What is the basic format of public relations planning book?

The basic format of public relations planning copy mainly includes the following ten aspects:

One. Title:

A complete copy of public relations planning must have a title, which makes people understand that it is an activity planning book rather than a work summary or evaluation report.

The title can be directly written as "xx Company's xx Activity Plan", or the text indicating the theme of the activity can be used as the main title, and "xx Company's xx Activity Plan" can be listed as the subtitle. The title should be easy to understand.

Second, the preface:

Also called background introduction. That is to briefly introduce the background of organizing and planning this copy. Therefore, the planning, organization and implementation of any special public relations activities of social organizations are not without reasons, and all have their specific backgrounds and needs. Only by explaining this background and demand can we draw up detailed planning content (scheme) and explain the urgency and significance of holding this event. Without a clear activity background, the planning content (scheme) will be lost. The preface should be concise and to the point.

Third, the investigation and analysis:

Public relations planning is based on investigation and analysis, which is the preliminary work of public relations activity planning. The investigation and analysis mainly focuses on the detailed analysis of the organizational image, which can be analyzed from the advantages, problems and opportunities of the current organizational image, so as to clarify the focus and direction of the next public relations work.

The investigation and analysis should pay attention to the representativeness of the investigation object, the applicability of investigation means, the scientificity of investigation methods, the authenticity and comprehensiveness of data collection and the reliability of analysis conclusions.

Fourth, the target strategy:

In order to improve the effect of public relations activities, it is necessary to establish public relations objectives. The goal classification should be selected according to the details of the organization, such as dividing the goal into general goal and sub-goal, long-term goal, stage goal and detailed goal.

The goal strategy mainly considers whether the goal conforms to the progress strategy of social organizations, whether it conforms to the positioning requirements of organizational image, whether it meets the needs of the public, whether it meets the needs of social culture and its progress, and whether it is aimed at the problems existing in the organization.

Verb (abbreviation of verb) creative description:

Creativity is the key to the success of public relations activities Creativity is a creative thinking activity developed by public relations personnel according to the investigation conclusion, the image characteristics of social organizations and the public demand, and it is the crowning touch in the whole public relations activity planning. A creative public relations plan can attract and infect the public and make public relations communication achieve good results.

The content of creativity includes the theme, name, project, slogan, promotional works, etc. The theme of the activity should be novel, unique and attractive.

Sixth, the media strategy:

The process of public relations activities is also a process of information dissemination and two-way communication to the public. Therefore, the correct choice of media is an important part of the success of the event. The choice of media should be targeted, feasible and effective.

Seven. Activity plan

The activity plan is a guide to detailed activities. Each activity plan shall be formulated separately according to each activity item. The activity aims to be thorough, operational and detailed.

Eight. Budget:

Correct budget is the guarantee of implementing activities. The budget should be reasonable, comprehensive and leave room.

Nine, the effect evaluation:

Correctly evaluating the effect of this activity is helpful for organizations to understand the realization degree of public relations programs, measure the actual effect of public relations activities, mobilize the optimism of public relations personnel, and provide new information for the next round of public relations work. The effect evaluation should be based on the goal, seek truth from facts and give the method of evaluating the effect.

X. signature:

The copy shall finally state:

1. Planner's name: name of public relations company, public relations department or planner.

2. Writing time of the planning book: X years, X months, X days.

Generally speaking, there are the following procedures for making a public relations plan:

First of all, after analyzing the information obtained from the investigation, the work objectives are established, which is the preparatory stage of planning.

Second, designing the theme of public relations activities is the beginning of formal planning.

Third, analyze public objects.

Fourth, choose the best activity mode and media.

V. Budget preparation.

6. Approve the plan and form the final written plan.

Refer to the above content: Baidu Encyclopedia-Public Relationship Planning Book