Model essay on corporate public relations planning

Public relations planning book is an important means to realize the goal of organizing public relations, and it is the basis and premise to transform the ideal state of public relations into concrete practical operation process. This paper is a model of corporate public relations planning book I compiled. Welcome to see it.

Model essay on corporate public relations planning 1

Project background

The hotel was built in September 1954. Formerly known as Beijing Exhibition Hall Guest House, 1955 was renamed Xiyuan Hotel, and 1980 was transformed into a permanent room for companies and trading companies, which was officially renamed. From 65438 to 0993, we started a joint venture and hired British-funded Cathay International Hotel Management Group to participate in hotel management. A five-star business hotel, with a main building and nine four-storey buildings, has 705 rooms of different types. There are 8 restaurants and 2 lounges in the dining facilities, which not only provide Huaiyang, Muslim, snacks and other flavor dishes, but also Korean, Japanese and Western-style meals for guests to enjoy. The business center located in the lobby provides professional secretarial services, including word processing, typing, computer rental, fax, copying, translation, binding and typewriter rental services, as well as Internet access services. Project investigation

Advantages: Located in Zhongguancun Science Park, it is the financial, commercial and transportation center in the west of Beijing, adjacent to the State Planning Commission, the Ministry of Finance, the Ministry of Construction and other major ministries, as well as China Minmetals Group, Financial Street, Beijing Exhibition Hall and Capital Gymnasium. It is only 1 km from the famous Beijing Zoo and Zizhuyuan Park, and it can be reached on foot.

It once occupied an important position in Beijing Foreign Affairs Reception Hotel. If Xiyuan Hotel is Beijing? Age? The biggest hotel, this should not be exaggerated, because it has a history of more than 60 years. What was the original name of Xiyuan Hotel? Xiyuan Hotel? Mainly engaged in Xinjiang flavor dishes. In 1980s, the main building 1 was rebuilt, forming the most luxurious hotel today. The revolving restaurant on the top floor of the hotel is the revolving restaurant of the first hotel in Beijing.

So far, it is magnificent and elegant.

Problems: The most important thing is outdated equipment, especially guest rooms. The hotel as a whole gives people an old feeling. Secondly, the average age of hotel employees is too large, and it is urgent to inject fresh blood. Due to the backward hotel facilities, the hotel price is at a low level among five-star hotels in Beijing, which affects the economic benefits of the hotel.

As the capital of Beijing, business hotels are naturally dotted, and there are many hotels of various grades. If you want to show your attraction among so many competitors, you must give full play to your existing advantages, overcome your shortcomings, integrate all resources, and let the hotel keep pace with the times, thus creating better benefits.

The goal of public relations

Enhance the image of the hotel

Improve the popularity of hotels in consumers' minds, and then gain more consumers' recognition of communication strategies.

(1) Keep close contact with the target public, create good interpersonal communication channels, and let the public fully understand the hotel information.

(2) Promote the new image of the hotel through various media.

(3) Pass word-of-mouth through good service and get development through publicity.

project implementation

(A) give play to their own advantages

With superior geographical location and convenient transportation, as a state-owned enterprise, there are some stable official tourists.

(B) to strengthen their own quality, enhance the image of the hotel.

Renovation and decoration of old rooms, entertainment facilities, etc. , a new look. The old image of the hotel has been fundamentally changed.

(3) Promote brand-new brand image through various channels.

Publicity activities should start from the inside, strengthen corporate image, and choose public media to publicize corporate image.

First of all, this change process can be recorded in the form of video and transmitted to the hotel official website to let the public know the latest situation of the hotel. You can also contact Beijing TV Station and broadcast it on TV as an example of the transformation of the old hotel. The booking agent websites of major hotels should also be fully reflected in the hotel introduction.

Secondly, every year during ICIF, Beijing government officials will stay in this hotel. After the hotel's image transformation, we should seize this opportunity to negotiate with government officials and contact Beijing TV Station to interview Beijing government officials. The content of the interview is to understand their feelings about the new image and new service of the hotel during the meeting. Through the broadcast of the program on TV, more consumers can understand the new Xiyuan and attract more tourists.

Third, hold a competition between charismatic managers and charismatic service personnel, which can include image display, talent display, management and service knowledge and skills quiz. Use newspapers, TV, Internet and other media to promote the contest, and invite some celebrities and ordinary citizens to visit it for free, so that the public can understand the charm of Xiyuan people. Photography activities can be held at the same time as the competition, and good works will be rewarded.

Publicity of specific activities

1. One day in advance 10, the LED light in front of the hotel shows that the hotel will hold an employee skill competition on a certain day every month.

2. Broadcast on Beijing TV, advertise on mobile TV and publicize in Beijing Daily.

3. Post leaflets on community bulletin boards and traffic stop signs.

4. Edit SMS to inform VIP and gold card customers of the hotel of this activity.

5. Promote it on the hotel website. Activity flow

1. Hotel employees voluntarily signed up for this competition.

2. What is the topic handed in by employees during the activity? The hotel is my home. Photographic works of. Arrange the photo exhibition of the banquet hall, set up the stage, configure lighting, sound and other facilities, prepare for the contest, and contact the relevant professional judges in advance.

3. Except professional judges, all guests can vote as public judges.

After the contest, guests are invited to visit the photo exhibition, visit the new facilities and equipment of the hotel, and two guests who can stay in the hotel for one night for free are selected by lottery.

(d) Pass on word-of-mouth through good service and gain development through publicity. Strengthen the overall service level and improve the visibility of the hotel in the public.

Recruit high-quality young service and management personnel to inject new vitality into the enterprise. Serve with heart and inject affinity into the restaurant.

Provide personalized and humanized services to meet their needs; Organize special personnel to investigate and study customers' psychology and needs, and then formulate corresponding service measures.

According to the changes and needs of most guests' age, level and working style, we provide a series of services such as wireless internet access, notebook computers and business consultation for the convenience of guests.

project evaluation

(1) Build a business hotel, realize brand renewal, successfully bring the new hotel brand image to the market, realize brand renewal, and get recognition and support from the target public.

(2) In a short period of time, the popularity of the hotel has been rapidly improved, and the brand-new transformation of the hotel image has attracted the attention and echo of peers and all walks of life.

(3) It has effectively expanded the hotel market and won good economic benefits. It has greatly promoted the further development of the hotel and is in a leading position in the market competition.

(D) created a good public relations relationship. Thanks to the efforts of Xiyuan people, Xiyuan Hotel's popularity has been further improved, and its new image has been recognized, which has improved the gold content of the hotel brand, not only achieved good economic benefits, but also created good public relations relations.

If there are unknown factors in the implementation of the scheme, appropriate adjustments can be made on the premise of ensuring the successful image transformation of the hotel.

Model essay on enterprise public relations planning II

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, and the management company positioned the hotel as a business hotel, intending to gain a foothold in the market according to the business hotel management mode. 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.

Model essay on enterprise public relations planning 3

First, the public relations background

? The sky is wild, and the wind and grass are moving to see cattle and sheep? This is an ancient folk song, which sings the beautiful natural scenery of the grassland for us. Grassland is the most beautiful and pure place we have been longing for. Mengniu Group was born in such a beautiful grassland. Since its establishment, the enterprise has made great progress through scientific development and positioning. Just for the quality of life? As a slogan, it has created a miracle in the development of national enterprises. Its corporate image and value have also been unanimously recognized by the public.

With the development of economy and the incentive competition of dairy industry, some illegal acts of adding illegal additives have appeared in the industry, leading to a vicious circle of market competition. In September 2008, melamine was detected in Mengniu's dairy products. Since then, Mengniu's image and value have been greatly damaged. In order to save the market and realize the self-help of enterprises, it is necessary for us to carry out a series of public relations activities and re-establish the image and credibility of enterprises.

Second, the way and content of activities

1. Mode: Mengniu Ecological Science and Technology Park Exhibition

2. Content: introduction of Mengniu culture, demonstration of product production process, demonstration of core process, demonstration of Mengniu ecological pasture and demonstration of circular development model.

Third, the activity time

20 1 1 1 1 XX

Fourth, public relations objectives.

1. Overall goal: enhance corporate image, save the market and strengthen corporate social responsibility.

2. Specific objectives: publicize Mengniu's green production concept and realize the benign communication between enterprises and consumers.

Verb (short for verb) is the theme of the activity.

1, quality of life, I choose Mengniu.

2, ecological Mengniu, technology Mengniu.

Action plan of intransitive verbs

The first stage: activity preparation

1, determine the participating groups.

Confirmation method: 2011.05-2011.09 Where did Mengniu buy the products and what was printed on the packaging label? (of eyes) blind

Niu experience member? Tag number, you can use the tag number to log in to Mengniu official website to find out.

Dynamic related information, and get free experience qualification.

2, site layout and preparation

Work content: A. Layout of press conference venue

B. Preparation for the exhibition of Mengniu Eco-Science Park

C, media and guest invitations

D, reception preparation

3. Activity budget

4. Formulate evaluation criteria for the effectiveness of activities.

The second stage: the activity implementation stage

1, date: 20XX year165438+1October XX? 20XX 165438+ 10 month XX

Matters: member reception, accommodation arrangement, itinerary announcement.

Participants: reception group, logistics group and communication group.

Matters needing attention: a, the staff should pay attention to etiquette when receiving.

B, reasonable arrangements for accommodation, pay attention to respect the special habits of some ethnic minority members.

C, the itinerary is clear.

2. Time: 10, October XX, 20XX 165438+9:00.

Matters: Hold a press conference.

Participants: corporate spokespersons, media staff, and staff of all member activities.

Matters needing attention: a, define the purpose of the activity and establish a good corporate image.

B, spread business philosophy.

3. Time: 20XX years 165438+XX years 10 month.

Matters: Opening ceremony of the event and exhibition of Mengniu Eco-science Park.

Participants: business leaders, guests, media staff, and staff of all member activities.

Social public

Matters needing attention: a. Maintain order at the event site

B, the exhibition introduction should focus on showing the enterprise's ecological, green and healthy production concept to the society.

Seven, media strategy

1. preparation stage: use the internet, newspapers and magazines and other media to publicize the scientific business philosophy of the enterprise. In propaganda, we should pay attention to spreading the green ecological production mode of enterprises and attract more consumers to participate with unique activity experience.

2. Implementation stage: Invite news media and other media to follow up the reporting activities on the spot. And through these media reports on Mengniu's ecological, safe and circular production mode, more people will be aroused to identify with Mengniu, thus shaping a good corporate image.

Eight, the effect evaluation

Nine. budget

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