e1m \u0111\u1ed1c Ti\u1ebfp th\u1ecb ho\u1eb7c Tr\u01b0\u1edfng ban Truy\u1ec1n th\u00f4ng) k\u00fd duy\u1ec7t tr\u01b0\u1edbc khi chuy\u1ec3n sang giai \u0111o\u1ea1n s\u1ea3n xu\u1ea5t \u00fd t\u01b0\u1edfng, nh\u1eb1m tr\u00e1nh r\u1ee7i ro thay \u0111\u1ed5i \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0o ph\u00fat ch\u00f3t.<\/p>\n<hr \/>\n<h2>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/h2>\n<p>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<p>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<hr \/>\n<h2>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/h2>\n<ul>\n<li>BetterBriefs. (2021). <em>The BetterBriefs project: Global findings on marketing briefs<\/em>. BetterBriefs &amp; IPA. https:\/\/betterbriefs.com<\/li>\n<li>Government Communication Service. (2021). <em>OASIS campaign planning guide<\/em>. Cabinet Office, UK Government. https:\/\/gcs.civilservice.gov.uk<\/li>\n<li>Morrison, M. A., Haley, E., Sheehan, K. B., &amp; Taylor, R. E. (2002). <em>Using qualitative research in advertising: Strategies, techniques, and applications<\/em>. SAGE Publications.<\/li>\n<li>Sasser, S. L., Koslow, S., &amp; Riordan, E. A. (2007). Creative and interactive media use by agencies: Engaging an IMC media palette for implementing advertising campaigns. <em>Journal of Advertising Research<\/em>, 47(3), 237-256. https:\/\/doi.org\/10.2501\/S0021849907070286<\/li>\n<li>Weiner, M. (2021). <em>The communicator&#8217;s guide to research, analysis, and evaluation<\/em>. Institute for Public Relations. https:\/\/instituteforpr.org<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Communication brief l\u00e0 g\u00ec? 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