How to write public relations planning?

Format of public relations planning book

The main body of the mass relationship planning book is its complicated writing content, which mainly includes the following eight parts.

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.

This paper introduces in detail the conclusions of public relations investigation and analysis, mainly through the "three comparisons", that is, the advantages, problems and opportunities of the information content of public relations propaganda relative to market characteristics, competitors and public demand.

Part III: Target system

This paper briefly introduces the objectives of public relations activities, and the main contents are as follows:

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. Specification of media name, rental time and publicity content

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 and public relations, with two main contents:

1. Schedule: This is to introduce the work schedule involved in public relations projects from the beginning of undertaking project tasks to the completion of public relations activities.

2. Activity layout: introduce the project name, implementation time, place, operation steps and scheme of all major activities and backup activities in public relations, 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.