Planning and implementation of large-scale activities

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 saw other companies' celebrations and wanted to do them, demanding that the activities be more lively, larger in scale and higher in specifications, but they didn't know why.

It is not clear what information to spread in the activity, which 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

, a wide range of social contacts. 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 will cause many casualties. Denmark is

A concert was held in mid-2000, which turned into a concert in which 8 people died and 20 people died.

The tragedy of many injuries. Chengdu may because of advertising balloons, so that

Eight planes that should have landed in Chengdu were forced to land in other cities. 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.

Third, 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 operational 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, it is necessary to further carry out the operation design, which must include a more accurate financial budget, because many units do activities and budget.

1 10,000, and finally spent 1.6 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.

four

, 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.

five

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.

Verb (abbreviation for verb) planning skills There are many planning skills. Only two methods will be discussed today.

one

It 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.

This is a model for you.

The 2nd "Top Ten Social Welfare Stars in China"

Selection and commendation activity plan

I. Guiding ideology and significance of the activity:

In order to strive to build a harmonious socialist society, carry forward the traditional virtues of the Chinese nation, and actively cultivate and create a good social trend of "promoting public welfare and benefiting society", with the support of the Central Spiritual Civilization Office, the Central Comprehensive Management Office, the All-China Federation of Trade Unions, the Central Committee of the Communist Youth League and the All-China Women's Federation, with the approval of the Ministry of Civil Affairs, Sponsored by China Social Workers Association, China Red Cross Society, china charity federation, China Association for the Aged, China Disabled Welfare Foundation, China Environmental Protection Foundation, and the Domestic Political Department of People's Daily, the second "National Top Ten Social Welfare Stars" selection and commendation activity (referred to as "Public Welfare Stars" selection and commendation activity) was jointly undertaken by the mainstream media in China. Through activities, we will further increase the publicity and recognition of outstanding people who have participated in and engaged in social welfare activities for a long time, carry forward the spirit of public welfare, set an example of public welfare, vigorously advocate the noble behavior of "giving love and benefiting society" in the whole society, and promote and promote the sustained and healthy development of social welfare undertakings in China.

Second, the organizer:

China Social Workers Association

Red Cross Society of China

China Charity Federation

China aging association

China foundation for the disabled.

China Environmental Protection Foundation

People's Daily Domestic Political Department

Three. Organizer: Social Welfare Working Committee of China Social Workers Association.

4. Co-organizers: mainstream media in central and provincial capitals, relevant enterprises and media companies supporting public welfare undertakings in various places, etc.

Verb (abbreviation of verb) Activity time: May-June 2005 5438+ 10.

Scope of intransitive verbs: nationwide.

Seven. List of executive committees and offices of the event: For details, please refer to [About the selection of the second "Top Ten Social Welfare Stars in China"

Commendation activity notice] file.

8. Relevant media: domestic mainstream media and websites.

Nine. Activity keywords: promoting public welfare and benefiting society

Ten, the selection object:

People who have long used their time, resources and financial resources to engage in and participate in social public welfare activities, fulfill their social responsibilities and obligations, help socially disadvantaged groups, protect the natural environment, support public welfare undertakings and make outstanding contributions.

XI。 Selection criteria:

1, as a folk, take the initiative to assume social responsibilities, fulfill social obligations, and make significant contributions to the country and the nation;

2. Use personal time, financial resources and material resources to engage in public welfare undertakings for a long time;

3. Make outstanding contributions to public welfare undertakings and have certain social representation;

4, widely praised by the masses in society, and recognized by the local or social.

Twelve. Suggested measures:

1, recommended form:

① Recommended by relevant government departments and social organizations;

(2) Recommended by national and provincial mainstream media;

3 enterprises and institutions recommend themselves;

④ Personal recommendation and self-recommendation;

Nominees and finalists of the first "Top Ten Social Welfare Stars in China" can directly run for election, but their deeds and related materials from 2003 to 2005 need to be supplemented.

2. Recommended requirements:

The recommended person shall submit relevant materials to the Executive Committee Office by letter, e-mail, etc. Including:

① Fill in the recommendation form in triplicate (the form is downloaded to www. zhongguogongyi.com).

(2) provide a copy of the valid certificate of the recommended person;

(3) Submit about 2,500 words of the referee's main deeds and attach 4 electronic versions and photos;

(4) provide the original copy of the written certificate, certificate, certificate and other related deeds of the recommended person;

⑤ Deadline for submission of recommended materials: August 2005 10.

Address of the Executive Committee: Floor 6, Zifeng Building,No. Dayabao Hutong 1, Dongcheng District, Beijing.

China social workers association social welfare work Committee

Postal code: 100730

E-mail :spw@zhongguogongyi.com

XIII. Selection Procedure:

1. The Executive Committee Office will review, sort out and select 20 finalists from the collected materials;

2. Announce the deeds of 20 finalists to the public and conduct mass voting;

3. The evaluation team of the Executive Committee will vote by secret ballot;

4, by the expert group review, secret ballot;

5. According to the public participation, the voting score of the Executive Committee Office accounts for 30% of the total score, which will be evaluated by the evaluation team of the Executive Committee.

The score accounts for 30% of the total score, the evaluation score of the expert group of the Executive Committee accounts for 40% of the total score, and the former 10 is the winner of the second "Top Ten Social Welfare Stars in China".

Fourteen, the number of recognition:

1, 10 winners of the second "Top Ten Social Welfare Stars in China";

2. Special Contribution Award of "Model Public Welfare".

XV. Commendation measures:

1. Publicize the public welfare deeds of the winners in mainstream media (related newspapers, websites, TV stations, etc.). ) deeply, extensively and continuously;

2. Edit and sort out the public welfare deeds of the winners, and design and publish the publicity album "The Second National Top Ten Social Welfare Stars";

3, held a commendation meeting, by national leaders, organizers and other leaders to the second "National Top Ten Social Welfare Stars" winners awarded trophies and certificates;

4. The winners took photos with national leaders, leaders of the organizers and social celebrities;

5. Make CDs of the public welfare deeds and commendation meetings of the winners.

Sixteen. Activity schedule and arrangement:

(1) On May 20th, 2005, the second "Top Ten Social Welfare Stars in China" selection and commendation activity was officially launched.

1. Hold the first meeting of the Executive Committee, study related matters, review and determine the activity plan;

2, announced to the public the second "National Top Ten Social Welfare Stars" selection and commendation activities officially launched in the country:

(1) Send publicity materials, letters, faxes, emails, etc. To mainstream media, networks, enterprises and institutions, social organizations and social celebrities in all provinces and cities across the country (and establish a media cooperation and publicity platform at the same time);

(2) Send information on selection and commendation activities to all member units and individuals.

(2) Recommended by the public and the media (time: May 20th-August 10).

1. Publish the activity notice, selection method and recommendation form to the society in relevant media and websites;

2. Accept the recommendation and recommendation of mainstream media, relevant government departments, social organizations, industry associations, enterprises, institutions and individuals.

(III) Selection of "Top Ten Social Welfare Stars in China": (Time: August11-September 15)

1. The Office of the Executive Committee shall classify, arrange, file and formulate materials recommended by the public.

Customs statistics;

2. The office of the Executive Committee shall review and select the deeds of qualified referees, and make a comprehensive evaluation.

Deliberating and selecting 20 candidates for the second "Top Ten Social Welfare Stars in China";

3. Hold a meeting of the Executive Committee and listen to the 20 second "Top Ten Associations in China" selected by the Office.

List, deeds and selection report of "public welfare star" candidates.

4. Publicize and vote on the public welfare deeds of 20 candidates who were shortlisted for the second "Top Ten Social Welfare Stars in China" on relevant media websites, the briefing of the Social Welfare Working Committee of China Social Workers Association and the website of "China Public Welfare Figures";

5. Send the deeds of 20 candidates of the second "Top Ten National Social Welfare Stars" to the members of the evaluation team of the Executive Committee and the members of the expert group of the Executive Committee, hold an evaluation meeting on the basis of public voting, evaluate the candidates, and select the winners of the second "Top Ten National Social Welfare Stars" by secret ballot;

6. The voting score of the Executive Committee Office based on public participation accounts for 30% of the total score, the evaluation score of the Executive Committee Evaluation Group accounts for 30% of the total score, and the evaluation score of the Executive Committee Expert Group accounts for 40% of the total score. According to the comprehensive statistical score, the former 10 was the winner of the second "Top Ten Social Welfare Stars in China".

(4) Identify the "Top Ten Social Welfare Stars in China" (time: September1June-September 30)

1. Hold a meeting of the Executive Committee to review and approve the results of the selection of the winners of the second National Top Ten Social Welfare Stars;

2. Edit and sort out the deeds of the winners, design and publish the "Second National Top Ten Social Welfare Stars" publicity album;

3, organize relevant personnel to write and collect the second "National Top Ten Social Welfare Stars" winners' special materials on public welfare deeds, and focus on publicity in relevant media and websites;

4. Organize the design of trophies, medals and various award certificates for this event, and submit them to the Executive Committee for approval before production.

(5) Commendation and reward (time: 65438+1October 8th-65438+1October 28th)

1. Send the campaign propaganda draft to the national mainstream media, and announce the selection results of the second "National Top Ten Social Welfare Stars" to the public through the national mainstream media.

2. Publicize the story introduction special edition of the second "Top Ten Social Welfare Stars in China" in People's Daily, and at the same time widely publicize the public welfare deeds of the winners through other relevant media;

3. Organize and implement the preparations for the award ceremony;

4. Convene the second commendation meeting of "Top Ten Social Welfare Stars in China": 65438+1October 28th.

It will be held in the Great Hall of the People in Beijing or other suitable places on the morning of April 1st. The winners of the second "Top Ten Social Welfare Stars in China" will be awarded prizes by national leaders and organizers.

Awards include: 1, 10 winners of the second "Top Ten Social Welfare Stars in China";

2 model public welfare special contribution award (depending on the selection results).

(VI) Follow-up publicity (129 October 65438-65438 February, 3 1)

1. Organize the production of the second "Top Ten Social Welfare Stars in China" commendation and award ceremony CD;

2. Publish or broadcast the relevant contents of the commendation ceremony in the mainstream media and publicize it widely to the society;

3. Continue to do the deeds of the winners of the second "Top Ten Social Welfare Stars in China" in relevant media.

In-depth publicity;

4. Contact local schools, communities and enterprises as appropriate to hold a "public welfare star" report meeting.

17. Contact information of the Executive Committee Office:

Mailing address: Floor 6, Zifeng Building,No. Dayabao Hutong 1, Dongcheng District, Beijing.

China social workers association social welfare work Committee

Postal code: 100730

Contact: Hu,,.

Tel: 0 10-6559 1490, 0/kloc-0-65590157.

Chuan Zhen: 0 10-65597 146

E-mail :spw@zhongguogongyi.com

Website: www.zhongguogongyi.com

China social workers association social welfare work Committee

May 2005