How to write a public relations event plan? You need to grasp these 11 points

With the development of the market economy, public relations plays an increasingly important role in the development of enterprises, and the corresponding public relations activities have a more far-reaching impact on enterprises.

High-quality public relations activities can quickly achieve brand communication, accumulate brand image, and enhance brand influence. For a successful public relations campaign to appear before the public, in addition to high-quality program planning, the understanding of the campaign by practitioners and company leaders is also crucial.

Before talking about the public relations activity plan, we must first understand the concept of the plan. First of all, the business plan is written for internal people, partners and decision-makers of the company. Therefore, its function is to allow them to review or give their opinions on the content through direct and clear description of the content. In addition, the business plan is the key for the company's leaders to have a global understanding of a project, and to fully understand the project from the perspectives of operational logic, investment and output, and effect prediction.

So what is a PR activity plan? It refers to a plan that expresses the design process of a certain action plan. From the aspects of input-output, effect evaluation, content evaluation, etc., let relevant personnel of the enterprise make initial judgments on the content or give optimization suggestions.

A complete public relations event plan or proposal must have eight major elements, namely "5W2H1E (what, who, where, when, why, how, how much, effect)". The writing structure of a public relations event plan is based on these eight elements, which consist of, from front to back: company introduction (cover), event background, event purpose, event theme, event content, event design, unit, venue, time, cost budget, and expected results.

1. Enterprise introduction (cover)

The enterprise introduction part mainly describes the key information of the text, including the planning unit, the proposer of the plan, the date of proposal, the writing unit, the writer, the completion date, etc. In addition, depending on the specific content of the overall text, a table of contents may be added on the back page of the cover for others to consult.

2. Introduction to the event background

The essence of the activity is to gain attention by providing benefits to consumers under some pretext. Similarly, direct benefits are often not enough to attract consumers' attention. Simple event packaging can enhance the value of the event itself on the one hand, and add special meaning to the entire event on the other, which is conducive to the construction of brand image.

In the business plan, this part is to tell the target people the significance of holding this event and to create a legitimate atmosphere.

This part of the content does not need to be too complicated, but the overall context needs to be explained clearly.

3. Introduction to the purpose of the activity

This part explains the purpose of organizing this activity. Any marketing activity has a clear purpose, but sometimes if it is not emphasized clearly before starting, it may go off topic during subsequent operations.

In the section introducing the purpose of the event, you only need to explain some general concepts, such as enhancing brand influence, achieving brand promotion, completing marketing conversion, accumulating customers, etc.

4. Activity subject display

Each activity has a central theme, which is also the embodiment of the value of the entire activity. For example, Mid-Autumn Festival theme activities, Qixi Festival theme activities, etc. These contents are all direct and general explanations of the tone of the content.

There needs to be a connection between the theme of the event and the purpose of the event, because the purpose is the core of the entire event. In addition, the entire theme of the event must be consistent with the purpose, otherwise the overall effect of the event may be greatly reduced.

5. Description of the activity

That is to give a brief description of the entire activity process. On the one hand, it is convenient for relevant persons in charge of the company to read; on the other hand, it is also a work of organizing the logic and context of the activity to find and fill in the gaps.

6. Activity Design

Once the description of the activity content is completed, the next step is to elaborate on the entire content in detail. Each step in the above content will be described in detail.

In addition, during the entire process, it is necessary to emphasize the key points that should be paid attention to in each step; secondly, it is also necessary to objectively explain any negative situations that may arise.

7. Activity Unit

This part only needs to state the names of the organizer, the organizing unit and the co-organizing unit.

8. Activity venue

Just describe the specific venue where the activity will be carried out.

9. Activity time

Describe the start time of the activity.

The above-mentioned activity unit, activity venue, and activity time do not require much attention in terms of content, but the importance of these three parts cannot be underestimated.

10. Activity budget

Whether each activity is worth carrying out by the company, in addition to its effect, the cost budget of the activity itself is also particularly critical. Because the "input-output ratio" is what partners want to see most, and it is the key to directly determining whether they approve of the plan. Similarly, explaining the activity pre-selection clearly is also an important step to ensure that company leaders have a clear idea of ​​the situation.

11. Comprehensive evaluation of effects

The comprehensive review section of the activity effect is the process of predicting and evaluating the effect of the activity. In the subsequent manufacturing process, this part of the predicted data can be used as a reference.

Author: Xiao 5

Source: PR Home