Public relations planning book

Model essay on public relations planning book

Public relations planning copy, also known as "public relations special event planning book", is the work that must be done before carrying out public relations practice activities. The following is my collection of public relations planning books, welcome to read.

Public relations planning book Public relations activity planning is a process in which public relations personnel, in order to shape the image of social organizations or improve the environment of social organizations, follow scientific principles and methods on the basis of analyzing and sorting out existing information, and give full play to their imagination and creativity with their own knowledge and experience to design the best scheme aimed at influencing special public behavior.

Activity planning is an activity that pursues better results through intelligent practice. The "wisdom" here, the most basic is to master the content of public relations theory and public relations activity planning.

First, theoretical knowledge of public relations

Public relations is a comprehensive expression of various relationships between social organizations and other related organizations or groups, and it is a management art to enhance the cohesion within the organization and the attractiveness of the outside of the organization to the public by shaping and publicizing the image of the organization.

First, the elements of public relations:

1. Social organizations are the main body of public relations.

Social organizations are social groups or social groups established according to certain goals, tasks and forms.

2. The public is the object of public relations.

The public refers to the sum of various groups and individuals who interact with social organizations as the main body of public relations.

3. Communication is a tool for social organizations to communicate with the public and a bridge and link for public relations.

Communication refers to the communication behavior and activities of information exchange between social organizations and the public through the media.

Relationship diagram of the three.

Second, the objectives and characteristics of public relations

1, the goal of public relations-shaping the organizational image

Organizational image is the public's overall view and comprehensive evaluation of the organization, the expression of the subjective consciousness of social organizations, the psychological reaction after its value behavior is known to the public, and the intangible assets of social organizations.

2, the characteristics of public relations:

Take the public as the object, reputation as the goal, reciprocity as the principle, communication as the means, honesty as the creed and long-term strategy.

Third, the significance of public relations.

1. Public relations is an important channel to promote social consultation and dialogue, which helps to gain understanding and support from all walks of life and coordinate various relationships.

2, public relations is an important tool to improve the organization's visibility and reputation, help to improve organizational cohesion, establish an image and shape the brand.

3. Public relations is an important means of success and contributes to the survival and development of the organization.

The concept, components, objectives, characteristics and significance of public relations are the most basic theories in the planning of public relations activities.

Second, make a newspaper.

Public relations activities are special public relations activities organized around specific goals. In each special public relations activity, the organization communicates with the public on a certain aspect of public relations issues, so as to achieve the specific public goals of the organization. "Running a newspaper" is a part of the "microcosm" of public relations activities.

To be a newspaper, you must know why. How come? When will it be finished?

1, purpose of running newspaper: hand in homework.

2. Time for newspaper completion: June/morning of 0/9 10: 00.

3, the main contents of the newspaper:

(1) newspaper name: Global Times

The concept and significance of running a newspaper: race against time to search for the most information in the shortest time, so that readers can understand and know more information.

(3) Tools for making newspapers: pen and paper-2 sheets of ——A4 paper, 4 editions in total; Pencils and other tools. Border-2 cm per edition; The second, third and fourth editions have inner borders (the distance between the inner and outer borders is1cm); The first edition has an outer border and no inner border.

Note: Write the theme and time of this edition between the inner and outer borders.

④ Newspaper content: articles and advertisements.

The first edition with the theme of "Focus on China" and the introduction of this newspaper; The theme of the second edition is "Fax in Taiwan Province Province";

The theme of the third edition is "Comics and Abstracts"; The theme of the fourth edition is "International Forum".

6. How to make a newspaper: by hand? Newspaper clippings? The facts are as follows: a. We don't write well in herringbone and write for a long time; B. It will start on the afternoon of June 8th1around 6: 00; C. The Global Times is characterized by its accuracy and quickness; D. Let's look at our idea of running a newspaper. Finally, we chose cut and paste.

⑦ Producers: Zhao Bofeng, Wang Shaorong, Geng Xiaoming, Chang Yunchuan and Wang Tan.

8. Division of labor: Zhao buys paper; Wang, Geng, often paint; Wang Hegeng cut out the newspaper and posted it.

By making this newspaper, we learned the division of labor and cooperation, and learned the basic knowledge of newspaper design.

It took about five hours to complete this newspaper, which embodies our concept of running a newspaper.

Newspapers are equivalent to propaganda in public relations activities. However, their contents, purposes and forms are different.

Third, the content of public relations activities planning

Public relations activity planning is a kind of thinking activity of the brain and a thinking process of actively seeking perfect answers. Therefore, we should master a set of scientific ideas and have a rigorous thinking framework to avoid the randomness and blindness of doing things by experience and intuition. Its main contents are:

1, determine the target.

According to the background of activity planning, determine the goal of this activity.

Goals are the soul of planning, and planning comes from goals. Therefore, goals should be specific, measurable, achievable and time-bound.

2. Define the public.

The different goals of organizing public relations activities determine the different objects of public relations activities.

Organizers and contractors in social organizations should make clear the target public that public relations activities must pay attention to, spread and influence according to the principles of activity objectives, organizational strength and organizational needs.

3. Draw up a plan.

The planning scheme of public relations activities is the conception and creativity in the mind of the planner determined in written form. All inspiration and creativity will be refined into the methods and steps that can be implemented in the event planning scheme.

(1) Design the theme according to the activity objectives.

The theme is the ideological link and core that connects all projects and leads the whole activity in public relations activities. It can be said that the theme is an important symbol of the success of public relations activities planning.

The design theme should be consistent with the goal, with effectiveness, stability, objectivity and oneness.

2. Arrange specific projects according to organizational requirements.

Projects refer to various forms of activities that are determined around the public relations objectives and carried out in different periods.

The requirements of the project (that is, the process of activity planning) must be specific and detailed, and the schemes should be closely linked, with no gaps in the middle. Mainly including the host, participants (invitees and target public) and staff (etiquette personnel, technicians, security personnel, etc.). ).

(3) Determine the timing.

"It's now or never." Whether we can seize the opportunity is one of the most important signs to measure the planning level of public relations activities. Timing selection or capture: ① be accurate, that is, choose "time interval" for those timing that can be measured in advance; (2) To be timely is to seize those fleeting opportunities that cannot be selected in advance, and don't hesitate.

(4) Select the media.

Event organizers should choose media according to the organization's objectives, content and form of communication, organizational strength and environmental conditions.

4. Prepare the budget.

Budget is the premise to ensure the smooth progress of public relations activities, and it is also the basis to evaluate the effect of public relations activities and conduct cost-benefit analysis. It is an important part of public relations activity planning. It includes:

(1), personnel budget.

Personnel budget refers to the budget of personnel needed for the actual planned operation. It is necessary to have reasonable requirements for all kinds of personnel and give full play to their specialties, so that the overall benefit of public relations activities can be significantly improved.

Personnel budget should adhere to the principle of reasonable division of labor and clear rights and responsibilities. In this way, the activities can be orderly.

(2) Budget.

Budget is not only the "goal" of public relations activities planning, but also the control of funds and expenses execution. Budget is a complex work, which must be considered comprehensively; It may be the most difficult job in public relations activities. Its composition:

(1), fixed fee. Such as rent, salary, office expenses.

(2) Variable expenses. Such as transportation fee, consulting fee and advertising fee.

(3), equipment and facilities and other funds. Such as purchasing, renting or maintaining various audio-visual, communication, photography and other equipment, making souvenirs, etc.

(4) Working capital (generally accounting for 20% of the total cost) for emergencies. Among them, various nominal sponsorship costs are also variable costs, which may be much more than expected. Budgeting must adhere to the principle of seeking truth from facts, combining with reality and being comprehensive.

(3) Time budget.

Time budget is to consider "time-funds-activities" and make clear time arrangements for the planning of public relations activities.

Time is life and opportunity. The funds for activity planning are gone, so you can borrow them; The time for event planning is gone, which means losing everything.

Time is connected with activity. Organizers need to have a strong sense of time, click on time, start on time, and ensure that the activities are completed according to their own schedule.

5. others.

(1), the public relations activity planning book should have a cover, with coherent content and orderly connection.

(2) The event organizer can find other organizers (supporting units) to complete this work together.

(3) According to the scale of the activity, choose the venue and the required equipment.

(4) In the public relations activity plan, there should be the purpose and significance of the activity. Write a plan and summarize the activities. Imagine a scene by yourself and let the commentator follow your ideological line.

6. The planner of writing activities needs to have:

(1), with rigorous thinking, scientific thinking, comprehensive thinking, do everything carefully. For example: 1 993 65438+February 5, Sichuan Chengdu Sansheng Seasoning Factory advertised in Chengdu Evening News and Sichuan Daily with a circulation of110,000 copies, claiming that it would be free to be jealous tomorrow, and with the newspaper of 65438+February 7-9, a bottle of Chen produced by the factory could be obtained in five locations such as Chengdu Hongqi Shopping Mall. For a time, taking vinegar became robbing vinegar, which made it difficult for shopping malls to parry and forced them to hang up "war-free cards", and countless consumers felt greatly teased. They questioned shopping malls and manufacturers, and a lawsuit inevitably hit the industrial and commercial bureau. In fact, the factory only prepared 12000 bottles of vinegar for this activity. At this time, as an activity planner, you must think about the activity with scientific thinking and meticulous brain, and do every detail carefully to ensure the smooth completion of the whole activity. Everything is a small matter, and everything is serious.

(2) Arrange personnel, and don't forget the "first aid personnel". Before the activity begins, everything is unknown and needs careful arrangement. Adhere to the principle of clear division of labor.

(3) A master of time management. In the knowledge economy and information age, time is life and money. A waste of time is a waste of life. For example; The deadline for newspaper assignments is June 19 10: 10. I think this is the deadline for handing in homework. We only have about 18 hours (June 18 afternoon16: 00-June 19 morning 10: 10) to make a newspaper, including sleeping time and class time. It is very difficult to make a handwritten newspaper in these hours. I am a time-critical person. Therefore, time is also one of the reasons why we choose "newspaper clipping".

(4) Be an expert in fund management. Adhere to the principle of getting the maximum return with the least investment.

The planning scheme of public relations activities is actually an activity in which the planner expresses his thoughts through words by combining the theoretical knowledge of public relations with his own experience and experience.

In The Complete Works of Harvard Management, public relations is first of all a state, because in social life, no matter whether an organization is aware of public relations or engaged in public relations activities, it always has extensive contacts with other organizations and individuals. Therefore, any social organization is in a state of good balance or nervous public relations. This is an objective phenomenon independent of human consciousness.

Public relations is another activity. When social organizations realize the existence of public relations and its importance to their survival and development, they will take purposeful measures to improve public relations activities.

Therefore, the planning of public relations activities is a collection of theoretical knowledge of public relations and a written expression of public relations activities.

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