In addition to a wealth of event planning experience, professional event planning companies have an excellent system for resource integration and teamwork. So what are the new professional event planning companies?
First, the goal must be quantified
Large-scale public relations activities often consume a lot of manpower, material resources and financial resources. The cost of listing a new product in a central city is generally more than one million yuan. Why do you want to make such a big investment? In order to meet the needs of the company's communication, in order to build brand awareness, recognition, reputation, and to buy more products for more target consumers, this is the goal of new product public relations activities. It is not advisable to spend a lot of money on activities without goals, and it is not worthwhile to have unclear goals. Some companies do activities and set a number of goals, such as raising awareness, reputation, and promoting sales, but there is no quantification (increasing popularity, percentage of reputation, and promoting the amount of money in sales), the direction is vague, the wrong purpose When the goal. The goal must be quantified. It is not a hopeful observation, but just around the corner. Only by quantifying the goals, the planning and implementation of the activities can clearly define the direction, and then there will be less detours.
Second, focus on spreading a selling point
Large-scale events are a platform for displaying corporate brand image. It is not a general promotion. It is necessary to determine the selling point (theme) of the event, and use the selling point as the basis and main line of planning. A lot of activities that cost a lot of money and don't know what it is, can't leave a deep impression. Only by refining a distinct selling point, creating the “eyes” of the activity and spreading it, can we integrate the relevant resources to achieve the goal of the activity. The selling point here is the most exciting and expressive place in the design of the activity link. After many years of activity, the plot is mostly forgotten, but it still reminds me of a plot. Event planning needs to create such a wonderful climax, to design this climax link more unique, relevant, and easy to spread. Of course, the centralized dissemination of a selling point is not just a piece of information, but a combination of the activity goal and the target public, focusing on one selling point and improving the effectiveness of the activity.
Third, the activity is a media
As new tools and technologies continue to emerge, emerging media such as the Internet are being used for public relations activities. As everyone knows, the activity itself is a media. It has many characteristics of the mass media. Its role is compared with the mass media. It only has no communication effect before the implementation of the event. Once the activity is carried out, it can produce good communication effects. Due to the characteristics of both the interests of the organization and the public interest, the activity has a wide range of social communication, which itself can attract the participation of the public and the media, and spread through the public and the mass media through activities. In the planning and implementation activities, the corresponding journals, address books, internal publications, and publicity materials are equipped to realize the integration of communication resources, which can enhance the value and effect of the activities.
Fourth, there is no right to speak without investigation
Many public relations companies in China are doing activities. Due to the lack of public research awareness or limited public research, low agency fees, and tight time, it is common to omit the important work of public investigation. Think of a good idea, find an appropriate day to engage in activities, this is a common problem of some so-called "masters." But "there is no right to speak without investigation." "Knowing that he knows, he won't fight." Only by understanding their strengths and weaknesses, understanding the public psychology and needs, grasping the market dynamics of competitors, and conducting comprehensive analysis and forecasting, can we develop strengths and avoid weaknesses, adjust our own public relations strategies, and win the success of public relations activities. The feasibility of the activity, budget, public distribution, site traffic, relevant policies and regulations, etc. should be investigated in detail, then compared, form an analysis report, and finally make objective decisions.
5. The essence of public relations activities is to spread
Closed doors to build a car, closed sleeves and treasure. Unable to contact Beishangguang's new resources and new customers. It is the current status quo of many activity companies. Some seniors have said that public relations that are not for the purpose of communication are all hooligans. Business activities are essentially designed to let more people know their brand. The event company undertakes the event and hopes to cooperate with more quality brands. So embracing the Internet and combining activities and communication is an urgent task for many regional public relations companies.
Sixth, planning should be comprehensive, the operation should be strict
What are the skills of event planning? The point is one point: comprehensive. This is because the event gives us only one chance to succeed or fail. The event is not filming, TV, and can't come back. Every time it is live broadcast, once it fails to make up for it, it must not be taken lightly.
Seven, the crisis is an opportunity
Large-scale activities have certain uncertainties. In order to prevent accidents, the staff must have a strong sense of crisis in the planning and implementation process, fully predict the various risks that may occur, and formulate corresponding countermeasures. Only if all risks are eliminated, the planned plan can be guaranteed. In the event of an emergency, be tempted, don't be too busy, don't complain, keep your head clear, calm down, quickly identify the cause and confirm the truth. One method that has caused a negative impact is to promptly plead guilty to the public, prevent recurrence, establish opposing relationships between different media, avoid negative reporting, and strategically deal with media and public relations, otherwise it will be difficult to repair; another method is to turn the crisis into Opportunities, use the unexpected events to expand the scope of communication, use public opinion to spread sincerity, win the support of the public, and take the initiative as anti-passive.
Eight, comprehensive assessment
When evaluating activities, it is often only to assess the effectiveness of the implementation, and the assessment is not comprehensive enough. In the assessment, in addition to the implementation effect, re-evaluate whether the objectives of the activity are correct, whether the selling point is clear, whether the funding is reasonable, whether the input and output are proportional, whether the public data collection is comprehensive, whether the media combination is scientific, and whether the public and media relations are Whether it is more consolidated, whether social resources are increasing, and whether the satisfaction of all parties is quantified, the overall effect of public relations activities can be reflected. This kind of comprehensive evaluation is conducive to the performance appraisal of activities, responsibility to people, and can increase experience and lay a good foundation for the planning and implementation of the next event.
Jiuzhou planning group, after more than 20 years development with 100,000 successful cases, professionally concentrates on the planning of all kinds events,like launch ceremony, completion ceremony, signing ceremony , foundation stone laying ceremony, opening ceremony and so on.Jiuzhou planning international chain is a high-end transnational planning company.
Website：http://www.jiuzhouplanning.com/EN/
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Activity planning and implementation require the accumulation of experience, and large-scale activities should be re-planned and implemented. Activity planning and implementation, there are many skills to use, as long as the experience is summed up and applied in practice, we can plan and implement more, more influential and more successful activities.