graduation report_2014

Hoa Sen University TA1011-102096

GRADUATION INTERNSHIP REPORT

Topic: How to write a PR article effectively?

<12/2014>

SUPERVISOR’S REMARKS

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MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITYFACULTY OF LANGUAGES & CULTURAL STUDIES

Company : VASS Assurance CorporationDuration : 08/09/2014- 20/12/2014Supervisor : Ms. Tran Vu Anh Thi and

Ms. Pham Huyen TrangStudent : Nguyen Thi Xuan ThaoClass : TA1011


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ABSTRACT

The graduation internship is the compulsory stipulation in all universities. In

this course, the seniors have to work at a company in order to practice the acquired

knowledge after four years at school into reality.

I spent three months of the graduation internship performing as a real

employee. I met many practical situations, and difficulties. During this time of

internship, I acknowledged professional and social experiences; I also self- assessed

my strengths and weakness. This graduation internship report represents the daily

activities and the experience, which I achieved.

My internship lasts in 15 weeks working at Vien Dong Assurance Corporation

(abbreviated VASS), in Public Relation Department (abbreviated PR department). I

have worked from 8 September 2014 when the company is in process of changing the

brand and its logo. Therefore, there are many works for me to do and to learn.

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ACKNOWLEDGEMENT

First off, I would like to thank Hoa Sen University for the graduation

internship. This apprenticeship truly gave me a lot of precious lessons and

experiences.

I would like to thank all the lecturers of Hoa Sen University who provided me

with helpful and invaluable knowledge. They supported me pre, in, post- internship

course. I could not have accomplished my internship without their whole-hearted

instructions.

In particular, my sincere thank is extended to Mrs. Tran Vu Anh Thi-PR

director who gave me a chance to perform the graduation internship in the PR

department at VASS Assurance Corporation.

In addition, I am grateful to Ms. Pham Huyen Trang, my supervisor for her kind

and enthusiastic in assisting me during my internship.

Finally, I would like to take this opportunity to express my gratitude to all

members of the PR department as well as VASS Assurance Corporation for their

support. The internship time at VASS surely becomes my unforgettable moments.

TABLE OF CONTENTS

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SUPERVISOR’S REMARKS IABSTRACT IACKNOWLEDGEMENT IITABLE OF CONTENTS IIII. INTRODUCTION 1II. VASS ASSURANCE CORPORATION 21. Company’s profile 22. Business activities 23. Location 34. Work environment 35. Organization chart 4III. MY TASKS AND EXPERIENCE 51. Writing PR article 52. Writing Press Release 83. Translating 104. The other tasks 11IV. TOPIC: HOW TO WRITE A PR ARTICLE EFFECTIVELY? 121. Topic objectives 122. Analytical interpretation 123. Solution 14 SIX STEPS TO WRITE A PR ARTICLE EFFECTIVELY 14 SOME USEFUL TIPS 20

V. EVALUATION 211. Evaluating the whole internship period 212. Strength 223. Weakness 22VI. RECOMMENDATION 24VII.CONCLUSION 26APPENDICES 27

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I. INTRODUCTIONThrough three months of the graduation internship, I expect to apply the

knowledge that I have studied at school to the real work place. I also look forward to

the new knowledge, which I have not known before. Moreover, knowing that social

relation in work place is very important, I wish to learn how to create good relations

with my colleagues. Moreover, in time working, I hope to be able to self-evaluate

strengths and weakness in order to progress. This internship will bring to me valuable

experience to prepare well in my future career.

My major is Business English. Working in VASS Assurance Corporation, there

are few chances to work with English. However, I can learn many things relevant to

PR. I know the ways to writes a PR effectively and the ways to write PR Press Release

coherently. The most valuable experience I have gotten is the way to write a PR article

for a company effectively. Therefore, I chose it for the topic of my graduation

internship report- “HOW TO WRITE A PR ARTICLE EFFECTIVELY?”

The main contents divide into six sections. First section introduces the company

where I perform the internship. Second section outlines my interesting tasks and the

experience I learn. Third, the major part is my topic “How to write a PR effectively?”

In section four, the self- evaluation withdraws by the internship course. The next

section shows my recommendations for company, my school as well as for me. After

the analysis, the conclusion with main points and opinions about the graduation

internship are presented.

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II. VASS ASSURANCE CORPORATION

1. Company’s profile

Vien Dong Assurance Corporation- VASS was established and officially went

into operation on the date 7th November 2003. VASS takes the two foremost best at

the rank. First up are the private insurance in Vietnam and the oldest operation in the

field of non-life assurance.

More than 10 years of operation, VASS has appeared throughout the provinces

with headquarters in Ho Chi Minh City, together with 26 branches, 100 sale offices,

and more than 1500 customers’ service agents the countrywide. VASS Company has a

professional operation.

VASS has the goal of becoming a large multidisciplinary Insurance- Finance

corporation with national stature, and reaching out the local regions into international

markets.

2. Business activities

-Sale of product of non-life insurance includes Automobile insurance, Property

Insurance, Marine insurance, and Engineering insurance.

-Reinsurance

-Financial investment

3. Location

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VASS- Vien Dong Assurance Corporation

Address: Headquarter at 80 Vo Van Tan, District 3, Ward 6, Ho Chi Minh City.

Tel: 08 62 88 30 30

Fax: 08 39 30 82 20

Emergency Call: 1900 9249

Website: www.vass.com.vn

Facebook: VienDong Assurance Corporation

4. Work environment

With the team of more than 500 experienced and well- trained employees

formally. I perform the internship in the time when the company renews the brand

identification. Therefore, there are professional programs for training and orienting the

employees to new strategies. For instance, the “VASS 800” internal conference is the

training program for the management board, which took place in Vinh Phuc province.

Next, the company invited Speaker Trinh Xuan Khanh to the company with Program

“Changes Management”- Speaker Trinh Xuan Khanh is currently Representative

COLORADO CONSULTING ASSOCIATES USA in Vietnam and Representative

WEN CONSULTING Singapore.

<http://nll.com.vn/dien-gia-trinh-xuan-khanh>

Regard to PR department, the working atmosphere is very dynamic. Everyone

tend to work together rather than independently. After completing their own tasks,

they express their comments each other and vice versa in order to gain the best result.

My colleagues are always willing to answer my queries, and guide me to overcome

the difficulties in work.

5. Organization chart

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http://nll.com.vn/dien-gia-trinh-xuan-khanh

http://www.vass.com.vn/


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BOARD OF DIRECTORS

GENERAL DIRECTOR

DEPUTY DIRECTOR OF OPERATION

DEPARTMENT OF PROPERTY

INSURANCE

DEPARTMENT OF MARINE INSURANCE

DEPARTMENT OF MOTOR VEHICLE

INSURANCE

DEPARTMENT OF HUMAN INSURANCE

DEPARTMENT OF RE-

INSURANCE

DEPARTMENT OF FIXING COST

AND DEVELOPING PRODUCTS.

DEPUTY DIRECTOR OF BUSINESS

DEVELOPMENT

DEPARTMENT OF BUSINESS

DEVELOPMENT

BUSINESS SYSTEM UNIT

CUSTOMER SERVICE ROOM

DEPUTY DIRECTOR OF STANDING

ACCOUNTING DEPARTMENT

DEPARTMENT OF

INFORMATION TECHNOLOGY

DEPARTMENT OF RISK

MANAGERMENT

DEAPRTMENT OF INTERNAL

CONTROL

DEPARTMENT OF HUMAN RESOURCE

DEPARTMENT OF PUBLIC RELATION

DEPUTY DIRECTOR OF GENERAL SUPERVISOR

DEPARTMENT OF LEGAL

DEPARTMENT OF

INVESTIGATION

DEPUTY DIRECTOR OF

ADMINISTRATION AND TRAINING

DEPARTMENT OF

ADMINISTRATION

DEPARTMENT OF TRAINING

DEPUTY DIRECTOR OF APPRAISAL AND

COMPENSATION

DEPARTMENT OF APPRAISAL

DEPARTMENT OF

COMPENSATION

BOARD OF SUPERVISORS


III. MY TASKS AND EXPERIENCE1. Wring PR article

When I was assigned to write a PR article about the company, I started

immediately writing with a little information researched on my company’s website,

such as the introduction on the homepage, the company’s mission, the company’s

products, etc… After that, I wrote a PR article based on the outline of essays, which I

learned in an Academic Writing course at school, which included an introduction,

three body paragraphs, and a conclusion. I put my best effort into this work, because

this was significant to create a first impression for the leaders in the internship course.

I completed the assignment within a day for correction. However, many mistakes

occurred accordingly as described which I corrected.

1.1 Difficulties:

After my supervisor had read it, both she and I were disappointed, because

there are many problems in the article. First, my PR article is too long. It gives to

customers too much information, some is not necessary. The readers may feel bored

with a long PR article, because they think it takes lots of their time in vain.

Consequently, not many people want read my PR article and know about my

company.

Secondly, my PR article does not point out the company’s competitive

advantages. It focused only on what products the company has, but not its pre-eminent

features, which differentiate from the rivals. These are the reasons why customers

choose my company rather than other companies who provide the same products. That

leads to bad sales results in the business of the company.

Next problem is that my PR article uses too many rhetoric words. It was

considered as an essay or a report of insurance industry rather than a PR article. The

readers may think the information written in the article is exaggerated. If there are

excessive details or unclear words, customers will not believe all remaining

information. Moreover, the insurance industry is still a developing market in Viet

Nam; it is not easy to have the trust of people.

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Finally, not having “Closing Sale” is a big mistake that I made in my PR article.

I did not notice the promotions of the company to encourage customers to buy the

products at once. Truly, people always are interested in the promotions or gifts when

they purchase our services or products. My article did not make customers think that

they deserve more than what they buy. They may prefer other companies for better

promotions as an after effect. These are all the reasons why my PR article needs more

improvement.

1.2 Experience

With to the comments of my supervisor, I revised my PR article. First, before

writing, I collected only the important information to support my PR article. I visited

my company’s website, and took the information according to the “5W+ 1H” rule;

WHO-WHAT-WHY-WHEN-WHERE + HOW. Those were:

“Who are interested in the issues in my article?” –to figure out the target

customers or target readers.

“What information do customers really want to know?” -to know what I

have to write in the article, such as information of my company and its

products.

“Why does my company create such products?” is to write the benefits

of the product, and or the mission of company?

“When should customer choose our product” - to tell customers to buy

the products of my company IMMEDIATELY, because life is

unpredictable.

“Where do customers access my company?”- to address the company.

“How to help the customer have the best choice?” - to ensure the 24/7

customer service always available for their needs.

After preparing the information, I could make an outline so that my PR article

has no lack or redundancy of information. Now I can write a rational long PR article.

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Secondly, I visited all websites of other insurance companies to find the

differences between them and my company. Finally, I figured out the competitive

advantages of my company that makes my PR article distinct and effective. This is

very valuable experience. Moreover, visiting many insurance websites will broaden

my awareness in term of the insurance industry. Hence, I could avoid the rhetoric

words in my article. The customers easily understand what I would like to convey.

Highlight the promotion is one of the excellent ways to close the sale. This is

the final section in the PR article. My company is in the process of innovation and

saving cost. Consequently, now my company has no promotion for almost all the

products. Thus, I thought about the long term promotion, which is not valuable but is

able to show the care of the company for customers, such as offering a raincoat in

rainy season, paper calendars on TET holidays and helmets, etc…My supervisor

approved my alternative solution for closing sale.

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2. Writing Press Release

This is the second major task I worked on in the time of the graduation

internship. The Press Release is a tool to inform about the new products, the events,

the changes, etc… of the company to the mass media, included of reporters, editors, or

producers.

<http://en.wikipedia.org/wiki/Press_release>.

Through the time of the internship, I was assigned to write two press releases.

VASS is rebranding with the new logo:

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http://en.wikipedia.org/wiki/Press_release


The former VASS’s Logo The new VASS’s Logo

The Seminar on “Intellectual Property Management and Administrative Tools”

Writing Press release is easier than writing PR article, because the necessary

information is clear. I had to only sum up and arrange it logically, following also

“5W+1H” rule. However, I had to rewrite a press release several times to be approved.

2.1 Difficulties

Writing Press release, I encountered two main errors that most inexperienced

copywriters meet. The first is an unattractive title. In fact, an auditor in common has to

receive hundreds of press releases every week, so they might miss which have no

attractive and interesting issue. Therefore, my challenge is creating a press release that

inspires the interest of journalists. That means my paper can force the journalist to

learn more and discover that issue which I want to post.

2.2 Experience

Through this task, I have valuable experience. The most important element of a

press release is its title. It must be concise and clear. Especially the title is able to raise

a solution or message of the present problems, not only to inform the events or issues.

For example, for the press release of the VASS’s change logo event, the title “VASS-

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Change and Action, toward the community” is better than the title “VASS changed to

the new logo”.

In term of contents, I ordered the important information to the top. In my press

release, I focused on the benefits for the readers (who are the company’s target

customers), which the readers expect, rather than the advertising information.

3. Translating:

By this task, I had chances to apply my English knowledge at school to tasks. I

translated documents of the company in English, such as, Good Will letters, Blessing

letters, Performance Appraisal, etc…In particular, my supervisor assigned me to

translate the articles in PR News page on Facebook-Website: www.prnewsonline.com.

This website is extremely useful for people who are working in PR industry,

especially for me. It shows the PR professional’s resources for the ideas, strategies,

statistics, and tool to maximize the communication and social media efforts.

3.1 Difficulties:

My major is in Business English, so it is not difficult for me to understand the

contents on the PR NEWS website. However, I had difficulties in expressing and

writing down in Vietnamese. I translated English information on this website into

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http://www.prnewsonline.com/


Vietnamese according to what I understand after reading. I used informal and

unspecialized Vietnamese words in term of PR. Moreover, I am unfamiliar with many

technical terms of PR industry. That made me bored and tired of looking up the new

English words. As a result, my translation became incomplete.

3.2 Experience:

Personally, translating task is one of most significant parts in my internship. I

not only gained the experience in translating, but also I obtained much interesting

knowledge in PR industry. I have learned many sites of PR, such as, digital PR,

internal PR and external PR activities. I realized the limitation of my knowledge.

Therefore, with the exception of studying at school, I should have read and learned

more knowledge from other sources. I also realized the importance of having

extensive knowledge in translation.

4. The other tasks

Beside of the afore-mentioned, I did some manual tasks. First, choosing proper

photos of the events to add to article posted on the company’s website, I have learned

the ways to define panorama, mid-ground, close-up photos. I was also tasked to

publish the articles on the website of the company. I always reviewed the published

materials, because the mistakes of fonts and layout due to the different website design

usually occur. These are not too difficult, so I accomplished smoothly. I also learned a

lot of new knowledge in different fields.

All the activities and events of the company that are posted online or in the

Press must be saved. I have learned the ways to format the posted articles on

Microsoft Office Word and on papers. This task facilitates to look up data, to make

the annual report.

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IV. TOPIC: HOW TO WRITE A PR ARTICLE EFFECTIVELY?1. Topic objectives

PR department has played a powerful important role in many companies so far,

especially with large-scale operations, diverse products, and wide scope of business as

VASS Assurance Corporation. Earlier mentioned, VASS has 26 branches, nearly 100

offices, and more than 1500 customer-service agents operating throughout the

country. That shows the company’s prestige in the long operation of more than 10

years. That is also the proud success of the company. However, as the market

increasingly develops, more and more newly established insurance companies enter,

causing intense competitiveness between them. Therefore, to expand and maintain its

position in the insurance market, effective PR strategies now are extremely necessary

for VASS, including writing PR articles for the company, organizing events, making

PR plans, working with media. These are to build the image of the company.

However, I think that an effective PR article for the company is the most important

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because it makes the first customer’s impression on the company. It makes customers

realize clearly the necessity of insurance, understand deeply our products, recognize

my company’s competitive advantages.

Through three months of the internship, writing PR is the task I did not do best,

but I have learned a lots experience from that. Thus, I will present the ways to write an

effective PR article.

2. Analytical interpretation

PR stands for “Public Relations”. In the business world, PR department is

responsible to expand and manage relationships with partners, customers in the

communities. The public relation’s activities include promoting success, mitigating

the effects of the failure, announcing the change, and many other activities such as

launching, events, etc...

PR article is part of the PR activities in the press. That means an article is to

introduce the products and services of the company, and to bring the company to

numerous readers. A PR article is different form a common advertisement. PR articles

are all expressed in the words, less images. Especially, PR article is like a real article,

not inclined to advertise their brand.

Formerly, people often equate PR activities with advertising; many of the

articles are inclined into advertising. This causes the boredom in customer’s mind.

They feel this article overdone rather than sharing the real value of the products.

Therefore, writers usually made many of the following mistakes.

First, the articles overuse many emotional words. This writing style only

provides customer with emotions, but not with valuable information. To those who are

rational customers, they need the actual details and often underestimate the expressive

articles.

Secondly, content of the article is often out of joint with the title. The title and

illustrations do not link to the contents. There is no any connection and additional

information between the paragraphs of the article. This is the mistake of many non-

professional writers.

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Finally, writers rarely analyze between the company and the rivals, so they

imitate the existed information of rivals into their PR article instead of outlining the

strengths of their business and the benefits of their products. This situation was quite

popular in Viet Nam, because awareness of valuating the contents of the media PR of

a company is not currently formal. That leads to “spending money to do PR activity

for rivals”. That means also a waste of money to weaken the competitiveness of the

company.

3. Solution

SIX STEPS TO WRITE A PR ARTICLE EFFECTIVELY

Step 1: Preparing data

This first step is extremely important to collect the effective input of the article.

It is necessary to know the PR article’s objectives, key messages and information

which the company wants to publish. Thus, I consulted many materials to define the

competitive advantages of products of the company and bring the new features to the

contents of the article.

After collecting a mass of materials from various sources, I was not yet able to

start writing. Organizing information help me to clearly define the information in-

group and look at the article under different aspects. I could find a different

perspective that has many posts in the same field. After that, I wrote whatever is in my

mind. Then I arranged the order of priority in the article. I did not also forget to add

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elements to make my article more interesting, such as the photos, the credible

statistics, the suggestions of experts, etc…to increase the power of PR article.

Step 2: Writing about the company

The most importance, when giving information about the company, is the core

value of the company. It is obviously essential to help the company survive and keep

confidence to compete with rivals in the insurance market so far and in future. This is

also the highlight of an attractive PR article for all companies. Truly, the core value of

the business is the best impression on customers so that they can distinguish and

remember the brand of the company among hundreds of choices when they purchase.

For VASS, it is “Today not tomorrow”. Moreover, the mission of the company is

necessary to put in this section. Each business is carrying on a function of serving a

group of objects. To know it, I look for the answer to the question “What is the main

cause that makes the company continue its business in this field?” A mission that has

highly practical and social value will enhance the position of a company in the market.

VASS’s mission is to provide customers of the assurance of finance, risk

management, limit, and offset losses, stable life, and business activities aimed to

produce the safety and prosperity of the community.

The next significant point is the vision of the company. It is the answer to a

question “what does the position of the company in the future look like?” The vision

of a business should be clear, feasible, and avoid the overstatements on the sublime

theory. When writing the vision, it is necessary to link to the mission of the company.

That means what the position of the company in the market is in five years or 10

years. This factor helps readers look at the panorama of the company in the market.

My company’s vision is becoming an assurance corporation in the top 15 of

Vietnamese insurance market, in top five of the companies that provides products and

services in small-scale, and strive to become a midrange assurance enterprise in Asian

region.

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Finally yet importantly, I show also the history, difficulties of the company and

the ways the company overcame it. The result is that readers see the experience and

professionalism of my company are drawn from its long practical process of

operation.

Step 3: Writing about the products

Next step understands the problems of target customers. Many businesses have

no effective PR article for their products, as they do not really understand the needs of

customers. Therefore, grasping the psychology of each customer and building content

of the PR article in the specific style will make a surprise to them. Combining multiple

elements and creating completely new contents, complying with the needs of

customers make sure that they will highly appreciate. That means the PR article is

able to touch a deep chord in the heart of customers. To have good reflection to the

products, it requires the techniques to exploit customer’s demand.

Simultaneously, I need to understand deeply the features and benefits for

customers. I determined the superior features and prominent benefits of products of

the company in comparison with the rival’s in the market. A product has many

benefits, but I did not list all the general ones. That helps customers to understand the

differences in the products and create competitive advantages for the company.

I indicate additionally the comments of the people who used products or the

statements of experts that suggest using the products of the company are very valuable

in the PR article. The better ones are certificates or prestigious awards of the business.

In practice, this factor greatly increases the possibility of buying decisions of

customers. For example, the company has continuously received awards, honors, such

as: Top 20 prestigious brands in 2005; Label the national competition in 2006;

Vietnam Golden Globes 2007 - The Best Insurers 2007; Strong Brand Vietnam "for

02 consecutive years 2007 and 2008; JSC in Vietnam in 2008; Top 500 largest

enterprises in Vietnam - VNR 500; unlisted public company in Vietnam in 2009;

Business community in 2009; Strong Brand Vietnam in 2000.

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Besides, in the process of studying the products, I also survey "the enemy" to

learn the good and to find their weaknesses to prepare the PR article of the company

better.

Step 4: Creating an attractive title

After completing whole contents of the PR article, it is indispensable to create a

title. Many articles try to attract with the headline and gimmick, but not give the

readers any benefit. It only catches the attention initially of the most people who are

curious, but not the customers who are interested in the product seriously. Therefore,

when creating the title, it is necessary to avoid the headlines that are sharp, intelligent,

attractive, but not consistent or convincing. A title that has an ability to stimulate self-

interest of customers will attract attention effectively by the important benefit, which

customers receive. Having an attractive title makes readers read all the remaining

contents.

Next, a tip makes readers pay attention to the information in the article. A title

must awaken their curiosity, and evoke excitement. These may be a question or a

statement, which stimulates curiosity of the readers and promise a reward or

information of their advantages. Therefore, it is worth writing many titles for an

article so that we can choose the best ones.

Finally yet importantly, when creating a title, it is extremely important to apply

SEO. SEO (abbreviation of Search Engine Optimization) is the process of optimizing

the texts or structures of the website of the company so that Search Engine chooses

the most suitable site for a search on the internet. The easier way to understand SEO is

a set of methods to take up the position of company’s website in the TOP 10 of the

results in Search Engine. In fact, in this international arena with technology

information development, the best media way is via online. People surf Internet to

find solutions for their needs daily, and tend to look the page in first rank in list of the

searched result. Therefore, if the title applies successfully the SEO, there will be high

possibility that customers visit the website of company.

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Step 5: Read the complete article again and edit

It is time to read and edit the contents of the PR article. Many people skip this

step, but it is indispensable. When rereading the article, I have a chance to detect the

mistakes of syntax, grammar, and spelling to correct. As a result, the PR article is

more interesting and concise.

After that, I have a person who belongs to the group of target customers proof-

readied and given their comments. This is the best way to judge whether the PR article

is effective, because her or his remarks are most honest and practical. I rewrite the

details of which that reader is not satisfied. Then, I have her or him read the edited

article several times and given their comments until she or he is pleased. After several

times of editing, if my article still does not make her or him interest, my article may

have a potential problem. The contents are not compliant with the needs of target

customers. Thus, to make sure this step will bring the advantages to the article, I had

more than two people read my article. I need to comprehend their opinions, and

analyze it carefully.

Step 6: Transferring the information to customer

This is the final step, which brings the fully worked-out PR article to the public.

I admit that online PR is the best media to transfer the information to customers

nowadays due to the development of technology information. However, personally, I

think this way is no longer most effective. In fact, there is massive information posted

online without reliable sources and justification. The customers become confused

about which posts are credible. Thus, people tend to put their trust in the Press. People

usually appreciate the company appearing in the Press.

Hence, transferring information to customer by the Press is extremely

important. The Press helps the company to publish the PR article. In this step, a matter

should be noticed. A press operator receives lots of article from different businesses in

a week, so she or he possibly ignores the articles that do not comply with their criteria.

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For instance, a PR article that requires more information than an advertisement, which

just is designed and sent to the Press. Therefore, the Press operator might require extra

explicit details of the article that needs to be published. Accordingly, it is necessary to

listen and accept to discuss together in order to find the common ground in the PR

article which will be conveyed in papers. If this discussion is successful, the press

operator posts the article of the company. That also creates a good relationship with

the Press that is favorable later.

In brief, a PR article that brings the high value to the company needs to adhere

to above principles. It should have a clear layout and the concise contents. In

particular, a PR article can give full value of the company and its products to

customers. Enterprises that want to stand steadily in the market must assert themself

through the PR article

SOME USEFUL TIPS:

1. Write what the customers think want

It is easier to write a polished article. In fact, the customers expect actual

information of the products rather than a polished essay. For example, when writing

about the company, not only did I show success of the company, but also mention

about the difficult period that caused the global economic crisis. This is a good way to

describe that the company always has full power to overcome the obstacles.

2. Notice standardization of a sentence

According to the newspaper industry, a sentence that has a maximum of 25 words

helps readers absorb information best. If I write longer, the article makes reader be in

the situation “out of breath”, although they read by their eyes. This is very basic rule

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in PR writing, but few people paid attention to. Applying this rule helps the article

more readable.

3. Bringing exciting elements to the top posts

The article should be emphasized the attractive factors early in the post. Contents of

the article have a consistent theme, and are centralized into the single thread. The

article provides to readers the further valuable and useful information. It is like an

upside down pyramid.

4. Adding illustrations

There are many full-text PR articles without any photos to illustrate the topic. These

article types easily lead readers to boredom and eyestrain. Therefore, only a photo or

picture, can covey whole subjects of the article quickly. A caption should be put

below the picture to explain.

V. EVALUATION1. Evaluating the whole internship period

Before taking the graduation internship, I have learned a lot of useful

knowledge at school such as Microsoft office, critical thinking, business English,

basic marketing, and so on. However, this internship time did not require so much

knowledge of English, so I had few opportunities to apply what I learned at school.

I gained also much knowledge of marketing, special PR activities. I used to

think that PR is the same as Marketing and generally, many people do so.

Fortunately, taking this graduation internship in PR department at VASS Assurance

Corporation, I had chance to learn and practice the activities in PR field, included

communicating with media, organizing the events, funding the charitable activities,

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Attractive information

Deepen information


writing Press Release, etc…That brought me opportunities of experience in writing

PR article and gain lots of invaluable lessons. I realized that theoretical knowledge is

important, but cognitive knowledge is indispensable. Above all, I can confidently

determine PR and Marketing are not the same but mutually impact on each other to

benefit the company. I highly appreciate what I have learned from this internship.

During three months of working, I obtained two significant things. The first one

is communication skill that truly plays important role in many aspects of work. My

supervisor taught me ways to solve the delicate problems and the awkward situations.

For instance, when my boss comes to the office late, and someone is waiting for her, I

should tell that person “My boss is outside with another client” instead of “My boss is

not here now”. This is a more professional answer. Then, I will create a good

impression and maintain good relationships with colleagues and other people. The

second one is working attitude. Responsibility and discipline at work are a little

different from school. At work, I need to be more self-disciplined and active. I

observed around to learn by myself rather than frequently question the others. That

aided me to improve the ability of observing and analyzing.

2. Strengths

At first, I am always eager to listen and learn from the comments of the others,

although these are often critical. Keeping calm attitudes and having appropriate

behaviors help me to be highly appreciated. For instance, in the first week in the

internship time, I said “Yes” to accept all assigned tasks, even though I did not know

how to deal with some of them, because these are new to me. This caused the bad

results for my assignments. My supervisor complained that “Why did I not tell her if I

cannot accomplish assigned tasks?” I was sad in few seconds. However, I send my

thanks to her for that criticism immediately. After that, I am no longer afraid to expose

my questions and ask for instructions. This improvement aided me to accomplish my

tasks more effectively.

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Next, I have ability to adapt in different working environments. Each business

has a different working style and corporate culture. Working at some places during

studying previously teaches me how to adapt to the new environment. Therefore, I got

on well with colleagues in the company quickly.

English is another strong point. Studying Business English gives a plus at work.

It obviously makes me more confident at work. I was very willing to attend to the

international events, which my company organized.

3. Weaknesses

I admit that I lack knowledge in the PR field. Theoretical knowledge that I

learned at school is not sufficient to apply into practice. I need to learn more via the

newspapers, the internet or books, etc…

In addition, I have difficulties in presenting. I become nervous and confused

with serious issue related to works. I could not express my idea smoothly, clear and

concisely. Thus, to overcome this weakness, I try to present a matter slowly so that I

can arrange in my mind what I am going to express.

Finally, I am quite inactive at work. I seldom joined in discussions or meeting

until I receive a request or invitation. I always find it hard to initiate a conversation

with others. Then, my colleagues think that I am unsociable and unwilling to

collaborate. This is my big weakness that I have to improve as soon as possible.

After hard work and studying, I am more mature in the knowledge. This

internship also helps me to have in mind how the real world works. It certainly gives

me good preparation in my future career.

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VI. RECOMMENDATION

VASS Assurance Corporation is excellent at operation, structure organization,

management, etc... This demonstrates by achievement of VASS in the insurance

market so far. However, the economy is becoming progressive, so the competitions of

businesses are stricter. The company requires having the professional strategies,

especially the marketing strategies. Therefore, I have some recommendations for

VASS Assurance Corporation with objectives of expanding the success of the

company. VASS should establish the Marketing Department. This department is

responsible for creating the marketing strategies to boost the business of the company.

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Next, I think all the companies have the strengths and omissions also. It is

obviously difficult for employees to tell their complaints directly to the manager.

According to the present policy of VASS, if the employees complaints, they have to

send email to the president. That prevents the employees from showing their honest

opinions. Therefore, I would like to recommend the company create the Suggestion

Box so that everyone can show their ideas honestly and freely. The reasonable

comments obviously are approved for the development of the company. If this

recommendation is approved, the company can create a comfortable work

environment for their employees. I believe that these innovations will enlarge the

business of VASS Assurance Corporation.

Regarding to Hoa Sen University, I would be grateful if the school can revise

Cover Letter for the interns. The letter presents the major, the ability of the interns so

that the company can understand and appoint the interns to the proper position and

tasks. In fact, a cover letter of a University is certainly more valid than a CV of

interns. I hope that this recommendation will be approved so that the graduation

internship will be successful.

For myself, I will enroll in a Digital PR course. This helps me to be more

competent in PR activities and facilitate my work. I will have the techniques to

accomplish tasks by myself. Thus, I can enhance my qualification in the workplace. In

term of soft skill, I will also take part in the social organizations. I will make friends in

different majors and take the opportunities to improve my communication skill. I need

to learn how to create good relationships in life, as well as in work. These are

extremely important for my own development in my future career.

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VII. CONCLUSIONIn summary, by four months of the graduation internship, I gained the goals that

I have set out initially. These are ability of applying theoretical knowledge into the

practice, improving the soft skills at work, self-evaluating and creating the

opportunities for my bright future.

This internship also gives me chances to recognize my strength and my

weakness so that I can develop and improve it properly. Especially, I must overcome

the difficulties in expressing the ideas at work in front of many people.

Moreover, I really appreciate the experience of writing PR article and writing

Press Release that I learn from this internship course. These are my valuable

background for a good CV.

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Once again, I would like to send my gratefulness to Hoa Sen University and

VASS Assurance Corporation who gave me a wonderful chance and unforgettable

internship in the student life.

VIII. APPENDICES

Photo 1:The conference of planning business in 2015 with new LOGO and Brand. -

VASS 800

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Photo 2: The first image with new logo published in the Press

Photo 3: The new logo Banner at the Tan Son Nhat airport.

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Photo 4: PR News page on Facebook

Photo 5: PR news Websites

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Photo 6: I and another intern donated the handmade gift to PR Department in last

working day.

s

THANK YOU FOR YOUR READING

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graduation report_2014

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