What to pay attention to in public relations planning 20

Public RelationsThe principles of planning include: the principle of authenticity, the principle of equality and reciprocity, the principle of overall consistency, and the principle of public relations for all employees。The specific principles are as follows.

Principle of authenticity: The principle of authenticity refers to the fact that when an organization carries out public relations activities, it must be based on the organization's good behavior and grasp of facts, truthfully convey information about the organization to the public, and at the same time truthfully convey information about the public to the organization's decision-makers.

The principle of equality and reciprocity: social organization.

In carrying out public relations activities, it is necessary to pay attention to abiding by the principle of equality and reciprocity. The principle of equality and reciprocity means that public relations activities should take into account the interests of both the organization and the public, and make both parties mutually beneficial and reciprocal on an equal footing.

The principle of overall consistency: The principle of overall consistency refers to the fact that when social organizations carry out public relations activities, they should stand at the height of "society" and be sensitive to the social and economic benefits that may be generated by the activities.

The impact of social and ecological benefits and the construction of social spiritual civilization should be considered in a unified manner, so that all aspects are in line with the long-term and fundamental interests of the public. This kind of thinking and practice that seeks to make the benefits of various factors consistent is called the principle of overall consistency.

The principle of public relations for all employees: The principle of public relations for all employees refers to the development of public relations work of an organization, which not only depends on the unremitting efforts of full-time public relations agencies and public relations personnel, but also depends on the cooperation of all departments and all employees of the organization, requiring all members of the organization to pay attention to establishing the concept of public relations, pay attention to and participate in public relations work, and contribute to public relations work.

Characteristics of the principle:

In order to survive and develop, social organizations must provide good services to the society and be trusted and supported by the society. In order for an enterprise to survive and develop, it must provide products and services to the society in order to ensure that it obtains reasonable profits. Without providing products and services to society, businesses should not and cannot make profits.

Without profits, companies cannot continue to provide products and services to society, and even their own survival is threatened. Therefore, any enterprise needs to be forced to make profits and pay attention to economic benefits. It is necessary not only to stress its own economic benefits, but also to stress social and economic benefits.

The above content refers to: Encyclopedia - Basic Principles of Public Relations Relations.

As follows:

1. The principle of truth-seeking. Seeking truth from facts is a basic principle of public relations planning. Public relations planning must be based on a true grasp of the facts, convey information to the public in a sincere manner, and constantly adjust the strategy and timing of the plan according to the changes in the facts.

2. System principle. It means that in public relations planning, public relations activities should be understood as a systematic project, and planned and coordinated according to systematic views and methods.

3. The principle of innovation. It means that public relations planning must break the tradition, deliberately seek innovation, and be ingenious, so as to make public relations activities vivid and interesting, so as to leave a deep and beautiful impression on the public.

4. The principle of flexibility. There are many uncontrollable factors involved in public relations activities, which are difficult for anyone to grasp, leaving room for them to advance and retreat freely.

5. Ethical and moral principles. The core content of the Code of Ethics is that the ethical requirements for the organization of public relations activities and their planning and the behavior of practitioners are becoming increasingly strong.

6. Psychological principles. It is necessary to apply the general principles of psychology and their application in public relations, correctly grasp the psychology of the public, and guide the public according to the law of the public's psychological activities.

7. The principle of efficiency. It is necessary to achieve better public relations results with less public relations costs and achieve the public relations goals of the enterprise.

View answer analysis [Correct answer] The role of public relations Zieda Mori planning:

1) It is an objective requirement for the development of the market economy of the acre;

2) It is an important task of enterprise management;

3) It is the key to shaping the image of the organization;

4) It is a guarantee of the success of public relations activities.

Answer analysis] See textbook p144.

A complete copyPublic RelationsThe proposal should have 5W, 2H, and 1E.

What) - the purpose and content of the plan.

Who) – the organizer of the plan, the planner, the public involved in the plan.

Where) – where to plan the implementation.

When) – when to plan for implementation.

Why) – the reason for the planning.

How) – the method of planning and the form of implementation.

much – the budget for planning.

Effect) - the ** of the planning results.

Basic Format of Public Relations Proposal:

1.Cover: It should be noted that the name of the plan should be complete, such as indicating what company, which public relations activity, the date of implementation, the name of the planner, the unit and position, and the date of completion of the plan.

2.Directory. 3.Executive summary.

4.The preface includes the motivation for the planning, a brief introduction to the process, and the significance of the activity.

5.Environmental analysis, organizational status and necessity analysis, reasons for the implementation of public relations activities, and key points.

6.Establish goals: Establish goals such as improving the image of the organization or promoting sales.

7.Identify the public: Determine the target public for public relations activities.

8.Theme and slogan of public relations activitiesFormulate the theme of public relations activities and corresponding slogans.

9.The implementation details include: activity methods, media selection, personnel arrangements, activity schedules, effect testing, funding budgets, etc. This is the main part of the plan, which should be detailed and clear.

Content and Procedures of Public Relations Planning:

1. The first step for public relations personnel to diagnose enterprises and social organizations is to identify problems and look for deviations.

2. Make a plan: No matter what form of public relations activity plan is blindly chained, according to its common law, it roughly includes eight aspects:

a) Develop a target system.

b) Identify the public.

3) Determine the theme.

4) Select the mode of public relations activities.

5) Choose the medium of public relations activities.

6) Determine the time when the shed is empty.

vii) Determine the space.

8) Public relations budget.

1. Respect the principle of facts. Authenticity is the life of public relations. Respecting facts means proceeding from reality in everything we do and acting in accordance with objective laws.

There are many factors that determine the success or failure of public relations activities, but the first and most fundamental factor is whether the public relations staff can accurately grasp the facts. Facts are the root of public relations, and without facts, there is no public relations.

2. The principle of public interest. The understanding and cooperation of the public means the broadening of the market, and the organization must put the interests of the public first and take the interests of the public as the starting point when formulating plans and setting goals. First, the organization is required to respect the public interest in all activities, the second is to require the organization to assume social responsibility, and the third is to meet the needs of the public.

3. The principle of social benefits. Social benefits include both the self-interests of social organizations and the interests of the public, which is the sum of the fundamental interests of the two and is based on the whole society.

1) Value-oriented principle.

The value-oriented principle is the basic principle of public relations planning. The specific meaning of the so-called valence and value orientation principle means that the organization's public relations planning must be guided by the organization's clear values, and cannot ignore or deviate from the organization's values, otherwise, the public relations planning will lose its "soul" and even damage the organization's image. The value orientation of the organization, also known as the business philosophy of the organization, is a value statement of the organization to the triangular chain relationship of "customer, employee, enterprise (or organization)", and is the result of the organization's "social positioning".

2) The principle of authenticity.

The so-called principle of authenticity is also the principle of science or the principle of objectivity. It has two implications:

First, when planning public relations, it is necessary to collect all kinds of information as comprehensively as possible, and objectively sort out and analyze all kinds of information;

Second, the planning procedures and procedures must conform to scientific rules and logic. As mentioned earlier, public relations planning requires only a value premise but also a factual premise. The premise of fact is the information element on which public relations planning depends, because public relations planning is not only a decision-making, but also a kind of decision-making.

As a decision-making and**, the absence of information factors is absolutely unthinkable.

3) The principle of novelty.

Public relations planning is a creative activity, not a repetitive mechanical labor, and it is incompatible with conformism, conformism, and unenterprising behavior. It advocates the principle of novelty, originality, bold innovation, and winning in the strange, which is the so-called novelty principle.

Shaping the image of the organization, maintaining the image of the organization, and enhancing the image of the organization are important responsibilities of modern public relations activities. Therefore, some people call public relations "the art of shaping the image of the organization" or "the design theory of the image system of the group". However, whether the image of the organization is good or not, the main body of evaluation is not the organization itself, but its target public.