{"id":5038,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&p=5037"},"modified":"2026-10-12T08:00:00","modified_gmt":"2026-10-12T01:00:00","slug":"quan-he-bao-chi-chu-dong-proactive-media-relations","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/quan-he-bao-chi-chu-dong-proactive-media-relations\/","title":{"rendered":"Quan h\u1ec7 b\u00e1o ch\u00ed ch\u1ee7 \u0111\u1ed9ng (proactive media relations) l\u00e0 g\u00ec?"},"content":{"rendered":"

Quan h\u1ec7 b\u00e1o ch\u00ed ch\u1ee7 \u0111\u1ed9ng l\u00e0 g\u00ec?<\/h2>\n

Quan h\u1ec7 b\u00e1o ch\u00ed ch\u1ee7 \u0111\u1ed9ng (proactive media relations) kh\u00e1c v\u1edbi quan h\u1ec7 b\u1ecb \u0111\u1ed9ng (ch\u1ec9 ch\u1edd b\u00e1o ch\u00ed t\u00ecm \u0111\u1ebfn ho\u1eb7c g\u1eedi th\u00f4ng c\u00e1o tr\u00e0n lan), th\u1ec3 hi\u1ec7n s\u1ef1 th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc nhu c\u1ea7u chuy\u00ean m\u00f4n c\u1ee7a t\u1eebng ph\u00f3ng vi\u00ean v\u00e0 \u0111\u1ed3ng h\u00e0nh nh\u01b0 m\u1ed9t ngu\u1ed3n tin \u0111\u00e1ng tin c\u1eady (Supa & Zoch, 2009; Wilcox et al., 2015).<\/p>\n

X\u00e2y d\u1ef1ng ngu\u1ed3n v\u1ed1n quan h\u1ec7 (Relational capital)<\/h2>\n

M\u1ed1i quan h\u1ec7 ch\u00e2n th\u00e0nh v\u00e0 chuy\u00ean nghi\u1ec7p \u0111\u01b0\u1ee3c vun \u0111\u1eafp trong th\u1eddi b\u00ecnh s\u1ebd tr\u1edf th\u00e0nh \u0111i\u1ec3m t\u1ef1a v\u1eefng ch\u1eafc gi\u00fap doanh nghi\u1ec7p nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 b\u1ea3o v\u1ec7 c\u00f4ng b\u1eb1ng khi gi\u00f4ng b\u00e3o kh\u1ee7ng ho\u1ea3ng \u1eadp \u0111\u1ebfn.<\/p>\n","protected":false},"excerpt":{"rendered":"

Quan h\u1ec7 b\u00e1o ch\u00ed ch\u1ee7 \u0111\u1ed9ng l\u00e0 chi\u1ebfn l\u01b0\u1ee3c PR t\u00edch c\u1ef1c t\u1ea1o l\u1eadp m\u1ed1i quan h\u1ec7 h\u1ee3p t\u00e1c d\u00e0i h\u1ea1n v\u1edbi c\u00e1c nh\u00e0 b\u00e1o v\u00e0 ch\u1ee7 \u0111\u1ed9ng ch\u00e0o h\u00e0ng c\u00e1c \u0111\u1ec1 t\u00e0i tin t\u1ee9c c\u00f3 gi\u00e1 tr\u1ecb cho t\u00f2a so\u1ea1n.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[478],"class_list":["post-5038","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-pr-bao-chi"],"yoast_head":"\nQuan h\u1ec7 b\u00e1o ch\u00ed ch\u1ee7 \u0111\u1ed9ng (proactive media relations) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\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\/thuat-ngu\/quan-he-bao-chi-chu-dong-proactive-media-relations\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quan h\u1ec7 b\u00e1o ch\u00ed ch\u1ee7 \u0111\u1ed9ng (proactive media relations) l\u00e0 g\u00ec? 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