Enterprise public relations planning letter sample 1
Project background
The hotel was built in September 1954 . Formerly known as the Beijing Exhibition Center Guest House, renamed Xiyuan Hotel in 1955, transformed into a company in 1980, the resident room of the business community, formally known as the current name. 1993 began a joint venture, the British-funded Cathay Pacific International Hotel Management Group to participate in the management of the hotel. The five-star business hotel has a main building and nine 4-story buildings, with 705 rooms (sets) of different types. Dining facilities include 8 restaurants and 2 lounges, which not only provide Huaiyang, Halal, snacks and other flavorful dishes, but also Korean cuisine, Japanese cuisine and Western-style meals for guests to enjoy. The business center located in the lobby provides professional secretarial services, including word processing, typing, computer rental, fax, photocopying, translation, bookbinding, and typewriter rental services, as well as internet access. Project Survey
Own Advantage: Excellent geographical location, located in Zhongguancun Science and Technology Park, is the financial, commercial and transportation center of western Beijing, and adjacent to major ministries and commissions such as the State Planning Commission, the Ministry of Finance, and the Ministry of Construction, as well as China Minmetals Group, Financial Street, Beijing Exhibition Hall and Capital Stadium. The famous Beijing Zoo and Zizhuyuan Park are only 1 kilometer away on foot.
Once occupying an important position among foreign reception hotels in Beijing, if Xiyuan Hotel is Beijing? The Xiyuan Hotel is the oldest hotel in Beijing. The Xiyuan Hotel is the largest hotel in Beijing, which is not an overstatement, as it has a history of more than 60 years. The Xiyuan Hotel was originally known as the Xiyuan Hotel. Xiyuan Hotel was formerly known as Xiyuan Hotel. Mainly engaged in Xinjiang-style dishes. In the 1980s, the main building of the first re-expansion of the formation of today's most luxurious hotel, the top of the hotel's revolving restaurant, is the first hotel in Beijing's revolving restaurant,
to this day, also magnificent, elegant scenery.
Problems: the main thing is that the equipment is old, especially in the guest rooms. The hotel as a whole gives people the feeling of old. Secondly, the average age of the hotel's formal staff is on the older side, the urgent need to inject fresh blood. Due to the backwardness of the hotel facilities, the hotel room rate is at a low level among the five-star hotels in Beijing, which affects the economic benefits of the hotel.
As the capital of Beijing, business hotels are naturally dotted everywhere, and the number of hotels of various grades is also very large. In order to show its attractiveness in so many competitors, it is necessary to give full play to its own strengths on the basis of overcoming shortcomings and integrating all aspects of the resources, so that the hotel can keep pace with the times, thus creating a better benefit.
Public relations objectives
Enhance the image of the hotel
Improve the hotel's visibility in the minds of consumers, and then get more consumers to recognize the communication strategy
(a) close contact with the target public to create a good interpersonal communication channels, so that the public can be well informed of the hotel information
(b) through the dissemination of a variety of media to promote the new image of the hotel, to promote the hotel's new image. Publicize the new image of the hotel
(C) through good service to pass word of mouth, in the publicity of the development
Project implementation
(a) play their own advantages
own geographical location, convenient transportation, as a state-owned enterprise, there are some stable sources of official customers.
(ii) strengthen its own quality, enhance the image of the hotel
The old guest rooms, recreational facilities, such as refurbishment and decoration, the old look for a new face. Make the hotel old image fundamentally changed.
(C) the use of a variety of ways to publicize the new brand image
The publicity activities start from the inside, to strengthen the corporate image, targeted selection of public media to promote the corporate image.
First of all, the change process can be recorded in the form of a video, transmitted to the official website of the hotel, so that the public can understand the latest situation of the hotel. The first step is to record the process of change in video form on the hotel's official website, so that the public can learn about the latest situation of the hotel. In the major hotel booking agent website, should also be fully reflected in the introduction of the hotel.
Secondly, every year, the period of the Cultural Expo, the Beijing Municipal Government dignitaries will stay in the hotel, after the transformation of the image of the hotel, to seize this opportunity to negotiate with the government personnel, contact Beijing Television on the Beijing Government dignitaries to conduct an interview with the content of the interview is to understand that they stayed during the meeting of the new image of the hotel, the new service feelings, through the television program, so that more consumers know about the new Xiyuan, the new service, the new service. Consumers understand the new Xiyuan, to attract more customers.
Again, the organization of charm management personnel and charm service personnel contest, the contest can include image display, talent show, management and service knowledge and skills quiz. The use of newspapers, television, the Internet and other media to publicize the contest, and invite some celebrities and ordinary citizens to visit for free, so that the public understand the charm of the Xiyuan people. In the contest at the same time can be organized photography activities, good works to give awards.
Specific activities to publicize
1. 10 days in advance in front of the hotel LED lights show that the hotel will be held on a certain date in a certain month staff skills competition.
2. Broadcast on Beijing TV, advertise on mobile TV and publicize in Beijing daily newspaper.
3. Paste leaflets on community bulletin boards and transportation stop signs.
4. Edit SMS to inform the hotel's VIP and gold cardholders about the campaign.
5. Publicize on the hotel's website. Activity process
1. Voluntary registration by the hotel staff to participate in the contest.
2. activity by the staff to submit the theme of ? The hotel is my home? The hotel is my home? The banquet hall for the photography exhibition layout, set up the stage, deployment of lighting, sound and other facilities, ready for the competition related matters, in advance to contact the relevant professional judges.
3. In addition to the professional judges, all guests can vote as public judges.
At the end of the contest, guests are invited to visit the photography exhibition, visit the new facilities and equipment of the hotel, and utilize the lucky draw to select two guests can stay in the hotel for free for one night.
(D) Pass word of mouth through good service and gain development in publicity. Strengthen the overall level of service, improve the hotel's visibility in the public
Recruitment of high-quality young service and management personnel, for the enterprise to inject new vitality. The hotel has been able to provide a good level of service to its guests.
To provide the guests with their needs, personalized, humanized service; organization of special people to investigate and study the customer psychology and needs, and then develop the corresponding service measures.
According to the changes and needs of the majority of guests in terms of age, level, and working style, the hotel provides a series of services such as wireless Internet access, laptop computers, and business consulting, which are convenient for the guests.
Project Evaluation
(a) Creating a business hotel, realizing the brand renewal, and successfully introducing the new brand image of the hotel to the market, realizing the brand renewal, and gaining the recognition and support of the target public group.
(b) in a short period of time to rapidly increase the popularity of the hotel, the hotel's image of a new metamorphosis, get peers and the community's attention and echo.
(iii) effectively expand the hotel's market, won a good economic benefits. Greatly promote the further development of the hotel and take the lead in market competition.
(d) created a good public relations. With the efforts of the Xiyuan people, Xiyuan Hotel visibility further improved, the new image is recognized, the hotel brand gold content, not only achieved good economic benefits, but also created a good public relations.
Unknown factors encountered in the implementation of the program, you can make appropriate adjustments to the premise to ensure the success of the hotel to change the image.
Corporate PR plan sample 2
Organizer: Hongkou Hotel
Consulting Unit: Guangzhou University Public **** Relations Practice Service Group
Project Background:
Hongkou Hotel, in order to adapt to the needs of reform and opening up in the ? Old Hongkou Hotel? on the basis of four-star standards built the current Hongkou Hotel, and on September 28, 1997 opened.
Hongkou Hotel started to hire the hotel management company management, the management company will be positioned as a business hotel, business hotels to be modeled after the business management model based on the market. Due to the inaccuracy of market positioning and the impact of the economic climate, the hotel has been difficult to open the situation; September 28, 1997 to September 30, 1998, operating profit of only 43,000 yuan. Hongkou Hotel's operation is in trouble, the management company had to withdraw early, by the Guangzhou Municipal Government Office set up a new leadership team to take over the management of the hotel. The new leadership team decided to re-establish the positioning of the hotel by re-establishing the brand image to win the support of the community and customers.
Project investigation:
Hongkou Hotel new team did a lot of market research on the basis of their own basic situation for a comprehensive analysis, recognizing that: Guangzhou business hotels are scattered, the traditional hospitality is also a large number of Hongkou Hotel to rise above the rest, we must look for a new market positioning; Hongkou Hotel has a unique hotel resources and hospitality resources to re-integrate these resources; a new hotel positioning to build a brand image to win the support of the community and customers. Re-integrate these resources; a new concept was born? To create the brand image of the first business hotel in China. This new brand image has a unique advantage different from business hotels:
First, the business hotel occupies a unique business hotel market, for business consumers, business hotels have a stronger adaptability, more trust, sense of security. This is undoubtedly a unique market segment for business hotels.
Second, business hotels have a complete set of facilities, equipment, personnel and procedures for government receptions, official activities and other business activities. Third, business hotels are backed by the government, relying on the close relationship with government departments, can provide guests with more political, economic and other aspects of the consultation and services.
Fourth, official hotels bear the government's external liaison functions, it plays the ? window? and? bridge? The role of business hotels can not be replaced.
Project Planning
PR Goal:
Reinvent Hongkou Hotel's brand image
PR Strategy:
(a) Closely contact with the target public and create a good interpersonal communication channel
The PR of public service hotels needs a unique communication channel, that is, to rely on the interpersonal communication channel of the civil service team, and the communication channel of the hotel's staff team, to bring the hotel to the public's attention. The public relations of public service hotels need unique communication channels, that is, relying on the interpersonal communication channels of the civil service team and relying on the communication channels of the hotel's staff team, to spread the hotel's image to the target public. On the basis of image strategy positioning, Hongkou Hotel has also identified the target public group of official guests, supplemented by business guests, mainly official guests, supplemented by business guests, to develop a set of close contact with the target public method to ensure that the hotel and the target public of two-way communication.
(ii) comprehensively strengthen the public service public **** relations, expanding the public service market
To establish the image of the public service hotel, leaving the government's support is absolutely not doable, therefore, in shaping the image of the public service hotel brand strategy, focusing on doing a good job of the government and its various functional departments of the public **** relations, so that the government and its various functional departments to the master's posture to help, support the hotel, the hotel as their own business; the hotel as their own business; the hotel as their own business; the hotel as their own business. Hotel as their own business; and through the government and its various functional departments of the special influence, expand visibility, expand the business market.
(C) in the service of dissemination, in the dissemination of marketing
Based on the special nature of the dissemination of business hotels, Hongkou Hotel tailored a unique set of dissemination methods, that is? In the service of dissemination, in the dissemination of marketing?
Hongkou Hotel has established its own brand image as the first official hotel in China through the deepening of the new image, so that the target public can identify and recognize the hotel, thus creating customer loyalty and reputation, and improving
Hongkou Hotel has established its own brand image as the first official hotel in China. This image is interpreted as: official customers, official activities as the main target market, based on standardized hotel services, with a distinctive official reception as the characteristics of the hotel.
Project implementation:
Rebranding is a macro public relations strategy of Hongkou Hotel, which has promoted the implementation of this plan in a comprehensive manner.
Take advantage of its own strengths, reshaping the brand image
Hongkou Hotel as a business hotel has a unique advantage different from business hotels, in fully grasp these advantages and hotel resources and hospitality resources for the organic integration and utilization of the basis, and strive to make the brand of business hotels and characteristics.
First of all, to establish a healthy image for the brand of business hotels. The hotel operates in the right way, resolutely put an end to pornography, gambling and drugs, as well as some low-level, vulgar services, and strive to provide an absolutely safe and reliable place for official activities. In the service to? Personalization, humanization? The first is to make the official guests feel friendly and comfortable.
Secondly, the brand for the official hotel to inject affinity. Hongkou Hotel to friendly? I have a home in Guangzhou? for the publicity slogan, and practical action to create a sense of home for the guests, not only affinity with the guests in foreign countries, but also get the recognition of the people of Guangzhou.
Hongkou Hotel also will be the official hotel brand image construction into the corporate culture, advocating from the personal image, hand in hand *** plastic brand image. In Hongkou Hotel's culture there is such a line: each Hongkou Hotel people like the pursuit of personal career as the pursuit of the hotel's career, like maintaining personal interests as the maintenance of the hotel's interests, like cherishing personal honor as the hotel's honor. In the idea of Hongkou Hotel people, what they are shaping is not only the image of Hongkou Hotel, but also the image of Guangzhou City as a modern city center, as the reception base of Guangzhou Municipal Government. Window? The image of Hongkou Hotel is not only the image of Hongkou Hotel.
Enterprise public relations planning letter sample 3
First, the public relations background
? The sky is pale, the field is vast, the wind blows the grass low to see the cattle and sheep? This is an ancient folk song, for us to sing the beautiful natural scenery of the prairie. The prairie is the most beautiful and pure place that we have been longing for. Mengniu Group was born in such a beautiful grassland. Since the establishment of the company, through scientific development and positioning, the company has been focusing on the principle of "only for quality life". Only for quality life? Since its establishment, through scientific development and positioning, Mengniu Group has created a miracle in the development of national enterprises with the slogan of "Only for quality life". Its corporate image and value have also been recognized by the public.
Along with the development of economy, the incentive competition of dairy products industry, some illegal behaviors of adding illegal additives appeared within the industry, which led to the vicious circle of market competition. in September 2008, melamine was detected in Mengniu's dairy products, from then on, Mengniu's image and value suffered a great deal, in order to salvage the market and realize the enterprise's self-salvation, it is necessary for us to carry out a series of PR activities to re-establish the image and credibility of the enterprise.
II. Activity Mode and Content
1. Mode: Mengniu Ecological Science and Technology Park Display
2. Content: Mengniu Culture Introduction, Product Production Process Display, Core Process Display, Mengniu Ecological Ranch Demonstration, Cyclic Development Model Display
III.
1. Overall goal: to enhance corporate image, save the market, and strengthen the sense of corporate social responsibility.
2. Specific objectives: to publicize Mengniu's green production concept, and to achieve positive communication between enterprises and consumers.
V. Theme of the event
1. Quality life, I choose Mengniu.
2. Ecological Mengniu, scientific and technological Mengniu.
VI. Activity Program
Stage 1: Preparation for the event
1. Determine the participating groups.
Determine the way: 2011.05-2011.09 Where the purchase of Mengniu products, its packaging under the signature printed with ? Mengniu
Mengniu Experience Member? label number, you can log into Mengniu's official website with the label number to get information about the campaign
and qualify for free experience.
2, site layout and preparation
Work content: a, site layout for the press conference
b, preparation for the exhibition at Mengniu Ecological Science and Technology Park
c, invitation of the media and guests
d, hospitality preparations
3, budget for the event
4, development of the criteria for evaluating the effect of the event
The second stage: the implementation stage of the event
The event will be held in the second half of the year. > Phase II: the implementation phase of the activities
1, Time: November XX, 20XX?November XX, 20XX
Matters: reception of members, food and lodging arrangements, the itinerary of the preaching
Objects of Participation: Reception Group Logistics Group Communication Group
Note: a, staff reception process pay attention to etiquette.
b. Reasonable accommodation and food arrangements, pay attention to respect the special habits of some members of ethnic minorities.
c. The itinerary is clear.
2, Time: November XX, 20XX 9:00AM
Matters: held a press conference
Participants: corporate spokesman media staff all members of the event staff
Note: a, articulate the purpose of the event, to establish a good corporate image.
b. Dissemination of business ideas.
3. Time: November XX, 20XX
Matters: Opening Ceremony and Mengniu Ecological Science and Technology Park Exhibition Opening Ceremony
Objects of Participation: Corporate Leaders Guests Media Staff All Member Activity Staff
The Public
Notes: a. Activity Site Order Maintenance
b. Exhibit Introduction to the community to focus on showing the enterprise ecological, green, healthy production concept
VII, media strategy
1, the preparatory stage: the use of the Internet, newspapers, magazines and other communications media, to publicize the enterprise's scientific business philosophy, publicity to focus on the dissemination of the enterprise's green, ecological mode of production, to the activities of a unique experiential to attract more consumers to participate.
2. Implementation stage: Invite news media and other media to track and report on the activity. And through these media reports on Mengniu's ecological, safe and recycling production mode, it will inspire more public ****songs to identify with Mengniu, thus shaping a good corporate image.
VIII. Evaluation of the effect
IX. Budget
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