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planning and implementation of large-scale events

planning and implementation of large-scale events 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 planning procedures and methods? This will help us to organize large-scale activities more perfectly. I. definition of large-scale activities

a large-scale activity is a social coordination activity in which many people participate 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 expenses. Recently, we did public relations for a company in Shanxi in Shenzhen, and the expenses amounted to several million yuan. Why should we organize such a large-scale activity with such a big expense? Of course, it is for the communication needs of enterprises and 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. When they see someone else's company's celebration activities, they also want to do the celebration activities, and they demand that the activities be more lively, larger in scale and higher in specifications. But I don't know why,

it is unclear what information to spread during the activities, and obviously there is no purpose.

second, be planned. Everything should be planned, and large-scale activities are no exception, and it requires careful planning.

thirdly, the participation of many people is an important concept of large-scale activities. Since it is a large-scale activity, there should be many people participating, but it is not a large-scale activity with a large number of participants. There are 1, employees in a unit, and a general meeting will be held, and many people will participate. Can you say this is a large-scale activity? 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

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must have a clear purpose. It is not a general purpose, but a purpose established around the organizational image strategy and recent public relations objectives of the whole organization. When we discuss this issue in some colleges and universities, many students like to ask: If the public relations goal of an institution conflicts with the social needs, how should you handle this problem as a public relations consultant of the institution? In fact, such a problem is very simple. Only when the image of an organization is always in harmony with the society can it establish its good organizational image in the social environment. If you rely on deception, even if you occupy the sales market for a while, 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, a shopping mall organized staff to walk around the shopping mall with commodities, which was absolutely not in line with our professional ethics of public relations. It was a deceptive act and was in no way beneficial to establishing a good image of the enterprise. Therefore, the purpose of activities should stand on the standpoint of social integration, not just on the standpoint of one of our enterprises.

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, extensive social communication. The 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 large-scale activity is organized. Once this activity is carried out, it will have a good communication effect. We should also note that the activity itself attracts the participation of the public and the media. Therefore, the information of large-scale activities is disseminated through the media or through the public, which 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 are given only one chance to succeed and fail. Because large-scale activities are different from filming or television, they can shoot three or four sets of shots and then edit them again, but every time they plan large-scale activities, they are broadcast live, and once they make mistakes, they can't be made up. We have a profound lesson in this respect. Before Hong Kong's return to China, we had a youth gathering in Guangzhou. According to the original plan, we planned to hold a ceremony for young representatives of the three places to exchange flags at the opening ceremony to show the beginning of the exchange. This information had already been released in the media. As a result, when the staff forgot to bring the exchanged flags to the meeting, it was too late to go back and get them, so the meeting had to cancel the ceremony temporarily. At that time, it was a very sensitive period. As soon as the problem occurred, it attracted the attention of the media, especially the Hong Kong media. They were concerned about whether the policy had changed. It is a great pity that the staff made mistakes due to their negligence. In some cases, there are quite a few casualties caused by holding large-scale activities. Denmark held a concert in mid-2, which turned into a tragedy in which 8 people died and more than 2 people were injured. In May, Chengdu released advertising balloons, which forced

eight planes that should have landed in Chengdu to land in other cities. It is often reported in newspapers that the planner, organizer or leader of an activity was dismissed or sentenced because of casualties or heavy property losses caused by poor management. Therefore, the planning and implementation of large-scale activities should not be taken lightly.

4. High investment. A large-scale activity often needs to invest a lot of money and expenses, and it is absolutely impossible to make a big activity with very little money. We can advocate the spirit of breaking a copper coin into two or even 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.

III. Planning of large-scale activities

From the procedural point of view, 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 project is decided as a project. Should this activity be done? Why do you do it? It must be clear.

second, carry out investigation and feasibility study. It is clear to all that we will not elaborate on the investigation, but the planning 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 on similar cases in history, venue conditions and time selectivity.

Feasibility study is a very important work 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 benefits. From the perspective of efficiency, is it beneficial for us to save money in publicity 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 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 grasp modern scientific research results. The last one is the adaptability and research of emergency capacity. What emergency measures are needed? For example, outdoor activities should consider the 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 planner. Today's era is not like the Romance of the Three Kingdoms era, where there is a Zhu Gekongming, and it is planned by a combination of different disciplines. Therefore, when Sun Yat-sen University asked me to tell their students about planning, they originally asked each student to make a whole case planning book when doing case homework. I said, can we change it and plan in a group way? 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 the synthesis of multiple disciplines and collective wisdom, not the masterpiece of a master.

third, scheme demonstration. The scheme should be not only demonstrated, but also scientifically demonstrated. The scheme demonstration usually uses positioning optimization method, rotating optimization method and advantage transplantation method.

IV. Problems that should be paid attention to in the process of operation implementation

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. Implementation of operation design. From my personal work experience and research results, we should attach great importance to the operational design of the implementation plan. We see that some activities organized by units, even those undertaken by professional organizations, have such problems: creativity is very good, but due to the lack of operation design, many problems appear in the operation process, which violates the original spirit or does not 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 with a budget of < P > 1 million and finally spend 1.6 million. From the perspective of modern management assessment, this activity cannot be said to be successful.

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Go through the examination and approval procedures. Some people think that it is cumbersome to apply for approval, and they are afraid of trouble. But in practical work, we should hope to get the approval of the relevant units. Here is a case for you. A unit in Guangzhou once held an activity to respect the elderly, which was originally a good thing. Many sponsors were found, including a fireworks factory, to sponsor fireworks. At that time, although Guangzhou had not stipulated that fireworks should be approved 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 sites, so they have not submitted it to the relevant units for approval. The activity was very lively. There were performances of cultural programs, and many sponsors gave gifts to the elderly. Finally, fireworks were set off, but once the fireworks were released, they were investigated 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 the plane route anyway.

3. Implement the management of operating procedures. Procedural management is a kind of scientific management consciousness. Only when it is implemented procedurally can there be standardized and scientific management. Therefore, it is important to design standardized procedures for operation when implementing design.

4

Scheme training. In large-scale activities, if the staff involved don't understand the overall planning intention, they can't provide constructive labor for the implementation of large-scale activity strategies, so it is necessary to train the staff, and only by knowing can they contribute.

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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 make evaluation standard schemes, including our customers rarely ask us to make evaluation schemes, and they are even more unwilling to pay for professional companies to make evaluation reports 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 skills. Today, only two methods are discussed.

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is the "eye" of creative activities, and the concept of "eye" is drawn from the eyes of articles and songs. When we were in middle school, we read Zhu Ziqing's prose "The Back". He wrote a paragraph in which his father bought oranges in a simple way, which is the most vivid place. This is the literary eye. Our friends who sing know that you may not sing all the songs, but you can write down a sentence or two as soon as you listen. What you write down is the most wonderful thing, which shows that this is the most spreading place, and this is where the eye of the song lies. 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, there should be an atmosphere design that can better express our theme. Today, everyone saw the publicity board of the theme image of the conference in the conference venue, which was very clear, and it was in Chinese and English. These publicity boards brought out the theme atmosphere of the conference and the concept of international relations and exchanges, which was very thoughtful planning. We should pay attention to bringing out the theme atmosphere of the activity through the design of the venue and atmosphere, which is often ignored by many people. They only consider the creativity in a certain activity link and ignore the creativity in the venue.

There are 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.

Here is a model for you

The second "Top Ten Social Welfare Stars in China"

1. The 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 Youth League, the All-China Women's Federation and other departments, with the approval of the Ministry of Civil Affairs, the second "National Top Ten" was co-sponsored by seven units, including china association of social workers, China Red Cross Society, china charity federation, China Aging Association, China Disabled Welfare Foundation, China Environmental Protection Foundation and People's Daily's Domestic Political Department, and co-sponsored by the national mainstream media. Through the 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 a model for public welfare, and vigorously advocate the noble act of "dedicating love and benefiting society" in the whole society to promote and promote the sustained and healthy development of social welfare undertakings in China.

II. Organizer:

china association of social workers

China Red Cross Society

china charity federation

China Association for the Aged

China Welfare Foundation for the Disabled

China Environmental Protection Foundation

People's Daily Domestic Political Department

III. Organizer: china association of social workers Social Welfare Work Committee

IV. Co-organizer: the central government and provinces. Relevant enterprises and media companies supporting public welfare undertakings in various places

V. Activity time: May-October, 25

VI. Scope of activities: nationwide

VII. List of activity executive committees and offices: see the document [Notice on commendation activities for the second "Top Ten Social Welfare Stars in China"] for details.

VIII. Relevant media: mainstream media and websites in China

IX. Theme of activities: Promoting public welfare and benefiting the society

X. Selection target:

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

XI. Selection criteria:

1. As a non-governmental person, take the initiative to assume social responsibilities, fulfill social obligations, and make significant contributions to the country and the nation;

2. Take advantage of personal time, financial resources, material resources and long-term participation in and engagement in public welfare undertakings;

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

4. It is widely praised by the masses in the society and recognized by the local or society.

XII. Recommended methods:

1. Recommended forms:

① Recommended by relevant government departments and social organizations; <