Public relations planning copy, also known as "public **** relations thematic activity planning book", is to carry out public relations practice activities must be done before a work. A planning copy, shows what action must be taken in order to achieve the desired results of the work of the theory. Theory determines the choice of tactics, guides the specific work of the practical process, is to carry out public relations activities of the guide. PR planning copy, is one of the most commonly used in the operation of public relations practice, but also public relations personnel national vocational qualification appraisal "intermediate skills" part of the key assessment of the content. Learn to write PR planning copy, is a qualified public relations personnel must have the basic skills.
The content of the PR planning copy mainly includes the following ten aspects:
A. Title
A complete public relations planning copy, there must be a title, so that people read it to understand that this is an activity plan rather than a summary of work or evaluation report.
The title can be written directly as "xx company xx activity plan", you can also use the words of the theme of the event as the main title, and "xx company xx activity plan" as a sub-title listed under it.
The title should be easy to understand.
II. Foreword
Also known as background introduction. That is, a brief introduction to the background of the organization planning this text. Because, the social organization of any one of the planning, organization and implementation of public relations activities, are not for no reason, have their specific background and needs. Only clarified this background and the need to lead to the back of the specific planning content (program), but also to explain the urgency and significance of organizing this activity. Separated from the background of certain activities, will make the planning content (program) so that people look at the essentials.
Foreword should be written concisely.
Three. Investigation and analysis
PR planning is built on the basis of investigation and analysis, investigation and analysis of public relations activities is the planning of prior work. Survey analysis is mainly on the organization's image to make a specific analysis of the current organization's image of the existence of the advantages of the point, the problem of the point and the opportunity to analyze the three aspects, so as to clarify the next step of the focus and direction of public relations work.
The survey analysis should focus on the representativeness of the survey object, the applicability of the survey means, the scientific nature of the survey method, the authenticity and comprehensiveness of the data collection, and the reliability of the analysis conclusions.
1, the theme of the event : space - music - wine
2, the location of the event : not yet determined
3, publicity strategy:
The use of specialty stores and counters POP, posters, leaflets, car ads, outdoor advertising and other various carriers, the release of the new image of the photo, the pre-publicity and promotion. Specific publicity methods slightly
The use of newspapers, radio, Internet, and other soft advertising to expand the publicity of the new image of the product.
4, activities:
Organize a "space - music - wine" - the new image release and product promotion, invite guests to the scene, a variety of integrated media
5, feasibility analysis:
Through this activity, you can create a sensational effect, establish a brand image. Manufacturing industry and social opinion focus, open the market breakthrough, improve market awareness and acceptance of new products. Through this activity to invite guests and home furnishing industry decorative designers to participate in the design field and home furnishing industry will be the influence of this activity to achieve the best results, will "" the artistic aesthetics and professional quality in the industry publicity and promotion.
6, specific content with schedule:
Make good preparations, choose a living home - Baroque in style and form are more harmonious with the main venue of the General Assembly, to determine the schedule of the promotion will be set up with the link to invite guests and home furnishing companies, designers and other relevant personnel to participate in the meeting.
Set up the venue in Baroque style, provide drinks, pastry and fruits.
Hold the guests entrance ceremony, signing ceremony and "" brand unveiling ceremony, and then in the form of a cold reception, interspersed with saxophone, strings and piano performances, and wine appreciation knowledge and live music appreciation etiquette and "" flooring The concept and professional knowledge of the promotion, explaining how to personalize the decorative materials to enhance the taste of design. Product promotion in the cultural guidance, to create "" noble and elegant and full of artistic temperament of the scene atmosphere, to advocate a new concept of life and brand image shaping the double effect.
The cocktail party set up a raffle link specific awards set to be determined or the game
The game project tentatively:
a question and answer break
On the ground at the scene placed on the ring made up of a number of paper bands to no more than six groups of players is appropriate to be sent by the representatives of the decorative company to participate in each group of men and women standing in the ring, the moderator took turns to ask questions about the evening party. Told on the wine tasting, music and Baroque floor culture and professional home furnishing knowledge to ask questions, can not answer or answer the question wrongly that tear away a ring-shaped paper tape, the earliest no foothold beyond the scope of the circle of the contestants was eliminated from the game. The final winner can get the prize reward.
b Wine Tasting Competition
Prepare four kinds of wine, invite guests to taste on stage, to answer whether the correct varieties shall prevail in the elimination, the final winner can be left to get prizes to encourage.
7, the event notes:
The venue selection and layout as well as the concierge should be dressed in Baroque art as the main tone
Each participant will be given a promotional material and gifts upon entry
Gifts and prizes should be set up with high-grade value and with the Baroque or Goodyear logo. Baroque or Goodyear logo
Invitations should remind attendees to dress in formal attire
The best way to explain flooring knowledge is to ask professional authorities in the industry
Decorative new PR promotions planning program Flying Snow
PR activity planning Part 3Name of the event: PR Style Exhibition
Purpose of the event: we will be the members of the enjoyable way of publicizing the basic knowledge of public relations, to improve the quality of public relations, to promote the publicity of the public relations of the public. We will publicize the basic knowledge of public relations, improve the enthusiasm of members to participate in the activities, and enhance their public relations literacy.
Activity theme: PR style exhibition, show PR style
Activity content:
1, we use pictures and other ways to publicize to the members of the origin of the relationship between the public ****, the development of the basic principles of some basic knowledge. If the sponsorship allows we will also distribute the knowledge booklet to the members.
2. We will also invite Ms. Feng Lan and the consultant of famous cosmetic brands to explain to the members the PR etiquette used in dress and make-up skills, so that the members can experience the importance of PR knowledge in their daily lives.
Purpose of the event:
1. Popularize the basic knowledge of public relations, according to the general meeting, members do not have the basic knowledge of public relations.
2, the use of lively and interesting form, teaching the use of life skills, to improve the general membership of the Association's activities to the confidence and interest.
Participants: new and old members of the Association
Arrangements
PR Photo Exhibition
Expected time: April 10-15
Expected location: the main road of the Park and Aloe Gardens
Arrangements: the main road of the Park and Aloe Gardens, the main road to post the PR knowledge leaflets
Organizational staffing arrangements. Head: Huang Fei Participants: other key members of the Association
PR Instrument and Etiquette Seminar
Expected time: April 11, 7:00 pm
Expected location: the three b205
Arrangements: Invite Ms. Feng Lan, as well as cosmetic brand consultants to give the members of some of the daily dress etiquette and makeup skills.
Organizers: Responsible person: Huang Fei Participants: all the backbone members of the Association
Publicity plan
The public relations photo exhibition does not use publicity, because it is a form of publicity in itself.
Instrument and etiquette seminar publicity: hand-drawn posters, 3 times * 3 = 9 copies
Handwritten posters 30 copies, 2 times each time 15 copies, pasted in the cafeteria, dormitory, the information column
Financial plan
PR activities planning Part 4Preface
Recently, Nursing Care Hospital has encountered a difficult problem. It needs us as PR people to make a detailed plan for its hospital. Although Nursing Care General Hospital is a good hospital, it is smaller than other hospitals in the same area and lacks fame. It has to compete with more than 20 medical organizations in this area alone. Therefore, to address this situation of the hospital, we have researched the healthcare market profile and understood the background of Nursing Wellness Hospital. A planning program was developed to enable the hospital to find its own market position and attract patients to stay in the hospital with its unique characteristics. In this planning, we will adopt a public interest public **** relationship model, mainly service-oriented, public welfare social activities to obtain the public group's understanding and trust of the hospital. We will also use the power of the media to improve the hospital's recognition, reputation, harmony and attract patients. In this regard, we are confident that Nursing Care Hospital will be well known to the public.
I. Background of Nursing Care General Hospital
Medical care is an indispensable industry in the livelihood of the nation, and its level of development is directly related to the level of physical fitness of the nation, therefore, it has always been the focus of national development. Nursing care hospital was established in such a big background. Nursing Care Hospital is not a state-run hospital, it is a private hospital. However, its medical services for patients are first-class, the attitude of nursing staff is friendly and kind, and the medical equipment is also first-class. The size of the hospital is small, but it is flexible and can meet the needs of patients in a timely manner, so that patients can enjoy a humanized medical environment. Patients who have come to this hospital have found it to be excellent. However, this hospital is less famous than other hospitals in the same area and is not well known by the public, which is a recent problem for the operator of this hospital.
Second, the hospital in the same area of the profile
Through the care of the hospital operator Sun Weicheng through the patient's conversation, collected some information on other hospitals in the community. Understand the profile of other hospitals.
(1) University Health Center: can provide special care, specialized care and primary care services for everyone.
(2) Lixson General Hospital: a large and prestigious hospital with a reputation that, barring a major tragedy, would be difficult to shake in the community.
(3) Charity Hospital: known and recognized by the public for its excellent trauma center.
III. Project Objectives
(1) Increase in Awareness
Nursing Care Hospital is not very familiar and well known to the public community, except for the patients who have been treated at Nursing Care Hospital who know something about the hospital. So our primary goal is to make the public aware of Nursing Care Hospital.
(2) Attract patients to stay in Nursing Care Hospital
On the basis of the public's familiarity with Nursing Care Hospital, more patients will be attracted to choose Nursing Care Hospital and stay in Nursing Care Hospital. The public will be better informed about Nursing Care Hospital.
Fourth, project planning
In order to familiarize the public with NuKang Hospital, so that NuKang Hospital in the region to establish a good degree of visibility, reputation, and harmony, the planning we will choose the public welfare public **** relationship model. From the hospital's marketing, medical knowledge education to the public, the news media three aspects of planning.
1, hospital marketing
The introduction of marketing functions in the hospital work, is a new perspective in public **** planning. Marketing the word for doctors, immediately think of advertising, lobbying, publicity. But hospitals pay attention to non-profit services, and the public needs to evaluate what benefits these services actually bring to them with the help of marketing.
(1) For the patient, Nursing Care Hospital should not only care about all the activities of the patient in the hospital, but also care about the patient's situation after discharge. There should be a systematic information feedback program, such as formal opinion polls, patient group meetings, etc.
(2) Collect the local public's requirements for the hospital and accept public initiatives. The hospital is in direct contact with the public, so that the public can directly feel the hospital's services. Make cards about the hospital to distribute to the public.
2. Hospitals educate the public about medical knowledge
Nowadays, the public is more and more concerned about their health. So the public wants to know more and more about medical knowledge. Arranging for the hospital to educate the public about medical knowledge in the public **** place can make the public know Nursing Health Hospital better.
Arrangements:
(1) During the weekend, the hospital sent medical workers to hold a question-and-answer session near the hospital to answer the public's questions about some diseases.
(2) With the support of sponsors, the hospital sends medical workers to hold lectures on the rehabilitation of patients with certain diseases. And it was broadcasted on a big TV station.
3, the use of the media
Doctors and hospitals have always been the media's attention to the "news source". The news media has a great impact on the reputation of a hospital. Nursing hospitals should have their own spokesman, specializing in answering reporters' questions. The name of the spokesman, phone number, reception time, etc., should be told to the switchboard and all other departments of the hospital that may receive calls from the press, and inform the relevant news organizations.
V. Program Budget
(1) Media Budget
The initial budget is $28,240. Of which $23,565 for TV and $4,675 for speakers.
(2) Survey and Event Budget
The initial budget is $15,432. Of which $5,432 for public opinion surveys and $10,000 for educational activities .
Sixth, the project effect evaluation
Through the planning steps, Nursing Care Hospital through the step-by-step implementation of the planning steps, held a medical knowledge of educational activities, marketing, media communication has been to make the public familiar with and understanding of Nursing Care Hospital. Now most of the patients are choosing to stay in Nursing Care Hospital.
VII. Annexes
(1) Activity Preparation Work Process Table (略)
(2) Expenditure Detail Budget Table (略)
PR Activity Planning Part 5I. Task Overview
I. Task Overview
XXXX Foods Co., Ltd. is driven by a strong sense of public relations, taking the opportunity of the third anniversary of the company's founding, the company's third anniversary of the celebration of the activities of the company to make a higher target positioning. We hope that by organizing the celebration, we can show the company's performance, establish the company's image, and draw closer to the public from all walks of life. Externally, to further strengthen the communication and contact with the public in the community - first of all, the consumer public, followed by the customer public, the government public, the media public; internally, to enhance the sense of honor and solidarity of the staff to the company, to enhance the spirit of teamwork, and to stimulate the vitality of the company. Requirements for the celebration to do not only grand and warm, but also strive to innovate, full of fun. Requirements for the entire celebration is divided into indoor and outdoor two parts, the purpose is to vigorously publicize the enterprise and its products and contact the community's feelings.
Second, the background analysis
XXXX was founded in 1999, is a young joint-stock enterprises. The company mainly produces and sells "XX" brand carbonated beverages and other leisure food. Because of the late start, the main product is extremely competitive carbonated drinks, therefore, the company from the beginning to put the public relations and promotion of the important position, coupled with the company has always been strict quality control, so the three years in the highly competitive market can be better development, won the recognition of consumers and customers support. In order to thank consumers, customers and people from all walks of life love and support, the company has taken this opportunity to celebrate the third anniversary of the factory, held a large celebration.
In order for this celebration to be carried out smoothly and reach the expected goal, we have done related surveys, and the following will be analyzed from the aspects of market, competition, and the public:
(a) Beverage market analysis
XX's beverage market is highly competitive, and it can be said to be one of the most brutal areas of competition, not only Coca Cola, Pepsi and other world-class brands to seize the market, but also domestic brands such as Very Cola, and so on, and so on. There are not only world-class brands such as Coca-Cola and PepsiCo grabbing the market, but also domestic brands such as Very Cola joining the market; in addition, non-carbonated beverage products such as fresh orange juice, apple juice, and mango juice are slowly occupying a larger and larger share of the beverage market. The competition in the beverage market is characterized by the following:
Many brands. Foreign brands, joint venture brands, domestic brands have their own specialties. Among them, in the carbonated beverage market, foreign brands occupy an absolute advantage. Coca-Cola, PepsiCo with its strong financial strength and mature marketing network occupies the absolute market dominance. Variety. Carbonated beverages, all kinds of fresh fruit juice, cocoa milk, tea drinks, vegetable extracts, etc. have their own consumer groups. And, with people's health awareness.
The demand for natural beverages has increased dramatically, diverting some of the original . Coke consumer group. Price is still sensitive. Drinks market, high, medium and low prices have their living space. Due to the improvement of people's living standards, the demand for beverages is no longer limited to the New Year festivals, but throughout the usual daily life, so the beverage consumption is growing rapidly, people still want to buy competitively priced products under the premise of quality assurance.
According to the analysis of the above characteristics, we should pay extra attention to the agents and other channel customers when planning public relations activities, so that they can more and better show and sell XX's products; to find ways to communicate with consumers, liaison emotions. So that customers are happy to sell XX products, so that consumers are happy to buy XX products.
(ii). Competition analysis
Carbonated beverage industry is highly competitive, and the main competitors Coca-Cola and PepsiCo are world-class strong brand, its market share and appeal is extraordinary, with the implementation of the multinationals global strategy, the two companies are very important to the Chinese market, and will be one of China's key cities XX city as the top priority. XX should not be head-to-head with it, more We should seize the opportunity to do a good job in this anniversary PR campaign to publicize the enterprise, establish a good image of the enterprise to win public recognition.
(iii). Public analysis
The company's three years of good development, thanks to consumers, customers, the government and the media and other sectors of the public's strong support." XX" has been named XX city's famous brand for many times, because it is the main battle, has been y XX all walks of life of the public's care. XX company must take this opportunity to express deep gratitude to all walks of life of the public, and maintain and strengthen the emotional exchange with the public.
Theme of PR activities
Theme: Thank you to consumers
Performance: XX's birthday, the public's festival
In celebrating the 3rd anniversary of XX's founding, we have turned the enterprise's "birthday" into a festival in which the public **** with the participation of the community. Thank you to the consumer is rightly sublimated into the theme of this celebration. This theme will run through the celebration of a series of activities, so that the whole activity is full of "love", full of "love".
Fourth, the design of the activity program
We first need to make clear that the celebration of several major issues:
(a) Activity schedule
"XX" celebration is scheduled for October 1 ~ October 9, a period of 10 days. Timing often affects the effect of activities. The company's celebration of the time for the above arrangements, the reason is: on the one hand, October 8 is the anniversary of the establishment of the company, through the organization of such celebrations, can use this time to improve the morale of the staff, enhance the cohesion of the enterprise, and establish a good image of the company.
And can deepen the public's good impression of the company and its products, improve brand awareness and reputation; on the other hand, October is the Coca-Cola Company's global visit week, the company's celebrations and Coca-Cola Company's customer visit week combined, not only can we take the opportunity to evoke people's love of Coke-type products; and can make the customers, the majority of consumers and our company **** with the Share the joy, is a good means of emotional integration.
(2) Selection of activity location
After several choices of the main activity location, it was finally decided to be in a park close to the West Lake, which is located in the busy area of the scenic area, and can attract the public to watch. In addition, the park is also one of the exhibitors of the XX West Lake Expo, which can attract tourists from all over the country and foreign friends, laying the foundation for the product to create awareness.
(C) Activity content design
The activity is a means to an end, the purpose is to allow the public to accept the intention contained in the activity. In this way, it is necessary to carefully design the content of the activities, the content of the celebration is designed in this way:
(1) xx months xx to xx days a week, the company composed of more than 80 visit team, respectively, visited the city's 3,400 customers, to seek their views, thanks to them for a year of strong support for the company's business;
(2) xx months xx the morning of the xx West Lake Hotel Banquet Hall, held a reception. On the morning of XX/XX/XXXX, a reception was held in the banquet hall of XX West Lake Hotel to thank the 200 key channel customers in the city and invite reporters from XX TV station, XX radio station and other media to participate in order to publicize the company's image.
(3) on xx month xx, sent four advertising trucks, respectively, to pay tribute to the city's traffic police, and presented them with the company's logo of the umbrella, thank them for their long-term support for the company and the city's contribution to the traffic.
(4) xx month xx day, sent six groups of teams went to the city's homes for the elderly and orphanages to express the company's enthusiasm for public welfare and return to society.
(5) xx month xx day, in the city's busy locations to organize consumer free drink activities, in order to thank the majority of consumers on the enterprise and the product of love and support.
(6) xx month __________xx night, held a celebration, staff karaoke competitions and games and other activities, and rated the outstanding staff family members, the company's leadership to thank the majority of staff family members for the development of the company's efforts. After the party, the release of fireworks, with the people of the city to enjoy.
Fifth, the media publicity
The celebration of the media publicity work is carried out in this way:
(1) the use of news reports. Before the event received a good news, the company's products in the national quality of cola beverage consumption rating, won the second place in the Gold Cup Award, carbonated beverages first place. The company took this as the news lead, and released the news in the local major newspapers on xx month xx day.
(2) organization of advertising. A week in advance in the XX TV and XX radio economic frequency prime time insert the company celebration ads, XX month XX in the local major newspapers published a full-page congratulatory ads, try to appear in the image of culture.
(3) the use of exhibition publicity, funded 100,000 yuan, sponsored the annual XX XX West Lake Expo held in XX XX, so that the company's products become the designated beverage of the General Assembly, to establish the corporate image. For the company's products into the national market to do preliminary publicity, establish corporate image.
(4) Organization of personnel publicity. xx month xx day, the organization of all employees hanging ribbons, which reads "XXXX Foods Limited to the city's consumers greetings", visit customers and consumers.
PR campaign planning Part 6Dear Mr. He:
Hello! I formally submit my resignation request to you.
From last year xx month to the company, so far has been a year, in this year's work, there have been bitter and tired, but also after the success of the sweet, I have been equal to the company's interpersonal relations and enlightened work style feel a deep recognition, spent a period of pleasant time.
I have been working as a PR event planner and executor since I graduated, and I feel that my work has been in a narrower aspect, and I would like to engage in more macro marketing and advertising activities, and I y feel the lack of relevant knowledge in my work. After thinking about it, I decided to continue to study to strengthen the theoretical level and practical ability.
So for some time now, I have been preparing for the graduate school entrance exams, and I also hope that I can use this as an entry point for in-depth and systematic further study, and has been recognized by friends and family. At the same time, some friends also put forward their suggestions:I should be at ease and down-to-earth to prepare for the review. I'm not young anymore, if I don't get in this year, it will take a lot of time and energy to take the exam for another year, and I'm also facing a not optimistic employment prospect after graduation. The company's business is not very busy, I can do not much work, after a period of consideration, I decided to resign and go home to seriously prepare for the examination, so that the company can reduce some of the burden, at the same time, for me, to fight for the last review time, maximize this year can be on the examination.
Here, I would like to thank the company for providing me with a nine-month learning and growth period, and thank you and other coworkers for bringing me the time to work and study happily. Under your guidance, I also learned a lot of things in graphic design, and at the same time, I also have a great improvement in graphic advertising copywriting. I would like to express my heartfelt thanks. At the same time, I am also very reluctant to give up this young team, if the end of the examination after the company still need me, I will have no choice but to join the team again.
Finally, I apologize for the inconvenience that my resignation has caused to the company, and I would like to ask for your understanding of my situation, and thank you once again.
Hereby
Salute
XXX
XX month XX