Analysis of Bitis Hunters PR strategy

TABLE OF CONTENTS

I.

INTRODUCTION

1.1. About Biti’s Hunter
Bitti's Hunter is a brand appearing since 2016 that has created a buzz in the
Vietnamese shoe market. Before the 1980s, founded by grandparents "Vuong Khoi
Thanh" and "Lai Khiem", Bitti's began to be established and is famous for its sandals,
sandals and associated with all images of the "7x generation, 8x” ago.
Up to this point, Biti's is still " Nâng niu từng bước chân Việt" with the old way of
focusing on product quality. Facing that situation, Biti's realized that it was time to
change because quality alone was not enough when more and more new trends
changed people's preferences, attracting young people. Biti's acted immediately, the
brand tried to find ways to once again connect firmly not only in awareness but also
ingrained in the public's mind, especially with young people. This is the reason why
Biti's Hunter was officially born and became a brand known to many young
generations.
It was at this time that PR articles and campaigns were launched, such as: Going to
return in the MV of singer Soobin Hoang Son, a collaboration with Son Tung M-TP in
"Lac Troi", a series of songs. version "Đi để trở vể" 1,2,3,4,5 is shown every year with
many diverse combinations with favorite Vietnamese singers. However, based on the
statistics that our team found, we found that versions 1,2 have the highest resonance
and decrease over time over the seasons. Therefore, we decided to carry out the
campaign " Đi để trở vể 6" in 2022, marking the milestone of regaining the popularity
and popularity of this meaningful campaign series that Bitti's Hunter created.


1.2. About the final exam
It can be seen that the implementation of Public relations is an effective way for the

development process such as promoting the brand, increasing revenue,… for a
business or brand. Public relations has a lot of functions and tools to perform
differently based on the purpose and operational strategy set forth by the business.
Through the process of learning and practicing in class, our team will in turn solve
the problems posed in the next section based on the theory of the subject. At the same
time, the group will solve creative questions and build an action plan according to
Pencil tools and relations that the group has learned, the main content in this part will
remain the same values and strategies that the group has learned. Bitti's Hunter has
been doing for many years, thereby building more new content, suitable for the general
context and choosing trends as well as issues that attract attention and controversy to
spread the message of the campaign in the most attractive way.

Final exam: Public relation

Trang 2


II. MAIN CONTENT
2.1. Part A: Discussion Questions
2.1.1. Question 1:
To develop a public relations program, which process approach would you
choose for a client, and why?
In many process approaches mentioned, I would choose R.A.C.E to develop a
public relations.
The first step is Research, which is also an important step, helps you to determine
the problem and find the target audience, then you can devise an effective and accurate
strategy. The second step is the Action Plan. In this step, you start to develop a strategy
from the information we have gathered in the first step to solve the determined
problem. The next step is Communication, we will use the communication to
implement the strategies developed in step 3. The final step is Evaluation. We need to

evaluate things to our standards, from which reasonable adjustments can be made.
(Turney, 2011)
However, there are many approaches, for example: R.O.S.I.E or R.P.I.E, but they
convey the same meaning. In fact, they are just divided into many small steps with
different labels, with little or no difference between the models. The R.A.C.E is the
first widely-used process approach in public relation.

2.1.2. Question 2:
List and describe various ways you might categorize publics?
The public can be classified into several categories together such as:
• Internal and external
Final exam: Public relation

Trang 3


Internal public relations are people who work and have a certain role in an
organization or business such as employees, managers, supervisors, clerks, managers,
stockholders and the board of directors.
External public relations are those that do not directly connect and deal with
communications outside the organization such as press releases, government,
educators, customers, suppliers, and the community. (P.Seitel, 2017)
• Primary, secondary, and marginal
-

Primary publics can mostly influence (help or hinder) the efforts and goals
of the organization. Because they have high power, it is necessary to pay

-

attention and clearly define when we build a strategy or campaign.
The secondary audience is less important and not as useful to the

-

organization as the primary audience.
The marginal public is the least important of all, often the organization will
not pay much attention to. (P.Seitel, 2017)

For example, for Tik Tok:
-

Employees, leaders, people who often use FB (post, interact,…), mostly

-

young people are the primary public.
Those who know Tik Tok through the recommendations of friends,...rarely
use or prioritize other social networks like Zalo, Youtube will be the
secondary public.

-

Those who have not used tik tok at all or randomly received a
recommendation and want to try this app would be the marginal public.

• Tradition and future
-

The traditional public will be the current employees and customers of the

-

organization or business.
The future public will be students and potential customers of organizations and
businesses. (P.Seitel, 2017)

For example:

Final exam: Public relation

Trang 4


At a clothing store, employees and existing customers will be the traditional
public. The future public will be potential customers such as customers who have
received a good recommendation from friends and family or seen good reviews and
want to try shopping here from social networking sites.
• Proponents, opponents, and the uncommitted
Any organization must have different ways of dealing with its supporters and
opponents.
-

Proponents are people who are always supportive, have faith in them, or if
they have any suggestions, they are ready to recommend the organization.
Therefore, the organization should communicate with them to strengthen

-

their trust in the organization.

Opponents are those who do not support the organization. They may be
treacherous, make negative comments, or may compete directly or indirectly

-

with the organization.
The uncommitted that is not committed to being neutral may or may not be
supportive. Especially in politics they are important subjects, because their
votes will have unexpected results, affecting the win/loss outcome of a
topic. Therefore, they should be taken seriously. (P.Seitel, 2017)

For example:
For users who prefer to use the android system, they will always give "winged"
compliments or give positive advice to upgrade the system to be better, they are called
the proponents. The opponents will be people who don't like to use android, they will
give negative words and compare it with IOS to bring it down.. Of course android
people may also like IOS, they will be neutral the uncommitted, they may be interested
in both android and IOS system when buying.

Final exam: Public relation

Trang 5


2.1.3. Question 3:
List and briefly describe five of the functions of public relations that were
mentioned in your book?
Five important and necessary functions in modern public relations:
• Ggovernment relations
Public

relations

type

with

authorities,

governments,

government-related

organizations such as courts, nonprofit organizations. Or it can also be public relations
activities in the government, for example, conducting press conferences, announcing
press conferences to the press, etc. Bringing a positive image of the government to the
people. Organize/set up/plan state movements and events.
Public relations with lobbyists, contact allied parties, allied factions, or a
community/business group to create close relationships.
Working with officials, giving interviews from journalists.
Particularly in capitalist countries like the US, there is a specialized industry for
government PR is called Public Afairs (Khan, 2018) (P.Seitel, The Practice of Public
Relations, 2017)
• Employee Relations
Making Public relations who person must send information about the company's
rights and benefits to the employee so that he or she can try to connect them with the
company/boss. There are many different objects and groups of employees and their
rights are also different. PR people must know how to distinguish and select
information according to their characteristics.
There are 6 characteristics to be able to do a good job in this function as follows:

-

Express opinions clearly.
Show a sense of humour.
Friendly and approachable voice.

Final exam: Public relation

Trang 6


-

Create closeness, shorten the distance between boss and employee.
Friendly and approachable voice.
Communicate with the c outside more.
Clear and coherent.

Promote a better relationship between employees and the organization. Internal
communication about the future, vision and mission that the company will bring…
(Shonna Waters, 2021) (P.Seitel, The Practice of Public Relations, 2017)
• Media
Mplement relationships with journalists in order to create relationships to bring the
positive aspects of the business to the public through mass communication channels
such as newspapers, television, radio, blogs. (Jane, Johnston, 2008)
• Community relations
There is type of PR is the form in which PR practitioners will convey their
message in a concise and easy-to-understand way so that information can be
transmitted quickly and accessible to a group of people. that they want to aim for, this
is a form of two-way communication that satisfies mutual needs. A certain business or

individual wishes to build up its image to become better, the purpose may be for a
sales business or something like that. (Mr.Luân, 2013)
Representing Corporate Social Responsibility, PR activities in this function help
businesses communicate to the public with a series of images that a certain
company/business/organization or individual has taken responsibility for. of business
to society. Example: Vinamilk Company in 2020 carried out a CSR campaign to
deliver milk cartons to remote highland areas to help disadvantaged children and
improve nutrition for young children. In addition, Vinamilk also contributed medical
equipment to the state. Vinamilk has been awarded the Global CSR Award as the
enterprise with the best community activities in Vietnam. (Thanh Xuân, 2021)
Representing Corporate Social Responsibility, PR activities in this function help
businesses communicate to the public with a series of images that a certain
company/business/organization or individual has taken responsibility for. of business
Final exam: Public relation

Trang 7


to society. Example: Vinamilk Company in 2020 carried out a CSR campaign to
deliver milk cartons to remote highland areas to help disadvantaged children and
improve nutrition for young children. In addition, Vinamilk also contributed medical
equipment to the state. Vinamilk has been awarded the Global CSR Award as the
enterprise with the best community activities in Vietnam. (P.Seitel, The Practice of
Public Relations, 2017)
• Consumer relations
The person doing PR in this function has the task of keeping a connection and
building it in a sustainable way with his or her customers, in many ways, for example:
writing documents to report to customers, gratitude, communications. From there,
lawsuits and complaints can be resolved to maintain the relationship. (P.Seitel, The
Practice of Public Relations, 2017)

2.1.4. Question 4:
The local art museum foundation wants a fund-raising gala for 300 patrons
held in the sculpture garden on the grounds of the museum in Ho Chi Minh city.
Answer the following questions:
Who are target audiences? Describe them.
a. Demographic segmentation:
Focus on the museum's patrons. They are people who have high income and many
sources of idle money, between ages about 30 and about 60.
b. Geographical segmentation:
This is a party held in Ho Chi Minh City, so the target audience is customers who
are working and living in Ho Chi Minh City.
c. Psychological segmentation:

Final exam: Public relation

Trang 8


The people who have a special love for art, they have the desire to maintain the
beauty of art, preserve the artistic culture both in the past and in the present. They want
to do charity through art. In this target group, although they are always busy with
work, but they always have time for art.
Today, when society is more and more developed, the art works in the past are
more and more valuable spiritually, so this group of people always want to keep them,
preserve these arts.
d. Behavioral segmentation: 300 customers will be:
- People who are often interested and participate in activities organized by the
-

museum.
They have specific contributions to art in general and museums in particular.
Participated in charity activities for the arts.
Usually participate in exhibitions, or visit art museums,...

Final exam: Public relation

Trang 9


2.2. Part B: Case Study
2.2.1. Question 1:
Please define the target audience in a very detailed picture?
Target Audience:
a. Demographic segmentation:
- Gen Z (1995-2012)
- All gender
-

Low to medium income

b. Geographical segmentation:
Focus on young people living and working in Vietnam, especially the 2 cities:
Hanoi and Ho Chi Minh, where many people form other area come to live and work.
c. Psychological segmentation:
- Diverse, young, dynamic lifestyle, love to travel and experience new things.
- As Generation Z, what they look for is trends that match their interests and
express their individuality.
-

Young people on Tet holiday both want to go far away, travel, but at the same
time they also want to go home to their family.

d. Behavioral segmentation:
- Customers who have purchased Bitis products or intend to use Bitis shoes in the
-

future.
They care more about quality than brand name.
Customers who love to travel, experience new things and follow trends that
society cares about.

Final exam: Public relation

Trang 10


2.2.2. Question 2:
Please research and brainstorm the PR action plan: background; objectives;
target audience; key message; strategy/tactics; media; budget.
a. Background
In the context of the Covid epidemic raging across the country, with the strongest
outbreak from May 2021 to present, the epidemic's coverage is still complicated in
provinces and cities across the country. Many provinces and cities encourage people to
stay in the cities where they live and work, and limit their return to their hometowns
due to the complicated epidemic situation.
There are controversies surrounding the issue of whether we should go home to
celebrate Tet with our families or should stay in the city to avoid spreading the disease.
Therefore, we have put the current hottest topic to convey the message about this issue
to everyone, in order to strengthen and encourage those who "stay" or "return". No

matter how they choose, it is correct and carries a certain meaning.
b. Big idea
“Đi để trở về 6” – Tết ở lại hay trở về, chỉ cần hướng về gia đình là đủ
When people are debating whether to return to their hometown or stay where they
are, both decisions are the right choices, as long as it is safe for themselves and those
around them. So instead of arguing right or wrong for the issue, give yourself a choice
that you feel is right and responsible for that choice, because no matter which way you
choose, you are still family oriented.
We will not discuss the right or wrong of the matter, but only talk about the
important meanings of each choice, which are the efforts and personal stories of each
person.
c. Objectives
Campaign implementation period: 3 months from November 2021 to January 2022.
Final exam: Public relation

Trang 11


20% increase in total reach, interaction, discussion on social media sites compared
to the previous campaign "Đi để trở về 5" and ranked in the top 5 campaigns of Tet
season, based on data from the ranking of YouNet Media (because of using influential
artists Den Vau and T Linh).
60 million mentions of the brand when the MV “Đi để trở về 6” collab with Den
Vau ft. TLinh debuted. Because in the MV “Đi để trở về” of Soobin Hoang Son, there
are 170 million mentions of the brand name. With the combination of Den Vau ft.
TLinh, we expect 60 million mentions.
Sales increased 30% year over year. (In 2016, Biti's revenue reached VND 1,291
billion, grew in the following years and peaked in 2019 with VND 1,954 billion. Then,
Bitis plunging to VND 1,672 billion in 2020. In 2021, the COVID-19 pandemic has
directly affected many economic sectors in Vietnam. In particular, during the 3rd

outbreak, many localities have implemented social distancing and travel restrictions.
This has had a negative impact on Vietnam's footwear industry). With the combination
of Den Vau ft. TLinh, we expect to be able to increase revenue by 30% compared to
2021. (Quang Dân, 2021)
d. Target Audience
Demographic segmentation:
-

Age: Gen Z, born from 1995 - 2012
Gender: All gender

-

Income: from low to medium

Geographical segmentation:
Focusing on a group of young people living and working in Vietnam and studying
and working abroad.

Final exam: Public relation

Trang 12


Psychological segmentation:
-

Lifestyle: diverse, young, dynamic. Love to travel and experience new

-

things.
Because they are Generation Z, what they are looking for is trends that

-

match their interests and express their personality.
Those who care more about quality and fashion than brand names.
Young people on Tet holiday both want to go far away, travel, but at the
same time they also want to go home to their family.

Behavioral segmentation:
-

Customers who have purchased Bitis products or intend to use Bitis shoes in

-

the future.
The products they buy are often more about quality than brand names.
As customers who love to travel, experience new things.
Prefer Vietnamese products, support domestic products. Paying attention to
the element of Vietnamese national value with many shoe models associated

-

with Vietnamese symbols (design inspiration from Vietnam).
Catching up on trends that are of interest to society, partly because of
popularity of the campaign through recommendations from friends.Friends
wear shoes to school, go out with trends, get results with past success (from

previous campaigns) or form an invisible habit that goes deep into the

-

customer's mind.
Biti's Hunter has increased its value in the eyes of consumers through many
campaigns when combined with famous singers. Therefore, when a
customer owns a product that is recognized as a high-end product with
fashion value from the Vietnamese brand - Biti's (based on Maslow's
hierarchy of needs (Alderfer, C. P., 1969)), not merely the need to bring go
(Customer behaviour là gì? Cách xác định customer behaviour model)

Final exam: Public relation

Trang 13


e. Key message
“Đi để trở về 6” – Tết ở lại hay trở về, chỉ cần hướng về gia đình là đủ”
Whether we choose to return to our hometown and reunite with our family, or stay
where we live, to keep our family safe, as long as we always think about our family
and towards our loved ones, that’s enough!
f. Strategy/tactics
After identifying the target audience, we implemented an action plan. This Action
plan is applied the knowledge learned and builds on relation consumer to build a 3
month promotional campaign with the goal of delivering the Big Idea, releasing the
MV, and promoting the product.
STT STRATEGY

NOVEMBER

1

2

"BIG
IDEA"

TACTICS

CHANNELS

Create a topic about "Ở lại hay trở về". - Kênh 14
Post
newspaper
- Thánh
- Create debates on the right Facebook Riviu, Sài
groups, Facebook pages with lots of Gịn của tơi
interactionc
Post
2
articles
with
titles:
- Many provinces and cities encourage
people to limit their return to their
hometown during Tet in the face of the - Kênh 14
stressful
epidemic
situation. - Zing news

- Limiting people returning to their
hometown: For safety or lack of
humanity?

TIME

TOOLS

Week 1

Social
Media

Week 2

Social
Media

3

Post an article on the Bitis fanpage on
the topic of "Ở lại hay trở về":
Tilte: This New Year you choose "Ở lại
hay trở về".

Facebook

Week 3

Social

Media

4

Teasing photos of artists participating in
this campaign (Post on facebook)

Facebook

Week 4

Social
Media

Final exam: Public relation

Trang 14


5

DECEMBER

6

Post a Facebook Fanpage to announce
the
campaign
with
a

poster.
Releasse: Đi để trở về 6 trailers.
Run PR artical articles (in the form of
announcements) on suitable facebook
community groups with a lot of
interaction:
- Are you on the team to go or stay, who
is right and who is wrong? Social
opinion or personal opinion? The
upcoming "Đi để trở về 6" message
will give you a new look.
Posting:
Titles
With
Den
Vau
and
T
Linh,
you
choose
MV
lại
hay
trở
về".
promotion "Ở
and MV - This Tet is far from the face, not from
Release the heart.

7

Release MV (including product's image).

8

Post about product in the campaign.
Arousing the trend in MV (posting on
tiktok, FB, instagram).
Post
a
newspaper
with
titles:
- The story of children far from the
countryside: When nostalgia comes with
responsibility.
- This Tet is far from the face, not from
the heart.

9

JANUARY

10
11
Promotion

Post about the event that Den Vau and
TLinh

visited
Bitis.
Post about products in the campaign.
Events
- Den Vau & T Linh visit Bitis.

Facebook,
Youtube

Week 1

Social
Media

Facebook

Week 2

News

Kênh 14
Vietcetera
Youtube
Facebook
website
Facebook
Instgram
Facebook
Instaram

News

News
Week 3

News

Week 4
Kênh 14

News

Facebook

Week 1

Social
Media

Youtube
Facebook

Week 2

Event

12

Post about products in the campaign and
sale up to 20% for product.

Facebook

Week 3

Social
Media

13

Post
a
newspaper
with
title:
- This Tet holiday with Biti's Hunter
towards your family.

Kênh 14

Week 4

News

g. Media
The main media platforms we use are:
Final exam: Public relation

Trang 15

-

Social media: Facebook, Instagram, Youtube.
Paid media: Facebook Ads, Newspapers.

On Facebook we post campaign articles and run ads to increase awareness for this
campaign. In the newspapers we will publish articles for this campaign. At youtube we
will post MV.

h. KPIs
Next, here is the KPIs table. Most of the table will be the data in 1 week how many
interactions the campaign will get (reach, like, share, ...) on social networks,
newspapers.
TIME

STRATEGY

TACTICS

KPI

Week 1

10k likes for "Thanh
Create a topic about "Ở lại hay trở về".
Riviu" post.
- Create debates on the right Facebook groups,
3k likes for "Sài gịn của
Facebook pages with lots of interaction.

tơi" post.

Week 2

Newspapers (Kenh14, Zing news) with titles:
- Many provinces and cities encourage people to
limit their return to their hometown during Tet in
the face of the stressful epidemic situation.
- Limiting people returning to their hometown:
For safety or lack of humanity?

Kênh 14: 2,282,133
reachs/1 week
Zing news: 2,000,000
reachs/1 week

Week 3

Post on the Bitis fanpage on the topic of "Ở lại
hay trở về":
Tilte: This New Year will you choose "Ở lại hay
trở về".?

1000 likes

Week 4

Teasing photos of artists participating in this
campaign (Post on facebook)

3000 likes, 100 shares

"BIG
IDEA"

Week 1

MV
Post a Facebook Fanpage to announce the
promotion campaign with a poster.
and MV Releasse: Đi để trở về 6 trailers.

Final exam: Public relation

Trang 16

3000 likes, 100 shares


Week 2
release

Run PR artical articles (in the form of
announcements) on suitable facebook community
groups with a lot of interaction:
- Are you on the team to go or stay, who is right
and who is wrong? Social opinion or personal
opinion? The upcoming "Đi để trở về 6" message
will give you a new look."

5000 likes, 50
shares/post.

Newspapers (Kenh14, Vietcetera) with titles:
- With Den Vau and T Linh, you choose "Ở lại
hay trở về"".
- This Tet is far from the face, not from the heart

Kênh 14: 2,282,133
reachs/1 week

Week 3

Release MV(including product's image)

Week 4

Top 10 trending and
Arousing the trend in MV (posting on tiktok, FB,
reached 10 million views
instagram).
in the first week
Post 2 articles (Kenh14) with titles:
- The story of children far from the countryside:
2,282,133 reachs/1 week
When nostalgia comes with responsibility.
- This Tet is far from the face, not from the heart.

Week 1

- Post about the event that Den Vau and TLinh
visited Bitis.
3000 likes, 50 shares/post
- Post about products in the campaign

Week 2

Events
- Den Vau & T Linh visit Bitis.

Promotion
Week 3

Post about products in the campaign and sale up
3000 likes, 50 shares/post
to 20% for product

Week 4

Newspaper
(Kenh14)
with
title:
- This Tet holiday with Biti's Hunter towards your 2,282,133 reachs/1 week
family.

Final exam: Public relation

Trang 17

i. Budget
Finally, there is the budget for the entire campaign, facebook posts and newspaper
articles will be priced based on the KPIs in the previous table.
STRATEGY

TACTICS

DECEMBER

NOVEMBER

Create a topic about "Ở lại hay trở
về".
- Create debates on the right
Facebook groups, Facebook pages
with lots of interaction

"BIG
IDEA"

TIME

BUDGET

Week 1

10,000,000 VND/2 posts
2,000,000/VND/post on group

Newspapers (Kenh14, Zing news)
with titles:
- Many provinces and cities
encourage people to limit their return
to their hometown during Tet in the
Week 2
face of the stressful epidemic
situation.
- Limiting people returning to their
hometown: For safety or lack of
humanity?

Zing news: 50,000,000 VND
Position: Lastest news 2
Kênh 14 : 30,500,000 VND
Position: 4th lastest news

Post on the Bitis fanpage on the topic
of "Ở lại hay trở về":
Week 3
Tilte: This New Year will you choose
"Ở lại hay trở về".?

520,000 VND for 2 CPM

Teasing photos of artists participating
Week 4
in this campaign (Post on facebook)

1,560,000 VND for 6 CPM

Post a Facebook Fanpage to
1,560,000 VND for 6 CPM
announce the campaign with a poster. Week 1
Releasse: Đi để trở về 6 trailers.
Run PR artical articles (in the form of
Promote announcements) on suitable facebook
MV and community groups with a lot of
release MV interaction:
- Are you on the team to go or stay,
Week 2 6,000,000 VND/3 posts on group
who is right and who is wrong?
Social opinion or personal opinion?
The upcoming "Đi để trở về 6"
message will give you a new look.
Newspapers (Kenh14, Vietcetera)
Kenh 14: 40.000.000
with titles:
Position: Mix-home
Release MV(including product's
Week 3
--image)
Final exam: Public relation

Trang 18


Arousing the trend in MV (posting
on tiktok, FB, instagram).

JANUARY

Post 2 articles (Kenh14) with titles:
- The story of children far from the
countryside: When nostalgia comes
with responsibility.
- This Tet is far from the face, not
from the heart. (Tết này xa mặt
nhưng không cách lòng.)

Promotion

25,000,000 VND/5 posts

Week 4

61,000,000 VND/2 posts
SEO keyword : "Tết", "đi
về","ở lại" : 40,000,000 VND/2
posts

- Post about the event that Den Vau
and TLinh visited Bitis.
- Post about products in the
campaign.

Week 1

1,560,000 VND for 6 CPM

Events
- Den Vau & T Linh visit Bitis.

Week 2

- Post about products in the campaign
Week 3
and sale up to 20% for product
Newspaper (Kenh14) with title:
- This Tet holiday with Biti's Hunter
towards your family.

Final exam: Public relation

1,560,000 VND for 6 CPM

Week 4

40,000,000 VND/1 post
Position: Mix-home

Total:

341,260,000 VND

Trang 19


Price list KOLs:
STT

NAME

1

Đen Vâu

2

Tlinh

The total budget used in this campaign is 421,260,000 VND

Final exam: Public relation

Trang 20


III. CONCLUSION
To complete the pr action plan for "Đi để trở về 6", we applied the knowledge
learned in this course. We use 3 tools like Social Media, Event and News with relation
consumer. The total budget for the 3-month plan of the campaign "Tết ở lại hay trở về,
chỉ cần hướng về gia đình là đủ", including 2 KOLs (Den Vau and TLinh) is
421,260,000 VND.
Although the Covid pandemic has seriously affected the footwear industry in
particular and the economy in general, we hope this campaign will bring success in
terms of brand reputation and sales compared to previous "Đi để trở về" seasons.

Final exam: Public relation

Trang 21


IV. REFERENCES
1. Alderfer, C. P. (1969). An empirical test of a new theory of human needs. In
Organizational

Behavior

and

Human

Performance

(pp.

142-175).

/>2. Customer behaviour là gì? Cách xác định customer behaviour model. (n.d.).
Retrieved from crmviet.vn: />3. Jane, Johnston. (2008). Media Relations: Issues and Strategies. Sydney,
Australia.
4. Khan. (2018, April 10). Interest groups and lobbying | Political participation |
US government and civics | Khan Academy. Retrieved from Youtube:
/>5. Mr.Luân. (2013, November 18). Quan hệ cộng đồng là gì? Retrieved from
luanvanaz: />6. P.Seitel, F. (2017). Public relations Publics. In The Practice of Public Relations
Thireenth edition (pp. 39-42).
7. P.Seitel, F. (2017). The Practice of Public Relations.
8. Quang Dân. (2021, Octobe 15). Biti's dùng gấm Trung Quốc trên sản phẩm
Việt: Doanh thu mỗi năm lên đến hàng nghìn tỷ đồng, lợi nhuận "teo top".

Retrieved from danviet.vn: />9. Shonna Waters, P. (2021, March 24). Employee relations: A quick overview.
Retrieved from Betterup: />
Final exam: Public relation

Trang 22


10. Turney, M. (2011, 08 24). Acronyms for the public relations process. Retrieved
from

On-line

Readings

in

Public

Relations

by

Michael

Turney:

/>11. Thanh Xuân. (2021, February 5). Các chương trình CSR tạo nên dấu ấn
Vinamilk trong năm 2020. Retrieved from />
Final exam: Public relation

Trang 23