The writing of public relations planning copy: the template of public relations planning case

writing of public relations planning copywriting

what is public relations planning copywriting

public relations planning copywriting, also known as "planning book of public relations special events" or "proposal of public relations special events", is one of the most commonly used copywriting in the practice of public relations, and it is also the key assessment content of the "intermediate skills" part of the unified national professional qualification appraisal of office workers.

elements of public relations planning copywriting

1. Title

Document title:

Company name+cause+language

Recommended: double title

1. Title

Model essay 1:

All people are healthy every day

? "XX Cup" Family Fitness TV Grand Prix Activity Plan

Model essay 2:

XX brand marketing activity plan of XX Co., Ltd.

II. Activity background analysis

The planning, organization and implementation of any public relations special event organized by social organizations are not without reason. As the organizer (or funder) of the event, it has its specific background and needs to launch a special event on public relations at a specific time and place. A planning copy, only on the basis of full investigation and study, first clarifies this background and needs, can lead to the specific planning content (scheme) behind, and can also explain the urgency and significance of holding this activity. Without the analysis of this certain activity background, the planning content (scheme) of the activity has become inexplicable to a certain extent, which makes people get nowhere.

second, the analysis of activity background

there is no fixed routine for the writing of activity background analysis, which depends on the different nature of the activity. For example, the planning book of a public welfare public relations special event is different from that of a brand promotion public relations special event. The former emphasizes social hotspots and public needs, while the latter focuses on market competition and enterprise expansion needs. But generally speaking, the background analysis of this activity cannot be separated from two parts: one is the needs of society, the public and the market. Second, the organization's own development needs. It's just that different activities have different emphases.

second, analysis of the activity background

Model essay 3:

Activity background

In 1998, it was the third anniversary of the promulgation of the Sports Law of the People's Republic of China and the Outline of the National Fitness Program, and it was the first year after the restructuring of Shanghai XX Co., Ltd. As a high-tech enterprise engaged in health, Shanghai XX Co., Ltd. has always publicized and advocated the idea of scientific fitness, and has always regarded improving the health level and quality of life of consumers as the company's goal. The company's leadership believes that while the scientific research, production, management and marketing systems are constantly innovating, thus < P > increasing market expansion, it is necessary to make further efforts in corporate image building, constantly enhance the visibility and reputation of the company and its brands in the public, and ensure the company's sustainable development.

It is under this specific background that the company plans to hold a city-wide family fitness grand prix in cooperation with relevant units.

second, analysis of activity background

model essay 4:

activity background

in 21, there will be 5 million new mobile phone users in China, and the replacement of the original users' models will increase year by year and make breakthroughs in the next few years.

It is precisely because of the broad prospects of the mobile phone market in China that this market has become a battleground for many Chinese and foreign telecom enterprises. In the next few years, the competition in China's mobile phone market will be more intense. Whoever has the right strategy and takes the lead will gradually win the market.

XX Mobile Phone User Machine Co., Ltd. plans to launch XX brand cheap mobile phones from June 21, which is a strategic action to complement the original XX brand mobile phones in order to compete for greater market share. However, it is undeniable that XX brand mobile phone, as a new member of the mobile phone family, is still quite low in popularity compared with the existing mobile phone brands, and has not been understood by consumers, and it is still far from reputation and trust for the time being. This makes the marketing work of XX brand mobile phone need more investment and better operation.

To this end, it is planned to organize and implement the following series of public relations activities.

second, the analysis of the background of the activity

It should be noted that

many people's content in this part seems to be very chaotic and even unintelligible. Aside from the reasons of writing skills, the key problem is that it can't grasp the above two aspects of activity background analysis well, and it doesn't care much about the social and market situation at ordinary times. Even if it is assumed that the relevant content of the social or market situation doesn't come, it has to be scribbled.

For example, in the background analysis of a planning copy of an environmental public relations activity, some people talk about the "significance" of environmental protection in general, but don't mention a word about the background why a social organization actively participates in this activity; In the background analysis of a charity public relations activity planning copy, some people simply wrote one sentence: "People only know that XX products are indispensable in daily life, but many people don't know XX brand." Only focus on one aspect of the content, and the expression is straightforward and shallow, which makes people smile.

III. Planning Scheme

Model essay 5:

Purpose of the activity-

Publicize the Sports Law of the People's Republic of China and the Outline of the National Fitness Program, promote the national fitness campaign, and at the same time reflect the company's social responsibility, so as to further enhance the visibility and reputation of the company and brand in the public and ensure the company's sustainable development.

model essay 6:

purpose of the activity-

① vigorously publicize and promote the new generation products of XX company, attracting attention and attention.

② Carefully create and launch the brand-new image of XX Company, so that the good corporate image of XX Company will be more deeply rooted in people's hearts together with high-tech products, and win the strong support of relevant government departments and news media.

③ Through the extensive coverage of news media, the general public can know more about XX company and the great work it has done in recent years to benefit and facilitate the people, so as to enjoy the convenience brought by the company's new generation of products.

The location of special events on public relations should also be specified in the planning copy. For an activity with concentrated time and content, it is easier to understand, as long as a place is stated. Such as "Shanghai Bund Chen Yi Square" and "Beijing XX Hotel X Building XX Hall".

if this activity has a long time span and is planned to be held in different places, it is a little more complicated to handle.

The standard is written as follows: list the different locations in different stages of activities, and highlight the specific locations of activities in the most critical stage, so that people can see at a glance.

Second, the content of the activity is too thin, such as a speech, a quiz, a sports competition within the community and so on. These activities, at best, can only be regarded as a small-scale special event, not a large-scale special event on public relations, and they do not quite meet the requirements of the topic.

iv. project implementation

iv. project implementation

1. measures to realize the activity plan

the so-called "measures to realize the activity plan" refers to the work that the event organizer (investor) and the specific organizer must do and the relevant measures that should be taken to ensure the smooth implementation of this activity plan.

for some small-scale thematic activities, this question may be relatively simple. However, for a large-scale special event, there is a lot of work to be done in this respect. For example, in order to increase the appeal and authority of this large-scale event, the event funding agencies often invite relevant government departments and important news media to come forward as the event organizer. This is an important measure to ensure the smooth implementation of the programme of activities. Which departments and units should be invited to co-host * * *, and suggestions and explanations should be made in the planning copy.

Secondly, it is also a key link to ensure the smooth implementation of the plan to go through the approval procedures with the relevant authorities. Which department to report to and when to complete it also need to be explained in the planning copy. In addition, such as the composition of relevant institutions, the preparatory work for the event and the training of relevant personnel, the arrangement of security issues at the event site, the formulation and implementation of the emergency plan for the event, etc., should be explained as part of the large-scale event planning book.

IV. Project Implementation

Model essay 1:

Measures to realize the activity plan-

1. Contact the Sports Committee of XX Municipal Government and the Women's Federation of XX City, and invite them to be the organizers of this activity, and invite the sports committees and women's federations of all districts and counties to be the co-organizers of this activity.

2. After negotiation by the organizers, the activity plan will be submitted to the relevant departments of the municipal government for approval.

3. Establish an activity organizing committee as soon as possible, and invite XXX, director of the sports committee of the municipal government, to be the director of the organizing committee, who will come forward to hold the first meeting of the organizing committee to discuss relevant work.

4. contact the management Committee of XX plaza to implement the matters of venue leasing and on-site security.

5. Set up a news center for this event and implement the news release of this event in a unified way.

?

iv. project execution

iv. project execution

(1) news media communication

means releasing news about activities and related reports through the news media. This communication method has the advantages of less investment, good publicity effect and the most ideal. Therefore, when planning a large-scale special event on public relations, we must consider the "news eye" of its propaganda, and make a communication plan for the news media accordingly. The contents of this plan include:

A, organizing news reports in several stages;

B, what form to organize news reports;

C, which news media should be invited to report.

IV. Project Implementation

The following model essay is the news communication plan of a large-scale event held in Shanghai.

model essay 11:

communication strategy of news media-

1. Pre-publicity

Starting from two months before the event was officially held, news and interviews covering the upcoming event were published in relevant newspapers in Shanghai and the central government, and the pre-publicity (publicity) work of the event was carried out.

Media selection: People's Daily, China Daily, Liberation Daily, etc. 6-7

2. Mid-term publicity

On the day before the event, a press conference was held to introduce the relevant situation of the event to the invited journalists, provide the latest information about the event, and invite them to participate in the event held the next day, so that their local news media could publish it in time (.

Media selection: Xinhua News Agency Shanghai Branch, People's Daily, Economic Daily, Jiang Shen Service Herald, Shanghai English Star, Oriental TV Station, etc.

3. Within one month after the end of the post-publicity

activity, organize and publish articles about "news summary" and "news observation" in several newspapers and periodicals in Shanghai and the central government to comment on this activity, so as to further expand the influence of the activity.

media selection: China business times, liberation daily, Shanghai economic news, etc. 3-4

iv. project implementation

(2) advertising media communication

that is, information about activities is disseminated through advertising. For a large-scale special event < P > on public relations, advertising media communication often constitutes an important part of its communication strategy, which is the supplement and reinforcement of news reports. Because of the large cost of advertising, how much advertising should be invested and what form combination should be taken are all planned and suggested in this part of planning the copy.

model essay 12:

advertising media communication strategy-

1. Mass media advertising

Within one week before the start of the activity, advertisements were published in XX Daily and XX Evening News respectively, and the time, place, organizer and relevant contents of the activity were widely announced.

2. Outdoor advertising

A. There are 15 reward banners and 4 swords around the event site, which lasts for 1 days (counting from 8 days before the event):

B. 6 subway light box advertisements are published at XX station, XX station, XX station and XX station, which lasts for 2 days (since the event)

IV. Project Implementation

(3) Dissemination by other media

That is, information about activities is disseminated through media such as leaflets or brochures. This is a supplementary means of information dissemination in large-scale public relations special events, but it can often achieve better practical results because of directional transmission.

iv. Project implementation

3. Brief introduction of site layout

The site layout of large-scale special events on public relations is a job that requires high creativity and professional skills, and its specific design scheme generally needs to be written separately with special design renderings. However, in the event planning copy, it can often be listed as an element, and several principled opinions and ideas can be drawn up to give customers or competent leaders a general impression when reviewing the copy.

Lack of practical experience in organizing large-scale activities: "A banner is hung on the rostrum; A few colorful flags are inserted next to the podium, which gives people the impression that it is not the scene of a large-scale public relations activity, but rather the venue of a production team in rural areas.

trick: it is not difficult to understand some basic rules by observing and pondering the scene layout of activities (such as parties) that are often broadcast on TV.

IV. Project Implementation

2. The main venue and three sub-venues are equipped with large-scale multimedia projectors and simultaneous translation equipment, and TV walls are set on both sides of the main venue to synchronously map the meeting scenes to reflect the forward-looking nature of the meeting.

3. in the lobby of the conference center, a large LCD screen is set up to spread the information about the conference in a rolling way, so that people who are resting in the lobby can know the meeting in time and expand the audience.

4. On both sides of the lobby of the conference center, it is suggested to set up an exhibition corridor, which should be carefully designed and laid out to fully display the latest network technology achievements of the conference organizers, important partners and conference support units, and be equipped with multiple computers for circular demonstration and automatic retrieval, so that delegates can easily obtain relevant information.

v. budget of activity funds

v. budget of activity funds

Question 2: I have no idea about the market of various expenses, such as how much to rent the venue and how much to decorate the venue.

"How can you use up so much money?" Under cross-examination, they admitted that in their budget, the rental fee of the venue (school conference room or auditorium) was desperately high, and it was only 5, yuan for the full; The site layout fee is boldly set at 1, yuan;

v. activity budget

(6) security expenses;

(7) transportation expenses;

(8) catering and entertainment expenses;

(9) various labor costs;

(1) Mobile expenses.

in addition, if this activity is undertaken by a professional company, professional service fees and a certain percentage of taxes should be added.

v. activity budget

vi. effect prediction

it is necessary to point out that this part