pr activities planning books

Time flies, a period of work has ended, and a new job is about to start. Of course, it's time to set a new goal, and it's time to spend time writing a planning book. So how do we write a plan book? The following is my collection of public relations activities planning books, welcome to learn and reference, I hope to help you.

The plan of public relations activities must be approved by the leaders of public relations subjects and sometimes reported to relevant government departments. Its purpose is to make the public relations objectives consistent with the overall objectives of the organization, so that public relations activities can coordinate with the work of other departments of the organization and gain legitimacy, otherwise the plan can not be implemented. Public * * * relationship planning book is the standard carrier of public * * * relationship activity planning, therefore, writing public * * * relationship planning book is one of the necessary skills of public * * * relationship personnel.

A, the content elements of public relations plan

Public * * * relationship planning book has no fixed format, and planners generally write it according to actual needs and their own writing style. But no matter how different the form and content of the planning book are, the elements that should be included are indispensable. A complete public-private relationship plan should have 5w, 2h and 1e, namely:

Why-the reason for the plan;

Who-the planner and the public targeted by the planning scheme;

What (what)-the purpose and content of planning;

Where (where)-the place where the scheme is implemented;

When-when the plan is implemented;

How- the realization form of the scheme;

How much-activity budget;

Effect-guess the implementation effect of the activity.

The above eight elements are the basic skeleton that a complete public relations planning book should have. According to different organizations, different contents and forms, the planning scheme of public relations should be enriched, improved and combined according to their own needs around these eight elements. The originality and personality style of public relations planning book lies in the richness, perfection and difference of combination of elements.

Second, the writing method of the public * * * relationship plan

The public relations plan can generally be divided into three parts: title, signature and writing date, text and annex.

(1) Title, signature and writing date

1. Title of the proposal book

The title of the planning book must be detailed and clear, so that people can see it at a glance. The title font size of the planning book is slightly larger than the main text and arranged in the middle. There are three forms of expression:

(1) PR discipline+career+genre. Public relations consultants and public relations companies hired by institutions plan public relations activities, and their planning books generally use this form of title. For example, the planning book of the 10th Perfume Culture Festival of Oriental Commercial Building, the planning book of the opening ceremony of Shiqiao Company, and the planning book of Juneng Calcium Company to eliminate the influence of "hydrogen peroxide incident" on public relations activities.

(2) Cause+language. Public relations agencies within the organization plan public relations activities, and their planning books generally adopt this form of title. For example, Amy Scholarship Project 10 Anniversary Plan and Mental Health Knowledge Publicity Plan.

(3) main title+subtitle. The main title is generally the theme of public relations activities, and the subtitle is the name of commonly used planning books. Such as: Grateful Life, Paying Attention to Mental Health-Mental Health Knowledge Publicity Activity Plan, Phantom of Rhythm-Pepsi Music Activity Plan.

2. Signature of the plan

The signature of the plan is the name of the unit or individual where the planner works. If the scheme is completed by a group or organization, it can be signed as "xx Public Relations Company" and "xx Public Relations Department"; Individuals who play a major role in it can also sign after the name of the unit, such as "master planner xxx" and "planning director xxx". The scheme is completed by an individual and directly signed as "Planner xxx".

3. Written date of the plan and others

(1) Write the date. Indicate the specific completion date of the planning copy under the signature, generally in brackets. Such as: (xx year 165438+ 10 month 18).

(2) quantity. Number the plan for filing and searching. For example, according to the sequence of planning schemes, according to the importance or confidentiality of schemes, according to the classification and numbering of scheme governance, etc. The numbering mark is generally located in the upper right corner of the title of the plan book.

(3) version. If the planning scheme is still a draft or first draft, it should also be indicated in brackets under the title, and the words "draft", "discussion draft" and "draft for comments" should be written. If there is a "draft" before, the planning scheme after decision should be marked with the words "revised draft", "implementation draft" and "implementation draft".

(2) Text

The text of the planning book can be divided into three levels: activity background, activity plan and effect prediction.

1. Activity background

The purpose of activity background analysis is mainly to let the leaders of public relations discipline and the implementers of public relations activities know what problems this activity is going to solve and what are the unique memory points. Therefore, the activity background analysis should be based on the comprehensive analysis of the public relations problems faced by the public relations subjects, and briefly explain the basis, main purpose and creativity of public relations activity planning.

According to the characteristics of the plan, this part should focus on the following matters:

-Public relations problems and environmental characteristics faced by the organization

-The development history and organizational status of the organization.

-Obstacles to be overcome in order to achieve the established goals of the organization

-Reasons for launching public relations activities

-the purpose and motivation of public relations activities.

2. Programme of activities

This is the core part of the public relations planning book. Its main contents are:

(1) activity target;

(2) the theme of the event;

(3) Activity content;

(4) Budget.

This part of the writing needs to be thoughtful, but it is best to be outlined, without too much detail description and rendering, and without giving people the feeling of confusion or dryness.

3. Effect prediction

The main purpose of activity effect prediction is to make the main leaders and implementers of public relations activities clear what kind of results public relations planning hopes to achieve and whether public relations activities can achieve the predetermined results. This part of writing can only be answered clearly when we plan and demonstrate several questions.

(iii) Annex

This part of the content is not necessarily needed in every plan, but should be decided according to the specific situation. Important accessories usually include:

-activity preparation schedule.

-List of responsibilities of relevant personnel

-Detailed list of expenditure budget

-List of items required for the activity

-On-site use schedule

-Relevant information

-Precautions, etc.