Text | AppID of public relations | Black Cat Hui -app large-scale activities, experiential marketing and experiential marketing large-scale activities have repeatedly appeared in our tweets these days, and also appeared in the mouths of media people in major event industries. Many friends began to ask me backstage: what is a big event? I can't help asking myself, what is the standard here? Is it a big deal to hold a 48 million press conference like Chevrolet? Or must it be a big event like Fireman's Day and Bray G?nc Art Festival? Real estate activities are not counted, but car enterprise activities are counted? Ok, let's take a look at the following 5.8 tips. Maybe the thinking will be much clearer. First of all, we must clarify several basic issues, such as: ● How to define large-scale activities? ● Which units use large-scale activities under what circumstances? ● What are the planning skills of large-scale activities and the problems that need attention? What are the procedures and methods of planning? This will help us to organize large-scale activities more perfectly. Five points to keep in mind 1, the definition of large-scale activities A large-scale activity is a social coordination activity organized by many people 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 fees. Why spend so much money to organize such a large-scale activity? Of course, it is for the communication needs of enterprises 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. Second, there must be a plan. Everything must be planned, and large-scale activities are no exception, and more careful planning is needed. Third, multi-person participation is an important concept of large-scale activities. Since it is a large-scale event, there should be a lot of people attending, but it is not a large number of participants and it is not a large-scale event. A unit has 10,000 employees, and there will be a general meeting with many people attending. Can you say this is a big event? 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. 2. Characteristics of large-scale activities First, there must be a clear purpose, not a general purpose, but a purpose built around the organizational image strategy and recent public relations goals of the whole organization. Only when the image of an organization is always in harmony with the society can it establish a good organizational image in the social environment. If you cheat, even if you temporarily occupy the sales market or increase the market share, you will eventually quit the market. Therefore, the purpose of the activity should stand on the standpoint of social integration, not just on the standpoint of our enterprise. Second, large-scale social communication activities are a kind of media, and its function is like mass media, but this kind of media will not play a role in communication until large-scale activities are organized. Once this activity is carried out, it will have a good communication effect. We should also note that the event itself attracted the participation of the public and the media. Therefore, whether the information of large-scale activities is disseminated through the media or the public is a very important feature that we must consider in the process of planning large-scale activities. Third, strict operability allows us to have only one chance of success or failure in the process of organizing large-scale activities. Because large-scale activities are different from filming or TV, they can shoot three or four sets of shots and then edit them, but every time they plan large-scale activities, they are broadcast live, and once they make mistakes, they can't make up. Fourth, large-scale activities with high investment often require a lot of money and expenses, and it is absolutely impossible to do large-scale activities with very little money. We can advocate the spirit of breaking a copper coin into two or more flowers, but high investment is the most basic feature. 3. 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: first, it is necessary to determine whether the activities should be projects. Why are you doing this? Must be clear. Second, the investigation and feasibility study are clear to everyone, and they are not elaborated in detail. However, the planning and 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 of similar cases in history, venue conditions, time selectivity and so on. Feasibility study is a very important 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 income. From the point of view of efficiency, is it beneficial for us to save publicity expenses 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 the 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 master modern scientific research results. Finally, the adaptability and research of emergency capability. What emergency measures are needed? For example, outdoor activities should consider 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. Today's era is no longer like the Romance of the Three Kingdoms era. A Zhu Gekongming needs a person to make it, but a combination of different disciplines. 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 multidisciplinary synthesis and collective wisdom, not a masterpiece of a master. Fourth, the scheme demonstration scheme should not only be demonstrated, but also scientifically demonstrated. Scheme demonstration usually adopts positioning optimization method, rotation optimization method and advantage transplantation method. 4. Problems that should be paid attention to in the process of operation and implementation First of all, we should attach great importance to the operation design of the implementation plan. We have seen that some activities organized by units, even those undertaken by professional organizations, have such problems: the creativity is very good, but due to the lack of operation design, many problems have appeared in the operation process, which violates the original spirit or fails to reach the original level. Therefore, after the principle scheme is determined, the operation design must be further carried out, and the operation design must include a more accurate financial budget. Second, go through the examination and approval procedures. Some people think that it is cumbersome to go through the examination and approval, and they are afraid of trouble. But in practical work, we should hope to get the approval of the relevant units. Third, the management of operating procedures is a scientific management consciousness. Only by procedural execution can there be standardized and scientific management. Therefore, it is very important to design standardized operating procedures when implementing the design. Iv. Scheme Training In large-scale activities, if the staff involved do not understand the overall planning intention, they will not be able to provide constructive labor for the implementation of the strategy of large-scale activities, so it is necessary to train the staff in the scheme, and only when they understand it can they make a contribution. Fifth, design evaluation criteria. The evaluation of large-scale activities should have an accurate evaluation standard. Now, after many schemes are completed, we often neglect to do the evaluation standard scheme, including our customers rarely ask us to do the evaluation scheme, and they are even more unwilling to pay a professional company to do the evaluation report for him. 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. 5. The first planning skill is to create the "eye" of the event. The concept of "eyes" is derived from the eyes of articles and songs. 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. This is the core and key to the creativity of large-scale activities. Second, we should have an atmosphere design that can better express our theme. Today, everyone saw the publicity board of the theme image of the conference at the venue, which was very clear and bilingual. These publicity boards set off the theme atmosphere of the conference and the concept of international relations and exchanges, and they were well planned. Attention should be paid to bringing out the theme atmosphere of the event through the design of the venue and atmosphere, which is often ignored by many people. They only consider the creativity of a certain activity, but ignore the creativity in the venue. There are still 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. Activity planning and implementation is a common technical means in the work of enterprise planning department, public relations company, planning company and advertising company. Successful activities can continuously improve the popularity, recognition, reputation, loyalty and customer satisfaction of the brand-global brand network, enhance the brand image of the organization, change the public's view of the organization, accumulate intangible assets and promote sales to varying degrees. Many organizations have held large-scale activities, but it is not uncommon for public relations activities to be aimless, unfocused, anticlimactic and imprecise. Some activities failed due to poor planning or crisis management, resulting in heavy losses and even accidents, resulting in casualties and legal sanctions. There are conventional methods to follow in activity planning, but there are also many skills. Three points for planning and seven points for implementation. Don't forget lesson eight. 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 new products in a central city is generally more than one million yuan. Why are you so involved? In order to meet the communication needs of enterprises, establish brand awareness, recognition and reputation, and let more target consumers buy his products, which is the goal of public relations activities for new products. It is not advisable to spend a lot of money on activities without goals, and it is really not worthwhile to have unclear goals. Some enterprises have set many goals for their activities, for example, improving their popularity and reputation and promoting sales. , but they didn't quantify (the percentage of increasing popularity and reputation, the monetary amount of promoting sales), the direction was vague, and they mistakenly took the purpose as the goal. Goals must be quantified. This is not a hopeful observation, but it is just around the corner. Only by quantifying objectives, planning and implementing activities can we make clear the direction and avoid detours. Second, focus on spreading a selling point. Large-scale activities are platforms for displaying corporate brand image, not general promotional activities. It is necessary to determine the selling point (theme) of the activity and take the selling point as the basis and main line of planning. Many activities that cost a lot of money don't know what they are and can't leave a deep impression. Only by refining a distinctive selling point, creating the "eyeball" of the activity and spreading it, can we integrate relevant resources and achieve the goal of the activity. The selling point here is the most exciting and vivid place in the design of the activity link. After many years, the plot is mostly forgotten, but it can still be remembered. Event planning needs to create such a wonderful climax, which should be designed to be more unique, targeted and easy to spread. Of course, the centralized communication of a selling point is not just to spread a message, but to highlight a selling point and improve the effect of the activity by combining the two factors of the activity goal and the target public. Third, activity is a kind of media. With the continuous emergence of new tools and technologies, emerging media such as the Internet have been applied to public relations activities. As we all know, activity itself is a kind of media, which has many characteristics of mass media. Compared with mass media, its function is that it does not happen before the implementation of activities, and once the activities are implemented, it can produce good communication effects. Because of its characteristics of paying equal attention to organizational interests and public interests, activities have a wide range of social communication, which can attract the participation of the public and the media themselves and spread through the public and mass media on the platform of activities. When planning and implementing activities, it is necessary to equip corresponding periodicals, address books, internal periodicals and publicity materials to realize the integration of communication resources, which can enhance the value and effect of activities. 4. No investigation, no right to speak. Many domestic public relations companies do activities. Due to the lack of awareness of public research or limited level of public research, low agency fees, tight time and other reasons, it is common to omit this important work link. It is a common fault of some so-called "masters" to think of a good idea and find a suitable day for activities. But "no investigation, no right to speak." "Know yourself and know yourself, and you will win every battle." . Only by finding out one's own strengths and weaknesses, understanding the public psychology and needs, grasping the market dynamics of competitors, and making comprehensive analysis and prediction, can one develop one's strengths and avoid weaknesses, adjust one's public relations strategy and win the success of public relations activities. The feasibility, budget, public distribution, venue traffic, relevant policies and regulations of the event should be investigated in detail, then compared, an analysis report should be formed, and an objective decision should be made finally. The essence of public relations activities is to spread the truth behind closed doors. I can't contact the new resources and new customers of Beishangguang. Is the status quo of many activity companies. Some predecessors once said that public relations that are not for the purpose of communication are hooligans. The essence of enterprise activities is to let more people know their own brands. Activity companies undertake activities and hope to reach cooperation with more high-quality brands. Therefore, there is an urgent need for many regional public relations companies to embrace the Internet and combine activities and communication perfectly. Sixth, the planning should be comprehensive and the operation should be strict. What are the skills of activity planning? The key point is: comprehensive. This is because activities only give us a chance to succeed or fail. The activity is not a movie, not a TV series, and cannot be repeated. Every time it is a live broadcast, once the mistake cannot be made up, it must not be taken lightly. 7. There is some uncertainty in turning crisis into opportunity. In order to prevent accidents, staff should have a strong sense of crisis in the process of planning and implementation, fully predict possible risks and formulate corresponding countermeasures. Only by eliminating all risks can the planning scheme be guaranteed. When an emergency happens, you should improvise, don't worry, don't complain, keep a clear head, be calm, quickly find out the reason and confirm the truth. One of the ways to deal with the negative impact is to apologize to the public in time to prevent it from happening again, to establish an antagonistic relationship between different media, to avoid negative reports, and to deal with the relationship between the media and the public strategically, otherwise it will be difficult to repair; The other way is to turn the crisis into an opportunity, expand the scope of communication with the help of emergencies, spread sincerity with the help of public opinion, win public support, and turn passivity into initiative. Eight, all-round evaluation When evaluating activities, it is often only to evaluate the implementation effect, and the evaluation is not comprehensive enough. The overall effect of public relations activities can only be reflected by evaluating whether the objectives of the activities are correct, whether the selling points are distinct, whether the funds are reasonable, whether the input and output are in direct proportion, whether the public information collection is comprehensive, whether the media combination is scientific, whether the relationship between the public and the media is more consolidated, whether social resources are increased, and whether the satisfaction of all parties is quantified. This all-round evaluation is conducive to the performance evaluation of activities, the responsibility goes to people, and more experience is accumulated, which lays a good foundation for the planning and implementation of the next activities. The planning and implementation of activities need to accumulate experience, and large-scale activities need to be planned and implemented again. There are many skills that can be used in activity planning and implementation. As long as we constantly sum up experience and apply it to practice, we will certainly be able to plan and implement more, more influential and more successful activities.