Abstract :

PR plays a more important role than advertising in building and promoting brands (Marketing report in 1999). In the current market context, where goods and services are diverse and abundant, consumers have difficulties in distinguishing and evaluating products. Each business tries to create a style, an image, an impression, a separate reputation for its products in order to give the product its own image, easy to enter into the perception of customers. In other words, they want to put their brand into the mind of the customer. Businesses advertise their brands by many methods: through advertising, PR, pricing or by the product itself, with the common goal of how to bring the brand into the minds of customers. In particular, it can be said that PR activities have a positive impact on brand promotion with action programs that are meticulously and carefully designed and planned to gain public recognition. The paper makes a survey on Vietnamese students’ perceptions of ladies roles in public relations. The findings show that although the students know the importance of public relations in any businesses, they don’t think they can work in public relations because of challenges and risks in Vietnamese contexts.

 

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Keywords :

ladies’ roles, public relations (PR), Vietnamese students’ perceptions

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