A public relations plan is a public relations plan, also known as a public relations plan or a public relations plan copy. In some public relations business books, it is also called? Public relations special proposal? . The following is a sample case of hotel public relations planning that I brought for you. Please refer to it. Model case of hotel public relations planning

Organizer: Hongkou Hotel

Consultant: Guangzhou University Public Relations Practice Service Group

Project background:

Hongkou Hotel is in order to meet the needs of reform and opening up. Old Hongkou Hotel? Based on the four-star standard, the Hongkou Hotel was built and opened on September 28, 1997.

Hongkou Hotel hired a hotel management company to manage it at the beginning. The management company positioned the hotel as a business hotel, and planned to establish itself in the market by imitating the management mode of business hotels. Due to the inaccuracy of market positioning and the influence of economic climate, the operation of hotels has been difficult to open up the situation; From September 28th, 1997 to September 31th, 1998, the operating profit was only 43,111 yuan. The operation of Hongkou Hotel was in trouble, so the management company had to leave early, and the general office of Guangzhou Municipal Government set up a new leadership team to take over the management of the hotel. The new leadership decided to win the support of the society and customers by re-establishing the hotel positioning and establishing the brand image.

Project survey:

On the basis of a lot of market surveys, the new team of Hongkou Hotel made a comprehensive analysis of its own basic situation, and realized that there are many business hotels in Guangzhou, and there are also many traditional guest houses. If Hongkou Hotel wants to emerge as a new force, it must find a brand-new market positioning; Hongkou Hotel has unique hotel resources and reception resources, which should be re-integrated. A whole new concept came into being? Create the brand image of the first official hotel in China. This brand-new brand image has unique advantages different from business hotels:

First, business hotels occupy a unique business hotel market, and for business consumers, business hotels have stronger adaptability, more trust and security. This is undoubtedly a unique market segment of official hotels.

second, the official hotel has a complete set of facilities, equipment, personnel and procedures that are suitable for government reception, official activities and other business activities. Third, relying on the close relationship with the government departments, the official hotel can provide more political and economic consultation and services for its guests.

fourthly, the official hotel undertakes the function of the government's external liaison. What does it play? Window? And? Bridge? Function, which is irreplaceable by business hotels.

project planning

public relations objective:

remoulding the brand image of Hongkou Hotel

public relations strategy:

(1) Close contact with the target public and creating good interpersonal communication channels

Public relations of official hotels need unique communication channels, that is, relying on the interpersonal communication channels of civil servants and the communication channels of hotel staff to spread the image of the hotel to the target public. On the basis of image strategy positioning, Hongkou Hotel has also determined the target public group with business guests as the main group and business guests as the auxiliary group, and formulated a set of methods to closely contact the target public to ensure the two-way communication between the hotel and the target public.

(II) Comprehensively strengthen the relationship between government and business, and expand the business market

It is absolutely impossible to establish the image of a business hotel without the support of the government. Therefore, in the strategy of building the brand image of a business hotel, the key point is to do a good job in the relationship between the government and its functional departments, so that the government and its functional departments can help and support the hotel as the owner and regard the hotel as their own enterprise; And through the special influence of the government and its various functional departments, it will expand its popularity and expand the official market.

(3) Communication in service and marketing in communication

Based on the particularity of communication in official hotels, Hongkou Hotel has tailored a unique communication method for itself, that is? Spread in service, marketing in communication? , relying on practical actions to promote their own characteristics, relying on word-of-mouth generated by providing quality services to the target public to promote their own image; With the deepening of the new image, the target public will recognize and recognize the hotel, thus creating the loyalty and reputation of customers and improving the brand image of Hongkou Hotel, which is the first official hotel in China. The definition of this image is: a hotel with business customers and business activities as the main target market, based on standardized hotel services and featuring distinctive official reception.

Project implementation:

Rebuilding the brand image is the macro public relations strategy of Hongkou Hotel, which has comprehensively promoted the implementation of this plan in a comprehensive way.

Give full play to its own advantages and reshape its brand image

Hongkou Hotel, as a business hotel, has unique advantages different from those of a business hotel. On the basis of fully grasping these advantages and organically integrating and utilizing hotel resources and reception resources, it has made great efforts to make the brand and characteristics of a business hotel.

first, establish a healthy image for the brand of the official hotel. Hotels operate on the right track, resolutely put an end to pornography, gambling, drugs and some low-level and vulgar services, and strive to provide an absolutely safe and reliable place for official activities. In terms of service? Personalization and humanization? Be good at it, and make business guests feel more cordial and comfortable.

secondly, inject affinity into the brand of official hotels. Hongkou Hotel is famous for its cordial? I have a home in Guangzhou? In order to publicize the slogan and create a feeling of home for the guests with practical actions, it has not only been friendly to foreign guests, but also been recognized by Guangzhou people.

Hongkou Hotel also integrates the brand image construction of the official hotel into the corporate culture, and advocates starting with personal image and working together with * * * to shape the brand image. In the culture of Hongkou Hotel, there is such a thing: everyone in Hongkou Hotel is required to pursue the hotel's career like a personal career, safeguard the hotel's interests like a personal interest, and cherish the hotel's honor like a personal honor. In the minds of Hongkou Hotel people, they are not only shaping the image of Hongkou Hotel, but also shaping Guangzhou as a modern central city as the reception base of Guangzhou Municipal Government? Window? Image. Model case of hotel public relations planning 2

1. Purpose:

1. Integrate and refine the corporate culture concept of Xucheng Building, and work out the corporate culture construction plan of Xucheng Building, so as to lay a conceptual foundation and framework for future corporate culture construction.

2. adopt the ideas and techniques of cultural marketing, combine and make use of the opportunity of the 28th World Heritage Committee meeting in Suzhou, plan and embody it? Love is full of enthusiasm? World heritage? The theme, close the relationship between Xucheng Building and the 28th World Heritage Committee General Assembly, is? Love is full of enthusiasm? World heritage? On the main line (or red line), systematically plan a series of activities to further effectively enhance the social influence, good image and popularity of Xucheng Building and promote the marketing performance of Xucheng Building.

Second, the meaning of the theme:

1. Implicitly, correspondingly and extensively reflect Suzhou? Bridges, flowing water, people? Unique customs of:

? The function of bridge connection and communication is used here? Welcome? Yes? Welcome? To correspond to the embodiment;

　? Flowing water, corresponding? How much? Emotional expression, that is, here? Full of affection? ;

　? The meaning that people are places corresponds here? Yucheng? And? World heritage? .

　2、? Love? Will reflect:

(1) customs and customs, Su Bang cuisine? 、? Hunan cuisine? Waiting for the food festival, giving French snacks to guests? The smell of angels, for key and important customers? World Heritage Exhibition? Visit tickets;

(2) affection and tenderness? Celebrate? May day? Excellent employees? Heroes? ;

celebrating? June 1st? Give it to employees and children? Brother Hao LUN? ;

(3) Friendship and affection? Remembering the hero Jiang Yong and offering sacrifices to sweep the hero's tomb; Condolences to the mother related to Xucheng Building;

(4) passion? Commemorating the first anniversary of participating in the Golden Key Alliance, reflecting? The satisfaction and surprise of the guests must come from our enthusiasm and passion for our work and customers in Xucheng? ;

　3、? Full? Will reflect:

how many? Love? The theme activities show that Xucheng people are full of enthusiasm and emotional service concept.

　4、? Full of affection? The word emotional atmosphere is full of Xucheng.

　5、? Yucheng? To show the place, pun intended, is not only Xucheng Mansion, but also synonymous with Suzhou.

　6、? The 28th World Cultural Heritage Committee of World Heritage became the place where the World Cultural Heritage was declared.

7. use? Love? Tie the red line? Golden key? , the Xucheng building? Affectionate? And? Satisfaction+surprise? The concept runs through the series of activities, like? Running water? Flowing through April-July, like? Running water? Into the hearts of customers in Xucheng Building, and into participation? World heritage? The representatives of the grand event are in their hearts and flow through them? World heritage? Place and declaration? World heritage? The place.

III. Series of activities:

1, April 4? 28th:

hold a food festival, plan and embody it? Is the beauty of total eclipse in xucheng? The theme, send one to customers who come to spend during the food festival? Romance and surprise? Gifts or gifts,? The smell of angels? Snacks and tickets to visit the 28th World Heritage Committee. The specific implementation departments are Marketing Department and Catering Department, and the cooperation department is General Office.

2. April 4th:

Celebrate the first anniversary of Xucheng Building's joining the Golden Key Alliance, and hold it? Jean? Golden key? Shining in every corner of Xucheng? Cultural forum activities, please? Golden key? Union China department leaders to train and organize? Golden key? Employees and employees of various departments communicate in the forum on how to realize and embody the concept of the golden key in their posts. The specific implementation departments are the General Office and the Personnel Training Department, and the cooperation departments are all departments.

March, May 1-May 4:

Celebrate Labor Day and Youth Day, and plan with? Red? The theme activities and events of the concept embody labor glory, post meritorious service, dedication, etc. Xucheng Heroes Association, celebrating May Day? The event, with Chuangyuan Group and Xucheng Daxia as the theme, held a gathering of outstanding employees. The specific implementation departments are the General Office, the Personnel Training Department and the trade union, and the cooperation departments are all departments.

April, May 9th:

Celebrating Mother's Day, giving holiday gifts to the mother of the hero Jiang Yong, and leaders of Xucheng Building visited Jiang Yong's home to express their condolences; Give small gifts to every mother customer who lives in the hotel; Give gifts to every Xucheng worker who is a mother. The specific executive departments are the General Office and the Personnel Training Department.

May and June 1:

Plan and organize Xucheng Building to give gifts to the staff and children of Xucheng Building. The activities of Xucheng children are in a good mood, and all of them are happy to get a good brother? , reflecting the humanistic characteristics of Xucheng Building, and improving at the same time? Brother Hao LUN? The popularity of. The specific implementation departments are the General Office, the Personnel Training Department and the trade union.

June, June 1? July 7th:

A surprise gift will be given to the long-term customers who have stayed in Xucheng and those who have made comments, and tickets for visiting the World Heritage Exhibition will be provided by Xucheng Building, and the specific implementation departments are Housing Department and Marketing Department.

July and April 4th? On 14 July,

held an activity jointly with Traffic Station? The people of Xucheng welcome the world heritage, and the elder brother of Hao Lun Xie? The prize-winning contest will turn Suzhou's mobile taxis into mobile publicity vehicles, so that taxi drivers and passengers can receive information about Xucheng Building, so as to promote the food festival of Xucheng Building. World heritage event? In the background, topics related to the basic situation of Xucheng Mansion, food festival, corporate culture and theme activities of Xucheng Mansion, world cultural heritage, Suzhou world cultural heritage, etc. were set up, and taxi drivers competed for answers and got a food prize provided by Hao Lunge of Xucheng Mansion.

8. A healthy city is the focus of recent attention and reports by Suzhou media. Is Xucheng Tower built in Suzhou? Healthy city? Yes? Healthy hotel? One of the pilot units, and in? Full of love, Yucheng welcomes the world heritage? During the theme activities, health-related festivals include:

World Red Cross Day on May 8th;

International Nurses' Day on May 2nd;

National Day for Helping the Disabled on May 9th;

World No Tobacco Day on May 31th;

World Environment Day on June 5th; Model case of hotel public relations planning 3

1. Activity background

The hotel is a four-star hotel run by the group in xxx city. The group is a catering service enterprise, and its main economic activities are in large cities in North China, East China, Central China, South China and Southeast China, and there are also several hotels in Shenyang, Changsha and Harbin in the northeast. Xxx Hotel is the first hotel opened by the Group in xxx, and also the first four-star hotel in xxx. For a medium-sized city like xxx, the Group is interested in the importance of the transportation hub of xxx. Furthermore, the policy of revitalizing the old industrial base in Northeast China indicates the revival of Northeast China, so the group wants to seize the market in Northeast China based on several large and medium-sized cities. As a new enterprise in xxx city, its popularity is not very high, and there are some competitors with a certain reputation in xxx city, such as xxx hotel, xxx hotel and so on. Therefore, if you want to gain a foothold in xxx city, the opening ceremony is the first shot of public relations, so this opportunity must be seized.

Second, the overall theme of the event

1,? Your dream home!

2. How does it feel to be home for you? Xxx Hotel

3. You and I * * * build a beautiful home

4. We will build your home

3. Activity objectives

Through this activity, people in xxx will get to know and have a perceptual understanding.

IV. Activity program

V. Activity plan

Publicity of signs in the early stage (setting up signs):

(1) Location: hotel as the center, on the main roads within 2km

(2) Setting form: re-applying for construction, if not allowed, Then rent the existing suitable outdoor media located on both sides of the road (for example, advertising space for bus waiting booths)

(3) Quantity: at least 5 copies are required for each different copy, and at least 11 copies are required for each copy

(4) Size and height: depending on the actual situation, the characters can be as big as possible, so as to be eye-catching

(5) Design requirements: