China has been a country of etiquette since ancient times. We contemporary college students should cultivate good self-cultivation, inherit the fine traditions of the nation and learn the knowledge of public relations etiquette. Now, let's show our grace, release our youth, show our graceful posture, give full play to our intelligence and wisdom, and welcome our bright future …
Two. Activity content
In order to enrich the wonderful extracurricular life of college students in our school, let students learn the knowledge of public relations etiquette together, strengthen the cultivation of personal cultivation quality and temperament, make us more confident in our daily life and social interaction, and shape an image of both internal and external training for future employment!
Three. activity theme
Politely greet the public relations talent competition
4. I-word duration
Preliminary competition; At the end of March, xx.
Rematch; At the beginning of April, xx
Final: mid-April, xx
5. Venue
Rematch: Bubulou 1 1 15
Final: Storm Basketball Court
Six participants
The whole school students
Seven activity processes
Preliminaries: Each department should recommend at least 3 suitable candidates, and the male-female ratio of contestants should be 1: 1.
Conditions: Appearance, manners, expressions, costumes and manners meet the etiquette requirements (boys 170 or more, girls 160 or more).
Rematch: 1. Business attire (opening)
2. Talent show
polite
4. Public relations etiquette
Finally: 1. Campus ballroom dancing
Greet each other politely
3. I show myself
4. Give power to links
Eight preparatory work
1. Distribute leaflets, display big posters and publicize them on the blackboard in the classroom.
2. Set up a stall in the school district to publicize the registration and explain it to the applicants on the spot.
Nine activity scores
The final elimination of players in the form of accumulation of various links is to evaluate and change players more comprehensively.
Ten activity budgets
1 .banner 8 400 yuan
2.8 posters of 200 yuan.
3. Stage background 1 600 yuan.
4. Stage lighting and audio equipment 1000 yuan.
5. The host and the actor teamed up with 200 yuan.
6 Give 300 yuan.
7 Liquidity 500 yuan
Total: 3,200 yuan
Planning Book: Pingxiang College Student Union
March xx 1 day
There are conventional methods to follow in planning public relations activities, but there are also many skills. Seven points for planning and three points for execution. Planning is wisdom, and wisdom is the greatest productive force to promote the progress of human society. Careful and soul-stirring planning needs specific implementation activities to achieve. Below, the author will discuss with colleagues in the planning field some points that need to be grasped in the process of planning and implementing public relations activities.
First, the goal must be quantified.
Public relations activities, especially large public relations activities, often consume a lot of manpower, material resources and financial resources. The cost of listing new products in a central city is generally more than one million yuan. Why invest so much in public relations? In order to meet the communication needs of enterprises, establish brand awareness, recognition and reputation, and let more target consumers buy his products, which is the goal of public relations activities for new products. It is not advisable to spend a lot of money on activities without goals, and it is really not worthwhile to have unclear goals. Some health care products companies want to do holiday public relations activities when they see their peers, demanding larger scale, higher specifications and more manuscripts, but they don't know why they want to do it, what kind of selling points and ideas they want to spread, and they don't set goals. Some enterprises do public relations activities and set many goals, for example, improving visibility and reputation and promoting sales. However, they didn't quantify (the percentage of increasing popularity and reputation, the monetary amount of promoting sales), the direction was vague, and they mistook the purpose for the goal. Goals must be quantified. This is not a hopeful observation, but it is just around the corner. Only by quantifying the target, the planning and implementation of public relations activities can clear the direction and avoid detours.
Second, focus on spreading a selling point.
Public relations activities are a platform for displaying corporate brand image, not a general promotion activity. It is necessary to determine the selling point (theme) of the activity and take the selling point as the basis and main line of planning. Many public relations activities cost a lot of money, and I don't know what it is, so I can't leave a deep impression. Only by refining a distinctive selling point, creating an "eye" of public relations activities and spreading it, can we integrate relevant resources and achieve the objectives of the activities. The selling point here is the most exciting and vivid place in the design of public relations activities. After many years, the plot is mostly forgotten, but it can still be remembered. The planning of public relations activities needs to create such a wonderful climax, which should be designed to be more distinctive, targeted and easy to spread. Of course, the centralized communication of a selling point is not just to spread a message, but to highlight a selling point and improve the effect of the activity by combining the two factors of the activity goal and the target public.
Third, public relations activities are a kind of media.
With the emergence of new public relations tools and technologies such as news media and advertising media, public relations media is undergoing a revolution, and emerging media such as the Internet are applied to public relations activities. As we all know, public relations activity itself is a kind of media, which has many characteristics of mass media. Compared with mass media, its function is that public relations activities have no communication effect before implementation, but once the activities are carried out, they can produce good communication effect. Because public relations activities have the characteristics of paying equal attention to organizational interests and public interests, they have extensive social communication and can attract the participation of the public and the media, and spread through the public and the mass media on the activity platform. When planning and implementing public relations activities, we should equip ourselves with corresponding periodicals, address books and publicity materials to realize the integration of communication resources, which can enhance the value and effect of public relations activities.
Fourth, there is no right to speak without investigation.
Many domestic public relations companies are engaged in public relations activities. Due to the lack of public awareness or limited level of public research, low agency fees, tight time and other reasons, it is common to miss the important work link of public research. Think of a good idea and find a suitable day to engage in public relations activities. I beg to differ. "No investigation, no right to speak". "Know yourself and know yourself, and you will win every battle." . Only by finding out one's own strengths and weaknesses, understanding the public psychology and needs, grasping the market dynamics of competitors, and making comprehensive analysis and prediction, can one develop one's strengths and avoid weaknesses, adjust one's public relations strategy and win the success of public relations activities. Public relations practice shows that the feasibility, budget, public distribution, venue traffic situation, relevant policies and regulations of public relations activities should be investigated in detail, then compared, an analysis report formed, and finally an objective decision made.
Five, comprehensive planning, strict operation.
The most important thing to pay attention to when planning public relations activities is "comprehensiveness" This is because public relations activities only give us a chance to succeed or fail. Public relations activities are not movies and TV series, and cannot be repeated. Every time it's a live broadcast, once the mistake can't be made up, it must not be taken lightly.
Transitive verbs turn crisis into opportunity.
Large public relations activities are uncertain. In order to prevent accidents, public relations personnel should have a strong sense of crisis in the process of planning and implementation, fully predict possible risks and formulate corresponding countermeasures. Only by eliminating all risks can the planning scheme be guaranteed. When an emergency happens, you should improvise, don't worry, don't complain, keep a clear head, be calm, quickly find out the reason and confirm the truth. One of the ways to deal with the negative impact is to apologize to the public in time to prevent it from happening again, to establish an antagonistic relationship between different media, to avoid negative reports, and to deal with the relationship between the media and the public strategically, otherwise it will be difficult to repair; The other way is to turn the crisis into an opportunity, expand the scope of communication with the help of emergencies, spread sincerity with the help of public opinion, win public support, and turn passivity into initiative.
Seven, all-round evaluation
When evaluating public relations activities, we often only evaluate the implementation effect, and the evaluation is not comprehensive enough. The overall effect of public relations activities can only be reflected by evaluating whether the objectives of the activities are correct, whether the selling points are distinct, whether the funds are reasonable, whether the input and output are in direct proportion, whether the public information collection is comprehensive, whether the media combination is scientific, whether the relationship between the public and the media is more consolidated, whether social resources are increased, and whether the satisfaction of all parties is quantified. This all-round evaluation is conducive to the performance evaluation of activities, the responsibility lies with people and more experience, which lays a good foundation for the planning and implementation of public relations activities in the next step.
Eight, use public relations means to solve public relations problems.
There are different misunderstandings about public relations activities in different periods in society, and the misleading guidance of some media has deepened the spread of this misunderstanding. In recent years, there is a new misunderstanding about public relations, which equates public relations activities with promotional activities. In fact, the purpose, emphasis and means of the two are different. The goal of public relations activities is to improve reputation and affinity; The goal of promotional activities is to increase sales and market share. The focus of public relations activities is the public, the media and the government, and the focus of promotional activities is consumers. Enterprises need marketing and public relations functions at the same time, and the two functions cannot be universal. Public relations is social behavior, marketing is economic behavior, public relations activities pay attention to the public, and promotional activities pay attention to consumers. There is a great difference between public relations and the market, and marketing means are not suitable for solving public relations problems. There are many people in public relations activities, and consumers are just one kind of the public. Different people use different means of public relations. Therefore, we should get out of the misunderstanding that "public relations activities are sales promotion" and solve public relations problems by means of public relations.
In a word, I personally think that the planning and execution of public relations activities need a lot of experience. As long as we constantly sum up experience and apply it to practice, we will certainly be able to plan and implement more influential and successful public relations activities.
Public relations activity planning Part III I Introduction
Coca-Cola is the world's number one carbonated beverage and one of the most famous beverages in the world. It has a market share as high as 48% and a high brand awareness in the world. The taste of Coca-Cola is a bit domineering, which is in line with the taste of the younger generation. Coke brand is a household name, which is also a symbol of youth and fashion. Coca-Cola occupies a large market share in colleges and universities, but there are still a few people who have never been exposed to Coca-Cola, which shows that Coca-Cola still has some room for development in this area. College students like excitement, advocate fashion, pursue individuality and taste, and have strong brand awareness. Coca-Cola is a carbonated beverage, which conforms to the consumption concept of this kind of consumer groups.
The object of this activity is students in guizhou minzu university, aged between 2 and 25. Coca-Cola's publicity is strong and covers a wide range, and all kinds of media are involved, mainly TV advertisements and online advertisements, which greatly enhance the brand awareness and influence of enterprises. With the development of science and technology, the influence of radio advertisements has declined year by year in recent years. Therefore, it is necessary to plan the public-private relationship in schools to further enhance the brand image of Coca-Cola among students.
Second, the purpose and significance
The purpose of this activity is to make Coca-Cola establish a good image in guizhou minzu university, timely, accurately and effectively transmit the relevant information of the enterprise to guizhou minzu university, and create a good public opinion atmosphere for the enterprise to establish a good image. Improve the visibility and reputation of enterprises.
Third, the activity arrangement planning
1, time: 1 1.2, 1. 1.25 Location: guizhou minzu university Small Playground 2. Theme: Coke Life 3. Activities and publicity methods.
1 > advertising:
Advertising in Guiyang market should have a clear advertising strategy, and an important strategic goal is to establish and maintain the brand of products and enterprises. The advertising appeal point in the university market should be targeted, mainly depending on the consumption habits and purchase behavior of college students.
At the same time, we should pay attention to the flexibility and particularity of advertising media in colleges and universities. In Guiyang market, there are not only traditional media (such as Global Times, Times Weekly and University Weekly) with high students' reading rate, but also special media tools, such as campus posters, leaflets and online dating platforms.
2 > public relations: (1) aid activities
(1) activity purpose: mainly to build trust and improve brand reputation (2) activity scope: all teachers and students in guizhou minzu university (3) activity time: 1 1-25 to 1 1-3.
(IV) Participation requirements: This activity mainly encourages students to make progress in the form of scholarships, so the top five students can get the 5 yuan Scholarship provided by Coca-Cola Company as encouragement.
(5) Event leaders: Ling Qiong and Jiang Enzhong.
(2) Entrepreneur lecture
(1) Activity purpose: to publicize corporate culture and corporate philosophy and enhance harmony, identity and affinity.
(II) Venue: Central Classroom of Building 15 (III) Activity Time: 2 pm on May 26th, XX.
Invited guests: Yu Yeping (Professor of guizhou minzu university Business School) (5) Lecture topic: Public relations-the magic weapon of success.
(3) Enterprises sponsor student association activities.
(1) activity purpose: to improve the reputation and sense of identity of the enterprise; (2) activity scope: there are registered regular student organizations in the whole school; (3) activity time: xx- 1 1-2; (4) activity place: guizhou minzu university small playground.
(5) Participating enterprises: Guiyang Oriental Technology Company, Guizhou Development Company, Guizhou Xunjie Mobile Company and Guiyang Humanities Education Center. Amount of sponsorship: each company will provide financial support for activities in each community.
(4) Organize enterprises to visit and practice on the spot.
(1) Purpose of the activity: Through the field visit and practice, students can gain perceptual knowledge, broaden their horizons, increase the intimacy between students and enterprises, narrow the gap between students and enterprises, and further understand the importance of public relations. (2) Object of the activity: 3 students selected by the school.
(III) Activity address: Guiyang Oriental Technology Company (IV) Activity time: afternoon 1 1-27.
Four. budget
Total expenses of this activity: 2 1 yuan, including activity 1: 5, activity 2: 4, activity 3: 1 and activity 4: xx.
Evaluation and prospect of verb (abbreviation of verb)
This activity is open to the whole school and invites friends, neighbors and the media to participate. It covers a wide range. The activities focus on the student campus, and the series of activities will definitely benefit all parties.
For the school: through various forms of activities, the concept and concept of public relations are spread among students, so that students can better reflect the economic connotation and foreign-related connotation; It enriches the campus culture and injects fresh air into the campus. If a seminar and practice base can be established, it will greatly promote the research on the relationship between the government and the public and accelerate the socialization process of Chinese students. For sponsors: upgrading the brand; It carried forward the tradition of caring education, enhanced its reputation and popularity, and won the hearts of the people. The total amount of activities is 2 1 yuan, which deeply affects many teachers and students and has low cost. It will be able to close the relationship between teachers and students in departments with more management courses, and form a good public opinion atmosphere for widely promoting the Coca-Cola brand among teachers, students and society. For students, they have increased their knowledge, cultivated their sentiments, deepened their understanding of public relations and gained spiritual enjoyment. Some credits exercise their talents and give them material rewards, which can be described as a double harvest. It will also have positive significance for improving employment competitiveness.
Public relations activity planning Article 4 I. Theme of the activity
Ten thousand college students and xx toothpaste are at your service. Description: the theme should be concise and easy to be understood and remembered by the public. This activity will connect the college students who are known as "favored by heaven" with the high-tech product "×× toothpaste".
Reflect the quality and taste of ×× toothpaste.
Second, the activity objectives
Through college students' publicity and on-site service, publicity will be carried out in cities all over the country to popularize and improve the popularity of XX toothpaste and enhance consumers' understanding of the brand, characteristics, functions and prices of XX toothpaste; And through the follow-up public relations activities, the establishment of XX company.
Respect science, care about the health of young students, actively serve the corporate image of society, and improve the reputation of XX Company.
Description: The activity goal should be consistent with the overall goal of the enterprise and reflect the specific characteristics of an activity. In short, the activity goal should be the concrete embodiment of the overall goal of the enterprise in an activity.
Third, comprehensive analysis.
(1) Enterprise profile (omitted)
(2) Product introduction
×× toothpaste is an all-natural biological toothpaste, which is rich in natural bioactive substances such as silk peptide and epidermal growth factor (this discovery won the Nobel Prize in Physiology and Medicine in 1986). It can be directly absorbed by oral mucosa and promote cell metabolism.
It integrates three functions of tooth cleaning, treatment and nutrition, and has the effect of medicinal toothpaste without side effects.
(3) Market analysis
At present, the annual output of XXX toothpaste is 8 million, of which XXX market accounts for 32% of the total sales: XXX company has set up sales outlets in 70 large and medium-sized cities such as XXX.
Consumer analysis
Xx toothpaste is the third generation product, and its price is about twice that of other toothpastes. The potential consumers are mainly urban residents with higher income and education.
Note: The comprehensive analysis can be omitted from the planning book of a single activity, but the planner must have a deeper understanding of the above four aspects: enterprise, product, market and consumer, otherwise the planning will be unrealistic.
Fourth, the basic activity procedures
(1) Choose April 16, 20xx as "Toothpaste Direct Selling Day", and carry out this activity in ten major cities such as xx on that day.
(About 20xx, send someone to contact the universities in the above ten cities, and each school has 700 ~ 1300 college students to participate in direct sales activities; Among them, XX and other qualified cities organize 200 ~ 300 college students to open in vain at the same time.
Publicity team. Every city has a team.
(3) At 9: 00 on April 16, 20xx, college students from all cities took a "downtown tour" along the proposed route, and distributed ×× toothpaste publicity materials to the citizens along the way; At the same time, college students who participate in direct selling activities will go into thousands of households for publicity and direct selling activities.
(4) Within one month after the direct selling activities, XX Company will hold a music evening in XX University and give away 500 public relations books.
Verb (abbreviation of verb) communication and communication scheme
(a) the day before the event, in the city's xx newspaper and the city's xx newspaper weekend edition advertising.
(2) Contact XXX TV station, XXX newspaper and other media in advance, and strive to start reporting news one after another afterwards.
(3) Promote the basic characteristics of xx toothpaste to consumers through publicity and college students' direct sales, and distribute leaflets.
(4) Hundreds of students taking the course of public relations theory and practice in XX University wrote the case analysis of this activity and sent it to the media such as XX Public Relations Newspaper and XX Public Relations Herald.
Description: This plan includes two ways: oral communication between the media and direct sellers to promote XX toothpaste and this direct marketing public relations activity.
Intransitive verb budget
(1) printed 654.38 million copies of publicity materials and produced 500 publicity ribbons, about 2,000 yuan.
(2) The newspaper advertising fee and media coverage arrangement fee in the activity budget is 4,000 yuan.
(3) 65,438+00 Travel expenses of sales activity supervisor and assistant, calculated by 90 yuan/person, ***900 yuan.
(4) Labor cost for college students to publicize the motorcade: about 500 motorcyclists in cities such as * * *, 10 yuan/person, * * * 5,000 yuan.
(5) Music evening and book donation activities: a concert in 300 yuan, 500 public relations books in 400 yuan and * * * in 700 yuan.
Seven. Budget effect
All activities cost 1 10,000 to 6.5438+0.2 million yuan. If the activities can be arranged properly and achieve the expected goals, the effect will definitely be greater than the effect brought by using this part of funds for simple advertising.