How to write a public relations planning letter

Public Relations Plan Format

The main text of the Public Relations Plan is the main body, and its writing content is relatively complex and mainly includes the following eight parts.

Part One: Foreword

Briefly introduce the origin of the planning book project, the social background of the theme of public relations activities, etc.

Part Two: Market Situation and Image Analysis

A more detailed introduction to the conclusions of the corporate relationship investigation and analysis, mainly through the "three comparisons". "Point conclusion", that is, the advantages, problems and opportunities after comparing the information content of public relations propaganda with market characteristics, competitors and public needs.

Part Three: Goal System

A brief introduction to the goal assumptions of public relations activities. The main contents are:

1. Overall Goal , including the image characteristics, brand loyalty indicators, etc. pursued by the enterprise in a relatively long period of time in the future.

2. Specific goals, clarify the specific indicators that the company hopes to achieve through a certain public relations activity.

Part 4: Creative Description

Mainly introduces the theme ideas and promotional copy of public relations activities. The main content involved is: guiding ideology, activity theme, and overall name of the activity. , detailed project activity name, promotional works (mainly stating the shot scripts of TV promotional works, design drawings of newspaper and magazine promotional works, design drawings of POP advertisements, etc.), slogans and decorations (introducing the decorations used to create the theme atmosphere of the scene, Such as mascots, colorful flags, on-site colors, music, sound, etc.)

Part 5: Media Strategy

Mainly introduces the distribution planning of publicity media (including media distribution and geographical distribution. , time allocation, content allocation), combination method, generally stated in table form. Media Name Rental Time Publicity Content Specifications

Notes

Part Six: Activity Plan

This is the key content of the plan, focusing on the company*** The overall operation plan of public relations has two main contents:

1. Schedule: that is, to introduce the public relations projects from the beginning of undertaking the project tasks to the completion of public relations activities. Work schedule.

2. Activity layout: Introduce the project name, implementation time, location, operation steps, and program plans of each main activity and support activity of the public relations relationship. The operation steps and program plans are generally expressed as "programs" "Single", expressed in tabular form.

Time Period (Serial Number) Program Name Notes for Executors

Part 7: Public Relations Budget Plan

Mainly introduces public relations Budget sheet.

Part 8: Effect Outlook

Briefly introduce the ideal effect of public relations activities.