Format of public relations planning book

Tianhanshui public relations communication focuses on public relations planning, event planning, brand planning, marketing planning and implementation.

Marketing positioning-professional brand influence.

In view of the public relations planning format, there are the following suggestions for reference only! !

Part I: Preface.

This paper briefly introduces the origin of the planning book project and the social background of the theme of public relations activities.

Part II: Market status and image analysis.

Part III: Target system

The main contents are:

1, the overall goal, including the image characteristics and brand loyalty indicators that enterprises will pursue for a long time to come.

2, specific objectives, clear enterprise through public * * * relationship activities hope to achieve specific indicators.

Part four: Creative explanation.

This paper mainly introduces the theme and publicity copy of public relations activities, including the guiding ideology, the theme of the activities, the general name of the activities, detailed project names, and publicity works (mainly describing the split-shot scripts of TV publicity works, design drawings of newspapers and magazines, and design drawings of POP advertisements, etc.). ).), slogans and decorations (introduce the decorations used to create the theme atmosphere of the scene, such as mascots, colorful flags, lively colors, music, sounds, etc. )

Part V: Media strategy.

This paper mainly introduces the distribution planning (including media distribution, geographical distribution, time distribution and content distribution) and combination mode of propaganda media, which is generally stated in tabular form. Media name, rental time, publicity content, specifications and matters needing attention

Part VI: Program of Activities

This is the key content of the planning book, focusing on the overall operation plan of public relations, which mainly has two contents:

1. progress: introduce the progress of public relations projects from the beginning of undertaking project tasks to the completion of public relations activities.

Matters needing attention of the person in charge of the date work task

2. Activity layout: introduce the project name, implementation time, place, operation steps and schemes of various public relations main activities and backup activities, in which the operation steps and schemes are generally represented by "scheme list" and tabular form.

Executor's Time Period (Serial Number) Program Name Note

Part VII: Public relations budget plan.

This paper mainly introduces the public relations budget table.

Part VIII: Effect prospect

Briefly introduce the idealized effect of public relations activities.