[Boutique] public relations planning book

The public information planning book of the public information planning book

The School of Meaning decided to prepare for the start of the school celebration in order to review the history of the school, show the achievements of the school, look forward to a bright future, expand the popularity, compete in the competition with the universities, and gather the strengths of all parties to promote the school to become a nationally renowned university. .

Purpose of public relations planning

One: Through this celebration, we will convey the development history and teaching achievements of the school to all walks of life, expand the influence of the school in society, and enhance the recognition and reputation of the society.

Second: Through the scale effect of this activity, create a “campus culture atmosphere”, strengthen students' understanding and understanding of the school, and form honor and pride.

Third: Take this event as an opportunity to improve the "software" of the campus, compile the school history of the campus, and build a "cultural corridor" and other information exchange platforms.

IV: Taking this event as an opportunity, report to the leaders and teachers and students at all levels, listen to relevant opinions and suggestions, improve the future work areas, and strive to achieve the satisfaction of the leaders.

V: With this activity, we will strengthen the relationship between our school and alumni with the theme of “the place where the students dream to start”. Pay attention to and support each other, create an atmosphere of “campus feelings”, “teachers and students' emotions”, and lay the foundation for future related campus activities.

Celebration time plan

Start-up phase

1. Establish preparatory leadership and working institutions

2. Study to determine the school day and the name to create a welcoming atmosphere in the school and outside

"Today is your birthday - my alma mater" held a literary essay campaign to promote the text, the true blessing theme, to strengthen the event, attract students' attention, and resonate with the students.

Various paintings, photography, and calligraphy exhibitions were held under the theme of "My Teacher." Based on this, build emotional communication between teachers and students.

In response to the “20th Anniversary of the University of xx”, the school song collection campaign was held for the campus. The purpose is to improve the campus software engineering and open up the participation of teachers and students in the school, and also to distinguish the uniqueness of campus culture from other campuses.

The school emblem collection activity aims to improve the cultural construction of the school and become a symbol of the emotional attribution of teachers and students, and also to reflect the cognitive foundation of the campus in society.

“Alma Mater, I am proud of you” celebrates the 20th Anniversary Speech of xx University, with the theme of highlighting the achievements and social impact of the campus over the past 20 years. The winning entries are compiled into the school calendar.

4. Start the activity fundraising work school to accept donations from people from all walks of life for celebration activities and campus construction.

5. Research and determine the planning project and campus landscape project

6. Complete other tasks identified by the school leadership preparation team.

Preparation stage

1. Establish alumni liaison stations and edit the Alumni Address Book. Set up alumni website

2. Compile school history, compile and print albums, edit "School Celebration Specials", produce CDs, design and confirm school souvenirs, publish and publish school history

3. Arrange the school history exhibition hall

4. Organize campus landscaping, school renovation

5. Organize the rehearsal of cultural activities and the exhibition of teachers and students

"Twenty Years of Honor and Dream" xx University's 20-year development history theme photo exhibition. Highlight "achievement" and "honor".

Prepare a celebration of the literary evening and launch alumni symposium

6. Formulate academic exchange activities, conduct scientific and technological achievements, organize academic reports and experts

7. Organize the implementation of planning projects and campus landscape projects

8. Continue to raise funds related to the celebration activities and set up a special fund

9. Contact the implementation of leadership inscriptions to determine the list of important leaders, guests and important alumni 10. Formulate specific implementation plans for the celebration activities

11. Complete other tasks identified by the school leadership leadership team.

Celebration stage

1. Invite leaders, guests, alumni

2. Compilation of school history, alumni, and academic report sets will be held on the school day.

3. Drafting the manuscript and printing the text

4. Convene a press conference to increase the publicity of the media in various media and invite the news media to participate in the celebration activities.

5. Register to receive gifts and money and show them

6. On the celebration day, the city leaders and the responsible comrades of various departments attended the event, and the news also participated. The global alumni attended the specific arrangements: a. singing the school song b. the principal's speech, the city leader, the famous alumni greetings c. The school held a souvenir cover The first issue of the stamps d. The global alumni association will be held, and the famous alumni will recall the history. The alumni large-scale reception will be held to celebrate the 20th anniversary of the establishment of xx University. Reflect the theme of "honor", "unity" and "dream". In the form of activities, it strengthens the achievements of the school and the advantages of the school. It has also become an important part of the campus emotions. Xx University large-scale signature event. The signature activities of all the experimental teachers and students who started and called for the meeting reflected the unity of "the mother school's deep feelings" and expressed the pride of "I am proud of xx university". The preparatory group for the preparatory work of the preparatory work for the preparatory work of the school, including the office, propaganda group, material group, alumni liaison group, project planning team, academic activity group, environment and construction group, fundraising and funding group, literature and teachers and students The working group and other 9 working groups set up a preparatory working group for the college.

Budget budget This year's celebration activities Public relations expenses Budget pre-event expenses Yuan Festival Day Costs Leadership Group Costs Promotion Promotion Costs Yuan Celebration Preparation Leading Group List Celebration Committee Year Month Day

The second part: public relations planning book

1. One of the public relations activities - brand promotion activities

Theme: Technology? Humanization, XX first advocates fire green declaration

Background: The fire protection industry is mixed, and the marketing model is black-box operation. Consumer awareness is still blank.

Solution: A press conference was held in Guangzhou or Shenzhen, and relevant leaders were invited to attend. The leaders of XX Group announced the upgrading of fire protection products, with the theme of technology and humanity, marking the entry of fire protection products into the era of green environmental protection.

Objective: To break the old fire protection industry with "technical? humanization" and establish the image of XX Electronics in the fire protection industry science and technology and environmental protection.

Soft title: Fire products enter the digital age, green and environmentally friendly

Soft text title 2: The code changes and the birth of × × leads the fire industry to fully upgrade

2. The second public relations activity - government public relations activities

Theme: Guangdong and Zhejiang private enterprises passionate collision, who can win?

Background: Guangdong private enterprises are the first to open the first barrel of gold to form a new private enterprise group; Zhejiang private enterprises catch up and are unstoppable, and hope to come to the future. Regional economy and urban competitiveness are very popular topics recently, and the trend of private enterprises is even hot in the media. Together with the provincial party secretary Zhang Dejiang has been vigorously promoting the development of the private economy, a brand-new "private economic newspaper" is coming to the fore. At this time, the debates are held in a timely manner.

Program: Invite the person in charge of the XX Group, the person in charge of a private enterprise in Zhejiang, relevant leaders and experts to hold a debate. The two private enterprises introduced the company's situation and management characteristics, and the relevant leaders and experts commented on the respective characteristics of Guangdong private enterprises and Zhejiang private enterprises. Invite TV stations and news organizations to do on-site reporting.

Objective: To attract media attention through the debates of private enterprises in the two places, focus on speculation in a short period of time, and quickly promote the XX brand image.

Soft title: The passionate collision between Guangdong and Zhejiang private enterprises reflects the two trends in the future

Soft text title 2: Guangdong and Zhejiang private enterprises dialogue dialogue and conspiracy regional development plan

3. The third public relations activity - product sales activities

Theme: Real estate fire companies join forces to create a new security community

Background: The real estate industry is still hot, but the marketing methods are gradually merging. Real estate developers are in urgent need of new highlights to attract attention. The real estate layout of major media also hopes to have fresh content to fill.

Solution: Cooperate with famous real estate developers, etc., to provide fire protection products to real estate developers at a preferential price. Real estate developers cooperated with the hype, claiming to spend huge sums of money to purchase the latest fire products from XX to jointly create a new fire safety community.

Purpose: At present, there are many major media real estate pages, real estate companies and XX Group joint speculation, new ideas and practices will inevitably lead to media attention.

Soft article title 1: Real estate fire companies join forces to create a new security community

Soft title 2: Create a safe community × × preferred × ×

4. The fourth public relations activity - hot speculation activities

Theme: Private enterprises join hands with international IT giants in the fire industry to brew smart upgrades

Background: Under the WTO background, domestic companies have stepped up their alliances with international industry giants, such as the automotive industry and color TV industry. In contrast, the fire industry still maintains a low level of repeatability. How to achieve industrial upgrading and restructuring breakthroughs, and the joint efforts of international IT giants will speed up this process, and this move will also become the focus of media attention.

Solution: Discuss cooperation with international IT giants such as Intel or Microsoft, and the media will pay attention to the cooperation process.

Purpose: Industrial restructuring and upgrading have always been the focus of media attention, and cooperation with international giants has made this topic hot.

Soft text title: XX hand in hand international IT giant fire industry brewing smart upgrade

5. Five of public relations activities: industry promotion activities

Theme: Top ten fire-fighting companies publish industry declarations and respond to WTO competition

Background: With the deepening of China's accession to the WTO and the intensification of market competition, more and more national industries have expanded their own living space in competition with foreign-funded enterprises and occupied a place. However, the fire industry, the industry most closely related to the lives and safety of ordinary people, is still in a traditional and conservative situation. Where is this industry going? How will it develop in the future? In the context of the recent frequent fires, this trend Still attracting attention.

Program: Contact other companies in the industry by XX, jointly publish the industry declaration,

Purpose: The industry declaration has always been the focus of media attention. The fire-fighting industry, a long-established industry, has suddenly published an industry declaration, and has left a huge stone on the calm lake.

Soft title: The fire industry is melting and the industry declaration is breaking

10. One of the network communication activities: Fire mobilization, grand prize, etc.

XX and Sina teamed up to jointly hold the "Fire mobilization, grand prize, etc." activity, and the fire knowledge contest was released every week in Sina. Fortunately, the winners will receive the prizes presented by XX.

11. Network communication activities: "Close to the news" Fangda famous

The fires in Hunan Hengyang and the campus of the Russian University have made fire information and fire fighting dynamics the focus of attention. ××Work with Sina or Sohu.com to add a banner to all news headlines about fire or fire, so that all netizens who follow this information can see the XX message or advertisement after clicking on the news headline. The event is called "Close to the News."

12. One of the cultural marketing activities: first-class newspaper and culture direct sales

As we all know, DM has always been one of the most effective marketing methods, while cultural DM is more elegant and more effective than traditional DM. ×× Group organizes first-class fire-fighting newspapers or publications, which are highly readable, authoritative and have preservation value. They are sent free to all fire stations of the county level and above, and promote the XX brand by means of cultural direct sales.

13. One of the terminal display activities: airport image display

Nowadays, there are so many media names and overwhelming information, how can we effectively target the target customers? How to get the best results with the least investment? The airport is undoubtedly the place where all fire chiefs must pass, choose the effective location of the key airport, show XX The attitude towards firefighting and the care for people's lives can achieve the best results.

The third part: public relations planning book

I. Introduction

1. Products produced by the company

2. Event passing

3. Purpose of planning

Introduction to XXXXX, and the crisis that needs to be addressed

Second, the investigation and analysis

1. Brand advantage

2, the problem point

Authoritative response

Consumer response

Merchant response

3. Opportunity point

Authoritative response

Regulations

Third, the public relations target

Let the target consumers know that the current authentic herbal tea Jiaduobao is the former red pot Wang Laoji. Through a series of public relations, the former Wang Laoji image was transferred to Jiaduobao, further enhancing the popularity and reputation of Jiaduobao. Let the target public better distinguish between Guangyao Wang Laoji and authentic herbal tea Jiaduobao in the process of consumption and use.

Maintain, demonstrate and correct the good social image that Jiaduobao once had in the minds of target consumers, and strive to obtain the support of relevant state departments and the general public in order to win people's understanding and ease the pressure of public opinion.

Re-shaping the reputation of the Jiaduo brand and increasing its visibility.

Starting point and foothold

Fourth, the theme of the event

Theme declaration

with a clear purpose

V. The implementation of the plan

Indicate the purpose

Activity one

Activity 2

Activities III, ,,,,,,

Specific preparations for the event

Inside the company: clear division of labor

1. The internal crisis of the company from the leadership to the general staff to establish the crisis awareness and coping strategies after losing the Wang Laoji trademark.

2. Set up a special group to be responsible for the dressing design and publicity and dressing up.

4. Set up Group 3 to be responsible for the advance publicity and preparation of product sales channels, and to clear the obstacles caused by brand inertia in the distribution channels.

5. Establish an online marketing emergency response team to change marketing information and official website redesign of Wang Laoji before online marketing.

6. The product production department is responsible for ensuring that the production of Jiaduobao herbal tea after the replacement can be carried out smoothly, with quality and quantity.

7. Use promotional means to coordinate the entire marketing process, reshape the brand image and enhance visibility.

8. Establish a special team to investigate the actual effects of the implementation of this series of activities, identify and find adverse reactions in the market, and then take immediate remedial measures.

Outside the company: Correctly face, reshape the positive image, win the social sympathy and support

1. Held a press conference and announced that the original red pot Wang Laoji herbal tea has been refitted into a red can and Jiaduobao herbal tea, and is officially circulating in the market. It is an authentic herbal tea. It has been announced that the disputes between the Jiaduobao Group and the Guangzhou Pharmaceutical Group have been resolved.

2. Event Marketing: Adding more than one can collect points and winter powder interaction.

3. Borrowing marketing: further promotion and marketing by the London Olympics.

Sixth, material preparation

Seven, media choice

Eight, the budget

IX. Effect evaluation and expectations

Through the above-mentioned stage, a step-by-step approach to public relations, or several activities in coordination, has reached the goal of letting the target public know that the current Jiaduobao is the former red pot Wang Laoji, transferring the inertia of the public to Wang Laoji’s brand to Jiaduobao. Come on, let them know that Jiaduobao is truly authentic herbal tea, further enhance the popularity and reputation of Jiaduobao, thus alleviating the problems of the company’s ignorance about the Jiaduobao brand in the eyes of the public. The slow sales situation!