News plan for large events

The general large-scale activities require news exposure and expand the popularity, which will stimulate more chain reactions, which is why there are always a lot of reporters and cameras in the large-scale activities of the test station, so that the atmosphere can be set off!

However, the news planning of large-scale events is indeed the most basic and most important thing. Without planning, it can only be bumped like a headless fly. This is not right. General large-scale events have news planning books .

Content outline:
1. Definition of large-scale activities
2. Characteristics of large-scale events
3. Definition of news planning
4. News planning practice for large-scale events · Serious and comprehensive research · Storm planning · Effective implementation · Summary and evaluation
5. Media communication and media relations are the key to the success of news planning. Media communication · Correct handling of relations with the mass media
6, case analysis

Speaking of it, news planning has long existed, and I am afraid it will be a long time before the history of advertising. But it has always belonged to the category of public relations. The American Marketing Association, which was established in 1937, is probably not expected: "market marketing mix", "brand marketing", "integrated marketing"... news planning of the dead wood, and the separation trend is in "brand marketing" and "integration" After marketing, they put public relations, advertising, ci, promotion, direct marketing, and news planning into their own businesses. At this point, "news planning" and "public relations" gradually separated and stood on the same level. In China, news planning is commonly known as “news hype”, and news planners can be described as widespread. It can be said that there are as many news plans as there are in China.

In recent years, China's news planning and public relations industry have achieved unprecedented development, ushered in the best opportunity to create many opportunities for the news public relations industry, the successful bid for the Beijing Olympic Games, the bid for the Shanghai World Expo, the bid for the international public relations conference and preparations. And holding; China-Africa Forum, Fortune Forum, Shanghai Cooperation Organization Forum, Sino-French Cultural Year, Sino-Russian joint military exercise. In the past two years, a series of crisis events in China, such as the public opinion orientation and event control of SARS outbreaks, product credit crisis in large enterprises, and large-scale vicious incidents in local governments, have created a group of practical experience. Public relations master. Therefore, news planning and public relations have played an active role in lubrication.

With the economic and social development of China and the reform of the economic system, especially since the 16th National Congress of the Communist Party of China, China’s openness, transparency, and informatization of government work, especially since XX, have implemented a spokesperson system throughout the country. Public opinion supervision further legal support, the reform and promotion of advertising media, news publishing, radio, film and television, cultural industry, clear the development of culture, news, public relations industry, refine the industrial structure, Cui Sheng such as large-scale activities, New industries such as conference exhibitions and cultural exchanges. The launch of large-scale activities has gradually become a public relations means for government agencies, social organizations, and large and medium-sized enterprises to display results, improve their image, and shape their brands. Large events and news communication always come along. The more large-scale events, the more important the importance of news dissemination. For example, in the bidding and preparation for the 29th Olympic Games, China and Beijing have made great efforts to set up a publicity department, the Communist Party members maintain advanced education activities, and the top ten outstanding young people in China are selected by the organizers to coordinate relevant government departments. A special propaganda and leading organization and working organization have been set up to carry out communication work with high quality and high efficiency, and to create a public opinion environment for the large-scale activities served.

Effectively planning and implementing large-scale events, the correct and efficient implementation of large-scale event news planning is very important, because the large-scale activities themselves are a good medium of communication, a process of communication with a clear purpose of planning, and only really do a good job. News planning in large-scale events can be regarded as a successful large-scale event, which will help us to improve the organization of large-scale events.

Any work in news planning will involve all aspects of media communication and media relations. Only by fully recognizing the importance of mass communication in large-scale activities and implementing it in the work of news planning can we ensure the successful implementation of large-scale activities. According to my work experience, the author makes a brief description of the news planning of large-scale events:

I. Definition of large-scale activities

A large-scale event is a social coordination activity with a purposeful, planned, and step-by-step organization of many people. The definition mainly includes the following three important concepts:

First, a clear purpose. Large-scale activities often consume a lot of resources, including human, material and financial resources. Whether it is a large-scale event organized by a company, or an Olympic Games organized by governments around the world, social organizations hold public welfare activities, and brand activities held by popular organizations have clear objectives. Activities without a clear purpose cannot be a major event.

Second, there must be planning. Everything is forewarned. We should have plans for everything we do, large events are no exception, and we need more careful planning, including planning, event site execution planning, communication planning, organizational planning, and emergency planning. .

Third, the number of participants is large and the degree of socialization is high. Since it is a large-scale event, there should be a large number of people involved, but the more the number of participants, the more large-scale activities. The author believes that large-scale activities should be highly socialized, and the community is more involved and more extensive. For example, the Olympic Games will allow athletes from all over the world to participate in and protect the mother river, and the number of participants will reach tens of millions. The number of participants in the national youth online law fair will reach millions of people. Such activities are highly engaged and the number of participants is high. High social level.

Fourth, ensure fullness. The premise of any activity is to carry out in a safe situation, and activities with potential safety hazards cannot be carried out. If the organizers themselves do not find hidden dangers and solve them, the relevant government departments will find that they will stop the activities, if one In the large-scale activities, failure to carry out safe and orderly development will result in serious accidents. Nowadays, the examination and approval of large-scale activities in Beijing and other places is becoming more and more strict, fully embodying the people-oriented scientific development concept and reflecting the responsible attitude towards the safety of people's lives and property.

Second, the characteristics of large-scale activities

1, must have a clear purpose. It is not a general purpose, but rather an objective established around the organization's organizational image strategy and recent public relations goals. The purpose of the activity should stand on the standpoint of the customer group and the society. It is not only based on the position of one of our enterprises or organizations. Only the large-scale activities carried out in this way can be transmitted and can attract the attention of the society. Such as: the development of large-scale exhibitions, cultural festivals, sports events, corporate listings, new product listings, public welfare activities.

2. Extensive social communication. The large-scale event itself is a media, and its role is like a mass media. However, this media does not spread before large-scale events are organized. Once this activity is carried out, it will produce good communication effects. It should be noted that the activity itself attracts the participation of the public and the media. Therefore, the information of large-scale events is transmitted through the media or through the public. This is a very important feature that we must consider in the planning of large-scale events.

3. Strict operation. In the process of organizing large-scale events, we have only one chance to succeed and fail. Because large-scale events are different from film, TV, film, TV, and can shoot three or four groups of cameras, and then re-editing, but each time a large-scale event is planned to be broadcast live, once the mistakes can not make up. We have a profound lesson in this regard. In some cases, there were many casualties caused by large-scale events. In the Spring Festival of XX, a serious treading accident occurred in Beijing Miyun Rainbow Park, which led to the death of dozens of people. The leaders, planners, organizers and related personnel of this activity were thus dismissed to sentencing. Therefore, the careful planning and implementation of large-scale events must not be taken lightly. This is also the place where the details are held in the current event. The details can be grasped to determine the success of the large event.

4. High investment. A large-scale event often requires a lot of money and expenses, and it is absolutely impossible to make a lot of activities with very little money. We can promote the spirit of a copper plate into two or even multiple flowers, but high investment is the most basic feature. If it is not a special need, generally do not use the means of large-scale activities.

Third, the definition of news planning

News planning is also part of the planning school. What is planning? Chen Fang, a well-known domestic planner, defines planning as: in order to achieve specific goals, propose novel ideas, namely ideas, and pay attention to operational information, so as to formulate the thinking and creative implementation process of the specific implementation plan. Planning is what kind of planning for a certain thing, a certain project, and then there are plans, organized comprehensive implementation and safe operation.

Regardless of the above two definitions, but the author believes that planning, he should include the following characteristics:

The first is planning. Planning is a pre-planning activity for something or a project.

The second is forward-looking. Planning for a forward-looking grasp of something, a project, it focuses on the future, not the present.

The third is creative. Planning is creative and inspirational. From this perspective, planning is an art.

The fourth is comprehensive. What planning is a systematic project, including preliminary investigation and analysis, drafting of planning books , execution control and inspection feedback. News planning has the characteristics of news reporting, that is, they are all reporting on recent objective facts, all in line with the law of the news, paying attention to the value of news, conforming to the principles of communication, requiring the participation of journalists and disseminating through the media. .

However, news planning is different from general planning. It relies on the news media, coordinates the relationship between the government, groups, relevant institutions and other public organizations, abides by the laws of the news, stands at the height of integrated marketing, integrates the superior resources of the enterprise, and gains momentum through Taking advantage of the potential and creating a system of projects, we will establish a corporate and product image, guide and create consumer demand, and create a good external environment for enterprises. It is a marketing communication tool, like advertising, promotion, public relations, and personnel sales.

Fourth, news planning practice

Characteristics of news planning in large-scale events

News planning for large-scale events has different characteristics from daily news planning and planning news. For example, media news planning is generally for planning news, for event news or large-scale events that will occur, organizing editorial reporters to make horizontal and vertical reports on this news through topic selection, character interviews, and deep excavation, and finally reach To attract readers, especially the target audience, such planning generally does not emphasize economic benefits. Corporate news planning, in fact, is also planning corporate news, mainly because the corporate public relations department according to the instructions of the enterprise decision-makers, or their own team to find the company's recent marketing goals or focus on social events, the corporate public relations department organizes the news media's ins and outs of the event, Or a focus for news reporting, the main purpose is to establish the image of the company, overcome the corporate crisis, etc. The direct purpose of such news planning is not for sales and direct economic benefits, but it is still promoted from the perspective of its own company, so The main body of such corporate news planning is the news media, and the enterprise is only an intermediary. Positive reporting of such events generally does not have a major impact unless the news event is particularly significant, such as the acquisition of the ibm personal computer business, which has had a huge impact throughout the world. Responsible events, lawsuits, and crisis events of corporate news, the media often make large-scale reports and do not hesitate to track and report on the layout and time.

News planning for large events has similarities with other news planning, and the starting point is not directly economic. However, news planning for large-scale events has several obvious characteristics, such as purpose, cutting-edge, artistic, and investment. Therefore, news planning for large-scale events is itself a large-scale event, and such activities are generally social activities. The starting point and the foothold of this kind of activity are maximized in the public interest. Communication is social. The content and methods of communication are artistic. It is the news extracted from the background of events and times. Strong communication and forwarding are more likely to be concerned and involved by the public, so he is different from other news planning. Large-scale activities are social activities and sometimes government-type activities. No matter which one is supported by government departments, government leaders, industry organizations, associations, media, etc., it is a superior resource for integrating society and enterprises. In a period of time, focusing on energy, manpower, material resources, financial resources, and large-scale activities carried out according to marketing objectives, news planning is carried out under such a background, so the news planning of large-scale events has the above-mentioned several obvious characteristics.

Specific steps for large-scale event news planning

1. The first step of news planning: investigation and analysis and several factors that need to be considered

"No investigation, no right to speak". Like all planning, news planning emphasizes the first step and studies its feasibility. It is an important part of guiding us to do planning. The news survey is the starting point for the operation of news planning. Its purpose is to provide a detailed understanding of the market, products, enterprises, the general public, the economic environment of the giants, the marketing environment, the media situation and the public opinion environment, and provide the most direct basis for news planning activities. According to certain goals, judge and screen the contents of the survey, and summarize some viewpoints and laws that can be used as a guide for the direction and strategy of news planning. The content includes marketing environment analysis, giant economic policy analysis, media and public opinion-oriented analysis. The main methods of doing research at present are: random sampling method; survey access method; literature data method.

A large-scale event with a sensational effect is often formed by gradually diverging thinking and amplifying from an inconspicuous creative point. These creative points are mainly from the copywriting and the whole storm planning meeting involved in project planning, and sometimes from the media reporters, the extension of industry information. In their contact with the public or other consumers, they learn the latest market demand signals, and then feedback to the project team in a timely manner, then sort out these signals, conduct preliminary screening, and then submit the alternatives to the department leader for review. After passing through, return to the planning department for refinement, and finally form a complete executable planning text.

The criteria for selecting ideas include the operability analysis, economic benefits and social benefit analysis of the activities. The three must be balanced to ensure the actual meaning and success coefficient of the activities. Some creative ideas may be very innovative, and they can bring a lot of economic and social benefits. However, the operation is too difficult, too much manpower is needed, the timing may be immature, and the resources of the organization and related organizations may be different. Too many objective factors, such as too far, have to endure pain and love.

2. The second step of news planning: news planning

"Everything is pre-established, not pre-emptive", "there is innovation to develop." It means that we must have plans for doing things, and we must have innovations in planning, especially in today's competitive internationalization and white-hot. We are all in enterprises, local governments, state organs, and only innovating us. The cause will progress and the enterprise will develop. This is especially true for news planning. It is necessary not only to have a thorough master plan, implementation plan, but also to have innovative, creative, and first-generation new ideas to have successful news planning, because the characteristics of news planning are rich in communication, no Innovative news planning will not have good communication, and it is not true news planning. Therefore, we have higher requirements for our planners.

News planning is the core of the entire news planning operation. The purpose is to make strategic decisions on news planning and operation based on news investigation and analysis, and to formulate specific news operation plans. The main contents include news planning target decision, corporate image positioning, news background, news. Themes, media communication plans, implementation methods, implementation time, and methods for measuring news effects are usually presented in the “News Plan” and “News Plan”.

Several principles of news planning:
·Social principles ·Scientific principles ·Practical principles ·The principle of combining innovation and operability

A few key points of news planning attention:
·Based on sufficient investigation as the basis for planning, refining the theme, implementing the operation design, and performing the necessary approval work program

News planning schedules - the impact of factors such as background, people and weather.

Large-scale event planning should be an implementation plan with a certain amount of flexible space, that is to say, it has certain flexibility in execution, rather than being too rigidly bound to the text. Because each activity can be objectively affected by the influence of the background of the times, changes in personnel, changes in the weather, and other sudden factors such as man-made or force majeure, so it must be considered at the beginning of planning. , reserve a certain choice space for activity execution.

The spread of news planning - a phased offensive.

After the initial draft has been determined in the preliminary draft, you should immediately consider refining and advertising ideas for the event. At this stage, in addition to the fact that creativity is undoubtedly important, the launch of its pre-media communication is also a link worthy of attention. The advertising of one event includes four stages of preheating, boiling and heat preservation. The preheating period is mainly paved with news, supplemented by hard advertising. The author believes that most news planning should be launched online in the early stage of news promotion. Publicity position; in addition to the promotion of the news on the event site and the promotion behind the news, if there are conditions, the density of hard advertisements can be increased; during the heat preservation period, follow-up news reports will provide an overall review and comment on the event. .

3. The third step of news planning: specific implementation and detailed implementation.

The third step of the specific implementation of news planning is the foothold of large-scale events. He is the concrete embodiment of all the plans put into action. Prior to taking effective action, practitioners must consider important factors such as timing, surroundings, geographic conditions, target audience, and participants.

The news planning case is the baton, the action program. This means that as long as our plan is finalized, it is the highest leadership of each of our project members. We should abide by the implementation of the plan. The author emphasizes creative execution, thorough execution, and collaborative execution.

The implementation of the news refers to the writing of specific news articles and dissemination to the media in various forms according to the planning and planning cases. This is a process of turning ideas into reality.

1 The judgment and analysis of the creative news value of news planning, the momentum, the momentum, the momentum
2 Formulate the implementation plan, communication plan, budget, work system, approval documents, request documents, etc. of the news activity plan
3 Identify the target media research activities of the news activities and analyze the activities and media to fully plan and make plans
4 Convening a press conference on work activities
5 News writing press release, writing of leadership speech, activity process, background information, organization profile, activity manual, etc.
6 Invite journalists to identify priorities and invite them as needed
7 Reception before the press conference, actual reception and service during the conference, communication after the conference
8 On-site management, creating a safe and orderly atmosphere, a hot atmosphere, grand
9 News dissemination of broadcasts, newspapers, and networks, and effective tracking and control in the process of communication

4. The fourth step of news planning: news monitoring, analysis and evaluation

The last part of news planning, news monitoring and analysis and evaluation, is also the most easily overlooked part of the daily work of many public relations personnel, which has a certain relationship with the development and guidance of our entire industry. This session is to check the achievements of our public relations work and planning activities. It is also an important part of our experience in summing up our experience and improving our work. It is an activity teaching material that provides practical guidance for the next public relations event.

News monitoring refers to checking, feedback, and adjusting the effectiveness of news operations to provide the necessary basis for the next news operation. Mainly formed by news reports or news clippings. Generally speaking, this stage depends on a professional research company, but the company itself or the agency can also do some simple investigations. The author suggests that this work should be carried out by a special person in the public relations or news department. Tools and investigations can be used by professional companies. The purpose is to be in it, to test the success or failure of public relations work, and to form good habits. The help is also a practical measure to manage the image of the organization. News monitoring has been accompanied since the beginning of public relations activities, especially in the three to five days period. This is the time for centralized communication, and it is highly concerned. If problems are found, they can be dealt with and solved in time.

The purpose of analysis and evaluation and news monitoring is consistent in essence, but the analysis and evaluation are carried out on the basis of news monitoring. News monitoring is an important reference and evaluation index for analysis and evaluation. The two are closely related and interdependent. Analysis and evaluation are the indicators of success or failure of the entire campaign, and are generally formed by evaluation reports or summary reports. Effective PR, the last element of an effective large-scale event is assessment and summary analysis. Mainly from several aspects to summarize the assessment:

Changes in the behavior of the target public. Whether the public is exposed to the information disseminated, how many people have access to this information, how much of this information is of public concern, whether the mode of communication is accepted by the public and is willingly and conveniently received, and what is within the scope of the public receiving the information. Reflect, what kind of behavior in action.

Check the implementation process and the planning process. The implementation work is carried out on the basis of planning. By looking back, we can check whether the direction of investigation and planning is correct at the time of planning, so as to facilitate the improvement in the next planning.

Media communication and media reflections. In the middle of news planning, it is the grasp and control of communication. The purpose of control is to spread the voice of the organization through the news media. Therefore, when we evaluate an activity and action, we often pay great attention to the actual situation of media communication. It is usually evaluated from the nature, area, and angle of communication. If the number of reprinted articles in a large event is more, it means that the activities we plan are highly public-focused, and have a lot of life, economy, work, culture, sports, etc. Close relationship, this is the lifeline of successful large-scale activities, only from the public's point of view and then return to the public's interests, in order to win the support and participation of the public, in order to facilitate the third party to disseminate our information. In addition, the reflection and attitude of the media are also very important. We must pay full attention to the reaction of journalists and editors in the process of communication. It is well known that China is a ritual gang, the core of public relations is the relationship, and the "relationship" of China is even more influential. To all aspects of our work, journalists' editors are the gateways for disseminating source information, and are also the processing factories for new products. They are also participants in innovative products. Their own attitudes and voices are also very important.

Expenses on public relations expenses. Public relations and news planning have costs and expenses. Nowadays, there is a big voice in the society that there is no cost for news planning, and it also opposes the factors involved in money planning in news planning. In fact, professionals in public relations and publicity positions are actually Practitioners, whether domestic or international, both traditional and emerging, have a cost and expense. As long as we have plans, controlled use of reasonable costs, investing in effective time and energy, using our expertise, and implementing news planning in a serious, candid and effective manner, we will get twice the result with half the effort. Here, the author also opposes the practice of enterprises and organizations holding money for news, especially the reform of China's news system, the further improvement of the marketization of news media, the further improvement of the quality of employees, the use of money for news, and the desire to black. It is unrealistic to say that it is white.

After the event, an effect evaluation and summary must be made, which is the last link of the planning process of the planning department. The planning department should form a set of more objective measures and standards for measuring the effectiveness of activities, and compare the economic and social benefits brought by each plan, so as to evaluate the gains and losses of an event plan. However, at present, we only have a simple application of software. There is no set of quantitative standards, tools and systems for measuring and evaluating the work. However, this kind of relevant evaluation system, international public relations companies and related institutions are studying. I believe that public relations and planning personnel will be in the near future. Will use the gloves with tools.

The news planning department of large-scale events must implement the main person in charge of the project for each event planning. The entire work team must obey the deployment and cooperate fully. Problems occur during the activity, and it is generally assumed by the main person in charge of the project, and the performance is brought to the final project performance assessment.

The summary report must also be completed by the main person in charge of the project. A complete summary report should include the activity plan , the project refinement execution process, the activity agreement subsidiary file, the publicity summary, the fee income and expenditure statement, and the activity report. . A perfect and excellent summary will enable the planning department staff to develop strengths and avoid weaknesses and continuously improve their planning ability. It is not only the rest of the event planning, but also a higher starting point for the next event planning.

The above planning book is an example of a large-scale event news planning book . Generally speaking, it can be said that it is all-encompassing and very rational. In the process of implementation, the effectiveness of the planning book can also be maximized. This is the most important things. As long as it is executed according to the plan book , a large event will be successful!