How to plan a large-scale activity plan

The planning and implementation of large-scale activities is a common technical means in public relations work. To effectively plan and implement large-scale activities, we must first understand several basic problems, such as: how to define large-scale activities? Which units or under what circumstances use large-scale activities? What are the skills in planning large-scale events? What are the procedures and methods of planning? This will help us to organize large-scale activities more perfectly.

I. Definition of large-scale activities

Large-scale activities are social coordination activities organized by many people purposefully, planned and step by step. This definition should grasp three important concepts:

First, large-scale activities should have a clear purpose. Large-scale activities often consume a lot of resources, including manpower and material resources. If a product wants to enter a central city, I'm afraid it will cost millions of dollars in communication fees. Recently, I worked as a public relations officer for a company in Shanxi in Shenzhen, and the expenses amounted to several million. Why spend so much money to organize such a large-scale activity? Of course, it is for the communication needs of enterprises to attract more people to buy his shares, which is the goal of large-scale activities. It is impossible to spend money on activities without a purpose, and it is not worthwhile to have a clear purpose. We often meet some manufacturers. They see other people's company's celebration activities, but also want to do celebration activities, demanding that the activities be more lively, larger in scale and higher in specifications. But I don't know why, what information to spread in the activity is not clear and obviously has no purpose.

Second, there must be planning. Everything must be planned, and large-scale activities are no exception, which need careful planning.

Third, multi-person participation is an important concept of large-scale activities. Since it is a large-scale event, there should be many people attending, but it is not a large-scale event with a large number of participants. A unit has 10,000 employees, and there will be a general meeting with many people attending. Can you say this is a big event? The fundamental difference between large-scale activities and small-scale activities lies not only in the number of participants, but also in the degree of socialization of activities.

Second, the characteristics of large-scale activities

1, must have a clear purpose. It is not a general purpose, but a purpose established around the organizational image strategy and recent public relations goals of the whole organization. When we discuss this issue in some colleges and universities, many students like to ask: If an institution's public relations objectives conflict with social needs, as a public relations consultant of the institution, how should you deal with this problem? In fact, such a question is very simple. Only when the image of an organization is always in harmony with the society can it establish a good organizational image in the social environment. If you cheat, even if you temporarily occupy the sales market or increase the market share, you will eventually withdraw from this market.

In the past, there was a case in China: in order to promote sales, the mall organized staff to walk around the mall with goods, which was absolutely not in line with our professional ethics of public relations. This is a kind of cheating behavior, which is of no benefit to establishing a good image of the enterprise. Therefore, the purpose of the activity should stand on the standpoint of social integration, not just on the standpoint of our enterprise.

2. Extensive social interaction. A large-scale public relations activity itself is a media, and its function is like a mass media, except that this media will not play a role in communication before the organization of large-scale activities. Once this activity is carried out, it will have a good communication effect. We should also note that the event itself attracted the participation of the public and the media. Therefore, whether the information of large-scale activities is disseminated through the media or the public is a very important feature that we must consider in the process of planning large-scale activities.

3. Strict operability. In the process of organizing large-scale activities, we only have one chance to succeed and fail. Because large-scale activities are different from filming or TV, they can shoot three or four sets of shots and then edit them, but every time they plan large-scale activities, they are broadcast live, and once they make mistakes, they can't make up. We have learned a profound lesson in this respect. Before Hong Kong returned to China, we had a youth party in Guangzhou. According to the original plan, we plan to hold a flag exchange ceremony for youth representatives from the three places at the opening ceremony to show the beginning of the exchange. The news has been published in the media. As a result, when the staff forgot to bring the exchanged flags to the venue, it was too late to go back and get them, so the meeting had to cancel the ceremony temporarily. It was a very sensitive period. As soon as the problem came out, it attracted the attention of the media, especially the Hong Kong media. They are worried about whether the policy has changed. Unfortunately, the staff made mistakes due to negligence. In some cases, holding large-scale activities has caused considerable casualties. Denmark held a concert in mid-2000, which turned into a tragedy in which 8 people died and more than 20 people were injured. In Chengdu in May, eight planes that should have landed in Chengdu were forced to land in other cities because of advertising balloons. It is often reported in newspapers that the planner, organizer or leader of an activity is dismissed or sentenced for causing casualties or heavy property losses due to poor management. Therefore, the planning and implementation of large-scale activities should not be taken lightly.

4. High investment. A large-scale activity often requires a lot of money and expenses, and it is absolutely impossible to engage in a large-scale activity with very little money. We can advocate the spirit of breaking a copper coin into two or more 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 at will.

Third, large-scale event planning.

Procedurally speaking, the planning and implementation of large-scale activities should be carried out in full accordance with the requirements of the four-step work method of public relations:

First, the establishment of a project is to determine the activity as a project. Do you want to do this activity? Why are you doing this? Must be clear.

Second, carry out investigation and feasibility study. As we all know, we won't elaborate on the investigation, but the planning and investigation of large-scale activities has its particularity, such as the contents of the investigation: national policies and regulations on large-scale activities, hot spots of public concern, information of similar cases in history, venue conditions, time selectivity and so on.

Feasibility study is a very important step. The research scope includes the social adaptability of large-scale activities, including the adaptability of social environment and target public. Financial adaptability and feasibility of income. From the point of view of efficiency, is it beneficial for us to save publicity expenses by doing such activities? If I advertise in the media, it is more effective than doing large-scale activities, and large-scale activities may not be done. There is also the adaptability of the social material level. Large-scale activities need to use a lot of social materials, and many ideas also need material support, so planners need to master modern scientific research results. Finally, the adaptability and research of emergency capability. What emergency measures are needed? For example, outdoor activities should consider weather conditions and outdoor activities should consider more safety facilities, which are all areas of our feasibility study.

Third, refine the theme and be creative. In addition to individual creativity, we should especially emphasize the concept of group creativity. I don't agree with the idea of personal master planning. Today's era is not like the Romance of the Three Kingdoms era, where there is a Zhu Gekongming, which is planned by the combination of different disciplines. So when Sun Yat-sen University asked me to tell their students about planning, they originally asked each student to make an overall case planning book when doing case homework. I said, can we plan in a group way instead? They changed it for three years, and the effect was good. This is not to annihilate individual creativity, and the process of collective creativity always runs through the process of individual creativity. As a modern planning, it needs multidisciplinary synthesis and collective wisdom, not a masterpiece of a master.

Fourth, scheme demonstration. The plan should not only be demonstrated, but also scientifically demonstrated. Scheme demonstration usually adopts positioning optimization method, rotation optimization method and advantage transplantation method.

Fourth, the problems that should be paid attention to in the process of operation and implementation

1. Implement the operation design. From my personal work experience and research results, we should attach great importance to the operational design of the implementation plan. We have seen that some activities organized by units, even those undertaken by professional organizations, have such problems: the creativity is very good, but due to the lack of operation design, many problems have appeared in the operation process, which violates the original spirit or fails to reach the original level. Therefore, after the principle scheme is determined, further operation design is needed, which must include a more accurate financial budget, because the activity budget of many units is 6.5438+0.6 million, and finally it costs 6.5438+0.6 million. From the perspective of modern management evaluation, this activity can't be said to be successful.

2. Go through the examination and approval procedures. Some people think that applying for examination and approval is cumbersome and afraid of trouble. But in practical work, we should hope to get the approval of the relevant units. This is a box for you. It was a good thing that a unit in Guangzhou once held an activity to respect the elderly. Many sponsors were found, including a fireworks factory, to sponsor fireworks. At that time, although Guangzhou did not require approval for setting off fireworks in cities, activities in public places must be approved. This unit is a bureau-level unit, and they think they have the right to do activities to respect the elderly on their own site, so they have not reported it to the relevant units for approval. The activity is very active. There are cultural performances, and many sponsors give gifts to the elderly. Finally, fireworks were set off, but once they were released, they were investigated and dealt with by the public security organs. Why? Because he didn't go through the examination and approval procedures and lacked the knowledge of civil aviation management norms, it was illegal to set off fireworks on aircraft routes anyway.

3. Implement the management of operating procedures. Procedural management is a scientific management consciousness. Only by programmed execution can there be standardized and scientific management. Therefore, it is very important to design standardized operating procedures when implementing the design.

4. Program training. In large-scale activities, if the staff involved do not understand the overall planning intention, they will not be able to provide constructive labor for the implementation of the strategy of large-scale activities, so it is necessary to train the staff, and only when they understand it can they make contributions.

5. Design evaluation criteria. The evaluation of a large-scale activity should have an accurate evaluation standard. Now, after many schemes are completed, we often neglect to do the evaluation standard scheme, including our customers rarely ask us to do the evaluation scheme, and they are even more unwilling to pay a professional company to do the evaluation report for him. I think the evaluation criteria should be designed when we plan, so that customers can make a scientific evaluation according to the set criteria after completing this plan.

Five, planning skills

There are many planning techniques. Only two methods will be discussed today.

One is the "eyes" of creative activities, and the concept of "eyes" is derived from the eyes of articles and songs. When we were in middle school, we read Zhu Ziqing's essay "The Back". He wrote a paragraph about his father buying oranges, which is very simple and the most vivid place. This is the literary eye. All our friends who sing know that you may not sing all the songs, but you can write a sentence or two as soon as you listen. What you write down is the most wonderful, which shows that this is the most widely spread place, and this is the eye of the song. The planning of large-scale activities also needs to create such a wonderful place, have a climax, and design this link to be more communicative, which is the core and key to the creativity of large-scale activities.

Second, we should have an atmosphere design that can better express our theme. Today, everyone saw the publicity board of the theme image of the conference at the venue, which was very clear and bilingual. These billboards set off the theme atmosphere of the conference and the concept of international public relations exchange, and they were very well planned. Attention should be paid to bringing out the theme atmosphere of the event through the design of the venue and atmosphere, which is often ignored by many people. They only consider the creativity of a certain activity, but ignore the creativity in the venue.

There are still many skills that can be used in the planning and implementation of large-scale activities. As long as we constantly sum up and improve, we will certainly create more and more influential large-scale activities.