RMIT INTERNATIONAL UNIVERSITY

PUBLIC RELATION WRITING

ASSIGNMENT 1
Target Publics, Media Publication Analysis and Media Release
Student Name: Dao Viet Trung
Student ID: s3461763
Lecturer: Nguyen Thi Hong Phuong
Group: 1
Due Date: 12th November 2014
Submission Date: 12th November 2014
I hereby declare that the ideas and writing contained in this assessment are
my own work unless stated otherwise. [Dao Viet Trung: 10th November].

I.
RESEARCH & ANALYSIS
1. Target Public: The chosen target publics of Human Resource

Management (HRA) are HR experts.

Distinguishability: Target publics are HR experts working for
different organizations or individually, both members and nonmembers of HRA. In term of geographic, they live in Hanoi and

HCMC.
Homogeneity: Thing they have in common is about thinking of
solutions for talent management since retaining talent is considered
as one of the biggest challenges for HR executives in the next 10
years (Economist Intelligence Unit 2010). Since the main purpose of
HRA is to create an environment for sharing knowledge and
experiences in HR field (HRA VN, 2014), the demand of this public is

suitable with the main aim of the association.

Size: There are about 200.000 to 250.000 HR experts working in
Vietnam, while the total number of labourers can achieve millions
(Thanh Nien News, 2012). Although this group is small, it can impact

on HRA due to sharing the same profession.

Importance: The target public has a significant influence to the
development of HRA. They may choose to be the members of
community or not, which contributes to the change in network of
the association. Once they are members, they can contribute to the
improvement in credibility of HRA when they are recognized by
getting success in their own career or contributing to the
development of HR Vietnam. With these characteristics, they both

have overt and covert power to the association.

Accessibility: With 36 million internet users (Statista 2014),
accounting for nearly one-third of whole population, HRA can
connect to the large amount of target public easily through this
channel since 95% of internet users visits online news (Kemp 2013).
Additionally, 36% Vietnamese people owns smartphones (Do 2014)
and 76% of users access mobile internet to read news (Cimigo
2011). With these data, it can be seen that approaching target
publics through digital media is more effective than print media.
(Words: 311)

2. Media Publication and Outlet Analysis

Media Category:
Online newspaper will be the main media channel to utilize the PR
campaign of HRA due to the ability to reach a wide range of target
public. The content will be kept lasting longer than print newspaper
since the article is archived on the site, which makes it forever
searchable to those who might have read or heard about it
elsewhere (Madlem 2012). Moreover, the social sharing function
helps to enhance the coverage of organizations to broader public
(Madlem 2012).
Some of online newspapers also include numerous sources of HR
facts and news or give opportunities for HR people to recruit
employees such as Dan Tri (Jobs section), 24h (Recruitment section).
Therefore, this media channel can be suitable for HR experts to
focus on for their demands. It can be concluded that online
newspaper is able to create a significant coverage to the chosen

target publics as well as a good improvement for the image of HRA.

(Words: 157)
Media Publication
With the analysis above, Dan Tri is the most suitable choice for the
PR campaign of HRA, one of the newspapers providing latest news in
various fields. The site ranks 4th among 20 most popular newspapers
sites in Vietnam (All You Can Read). Most of Dan Tris readers are
from 35-49 years old with 28%, following are those 25-34 years old
with 25% (Cimigo 2011). This demographic is fit with the overall age
range of target public since most of employees in Vietnam ranges
from 25-49 years old with more than 6000 people in each section of
this age group (GSO). Moreover, the Jobs section can attract HR
experts with numerous information relating to jobs market in
Vietnam. In conclusion, a press release about a talk show relating to
manage intelligence of workforces is appropriate to the target public
and the informative characteristic of this section. It also connects to

the aim of HRA: to share knowledge and solutions for HR field.

(Words:162)
II.
MEDIA RELEASE

MEDIA
RELEASE
Vietnam leading HR professionals to speak about talent
management
Hanoi, 12th November 2014
Tieu Yen Trinh one of the leading HR professionals in Vietnam is a
guest speaker of talk show Managing talent for the higher
development, run on 1st December in Hanoi by Human Resource
Association (HRA).
Nguyen Nam Phuong, head of Human Resource Strategy of HRA,
describes the main topic of this talk show.
Talent management is considered as one of the biggest challenges
that HR professionals have to face in the next 10 years. Therefore,
the show is set to discuss about this point, she said.
With 12 years experiences in HR field of Mrs. Trinh, I believe that
her knowledge will be a useful key for HR experts for using
effectively the intelligence of workforces in the organizations.
Vu Thi Mai Thu, president of HRA, is confident about the result of the
talk show.
We believe that Mrs. Trinh can create a significant impact on the
practice experiences of participants, she said.
Through the talk show, we hope that HRA will become more wellknown to those who are working in HR Field in Vietnam.

Until early 2014, the total number of members of HRA is 131 and
predicted to grow up in next years.

-endsThe Human Resources Association (hereinafter referred to as "HRA") is

a professional organization established on a voluntary and equality
basis of organizations and individuals from all sectors in Vietnam who
work in human resources management area or are related to human
resource management on a national scale.

For further information, please contact:

Mr. Dao Viet Trung, Copywriter
Phone: 01639850353
Email: trung.daoviet@gmail.com

REFERENCES:
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of change for organisations and workers, The Economist, pp. 28, viewed
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<http://www.shrm.org/research/surveyfindings/articles/documents/e

conomist%20research%20-%20global%20firms%20in%202020.pdf>
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language=2&module=news&cateId=862>
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7. Cimigo 2011, 2011 Vietnam NetCitizens Report Internet Usage and
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8. Madlem, A 2012, Explaining the Benefits of Online vs. Print Media: Show
Me the Value!, Blastmedia, 6 November, viewed 11 November 2014,
<http://www.blastmedia.com/2012/11/06/online-vs-print-media/>

9. All You Can Read, TOP 20 VIETNAM NEWS SITES, All You Can Read, viewed
11 November 2014, <http://www.allyoucanread.com/vietnamnewspapers/>
10.GSO, Employed population at 15 years of age and above as of annual 1
July by age group, General Statistics Office Of Vietnam, viewed 11
November 2014, <http://www.gso.gov.vn/default_en.aspx?
tabid=467&idmid=3&ItemID=15634>