The contents of public relations planning copywriting mainly include the following ten aspects:
I. Title
A complete copy of public relations planning must have a title, which makes people understand that it is an activity planning book rather than a work summary or evaluation report.
The title can be written directly as "xx activity plan of xx company", or it can be used as the main title with words indicating an activity theme and "xx activity plan of xx company" as the subtitle.
The title should be easy to understand.
Two. foreword
Also called background introduction. That is to briefly introduce the background of organizing and planning this copy. Because the planning, organization and implementation of any special public relations activities of social organizations are not without reasons, and they all have their specific backgrounds and needs. Only by clarifying this background and demand can we draw out the specific planning content (scheme) behind it and explain the urgency and significance of holding this activity. Without a certain activity background, the planning content (scheme) will be lost.
The preface should be concise.
Three. Investigation and analysis
Public relations planning is based on investigation and analysis, which is the preliminary work of public relations activity planning. The investigation and analysis mainly focuses on the concrete analysis of the organizational image, which can be analyzed from the advantages, problems and opportunities of the current organizational image, so as to clarify the focus and direction of the next public relations work.
The investigation and analysis should pay attention to the representativeness of the investigation object, the applicability of the investigation means, the scientificity of the investigation method, the authenticity and comprehensiveness of the data collection and the reliability of the analysis conclusion.
Diaopai washing powder is a brand product of Ainagong Group in Lishui City, Zhejiang Province. Ness Group was founded in 1968, formerly known as the local state-owned "Lishui Wuqi Chemical Plant", and was transformed into a joint-stock company at the end of 1993, which is currently the largest production base of washing products in the world. Nais Group has an annual output of 6,543,800 tons of washing powder, 300,000 tons of detergent and 280,000 tons of soap. At the end of 20xx, Naes dominated the domestic washing powder market.
In order to repay the continuous support and trust of the vast number of social families, on the occasion of Mother's Day, our company is prepared to hold this large-scale Mother's Day event in the city squares on Mother's Day in line with the business philosophy of "only improving your quality of life".
main body
Activity objectives:
Let the society know more about the product positioning of Di 'ao brand washing powder and recognize the business philosophy of Di 'ao brand washing powder "only to improve your quality of life".
The market is positioned as housewives and young people who gradually step into self-reliance, such as residential students and migrant workers.
Activity mode:
Essay, live activities.
Time and place arrangement:
It will be held simultaneously in Beijing, Shanghai, Guangzhou, Wuhan and Qingdao on May 20xx 10. (The following planning takes Wuhan as an example)
The Wuhan area is scheduled to be staged on the first floor of Xu Dong Xiaopinmao Commercial Plaza.
Activity content:
(1) Published in regional newspapers and magazines one month in advance (April 10). The advertisement of diao card washing powder Cup-"My Mom's Story" essay competition was released, and senior high school students' essays were open to the public. Relevant experts were invited as judges, and 5 first prizes, 25 second prizes, 50 third prizes and 80 * * "dutiful sons" were selected.
The first prize winner will reward the "harmonious family" for a five-day double flight to Hainan Island;
The winner of the second prize will get a digital learning machine;
The winner of the third prize will receive an advanced mp3 player.
The lucky one can get a vip discount card for 20 bags of carved household washing powder at half price.
(The lucky ones were randomly selected from the contributors 1000. )
(2) Mother's Day activities in May 10:
Set up a temporary stage in Xu Dong Xiaopinmao Commercial Center Square, and hold a Mother's Day activity of "Special Envoy of Diaopai Washing Powder-Love May, Be Thanksgiving for Motherly Love" at 3 pm on Mother's Day (because most people's holidays are an afternoon).
Activity flow:
Before 2:30, all the participants were dressed up and the guests began to take their seats.
3:00-3: 15, the opening dance begins and the guests are seated.
From 3: 15 to 3: 30, the host announced the official start of the activity. The host introduced Diao brand washing powder products, expounded the concept and positioning, and thanked the organizers of the event.
From 3: 30 to 4: 30, Professor Yu Dan was invited to give a lecture on Chinese studies "Benevolence" and ask questions on the spot.
4:30-5: 15 "I comb my mother's hair once" activity, so that the winning son can comb his mother's hair once on the spot, experience the hardships of raising himself by his mother, create a heart-to-heart communication for his mother and children, give her the most unforgettable Mother's Day, make every family more harmonious and improve the quality of life of every family. At the same time, a comb with the trademark of "Carving Brand" was distributed to every participant and audience at the scene.
5: 15-5:45 Diao brand washing powder has a quiz.
From 5: 45 to 6: 00, the employees of the company sang a grateful heart for mother as the end of the activity.
After 6:00, 1000 bags of 300 grams will be sent to Dior brand washing powder for trial delivery.
The host thanked Ainas Company, and the guests left in turn, ending the activity.
Media strategy:
I. Details of advertisements in newspapers and magazines:
1, preliminary work:
(1) Negotiate with the Municipal Youth League Committee to publicize the festive atmosphere of Mother's Day;
(2) Negotiate with the media to form media support for the activities;
(3) Implement the preparation of prizes and gifts.
2. Implementation of activities:
(1) Complete all preparations before April 10;
(2) In April 1 1, 12, 13, an essay notice was published in Wuhan Evening News, and three public service advertisements were released.
(3) Report and publicize the activities on April 25th and 26th to create an atmosphere;
④ Chutian Metropolis Daily on April 30th; 1/4 version of the advertisement published the award-winning results;
(5) In May1-May 10, the shopping mall bought Diao brand washing powder for greeting cards.
Chutian Metropolis Daily > 1 1, 12: publish public service advertisements 1;
(6) May 10, TV special report;
(7) On May 15, Wuhan Evening News held a discussion on "Communication between Two Generations and Mother's Feelings", which resulted in the postponement of the activity and improved the influence of the activity; Issue public service advertisements 1 article;
(8) On May 20th, brand promotion soft text;
Two. Details of publicity and planning activities:
During the activity:
The backstage is named after the name of Ainas Company and the trademark of Diao brand washing powder.
Distribute a large number of advertising leaflets within the scope of the event site.
The host of the program was interspersed with irregular publicity and introduction to the company.
Special program specially designed for the company: prize-winning question-and-answer activity (answering the information provided by the company with prizes on the spot).
After the event:
Follow up the effect of this activity and submit it to the company in the form of written investigation report for reference in future activities and cooperation.
Invite major local media to report the details of the event.
Public relations activity planning Part III I. Activity theme:
Polite greetings give strength to the seven cities.
Second, the purpose of the activity:
In order to enrich the wonderful extracurricular life of college students in our school, let students learn the knowledge of public relations etiquette together, strengthen the cultivation of personal cultivation quality and temperament, and strive to promote the cohesion of students to master various practical etiquette and skills in various activities. Make us more confident in our daily life and social interaction, and create an image of both internal and external training for future employment.
Three. Activities:
1. Train team members on public relations etiquette.
2. During the competition, there are public relations etiquette knowledge, knowledge of the Seven Cities Meeting, public relations etiquette display, talent display and other links to examine the comprehensive quality of the players.
3. The judges selected the first prize 1 name, 2 second prizes and 3 third prizes.
Fourth, the activity process:
(1) Pre-publicity and preparation activities:
In a short time, the event notice and event planning will be sent to the ministers, and there are related materials for everyone to see. Let the contestants have enough preparation time.
(2) The first round:
Selected 10 contestants on the spot, and entered the next round in the form of quiz, with the content of knowledge of the Seven Cities Competition.
(3) the second round:
It is divided into three stages: a. I shape the image-walk on the stage; B. I have my wisdom-questions and answers about public relations etiquette; C. I show my talent-talent show (plus points).
(IV) Specific requirements: In the catwalk stage, all the contestants take the stage in turn, and then make a personal catwalk to show their personal stage style, and then make a brief self-introduction, mainly showing the personal style and overall image of the contestants. The costumes of the contestants include formal clothes, sportswear and casual clothes. This link a ***40 points; In the question-and-answer stage, the contestants take the stage in turn, and each contestant has two questions. Those who answer correctly can get 40 points, and those who answer incorrectly will not get extra points. Then the audience can answer first, and the person who answers correctly can get a gift. Mainly examine the players' language expression ability and etiquette knowledge; The talent show stage mainly shows the talent ability and live performance ability of the players, including singing, dancing, musical instrument playing, martial arts, calligraphy and so on. , score ***20.
Verb (short for verb) Target audience:
All members of the insurance association
Location of intransitive verbs:
classroom
Seven. Activity time:
20xx May Day
Eight. Budget:
To be determined-
Nine. Organizer:
Jiangxi xx college association Federation
X. Organizer:
Jiangxi xx college insurance association
Article 4 of public relations activity planning 1. Activity background
Although there are many canteens in our school, the pressure to supply so many students is still a bit great, showing a state of short supply. Therefore, whenever it is time to eat, the order of the canteen is in a state of chaos, as if chaos has become a matter of course, and the crowded crowd has caused a very bad influence on the outside world. This unhealthy atmosphere has damaged the organizational image of the school and greatly reduced the public's evaluation of the school. So let the canteen order return to order.
Second, the purpose
In order to create a good organizational image of the school and improve the quality of students, we should earnestly follow the school's "three-do" educational concept, start from the side and start from the canteen, so as to return the canteen order to the order, thus enhancing the school's visibility, reputation and harmony in small matters. Specially planned this "orderly you, me and him" activity.
Through this activity, let the students realize the importance of consciously observing order, not doing small evils or doing small good. Correct some bad habits in the school and get high praise from the public with correct self-orientation.
Three. Time and place of activity
Location: a university
Time: March, 20xx. Considering that everyone is going to review the final exam and have a winter vacation, in order not to affect everyone's exams, this activity will be arranged after the start of next semester.
Four. resource demand
This activity needs some manpower and material resources. Human resources: school leaders, school logistics, school radio station, school reporter station, school student union, local TV station and daily newspaper. Material resources: related funds, school playground.
Verb (abbreviation for verb) activity
1, March 1 to March 7, the school radio station reported the chaos in the canteen, and cited some examples, as well as the bad influence on everyone and our school, which established everyone's sense of ownership. I believe everyone will remember some related reports that lasted for 7 days.
2. At the same time, the school reporter stood on campus and interviewed students randomly to understand their views on the disorder of the canteen and listen to their voices. And contact the Political and Educational Affairs Office, write some relevant reports and publish them in the school newspaper, vigorously publicize and advocate everyone to consciously abide by discipline and cultivate a new style of civilization.
On March 7, when everyone's attention was focused on this matter for seven days, the school leaders would come forward and release a message about restoring the order of the canteen, so that the counselors could convey the core ideas. At this time, everyone will realize the importance of the problem. I believe that everyone's sense of responsibility and awareness of obeying order will be greatly improved than before.
4. From March 8 to March 30, 3 1, hospitals formed volunteer teams to carry out volunteer activities in the canteen, supervise everyone to queue up consciously and maintain the order of the canteen. At the same time, the school logistics department puts display boards on the order of canteens at the gates of major canteens, and the position of the display boards must be eye-catching to remind everyone at all times. In the meantime, if everyone performs well, you can withdraw the volunteer team in advance.
After a period of publicity and volunteer action, everyone should not only realize the benefits of orderly canteen and improve efficiency, but also realize the basic quality of contemporary college students. From March 18 to March 19, contact relevant reporters and staff of local TV stations and municipal daily newspapers. On March 20th, our student union will organize a large-scale signature activity in the school playground. A huge banner crosses the playground (the banner must cover the whole playground), which reads "orderly you, me and him, civilized and fresh air support" Each hospital organizes students to enter the playground in turn and sign the banners. After signing, a big banner hung on the iron fence of the playground. Reporters from City TV and City Daily reported on this large-scale signature activity. It not only improves students' sense of ownership, but also enhances the image of the school.
time
event
March 1-7
School radio station report
Interview at the school reporter station
Published in the school newspaper
March 7
The school leaders released the news.
Counselor communication
March 8 to -3 1.
Supervision of volunteer team
Publicity display board of school logistics office
March 18- 19
Contact local TV stations and journalists.
March 20
Large signature activity
Problems and details in intransitive verb activities
1. The signature event will be postponed in case of weather and other emergencies on the day.
2. The signed banner must be big, which is more powerful and newsworthy.
3. Volunteers must be friendly in the process of canteen supervision, which fully reflects the quality of college students.
Seven. budget
Publicity board fee: 30 yuan.
Large banner fee: 500 yuan
10 pen: 15 yuan.
Eight. The person in charge of the activity and the main participants
Organizer: Student Union of a university.
Participants: all college students.
Participating guests and units: city TV station, city daily newspaper, leading school radio station, a university reporter station.
At this point, the planning activities of orderly activities in our school canteen have been completed. This activity can not only rectify the order of the canteen, correct a series of problems about discipline and order in our school, welcome new civilization into the campus, establish the sense of ownership of our college students, but also enhance our organizational image. The massive signature activity has expanded the popularity of our school, and the orderly and civilized atmosphere has increased the reputation of our school. On this basis, the harmony is greatly improved. May the future of our school be bright and the image of our school be better and better!