Three essays on hotel public relations planning

A public relations planning book is a public relations planning book, also called a public relations planning plan or a public relations planning copy, which is also called in some public relations business books? Special public relations proposal? . The following is a sample case of hotel public relations planning that I brought to you. Please refer to.

Model case of hotel public relations planning 1 Organizer: Hongkou Hotel

Consultant: Guangzhou University Public Relations Practice Service Group.

Project background:

In order to meet the needs of reform and opening up, Hongkou Hotel is located in? Old Hongkou Hotel? Hongkou Hotel was built according to the four-star standard and opened on September 28th. 1997.

Hongkou Hotel hired a hotel management company to manage it from the beginning. The management company positioned the hotel as a business hotel and planned to gain a foothold in the market by imitating the management mode of business hotels. Due to the inaccuracy of market positioning and the influence of economic climate, the operation of hotels has been difficult to open up the situation; From September 28th, 1997 to September 30th, 1998, the operating profit was only 43,000 yuan. Hongkou Hotel was in trouble, and the management company had to leave early. The General Office of Guangzhou Municipal Government set up a new leadership team to take over the management of the hotel. The new leadership decided to win the support of the society and customers by re-establishing the hotel positioning and establishing the brand image.

Project investigation:

On the basis of a lot of market research, the new team of Hongkou Hotel made a comprehensive analysis of its own basic situation and realized that there are many business hotels and many traditional guest houses in Guangzhou. Hongkou hotel must find a brand-new market position if it wants to emerge as a new force; Hongkou Hotel has unique hotel resources and reception resources, which should be re-integrated. A whole new concept was born? Create the brand image of the first official hotel in China. This brand-new brand image has unique advantages different from business hotels:

First, business hotels occupy a unique business hotel market. For business consumers, business hotels have stronger adaptability, more trust and security. This is undoubtedly the unique market segment of official hotels.

Second, the official hotel has a set of facilities, equipment, personnel and procedures suitable for government reception, official activities and other business activities. Third, relying on the close relationship with government departments, official hotels can provide more political and economic advice and services to their guests.

Fourth, the official hotel undertakes the function of the government's external liaison. What role does it play? The window? And then what? Bridge? Function, which is irreplaceable by business hotels.

Planning drawing

Public relations objectives:

Rebuilding the Brand Image of Hongkou Hotel

Public relations strategy:

(1) Keep close contact with the target public and create good interpersonal communication channels.

The public relations of official hotels need a unique communication channel, that is, relying on the interpersonal communication channel of civil servants and the communication channel of hotel employees to spread the image of the hotel to the target public. On the basis of strategic positioning of image, Hongkou Hotel has also determined the target public groups with business guests as the mainstay and business guests as the supplement, and formulated a set of methods to closely contact the target public to ensure two-way communication between the hotel and the target public.

(2) Comprehensively strengthen the relationship between public services and public services, and expand the public service market.

Without the support of the government, it is absolutely impossible to establish the image of an official hotel. Therefore, in the strategy of building the official hotel image and brand, the key point is to do a good job in the relationship between the government and its functional departments, so that the government and its functional departments can help and support the hotel as owners and regard the hotel as their own enterprises; And through the special influence of the government and its various functional departments, it will expand its popularity and expand the official market.

(C) spread in the service, marketing in the spread

Based on the particularity of hotel official communication, Hongkou Hotel has tailored a unique communication mode for itself, namely? Spread in service, marketing in communication? Relying on practical actions to promote their own characteristics and relying on word-of-mouth generated by providing quality services to the target public to promote their own image; Through the deepening of the new image, the target public will know and recognize the hotel, thus creating customer loyalty and reputation and improving it.

As the first official hotel in China, Hongkou Hotel has established its own brand image. The definition of this image is: a hotel with business customers and business activities as the main target market, based on standardized hotel services and featuring official reception.

Project implementation:

Rebuilding the brand image is the macro-public relations strategy of Hongkou Hotel, which has comprehensively promoted the implementation of this plan.

Give full play to one's own advantages and reshape the brand image

Hongkou Hotel, as a business hotel, has unique advantages different from business hotels. On the basis of fully grasping these advantages, we organically integrate and utilize hotel resources and reception resources, and strive to make the brand and characteristics of business hotels.

First of all, establish a healthy image for the brand of official hotels. Hotel management is on the right track, resolutely put an end to pornography, gambling, drugs and some vulgar services, and strive to provide an absolutely safe and reliable place for official activities. In terms of service? Personalization and humanization? Be good at it and make business guests feel more cordial and comfortable.

Secondly, inject affinity into the brand of official hotels. Hongkou hotel is famous for its kindness? I have a home in Guangzhou? In order to publicize slogans and create a sense of home for guests with practical actions, it is not only friendly to foreign guests, but also recognized by Guangzhou people.

Hongkou Hotel also integrates the brand image construction of official hotels into corporate culture, and advocates starting with personal image to jointly create brand image. In the culture of Hongkou Hotel, there is such a thing: everyone in Hongkou Hotel is required to pursue the hotel's career like a personal career, safeguard the hotel's interests like a personal interest, and cherish the hotel's honor like a personal honor. In the eyes of Hongkou Hotel people, they are not only shaping the image of Hongkou Hotel, but also shaping Guangzhou as a modern central city as the reception base of Guangzhou Municipal Government? The window? Image.

Demonstration case of hotel public relations planning 2. Purpose:

1. Integrate and refine the corporate culture concept of the program building, and prepare the corporate culture construction plan of the program building, so as to lay the conceptual foundation and framework for the future corporate culture construction.

2. Adopt the ideas and techniques of cultural marketing, combine and take advantage of the opportunity of the 28th World Heritage Committee Conference in Suzhou, plan and embody it? Love is full of passion? World heritage? What is the theme of "The Relationship between Close Procedure Architecture and the 28th World Heritage Committee Congress"? Love is full of passion? World heritage? On the main line (or red line), a series of activities are planned systematically to further effectively enhance the social influence, good image and popularity of the program building and enhance the marketing performance of the program building.

Second, the theme significance:

1, implicit, corresponding, malleable, Suzhou? Bridges, running water, people? Unique customs:

? The functions of bridging and communication are used here? Are you welcome? what's up Are you welcome? To correspond to the embodiment;

? Running water, corresponding? how much is it? Emotional expression, which is here? Full of affection? ;

? Does the meaning that people are places correspond here? Yucheng? And then what? World heritage? .

2、? Love? Will reflect:

(1) customs, Subang cuisine? 、? Hunan cuisine? Waiting for the food festival and delivering French snacks to guests? Angel flavor for key and important customers? World Heritage Exhibition? Tickets for visiting;

(2) affection and tenderness? Celebrate? May day? Excellent employees? Hero? ;

Celebrate? June 1st? For employees and children? Brother Hao LUN? ;

(3) Friendship and affection? Remembering the hero Jiang Yong and offering sacrifices to sweep the hero's tomb; Condolences for the mother related to the program building;

(4) passion? Commemorating the first anniversary of joining the Golden Key Alliance, reflecting? The satisfaction and surprise of guests must come from our enthusiasm and passion for program work and customers? ;

3、? Full? Will reflect:

how much is it? Love? Theme activities show the enthusiastic and emotional service concept of programmers.

4、? Full of affection? The word "emotional" is full of emotions in the program.

5、? Yucheng? In order to express this place, pun intended, it is not only a procedural mansion, but also a synonym for Suzhou mansion.

6、? World Heritage The 28th World Cultural Heritage Committee became the place to declare the world cultural heritage.

7. use? Love? Tie a red line? Golden key? , program building? Deep feeling? And then what? Satisfaction+surprise? The concept runs through a series of activities, like? Running water? From April to July, like? Running water? Into the program building in the hearts of customers, into participation? World heritage? The representatives of the grand event are in their hearts and flow through them? World heritage? Location and statement? World heritage? This place.

Third, a series of activities:

1, April 4th? 28th:

Hold a food festival and plan to reflect it? Is the beauty of total solar eclipse in procedure? Theme: Give one to customers during the food festival? Romance and surprise? Gift or gift? The smell of angels? Snacks and tickets to visit the 28th World Heritage Committee. The specific executive departments are the marketing department and the catering department, and the cooperative department is the comprehensive office.

2.4 14:

Celebrate the first anniversary of the program building joining the Golden Key Alliance. Jane. Golden key? Shining in every corner of the program? How about cultural forum activities? Golden key? Training and organization of trade union leaders in China? Golden key? Employees and employees of various departments communicate on how to realize and embody the concept of golden key in their posts at the forum. The specific implementation departments are the general office and the personnel training department, and the cooperative departments are all departments.

3.5 1 day to May 4:

Celebrate labor day and youth day, plan and? Red? The theme activities and events of the concept reflect the glory of labor, meritorious service and dedication. Program Heroes Association, celebrating May Day? The theme of this activity was Chuangyuan Group and Program Summer, and a gathering of outstanding employees was held. The specific implementation departments are the general office, the personnel training department and the trade union, and the cooperative departments are all departments.

4.5.9:

Celebrate Mother's Day, present holiday gifts to the mother of the hero Jiang Yong, and the leaders of the program building go to Jiang Yong's home to express condolences; Give small gifts to every mother customer who lives in the hotel; Give gifts to every program employee who is a mother. The specific executive departments are the general office and the personnel training department.

5. June 1:

Planning and organizing the program building to give gifts to the employees and children of the program building? The children are in a good mood for activities. They are all happy to have a good brother? , reflecting the humanistic characteristics of procedural architecture, while improving? Brother Hao LUN? The popularity of. The specific implementation departments are the general office, the personnel training department and the trade union.

6.6 months 1? On July 7:

Long-term customers who check in and customers who comment will get a surprise gift. The program building will provide tickets for visiting the World Heritage Exhibition, and the specific implementation departments are the Housing Management Department and the Marketing Department.

7. April 4th? July 65438, 2004

Organize activities jointly with the traffic station? The program people welcome the world heritage, and Hao's brother? This prize-winning competition will turn Suzhou's mobile taxis into mobile publicity vehicles, so that taxi drivers and passengers can receive information about the program building, thus promoting the food festival of the program building. World Heritage Event? In the background, the topics involve the basic situation of the program building, food festival, corporate culture and theme activities of the program building, world cultural heritage, Suzhou world cultural heritage and so on. Taxi drivers competed to answer and won the food prize provided by the program building Hao Lunge.

8. Healthy city is the focus of media attention and reports in Suzhou recently, and the program building is the construction of Suzhou? Healthy city? what's up Health hotel? One of the pilot units, and in? Full of love, Yucheng welcomes the world heritage? During the theme activities, health-related festivals include:

May 8 World Red Cross Day;

May 12 International Nurses' Day;

May 19 National Day for Helping the Disabled;

May 3 1 Day World No Tobacco Day;

World Environment Day, 5 June;

Demonstration case of hotel public relations planning 3 I. Activity background

The hotel is a four-star hotel operated by the Group in xxx. The Group is a catering service enterprise, whose main economic activities are in big cities in North China, East China, Central China, South China and Southeast China, and there are also many hotels in Shenyang, Changsha and Harbin in Northeast China. Xxx Hotel is the first hotel opened by the Group in xxx and the first four-star hotel in xxx. For a medium-sized city like xxx, the group is very interested in the importance of xxx transportation hub. Furthermore, the policy of revitalizing the old industrial base in Northeast China indicates the revival of Northeast China, so the group wants to seize the Northeast market based on several large and medium-sized cities. As a new enterprise in xxx city, its popularity is not very high, and there are some well-known competitors in xxx city, such as xxx hotel, xxx hotel and so on. So if you want to gain a foothold in xxx, the opening ceremony is the first shot of public relations, so you must seize this opportunity.

II. Overall theme of the event

1、? Your dream home!

2. Does it make you feel at home? Xxx hotel

You and I will build a beautiful home.

4. We will build your home.

Three. moving target

Through this activity, let xxx people know, understand and have a perceptual understanding.

Four. active program

Verb (abbreviation of verb) activity plan

Publicity of early signs (setting signs):

(1) location: the hotel is the center, on the main road, within 2 kilometers.

(2) Setting form: reapply for construction; If not, rent the existing suitable outdoor media located on both sides of the road (such as advertising space in bus shelters).

(3) Quantity: each copy needs at least 5 copies, and * * * needs at least 10.

(4) Size and height: According to the actual situation, the text should be as large as possible and eye-catching.

(5) Design requirements: Hotel standard logo and standard font are required.

(6) Time requirement: set to 10 days before opening.

(7) Purpose: to raise awareness, arouse curiosity and establish a certain reputation;

2. Planning scheme for opening public relations activities

Theme: The hotel celebrates your birthday!

(2) Activity time: open day.

(3) Location: Hotel.

(4) Overview of activities: Give each of the 30 citizens who celebrate their birthdays on the opening day of the hotel a private room, and he can invite relatives and friends to the private room for dinner and consumption. Finally, all expenses will be paid by the hotel.

(5) Activity details and precautions:

1) Advertise the event:

A. time: 10 days before opening.

B. media: xxx daily and xxx newspaper.

C. Layout: 1/4 version

D, copy content: title: the hotel gives you a birthday!

The first paragraph of the text: Hotel introduction

The second paragraph: introduce your birthday activities? The hotel will officially open on xx, xx, XX. To celebrate the opening of the hotel, the hotel will hold a birthday party for you and give away 30 private rooms for free.

Registration conditions: Anyone who has a birthday on the same day and has a permanent residence in xxx can register.

Registration date: from now until xx, from 8 am to 6 pm every day.

Quota limit: limited to 30 people, first come, first served;

Registration place: lobby office on the first floor of the hotel.

Instructions for registration: register in person with my ID card and the original household registration book; Minors must be accompanied by guardians; The old and infirm must be accompanied. Other precautions: you must dress neatly when entering, otherwise the organizer has the right to refuse to enter; All the interpretation rights of this activity belong to the hotel.

2) Sign up for a room reservation first.

Registration time: the day after the advertisement is released to the day before the opening.

Instructions for registration: book in the hotel in advance with the newspaper advertisement of the day and my ID card (or household registration book in case the ID card is fake).

Other registration conditions: all minors should be accompanied by their guardians; The elderly and infirm should be accompanied by their relatives; Dress neatly when eating, otherwise you have the right to refuse to sit down.

Menu restriction: select the menu of the day in a limited category.

Number of dishes: set a rough upper limit, such as two dishes per person, so as to avoid waste.

Alcohol restriction: Choose from a limited list of one or more alcohols.

How to deal with the problem that you can't finish your food: You need to make a small punishment if you can't finish your food, just like doing it yourself, otherwise they will mess up. If the number of applicants exceeds 30, it will be handled on a first-come-first-served basis until the quota is full. In order to prevent chaos, we should queue up to prepare the number films, distribute them one by one, and handle them according to the number films, so that there will be no trouble.

Pay attention to advertisements: the right to interpret activities belongs to the hotel; A birthday cake will be presented and a birthday cake cutting ceremony will be held.

3) On the opening day:

A) Take a photo as a souvenir: All guests with Amanome should take a photo with the hotel management representative (if the photo needs to be used within a certain range, if the hotel uses it, an agreement on the use of portrait rights should be signed with them).

B) The hotel will hold a lottery ceremony to invite pricing staff to hire pricing staff. From the adult guests who attended on the same day, 30 pricing agents were selected by lottery (that is, drawing lots immediately), and letters of appointment were issued, inviting them to the hotel to participate in the activities of evaluating vegetable prices on xx day (Sunday).

4) Soft articles: In order to cooperate with this activity, try to publish soft articles in food editions such as xxx Daily, with the opening ceremony as the topic, and achieve the purpose of promoting the hotel by embodying the new spiritual civilization of xxx catering industry.

3. Series of public relations activities after opening (1)

? Subject: Hotel please set the price of vegetables!

(1) Event date: a Sunday about 10 days after opening.

(2) Activity time: 8: 00 am? 10:00

(3) Location: Hotel

(4) Activity summary: Hire 30 pricing staff to collectively evaluate the prices of some dishes in several categories.

(5) Notarization of the event: You should contact the notary office 10 days before the opening and agree to notarize the event. The notarization result will be announced in a conspicuous position in the lobby.

(6) Selection of pricing staff: Scheme 1: On the opening day, 30 guests who are willing to participate in the event will be selected by lottery; Scheme 2: After the opening, three guests who come to spend money every day are randomly selected (provided that the guests are voluntary and free) as pricing officers.

(7) Activity preview: On the third day after opening, you will publish an activity advertisement for the hotel, and please set the price of vegetables.

(8) Remuneration of participants in vegetable pricing: X yuan per person. At the end of the activity, they will be given a red envelope and asked to sign it to show that they have received the salary from the hotel.

(9) The name of the dish that needs to determine the price of vegetables: it is selected by the hotel.

(10) Determination method and process: remove the highest score and the lowest score and take the average score; Need to prepare relevant forms and stationery, and determine the specific process.

(1 1) Notarization: contact the notary office for support in advance. Notarization is carried out on the spot. Hang a notarized and stamped vegetable price tag after notarization.

(12) Post-event publicity: On the second or third day of the event, an advertisement was published in the newspaper, with the content of announcing the results of vegetable price measurement, thanking the notary office and the pricing officer, and inviting the public to supervise and inspect. At the same time, a preview of the hotel's invitation to comment on the chef will be released.

4. Series of public relations activities after opening (2)

? Subject: Please rate the chefs in the hotel!

(1) activity start date: the day after the end of the vegetable price evaluation activity.

(2) Selection method: From the second day after the activity of fixing the price of vegetables, each chef randomly selects five dishes cooked by him every day, and asks the customers who enjoy this dish to rate various quality attributes of this dish, such as taste, color, fragrance and shape (please make a rating registration form first to facilitate the operation of the guests, and it is best to tick it), and ask the customers to sign it; Customers who participate in the grading will be given a beautiful souvenir each. Collect the daily scores and accumulate them to get the total score of each chef, so as to rank them.

(3) Activity promotion: In and around the lobby, relevant publicity slogans and banners should be displayed.

(4) The results and photos of the selection process can be published in the newspaper on the second or third day after the selection; At the same time, the newspaper published a notice that the hotel asked you to comment on the service activities, and listed the working standards of hotel waiters.

5. Series of public relations activities after opening (3)

? Subject: Please rate the service of the hotel!

(1) Activity start date: the second or third day after the chef's evaluation, and the first day after the announcement of the activity.

(2) Selection method:

1) Every day, five customers are asked to fill in the service personnel scoring table when paying the bill, and the waiters who provide services to them are scored according to the hotel waiters' working standards, and the daily scoring table is accumulated together to form the total score of each waiter, thus ranking.

2) Pay attention to balance the number of times each waiter is scored and keep it roughly the same.

(3) Give the scoring customers exquisite gifts.

(4) Activity promotion: In and around the lobby, relevant publicity slogans and banners should be displayed.

(5) The results and photos of the selection process can be published in the newspaper on the second or third day after the selection; At the same time, the newspaper published a preview of hotel service activities.

6. Series of public relations activities after opening (4)

? Theme: Designate Green Vegetable Field Activities

(1) Activity mode: After opening 10, start looking for nearby farmers, find some ideal ones, sign a green vegetable supply contract with them and take some photos, and then show these photos in a suitable place in the hotel lobby, especially some photos with bug eyes.

(2) After the contract is completed, publish the signing of the contract with green vegetables and the meaning of green vegetables in the newspaper; Pass on the information about the use of green vegetables in hotels to the public.

Intransitive verb budget

(1) Signboard publicity:

(2) public relations:

(3) Public relations after opening:

(4) Other expenses:

(1), (2), (3) and (4) Total expenses:

VII. Effect prediction

1. Let the public have a preliminary understanding of the hotel through the publicity of the early signs.

2, through the publicity of public relations, give the public a refreshing feeling and leave a deep impression on the public.

3. pass? Set the price of vegetables? The event left a deep impression on the public, and the price of vegetables was reasonable.

4. pass? Comment on the chef? Activities to let the public know that the hotel has excellent chefs.

5. pass? Review service? Activities to let customers know about the hotel's quality service.