Public Relations Plan Format

Format of public relations plan

The content of public relations plan mainly includes the following ten aspects:

1. Title

A complete copy The public relations planning copy must have a title that makes people understand that this is an event planning book rather than a work summary or evaluation report.

The title can be written directly as "xx company xx event planning book", or you can use words that point out a certain activity theme as the main title, and "xx company xx event planning book" as a subtitle and list it below. Down.

The title should be written clearly and easily.

2. Foreword

Also called background introduction. That is, briefly introduce the background of organizing and planning this copy. Because the planning, organization and implementation of any special public relations activity of a social organization are not without reason, and all have their own specific background and needs. Only by clarifying this background and need can we introduce the specific planning content (program) that follows, and can we also explain the urgency and significance of holding this event. Without a certain activity background, the planning content will be confusing.

The foreword should be written concisely and to the point.

3. Investigation and analysis

Public relations planning is based on investigation and analysis. Investigation and analysis is the preliminary work of public relations activity planning. Investigation and analysis is mainly to make a specific analysis of the organizational image. It can be analyzed from three aspects: advantages, problems and opportunities of the current organizational image, so as to clarify the focus and direction of the next public relations work.

Investigation and analysis should focus on the representativeness of the survey objects, the applicability of the survey means, the scientificity of the survey methods, the authenticity and comprehensiveness of the data collection, and the reliability of the analysis conclusions.

IV. Target Strategy

In order to improve the effectiveness of public relations activities, public relations goals must be established. The goal classification should be selected according to the specific situation of the organization, such as dividing the goals into overall goals and sub-goals, long-term goals, stage goals, specific goals, etc.

The goal strategy mainly considers whether the set goals are in line with the development strategy of the social organization, whether they meet the positioning requirements of the organization's image, whether they meet the needs of the public, whether they meet social culture and its development needs, and whether they address the problems existing in the organization. wait.

5. Creative Description

Creativity is the key to the success or failure of public relations activities. Creativity is a creative thinking activity carried out by public relations personnel based on investigation conclusions, social organization image characteristics and public needs. It is the finishing touch in the planning of the entire public relations activity. A creative public relations plan can attract and infect the public and achieve good results in public relations communication.

Creative content includes:

1. Activity theme.

2. Activity name and project.

3. Slogan.

4. Promotional works, etc.

The theme of the event should be novel, unique and individual, artistic and attractive.

6. Media Strategy

The process of public relations activities is the process of information dissemination and two-way communication between the organization and the public. Therefore, the correct choice of communication media is the key to the success of the event. An important part.

The choice of media must be targeted, feasible, and effective.

7. Activity plan

Activity plan is a guide for specific activities. Each activity plan should be formulated separately according to each activity project.

Activity plans must be thorough, operable and specific.

8. Budget

The correct budget is the guarantee for the implementation of activities.

The budget should be reasonable, comprehensive, and leave room for improvement.

9. Effect evaluation

Correctly evaluating the effect of this activity will help the organization understand the degree of implementation of the public relations plan, measure the actual effect of the public relations activities, and mobilize the enthusiasm of public relations personnel. , and provide new information for the next round of public relations work.

Effectiveness evaluation should be based on the goals, seek truth from facts, and provide methods for evaluating the effects.

10. Signature

At the end of the copywriting, the following must be written:

1. Name of the planner. The name of the public relations company, public relations department or planner.

2. Planning writing time. x day x month x year.

Public Relations Planning Book (1)

Planning Information:

Regarding helping poor students: 80% of students are willing to help poor students, and there are 20% of students adopt an indifferent attitude, no one is unwilling.

Regarding the ways in which the student union carries out activities in school to help poor students: All students believe that certain activities should be taken to help poor students.

Students’ attitude towards work-study: 95% of students support work-study. They believe that as long as they do some part-time work without affecting their studies, they can improve their abilities. 5% of students have an indifferent attitude. They believe that students should still focus on their studies.

Regarding opening a clothing store in school: 30% of students think it is good. Among these 30% students, the male to female ratio is 6:4; 50% of students think it does not matter; and another 20% Students objected.

On the items attached to the clothing store: I hope to have sportswear, sneakers, backpacks and headwear.

Regarding corporate sponsorship of school activities: 70% of students can accept this form, and 30% of students have an indifferent attitude. However, from the perspective of event organizers, they need corporate sponsorship. We also hope to increase sponsorship.

Looking at the clothing: 85% of students usually like to wear jeans and casual clothes, 10% of students usually like to wear sportswear, and 5% of students usually like to wear formal clothes.

Regarding what kind of things they usually use to decorate themselves: All students have a backpack, and female students like to decorate themselves with headwear.

Students’ usual views on advertising: 70% of students are influenced by TV advertisements in their purchases and sales, and 30% are influenced by newspapers and magazines.

Clothing brands popular among college students are: Zodano, Baleno, Yichun, Adidas, and NIKE.

The price in their minds is: between 80-150 yuan.

Contemporary college students are increasingly pursuing high-grade, personalized and casual clothing. However, college students are the same as any consumer group. They do not become mature consumers just because they are college students. They are equally or more susceptible to the influence of various advertising behaviors. Therefore, successful advertising and public relations activities are very important. Necessary.

In order to ensure the continuity of all publicity activities, we adopt a method and content that combines three aspects of culture, sports, art, and life in publicity activities.

In order to ensure that all our promotional activities focus on the goals that the company wants to achieve, we do not deviate from the theme every time we promote.

Theme: Youth, Popularity, Creation.

Activity items:

1. Campus welcome and enthusiastic service - "xxx" volunteer service, "promoting civilization and establishing school spirit" activities

2 , Show image, perfect life - campus personal image design competition

3. Show youth, show yourself - select brand image spokesperson activity

4. Dream come true on T stage, beautiful Figure - Fashion Show

5. Battle with the crowd and express yourself - "xxx" Cup Department Debate Competition

6. Inspire youth and flaunt individuality - "xxx" Cup Singing , dance, emcee competition

7. The competition is full of passion and passion - "xxx" cup campus ball game

8. Inspire life and show your style - "xxx" Cup Campus Animation, Comics, and Fashion Design Competition

Media support:

Banner: hung on the main thoroughfares of the campus and inside and outside the venue.

Exquisite posters (and activity content): Posted in major places on campus.

Flyers (brand image, event charter and content): distributed on campus.

Colored flags: hung on both sides of the school road and inside and outside the activity venue.

Display stand: display products and brand image.

Bookmark: Long-term advertising material for students.

Campus radio: event promotion.

Campus website: vigorously promote the content of the event, and the BBS announces the progress of the event and replies to related questions.

School-level newspapers and periodicals: report the highlights and highlights of the event.

Blackboard downstairs in the dormitory: Notice of writing activities.

Public Relations Plan (2)

1. Theme

Teacher’s blessings in my heart

2. Date

From September 1st to September 16th, 2019

3. Main content

Shopping customers can receive postage postcards as Teachers’ Day to give to the most respected teachers. greeting.

IV. Purpose

1. Play the emotional card and gain praise from customers by establishing an emotional communication channel for students and teachers.

2. Before and after Teachers’ Day, attract more customers and create sales.

5. Operation steps

1. Customers who shop over 50 yuan in the mall (over 30 yuan in the supermarket) can receive a postage postcard at the front desk with the shopping receipt, time From September 1st to September 9th, a total of 2,000 copies are available, while supplies last.

2. The customer can fill it out on the spot and return it to the main desk, and the shopping mall (supermarket) will be responsible for mailing it the day before Teacher's Day.

3. The customer can also take it back and mail it by himself.

4. The 2,000 postcards will be sent out while supplies last.

5. Teachers can receive a beautiful gift (set value 2 yuan) on-site with their teacher’s certificate and postcard. The deadline is September 16th.

6. After receiving the gift, mark the postcard to indicate that the gift has been received.

7. Note: As a result, a teacher will receive several postcards, so it needs to be clearly stated on site: only one postcard can be received.

6. Postcards and gifts

1. Merchant will purchase postage postcards with uniform postage and print blessings on them: ** (merchant) wishes teachers a happy holiday, with this card Students with teacher certificates will receive a gift. Please see the on-site poster for details.

2. Choose postcards that match the theme of Teachers’ Day.

3. The specific quantity is determined by the merchant according to the size of the city and the intensity of promotion.

4. The purpose of setting up gifts is to make the postcards more valuable, and also to encourage teachers to visit merchant stores and create sales opportunities. Therefore, it is best to set up this gift. If the cost is really limited and there is no support from the manufacturer, you can give it up.

7. Publicity

1. On-site posters and banners;

2. News reports

8. Cost

< p> 1. Postage postcard: 1 yuan/piece*2000 pieces=2000 yuan;

2. Teacher’s Day gift: 2 yuan/piece*2000 pieces=4000 yuan; (Because a teacher will receive There are two situations: receiving a few postcards or giving up receiving gifts, so the actual number of gifts does not need to be 2,000, and the specific merchant will determine it himself)

3. Promotional expenses: 1,000 yuan;

4. Total cost: 7,000 yuan.