What is public relations planning copywriting?
Public relations copywriting, also known as "public relations special plan" or "public relations special proposal", is one of the most commonly used copywriting in public relations practice, and it is also the key assessment content of "intermediate skills" in the national unified professional qualification appraisal of office workers.
Elements of public relations planning copy
I. Title
File title:
Company name+reason+language.
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I. Title
Model essay 1:
National health is healthy every day.
? "XX Cup" Family Fitness TV Grand Prix Activity Plan Book
Model essay 2:
XX brand marketing activity plan of XX Co., Ltd.
Second, the activity background analysis
The planning, organization and implementation of any special public relations activities organized by social organizations are not without reason. As the organizer (or funder) of the event, it has its specific background and needs to launch special public relations activities at a specific time and place. A planning copy, only on the basis of full investigation and study, first clarifies this background and demand, can lead to the specific planning content (scheme) behind, and can also explain the urgency and significance of holding this event. Without this analysis of the background of the activity, the planning content (scheme) of the activity becomes inexplicable to a certain extent, which makes people feel at a loss.
Second, the activity background analysis
There is no fixed routine in the writing of activity background analysis, which depends on the different nature of the activity. For example, the planning book of a public welfare public relations special session is different from that of a brand promotion public relations special session. The former emphasizes social hotspots and public needs, while the latter focuses on market competition and enterprise expansion needs. But generally speaking, the background analysis of this activity is inseparable from two parts: First, the needs of society, the public and the market. Second, the organization's own development needs. It's just that different activities have different emphases.
Second, the activity background analysis
Model essay 3:
Activity background
1998 is the third anniversary of the promulgation of the Sports Law of the People's Republic of China and the Outline of the National Fitness Program, and it is also the first year after the restructuring of Shanghai XX Co., Ltd. As a high-tech enterprise engaged in health, Shanghai XX Co., Ltd. has been promoting and advocating the concept of scientific fitness, and has always taken improving the health level and quality of life of consumers as its goal. The company's leadership believes that the scientific research, production, management and marketing systems are constantly innovating, so
While expanding the market, we need to make further efforts in corporate image building, constantly enhance the visibility and reputation of the company and brand in the public, and ensure the sustainable development of the company.
It is in this specific background that the company plans to hold a city-wide family fitness grand prix in cooperation with relevant units.
Second, the activity background analysis
Model essay 4:
Activity background
In 20 10, 50 million mobile phone users will be added in China, and the models of the original users will be updated year by year, and will break through in the next few years.
It is precisely because of the broad prospects of China's mobile phone market that this market has become a battleground for many Chinese and foreign telecom enterprises. In the next few years, the competition in the mobile phone market in China will be more intense. Whoever has the right strategy and takes the lead will gradually win the market.
XX Mobile Subscriber Machine Co., Ltd. plans to launch XX brand cheap mobile phones from June 20 10, which is a strategic action to compete for greater market share and supplement the original XX brand mobile phones. However, it is undeniable that, as a new member of the mobile phone family, the popularity of XX brand mobile phone is still quite low compared with the existing mobile phone brands, and it has not been understood by consumers, and it is still far from word of mouth and trust. This makes the marketing work of XX brand mobile phone need more investment and better operation.
To this end, it is planned to organize and implement the following series of public relations activities.
Second, the activity background analysis
It should be pointed out that:
This part of many people's content looks very confusing and even incomprehensible. Aside from the reasons of writing skills, the key problem is that we can't grasp the background analysis of the above two aspects well, and we don't care much about the social and market situation at ordinary times. Even assuming that the relevant content of social or market conditions has not come, it has to be scribbled.
For example, in the background analysis of the planning copy of an environmental public relations activity, some people talk about the "significance" of environmental protection in general, but never mention the background why a social organization actively participates in this activity; In the background analysis of a public relations activity planning copy, someone simply wrote a sentence: "People only know that XX products are indispensable in daily life, but many people don't know XX brand." Focus only on one aspect of the content, express it in a straightforward and simple way, and make people smile.
Third, the planning scheme
Model essay 5:
The purpose of the activity-
Publicize the "Sports Law of the People's Republic of China" and "Outline of the National Fitness Program" to promote the national fitness campaign, and at the same time reflect the company's social responsibility, further improve the visibility and reputation of the company and brand in the public, and ensure the company's sustainable development.
Model essay 6:
The purpose of the activity-
(1) Vigorously publicize and promote the new generation products of XX Company, attracting attention and attention.
② Carefully create and launch a brand-new image of XX company, so that the good corporate image of XX company will be more deeply rooted in people's hearts with high-tech products and win the strong support of relevant government departments and news media.
(3) Through the extensive coverage of news media, let the general public know more about XX Company and the great work it has done in recent years, so as to enjoy the convenience brought by the company's new generation of products.
The location of special public relations activities should also be clearly defined in the planning copy. For an activity with concentrated time and content, it is easier to understand, just state a place. Such as "Shanghai Bund Chen Yi Square" and "Beijing XX Hotel X Building XX Hall".
If this activity spans a long time and is planned to be held in a different place, it is a little more complicated to handle.
The standard is written as follows: list different places in different stages of the activity, and highlight the specific place of the activity at the most critical stage, so that people can see at a glance.
Second, the activities are too thin, such as just a speech, an intelligence contest, a community-wide sports competition and so on. At best, these activities can only be regarded as a small-scale special event, not a large-scale public relations special event, and they do not meet the requirements of the topic.
Four. project implementation
Four. project implementation
1, measures to realize the activity plan
The so-called "measures to realize the activity plan" refers to the work that the activity organizers (investors) and specific organizers must do and the relevant measures that should be taken to ensure the smooth implementation of this activity plan.
For some small-scale theme activities, this problem may be relatively simple. But for a large-scale special event, there is a lot of work to be done in this regard. For example, in order to increase the appeal and authority of such large-scale activities, event funding agencies often invite relevant government departments and important news media as organizers. This is an important measure to ensure the smooth implementation of the programme of activities. Which departments and units should be invited to co-host * * *, and put forward suggestions and explanations in the planning copy.
Secondly, it is also a key link to ensure the smooth implementation of the plan to fulfill the examination and approval procedures with the relevant competent departments. Which department to report to and when to complete it also need to be explained in the planning copy. In addition, such as the composition of relevant institutions, the preparation of the event and the training of relevant personnel, the arrangement of security matters at the event site, the formulation and implementation of the emergency plan for the event, etc. , should be interpreted as part of the large-scale event planning book.
Four. project implementation
Model essay 10:
Measures to realize the programme of activities
1. Contact the Sports Commission of XX Municipal Government and the Women's Federation of XX City, and invite them to be the organizers of this event, and invite the Sports Commission of each district and county government and the Women's Federation to be the co-organizers of this event.
2. After consultation with the organizer, the activity plan will be submitted to the relevant departments of the municipal government for approval.
3. Set up an event organizing committee as soon as possible, and invite XXX, director of the Municipal Sports Commission, as the director of the organizing committee, who will come forward to hold the first meeting of the organizing committee to discuss related work.
4. Contact the management committee of XX Plaza to lease the site and provide on-site security.
5. Set up a news center for this event and uniformly implement the news release of this event.
?
Four. project implementation
Four. project implementation
(1) news media communication
That is, news and related reports about activities are released through the news media. This mode of communication has the advantages of low investment, good publicity effect and the most ideal. Therefore, when planning large-scale public relations special events, we must consider the "news eye" of its propaganda and formulate the communication plan of the news media accordingly. The contents of the plan include:
First, organize news reports in several stages;
B, in what form to organize news reports;
C which news media should be invited to report.
Four. project implementation
The following model essay is a news communication plan for a large-scale event in Shanghai.
Model essay 1 1:
The communication strategy of news media—
1, pre-publicity
Starting from two months before the event is officially held, news and interviews about the upcoming event will be published in relevant newspapers and periodicals in Shanghai and the central government, and the preliminary publicity (publicity) work of the event will be carried out.
Media selection: People's Daily, China Daily, Jiefang Daily, etc.
2. Mid-term publicity
Hold a press conference the day before the event, introduce the relevant information of the event to the invited reporters of major news media, provide the latest information of the event, and invite them to participate in the event held the next day, so that their news media can publish (broadcast) the news of the event in time and form a wide range of public opinion effects.
Media selection: Xinhua News Agency Shanghai Branch, People's Daily, Economic Daily, Jiang Shen Service Herald, Shanghai English Star, Oriental TV Station, etc.
3. Post-publicity
Within one month after the incident, several newspapers in Shanghai and the central government published articles on "news summary" and "news observation" to comment on the incident, so as to further expand the influence of the incident.
Media selection: China Business Times, Jiefang Daily, Shanghai Economic News, etc.
Four. project implementation
(2) Advertising media communication
In other words, information about activities is spread through advertisements. Large-scale public relations special event
Generally speaking, advertising media communication often constitutes an important part of its communication strategy, and it is the supplement and strengthening of news reports. Because of the high cost of advertising, the amount of advertising investment and the combination of forms are all planned and suggested in the part of planning copywriting.
Model essay 12:
Advertising media communication strategy—
1, mass media advertisement
Within one week before the start of the event, banner advertisements will be published in XX Daily and XX Evening News, and the time, place, organizer and related contents of the event will be widely announced.
2. Outdoor advertising
A there are 15 publicity banners and 40 banners around the event site, lasting for 10 days (counting from 8 days before the event):
B, release 60 subway light box advertisements at XX, XX, XX stations for 20 days (from 15 days before the event).
Four. project implementation
(3) other media communication
That is, disseminate information about activities through leaflets or brochures. This is a supplementary means of information dissemination in large-scale public relations special events, but because it is directional communication, it can often achieve better practical results.
Four. project implementation
3. A brief description of the site layout
The site layout of large-scale public relations special events is a job that requires high creativity and professional skills. Generally, its specific design scheme needs to be written separately with special design renderings. However, in the event planning copy, it can often be listed as an element, and several principled opinions and ideas can be drawn up to give customers or competent leaders a general impression when reviewing the copy.
Lack of practical experience in organizing large-scale activities: "Banners are hung on the rostrum; There are several colorful flags beside the podium, which gives people the impression that it is not the scene of large-scale public relations activities, but the venue of a production team in rural areas.
Tip: It is not difficult to understand some basic rules by observing and pondering the scene layout of activities (such as parties) that are often broadcast on TV.
Four. project implementation
2. The main venue and three sub-venues are equipped with large multimedia projectors and simultaneous translation equipment, and TV walls are set on both sides of the main venue to synchronously map the meeting scenes, reflecting the forward-looking nature of the meeting.
3. In the lobby of the conference center, a large LCD screen is set up to spread the relevant information of the conference in a rolling way, so that people who rest in the lobby can know the meeting in time and expand the audience.
4. On both sides of the lobby of the conference center, it is suggested to set up special exhibition corridors, which should be carefully designed and arranged to fully display the latest network technology achievements of conference organizers, important partners and conference support units, and to configure multiple computers for circular demonstration and automatic retrieval to facilitate delegates to obtain relevant information.
Verb (abbreviation for verb) activity budget
Verb (abbreviation for verb) activity budget
Question 2: I don't know all kinds of expenses, such as the rent of the venue and the decoration of the venue.
"How can you use up so much money?" Under questioning, they admitted that in their budget, the rental fee of the venue (school conference room or auditorium) was extremely high, and the staff was only 5,000 yuan; The site layout fee is boldly set at 10000 yuan;
Verb (abbreviation for verb) activity budget
(6) security costs;
(7) Transportation expenses;
(eight) catering and entertainment expenses;
(9) Various labor costs;
(10) moving expenses.
In addition, if this activity is undertaken by a professional company, professional service fees and a certain percentage of taxes will be added.
Verb (abbreviation for verb) activity budget
Effect prediction of intransitive verbs
It should be pointed out that this part of the content, because it is only a prediction before the implementation of the activity, naturally leaves a certain imagination space for the writer, so it is not necessary to be too conservative and rigid to deal with it. Because the reason is simple: if it is predicted that this large-scale public relations special event will not achieve much effect, what is the need to put it into practice? Which client or supervisor will approve such a public relations activity plan?
But on the other hand, don't exaggerate the actual effect of the activity at will, but predict that its effect will be "a household name in the city and cause a great sensation". I am also very encouraged to hear it. Think about it. Is it possible? What's more, this kind of effect prediction will also constitute the test standard for the success of the activity. Arbitrarily exaggerating the expected effect of the activity is equivalent to adding a lot of difficulties to the realization of the activity goal, or even impossible to achieve. This undoubtedly set a trap for yourself.
Activity evaluation criteria
Fan Wen 9:
Effect prediction—
Given that this activity is closely related to social hotspots, as long as it is properly organized and measures are implemented, it will attract widespread attention from the public and the news media. It is estimated that the actual number of participants in the event will reach more than 10000, and more than 30 news articles will be published. Together with other channels, its coverage is expected to reach more than 1/3 of the city's population. At the same time, this activity will promote the economic and cultural construction in this area, and win the praise of the competent government departments and people from all walks of life, thus helping XX Company as the organizer of the activity, enhancing its good relationship with relevant parties and effectively enhancing its popularity and reputation.
Model essay 14:
Activity evaluation criteria-
(1) The actual number of participants in the activity is not less than 2,000.
(2) Media reports on related activities shall not be less than 30 times.
(3) Activity information coverage: 65438+ 0/4 of the local population.
(4) There is no obvious error in the live execution of the activity.
(5) Strictly control the use of funds for activities within the budget.
(6) After the event, the company's popularity increased by 20%.
(7) After the activity, the company's reputation was improved 10%.
Seven. Signature and date
Planning copywriting should have
Training: writing a public relations activity plan.