Planning news is unrepeatable, so there is no absolute model to apply. It is absolutely necessary for public relations personnel to actively innovate according to the needs of the organization and the actual situation, but it is not without rules to follow. 1. Plan according to social public hotspots. In different periods, the news public pays different attention to "hot spots". News planners should thoroughly understand the operation rules of news media, know when journalists are interested in what news, and plan news according to "hot" issues. For example, news can be planned around "hot spots" such as Beijing's Olympic bid, the Iraq war, the fight against SARS, flood fighting and emergency rescue, and the college entrance examination for students. According to Hangzhou Daily, the Iraq war has recently become a hot topic. A restaurant in Hangzhou seized the opportunity to introduce the dishes of the Iraq war at the right time. "Bush's cooking", "Apache perch" and "Tomahawk-style whole bamboo shoots", to name a few. According to the owner of this restaurant, after the Iraq war started, he suddenly had a brainwave and decided to put two rows of sandbags on both sides of the hotel door as bunkers, and put several pots of tall palm trees behind the bunkers to create a tropical atmosphere. The hostess and waiter at the door are wearing camouflage uniforms and camouflage hats. In the hall, a map of the Middle East is very eye-catching, with the location of Iraq marked in red. The entrance to the box should be the orientation map on the second floor, but now it is replaced by a national map of Iraq. There are also two toy tanks and two Apache helicopter models parked next to the map. "Then what is' Bush cooking'?" A guest asked, "It's cloth fish and stone chicken cooked together." The waiter replied. The hollow round braised bamboo shoots are "tomahawk" type whole bamboo shoots, and the dishes cooked by pigeons are called "anti-war messengers". This restaurant in Hangzhou made use of the hot spot of the Iraq war to plan and achieved objective economic benefits. But sometimes, it is difficult for organizations to find content closely related to topics of public concern within a period of time, which requires public relations personnel to dig from different angles and levels. 2. Public Welfare Activities Planning News1990 In May, Shanghai DJI Co., Ltd. decided to invest 250,000 yuan to support the "Asian Games World Sports Knowledge Grand Prix" sponsored by 8 news organizations, including Xinhua News Agency, CCTV Sports Department, Guangming Daily, Workers Daily, China Youth Daily and China Sports Daily. During the event, the organizing committee of the Grand Prix held a high-level and high-standard "DJI Experience Symposium" in the Capital Hotel, invited many senior government officials and experts and scholars in the economic field to theoretically summarize the management of DJI Company, attracted many journalists to report on DJI in Shanghai, and produced "DJI Series Special Reports" in major newspapers for several days, and CCTV and china national radio also had special reports. These publicity reports made "DJI" famous all of a sudden, which produced a powerful effect far exceeding the advertising investment of 250,000 yuan. 3. Plan news through festivals. Llakaj Food Company in the United States uses the traditional festival of China-Spring Festival to make news. Llakaj Food Company has produced a series of Llakaj New Year recipes on the occasion of the Lunar New Year in China, and launched them with the theme of "Cooking delicious food with the whole family during the Spring Festival and enjoying family happiness". As a result, Llakaj Food Company, which has been unknown for a long time, successfully attracted the attention of the press in this new year. Many newspapers and TV stations introduced new foods in Llakaj. 4. Using celebrity effect to plan news Tianjin "Flying Pigeon" bicycle has become an internationally renowned brand. Tianjin "Flying Pigeon" bicycle enjoys a high reputation in China and is the winner of the "Golden Dragon" Award of the Ministry of Light Industry. However, in the eyes of foreigners, it is just an "aspirin car", that is, riding it will make you sweat and cure a cold. Changing the bad impression of foreign public on the brand of "Flying Pigeon" is the key for "Flying Pigeon" to enter the world market. By chance, when Tianjin Bicycle Factory learned that President Bush and his wife would visit China, it immediately decided to express the friendship between the people of China and the American people by giving away cars. They selected 84 and 83 floats with beautiful appearance, light weight and convenient ride, and sent them to Diaoyutai State Guesthouse. Mr. and Mrs. Bush carefully looked at the car, praised it again and again, and got on the bus with great interest, so that many reporters could take pictures. In this regard, hundreds of newspapers at home and abroad reported. Soon. "Flying pigeon" has become "the president's favorite car" and "the gift of the head of state". In the United States, there is a rush to buy "Bush" and "Barbara" brand bicycles. "Flying Pigeon" has changed its brand image for 40 years. 5. News organizations plan news. If an organization holds various activities jointly with news organizations such as newspapers, radio stations and television stations, it will increase the opportunities for the organization to appear in the news media. Because news organizations participate in this activity, they will naturally report this activity in their own news media, so organizations will also have the opportunity to meet with the general public and raise their visibility.