What is the public relations planning copy
Public relations planning copy, also known as the "public **** relations thematic activity plan" or "public relations thematic activity proposal", is the public **** relations practice One of the most commonly used in the operation of the text, but also the office staff of the national vocational qualification appraisal of the unified "intermediate skills" part of the key assessment of the content.
The elements included in the writing of public relations planning copy
First, the title
Document type title:
Name of the unit + cause + type of document
Recommended: double title
First, the title
Model 1:
Health for all for the health of the whole world every day
? "XX Cup" Family Fitness TV Grand Prix Activity Plan
Model 2:
XX Co. XX Brand Marketing Activity Plan
Second, the activities of the background analysis
The planning, organization and implementation of any one of the social organization's public relations thematic activities are is not without reason. As an activity organizer (or funding), in a particular time and place to launch a public **** relations thematic activities, all have their specific background and needs. A planning text, only on the basis of adequate research, first of all, this background and the need to articulate, in order to lead to the back of the specific planning content (program), but also to explain the urgency and significance of organizing this activity. Leaving the analysis of the background of this certain activity, the activities of the planning content (program) to a certain extent has become something inexplicable, so that people do not understand.
Second, the activities of the background analysis
The activities of the background analysis of the writing, there is no fixed formula, depending on the different nature of the activities. Such as a public service-type public **** relations with the planning of special events, and a brand promotion-type public **** relations with the planning of special events, the activities of the background analysis of the writing focus is different: the former emphasizes the social hotspots and the public needs, the latter focus on the competitive market situation and the needs of enterprises to expand. But generally speaking, this activity background analysis can not be separated from the two major blocks of content: First, society, the public and the market needs. Second, the organization's own development needs. Only different activities have their different focus.
Second, the activity background analysis
Model 3:
Activity background
1998, when the "Chinese people's **** and the State Sports Law" and "National Fitness Program Outline" promulgated the third anniversary, and is the first year after the restructuring of Shanghai XX Co. As a high-tech enterprise engaged in health business, Shanghai XX Co., Ltd. has always publicized and advocated the idea of scientific fitness, and has always taken the improvement of the health level and quality of life of the general consumers as the goal of the company's struggle. The company's leadership believes that: in scientific research, production, management, marketing system continues to innovate, so as to
Increase the strength of market expansion at the same time, it is necessary to further work on the construction of corporate image, and constantly enhance the company and brand awareness and reputation in the public, to ensure the company's sustainable development.
It is in this particular context, the company intends to cooperate with the relevant units, *** with the organization of a citywide family fitness Grand Prix activities.
Second, the activities of the background analysis
Fan 4:
Activity background
In 2010, China's cell phone users will add 50 million households, coupled with the replacement of the original user's model, will be in the next few years of incremental growth, breakthroughs year by year.
Precisely because China's cell phone market is so promising, this market has become a place where many Chinese and foreign telecommunications companies must compete. In the next few years, China's cell phone market competition will be more intense. Whoever has the right strategy and seizes the first opportunity will be able to win the market gradually.
XX cell phone subscriber machine limited company intends to from June 2010, the launch of XX brand affordable cell phone boutique, and the original XX brand cell phone constitute complementary, in order to compete for a larger market share, is a very strategic vision of the action. However, there is no denying that XX brand cell phone as a new member of the cell phone family, and has a cell phone brand compared to its popularity is still quite low, has not yet been understood by the majority of consumers, and for the time being can not talk about the reputation and trust. This makes the XX brand cell phone at the beginning of the market promotion work needs more investment, better operation.
To this end, it is proposed to organize and implement the following public **** relations series of activities.
Second, the activities of the background analysis
It should be noted that:
Many people of this part of the content appears to be very messy, and even do not know what to say. Leaving aside the reasons for the text expression skills, the key problem lies in the background analysis of the activities of the two aspects of the content can not be well grasped, coupled with the usual less concerned about the social and market conditions, the social or market conditions related to the content even if the assumption is not assumed, so I have to write, where to write where to count.
For example, in the background analysis of an environmental PR campaign planning copy, some people talk about the "importance" of environmental protection, but the reason why a social organization is actively involved in the background of this activity does not mention a word; and in the background analysis of a charitable PR campaign planning copy, some people simply write such a sentence! In the background analysis of a charitable public relations campaign, some people simply wrote this sentence: "People only know that XX products are indispensable in daily life, but many people do not know XX brand." Only one side of the content is emphasized, and the expression of blunt and shallow, it is amusing.
Third, the planning program
Model 5:
Purpose of the activity -
Publicize the "People's Republic of China *** and the State Sports Law" and "Outline of the National Fitness Plan", to promote national fitness movement, while reflecting the company's social responsibility, so as to further enhance the company's brand awareness and popularity among the public. The company's social responsibility, so as to further enhance the visibility and reputation of the company and brand in the public, to ensure the sustainable development of the company.
Model 6:
Activity Purpose -
① Vigorously publicize and promote the new generation of products of XX company, to attract attention and attention.
② Carefully shape and launch the new image of XX Company, so that XX Company's good corporate image along with high-tech products more y rooted in people's hearts, and win the strong support of the relevant government departments and the news media.
③ Through extensive media coverage, the general public to better understand the XX company and its work in recent years a lot of benefits and convenience to the public, so that they are happy to enjoy the company's new generation of products brought about by the convenience.
The location of the public **** relations thematic activities should also be clear in the planning text. For a time and content are more concentrated activities, this is easier to understand, as long as it is written somewhere in a place can be. For example, "Chen Yi Plaza on the Bund in Shanghai", "XX Hotel X floor XX Hall in Beijing".
If this activity spans a longer period of time and is to be carried out in different places, it is slightly more complicated to deal with.
The norm is to list the different locations of the different phases of the event, and highlight the specific locations of the most critical phases of the event, so that people can see at a glance.
Second, the content of the activities is too thin, such as only a speech, a quiz, a community-wide sports competitions and so on. These activities, at best, can only be regarded as a small thematic activities, not large-scale public **** relations thematic activities, is not quite in line with the requirements of the topic.
Fourth, the project implementation
Fourth, the project implementation
1, the measures to achieve the activities of the program
The so-called "measures to achieve the activities of the program" refers to the activities of the organizers (funding) institutions and specific contractors to ensure the smooth implementation of the activities of the program and must be done and should take relevant measures.
For a small thematic event, this issue may be relatively simple. But a large-scale thematic activities, this aspect of the need to do a lot of work, for example, in order to increase the appeal and authority of this large-scale activities, activities funded by the organization often take the invitation to the relevant government departments and important media appearances **** with as the activities of the organizers. This is a major measure to ensure the successful realization of the activity program. Specifically invite which departments and units *** with the host, in the planning of the text should be some suggestions and instructions.
Secondly, to the relevant authorities to fulfill the approval procedures, but also to ensure the smooth implementation of the program is a key link. Specifically to which department to declare, when to do, also need to be in the planning copy of an account. In addition, such as the composition of the relevant organizations, activities of the preparation and training of personnel, activities on-site security arrangements, activities of the development and implementation of contingency plans, and so on, are part of a large-scale activities should be described in the plan.
Fourth, the implementation of the project
Model 10:
Measures to achieve the activities of the program -
1, contact the XX Municipal Government Sports Committee and XX Women's Federation, invite them as the organizer of the event, and to invite the sports committees of the district and county governments and women's federations as co-organizers of the event. and the Women's Federation as co-organizers of this event.
2. After the negotiation and adoption by the organizers, the program of this activity will be reported to the relevant departments of the municipal government for approval.
3, as soon as possible to form the activities of the organizing committee, invited the municipal government sports committee director XXX as director of the organizing committee, and its appearance to convene the first meeting of the organizing committee to discuss the work.
4, contact XX Square Management Committee, the implementation of venue rental and site security matters.
5, the formation of the event news center, the unified implementation of the event's press release.
?
Fourth, the implementation of the project
Fourth, the implementation of the project
(1) media communication
that is, through the news media to release news about the event and related reports. This method of dissemination is the most desirable with less investment and good publicity effect. Therefore, a large-scale public **** relations in the planning of special events, must take into account the publicity of the "news eye", and accordingly develop a news media communication program. The contents of this program include:
A, in several stages of the organization of news coverage;
B, what form of organization of news coverage;
C, focusing on inviting which news media to report.
Fourth, the implementation of the project
The following model text, is a large event held in Shanghai news communication plan.
Model 11:
News media communication strategy -
1, pre-publicity
From two months before the event was officially held in Shanghai and the central newspapers and magazines published reports on the upcoming event news and interviews, to start the event of the pre-publicity (momentum)
Media selection: People's Daily, China Daily, Jiefang Daily and other 6-7
2, medium-term publicity
On the day before the event, a press conference will be held to introduce the event to journalists from the major media who will be invited to attend the event, provide them with the latest information on the event and invite them to participate in the event on the next day, so that the news media where they are located can publish (broadcast) in a timely manner. The press conference was held the day before the event to introduce the event to the invited journalists and provide them with the latest information about the event and invite them to participate in the event held the next day so that their news media could publish (broadcast) the news of the event in a timely manner to form a wide range of public opinion.
Media selection: Xinhua News Agency Shanghai Branch, People's Daily, Economic Daily, Shenjiang Service Herald, Shanghai English Star, Oriental TV and more than 20 others.
3, late publicity
One month after the end of the activity, in Shanghai and the central part of a number of newspapers and magazines to organize the publication of the "News Review" and "News Watch" and other articles, the activities of the review, in order to further expand the impact of the activity. The event's impact is further expanded.
Media selection: China Business Times, Jiefang Daily, Shanghai Economic News and other 3-4
Fourth, the implementation of the project
(2) advertising media
that is, through the form of advertising to disseminate information about the event. For a large-scale public relations event
, advertising media communication often constitutes an important part of the communication strategy, which is complementary to and reinforces the news report. Since advertising is a large investment, how much is invested in advertising, and what form of mix to take, is what this part of the copywriting program should plan and recommend.
Model 12:
Advertising media communication strategy -
1, mass media advertising
In the week before the start of the event, in the XX Daily, XX Evening News, each published in the column ads once, the time, location, organizers, the contents of the event The event will be widely publicized.
2, outdoor advertising
A, in the activity around the location of the XX Road, XX Road, XX Road bounty publicity banners 15, 40 knife flag, for 10 days (from 8 days before the event):
B, in the subway XX station, XX station, XX station, XX station, the release of the subway light box ads 60, for 20 days (from 15 days before the event).
Fourth, the project implementation
(3) other media communication
That is, through the leaflets or brochures and other media to disseminate information about the activities. This is a complementary means of information dissemination for large-scale public **** relations thematic activities, but due to targeted delivery, often achieve better practical results.
Fourth, the implementation of the project
3, site layout brief
Large-scale public **** relations thematic activities of site layout, is a creative and professional technology have high requirements for the work of its specific design program generally must also be written separately, and is equipped with a special design effect. However, in the event planning copy, often can also be included as an element, proposed a few principle opinions and ideas, so that customers or competent leaders review the copy has a general impression.
Lack of practical experience in organizing large-scale activities: "hang a banner on the podium; podium next to insert a few colorful flags," and so on, giving people the feeling that it is not a large-scale public relations activities on the scene, but like a production team in the countryside.
The trick: more observation and pondering the TV often broadcast about the activities (such as the evening party, etc.) of the scene layout, it is not difficult to understand some of the basic laws.
Fourth, the implementation of the project
2, the main venue and the three sub-venues are equipped with large multimedia projectors and simultaneous translation and other equipment, the main venue on both sides of the set of TV walls, synchronized mapping of the meeting scene to reflect the meeting of the forward-looking.
3, in the conference center hall, set up a large LCD screen, scrolling dissemination of information about the meeting, so that those who rest in the hall can also be informed of the meeting in a timely manner, expanding the meeting audience.
4, in the conference center on both sides of the hall, it is recommended that an ad hoc display gallery, well-designed, well-designed exhibition, fully demonstrate the conference organizers and important partners, the conference support units of the latest achievements of network technology, and the configuration of a number of cyclic demonstration and automatic retrieval of computers, so that the delegates can conveniently access the relevant information.
V. Activity budget
V. Activity budget
Problem 2: The market for a variety of expenditures is completely unaware of, such as how much it costs to rent the venue, how much it costs to set up the venue, and how much it costs to have a blank slate in mind.
"So much money, how to use up?" Under cross-examination, they confessed that their funding budget, venue (school conference room or auditorium) rental fee desperately high, full of only 5,000 yuan; venue setup fee is boldly set to 10,000 yuan;
V. Activity budget
(6) security costs;
(7) transportation costs;
(8) food and beverage Hospitality costs;
(9) Various labor costs;
(10) Motorization costs.
In addition, if the event is organized by a professional public **** company, it is necessary to add the cost of professional services and a certain rate of tax.
V. Activity budget
Six, the effect of prediction
It is necessary to point out that: this part of the content, because the activities have not yet been implemented before the prediction of some kind, naturally, it also gives the writer left a certain margin of imagination, do not have to be overly conservative and rigid in the response. Because the reason is very simple: if the prediction down this large-scale public **** relations activities can not achieve much effect, which there is what is necessary to put into practice? Which customers or leaders in charge will approve such a PR program?
But on the other hand, it should not be free to exaggerate the actual effect of the activities, but predicted that the effect will be "a household name in the city, causing a great sensation. The newest addition to the list is the newest addition to the list, the newest addition to the list, the newest addition to the list. What's more, this prediction will be the test of the campaign's success. Arbitrarily exaggerate the expected effect of the activity, is the same as for their own activities to achieve the goal of adding a lot of difficulty, or even simply can not be achieved. This is a trap that we have set for ourselves.
Activity Evaluation Criteria
Model 9:
Effect prediction -
In view of the activity closely linked to the social hotspots, as long as the organization of the law, the implementation of measures, will be able to attract the attention of the public and the news media. It is expected that the actual number of participants in the activity can reach more than 10,000 people, more than 30 press releases, together with other channels of communication, its coverage is expected to reach more than 1/3 of the city's population. At the same time, this activity will be conducive to the promotion of the region's economic and cultural construction, to win the praise of the government authorities and people from all walks of life, which will be conducive to the activities as the organizer of the company XX and all relevant parties to promote good relations, and effectively enhance their visibility and reputation.
Model 14:
Activity Evaluation Criteria -
(1) The actual number of participants in the activity is not less than 2,000 people
(2) The media report on the activity is not less than 30 articles (times)
(3) The coverage of the activity's information: the population of the region is 1/100% of the population. 4
(4) activity on-site implementation without any obvious mistakes
(5) activity funds used strictly within the budget
(6) activity after the company's popularity increased by 20%
(7) activity after the company's reputation increased by 10%
VII, signature, date
Planning copy should have /p>
Training: public relations activities planning book writing