Public Relations Program For Improving Water Pollution Situation In Van Phuc Handicraft Village Ha Noi

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ACKNOWLEDGEMENTS

I would like to express my very great appreciation to Dr. Tran Thi Thu Ha, my

research supervisor, for her enthusiastic encouragements and useful critiques of this

research work. Without her thoughtful, patient guidance through every step of my research,

this thesis could not have been realized. Thanks to cooperating between Vietnam Forestry

University and Colorado State University, I have chance to approach a reservoir of

international knowledge and experience.

I would like to extend my thanks to Ms Nguyen Thi Huong Giang and Ms Do Thi

Phuong, the Principal and the Vice Principal of Van Phuc Primary School, for accepting

the responsibility of my research as well as Mr Can Van Khoa and Ms Le Thi Nga for

giving me the knowledge accompanied with the enthusiastic guidance to collected data

when I worked as an apprentice in Natural resource and Environment Department in Ha

Dong District. Moreover, I highly appreciate to Mr Dang Quang Hai, the Vice Principal of

Van Phuc People’s Committee and Mr Pham Khac Ha, the President of Van Phuc Silk

Villages Association for supporting me carried out survey questionnaires and interviews to

local residents, followed by providing me with useful information about Van Phuc

Villages.

Many other people have contributed to the success of this thesis but I would like to

particularly thank my friends in GoGreen Club and other members in Action For Water

project for their support. Last but not least this thesis could have never been completed

without the support of my parents because of their encouragements and giving me the

favorable conditions during the entire process of doing research and going field works for

having my works done.

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CONTENTS

ACKNOWLEDGEMENTS....................................................................................................i

CONTENTS...........................................................................................................................ii

LIST OF ABBREVIATIONS...............................................................................................iv

LIST OF TABLES.................................................................................................................v

LIST OF DIAGRAMS..........................................................................................................vi

LIST OF FIGURES ..............................................................................................................vi

1. INTRODUCTION ............................................................................................................1

2. GOALS AND OBJECTIVES ...........................................................................................2

2.1. Goals...............................................................................................................................2

2.2. Objectives.......................................................................................................................2

3. SITE DESCRIPTION .......................................................................................................2

4. METHODOLOGIES ........................................................................................................4

4.1. Existing data collection ..................................................................................................4

4.2. Primary data collection...................................................................................................5

4.3.1. Descriptive statistic......................................................................................................6

4.3.2. Regression Analysis.....................................................................................................6

4.4. Building PR campaign (June, 2015- June, 2016) ...........................................................9

5. RESULTS .......................................................................................................................10

5.1. Water pollution situation in Van Phuc handicraft village.............................................10

5.2. Awareness and behavior of villagers on water pollution situation and ability to build

PR campaign in Van Phuc handicraft village ......................................................................13

5.3. PR program for improving water pollution situation and raising fund to build waste

water treatment system in Van Phuc handicraft village ......................................................20

5.3.1. Executive summary ....................................................................................................20

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5.3.2. Research and situation analysis ................................................................................21

5.3.3. Goals and objectives..................................................................................................22

5.3.4. Key message...............................................................................................................22

5.3.5. SWOT analysis...........................................................................................................23

5.3.6. WWWWWH analysis..................................................................................................24

5.3.7 Target publics.............................................................................................................24

5.3.8. Strategies ...................................................................................................................25

5.3.9. Tactics........................................................................................................................25

5.3.10. Schedule and budget ................................................................................................28

5.4. Evaluation of PR program ............................................................................................29

5.4.1. Output 1 .....................................................................................................................29

5.4.2. Output 2 .....................................................................................................................33

6. DISCUSSION..................................................................................................................34

6.1. Experimental setup performance ..................................................................................34

6.2. Data analysis performance............................................................................................34

6.3. Future research..............................................................................................................35

7. CONCLUSION................................................................................................................36

REFERENCES

ANNEXES

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LIST OF ABBREVIATIONS

PR Public relations

VEA Vietnam Environment Administration

TTS Total Suspended Solids

COD Chemical Oxygen Demand

BOD Biochemical Oxygen Demand

MONRE Ministry of Natural Resources and Environment

EPA Environmental Police Agency

SPSS Statistical Package for Social Sciences

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LIST OF TABLES

Table 1 Sign Expectation of Regression Coefficients with attitude towards water pollution

situation..................................................................................................................................7

Table 2 Sign Expectation of Regression Coefficients of willingness to pay or donate

money for building water treatment system ..........................................................................9

Table 3. Descriptive results for selected variables ..............................................................13

Table 4 Local’s awareness about water pollution situation in Van Phuc ............................15

Table 5 Effect of some selected variables on respondents’ attitude towards water pollution

situation................................................................................................................................17

Table 6 Willingness to pay for building waste water treatment ..........................................18

Table 7 Effect of some selected variables on respondents’ willingness to pay for building

waste water treatment ..........................................................................................................19

Table 8 SWOT analysis of PR program ..............................................................................23

Table 9 WWWWWH analysis.............................................................................................24

Table 10 Timeline and budget for PR campaigns................................................................28

Table 11 The list of video performed in the environmental training course .......................29

Table 12 The result of analyzing water sample in the canal Hong Phong hamlet of Van

Phuc village which is the place received domestic waste....................................................45

Table 13 The result of analyzing water sample in Van Phuc village’s pond.......................46