Xie Jingfen (Managing Director of Guangzhou Fiona Fang Consulting Co., Ltd.)
Today, I will tell you about the planning and implementation of large-scale activities. First of all, to do large-scale activities, we should clarify some basic questions: how to define large-scale activities and what are large-scale activities? Or in our public relations industry, or out of public relations and related industries, which use large-scale activities? You often use this method in your daily work. Let's look back at the skills, methods and working procedures of large-scale activities, which will help us organize activities more perfectly.
In public relations, advertising, promotion and even social activities, we often see some large-scale activities. Like brandy entering the American market, it is a very successful case. Although it has a long history and is a case in the 1950s, we still look as mellow as brandy, and many people still look very infectious. This is the social function of large-scale activities. In our real activities, there are similar exhibitions, banquets, cultural performances, and numerous real estate opening, which are all initiated by mass media such as large-scale events to spread our important information. In a sense, a large-scale activity itself is a kind of media, and this kind of media itself spreads a lot of information for us. On this basis, we give you a definition: large-scale activities are purposeful, planned and step-by-step social coordinated actions involving many people. Here are some words, which I represent in blue font. The expression of these blue fonts is a very important concept. First of all, look at the first one, with a clear purpose. Because large-scale activities cost a lot of money, manpower and material resources. If a company wants to go public, I'm afraid it will cost one or two million to promote it in public relations activities. We just gave a listing ceremony for a company in Shanxi in Shenzhen, which cost more than 2 million yuan and had a little social effect. Such activities cost a lot, and many staff members have to work hard. Before the listing ceremony, there were many activities to be done and many guests were invited. The staff hasn't slept for at least two nights. Under such circumstances, why organize such activities? Of course, it is for the needs of corporate image publicity, in order to better attract more investors to buy his shares. This is its goal, and it is not worthwhile to spend such funds on activities without purpose.
In the real process, we often meet such manufacturers and see people doing a factory celebration or a company celebration for 20 years, 30 years or even longer. Since they have done it, we will do it, so we will find a public relations company or someone to plan it for me and make our anniversary activities and celebrations lively, but why is it so lively? It is not clear what to spread in the process of factory celebration, nor is it clear about this purpose.
There is another one, of course, to be planned. It is impossible to manage an activity well without a plan. This is self-evident.
Third, since it is a large-scale activity, there should be many people involved. As for the specific number of people involved, we don't think it is necessary to investigate. What is the conceptual dividing line between large-scale activities and small-scale activities in the national public relations personnel training and assessment textbooks? It is within the society and a unit. As for the unit that may be 1 10,000 people10.5 million people, can you say that this activity is very small? Holding a factory-wide meeting is also an activity of many people. So the concept is not mainly about quantity, but about how much connection it has with society. We regard it as a social coordination activity, so we call it a large-scale activity.
Based on the definition, we will analyze the basic characteristics of large-scale activities and how to organize large-scale activities. To organize this large-scale activity well, we must have a clear purpose, which is already very clear, and it is not only a general purpose, but should be shaped around the organizational image of the whole institution and its macro purpose. On this issue, when we discuss this issue in many colleges and universities, many students like to ask: If there is a contradiction between an institution's public relations goal and the social public relations goal, how do you handle this problem as a consultant of a public relations company? In fact, such a problem is very unified. Why? The image of an organization must always keep pace with the society, and it is possible to establish a good organizational image in the social environment. You said that you have mastered the current sales volume or its current market share in an instant by cheating, and you will eventually withdraw from this market.
When we discuss public relations cases, many published cases are controversial. In the past, there was such a case in China: for the promotion of shopping malls, the organization staff bought a lot of goods and walked around the shopping malls. Is this a case that conforms to our professional ethics of public relations? This is definitely not, this is a kind of deception, and it is not the means we should use in order to do a good job of communication. Is it good or bad for the future image of the enterprise? This goal should also be viewed from the perspective of its social integration, not from the perspective of our enterprise.
Second, it has a wide range of social communication. Just now, we said that a large-scale public relations activity, or a large-scale activity itself, is a media, equivalent to TV stations and newspapers, but this TV station and newspaper did not have such a communication function before organizing this activity. Once this activity is carried out, of course, it has an inevitable connection with the media, especially the mass media. However, because the event itself attracts the participation of the media and the public, this is a very important feature that we must consider when planning large-scale events. Only in this way can the information of large-scale activities be spread and really play a role.
Third, strict operability. There is only one chance. Why? In other words, in the process of organizing large-scale activities, we are only given a chance to succeed and fail. In reality, many activities are poorly managed in our organization process, which leads to planners, organizers and even leaders being imprisoned. Large-scale activities are prone to dangers and problems. There are such cases, which are often seen in newspapers, and which activities cause fatal accidents due to poor management; A lantern festival in a city failed due to safety problems, and an accident occurred, and more than a dozen people were trampled to death. The mayor will take responsibility.
He can shoot three or four versions and re-edit them in the editing room, but every time we do a big event, it is broadcast live. If you are wrong, you will always be wrong. We have learned a profound lesson in this process. Before Hong Kong's return to China, we held a gala in Guangzhou. It turned out that we had already released news to the media that we would hold a symbolic ceremony at the opening ceremony of the Hong Kong and Macao Youth Party, and the three places would exchange flags and the young leaders of the three places would exchange flags. As a result, a simple mistake caused a big accident. The staff put the finished flag in the office and didn't bring it to the scene. Results The scene was conducted according to the agenda. After checking the props, they found that the national flag was not brought to the scene. As a result, the scene was forced to cancel such activities. The present environment is different from 1984 and 1985. At that time, this was a very sensitive issue. Journalists and the media, especially the media in Hong Kong, are most concerned about whether the policy has changed. This is a very regrettable thing. Therefore, we only have one chance to succeed or fail.
There is also high investment. Needless to say, a large-scale activity often requires a lot of money and expenses, and it is absolutely impossible to do a large-scale activity with very little money, which is even more difficult. We can advocate breaking a copper coin into two or three pieces, but the most basic feature is high investment. If it is not a special need, it is unnecessary. These characteristics are helpful for us to understand and organize large-scale activities.
Let's look at the planning of large-scale activities. It can be seen from the procedure that large-scale activities are carried out in full accordance with the requirements of the four-step public relations method. We have made a further elaboration on this. First, there must be projects. When we do large-scale activities, we must first determine the project. Do you want to do it? Why are you doing this? This goal must be clear. After the project is determined, investigation and feasibility study should be carried out. Investigation, as we all know, feasibility study, which is a concept that is widely used in the industry, we need to do feasibility study when we do a large-scale activity and a special public relations event. The scope of research includes our activities. Are its social needs the same? Can our financial resources adapt? From the perspective of efficiency, will doing such activities help us save the cost of publicity? If I advertise in the media, it may be better than this, so I may not have to consider it.
We do such an activity, can the material level adapt to the design and cost? What emergency measures are needed to do such activities? Outdoor activities should consider whether the weather conditions will be affected. If it is an indoor activity, it may be more about safety facilities, which are all part of crisis management. There are more social and environmental factors that require us to conduct feasibility studies.
Next, we should refine the theme and carry out the process of personal creativity. In addition to the process of individual creativity, we especially emphasize the concept of group creativity. I also wrote an article at this meeting. Personally, I don't agree with the concept of personal master planner. Modern planning is not as clever as Zhuge Liang in the romance of the Three Kingdoms, but now it is a combination of different disciplines. So when Sun Yat-sen University asked me to tell their students about planning, they used to give each student a report on planning cases when doing case homework. I said, can you change it? Planning in a group for three years, they think the effect is very good. He has always had a personal creative process, but as a modern planning, it needs multidisciplinary synthesis, not a masterpiece of a master.
The following are some of our working procedures. All planning should be turned into a copy and scheme for everyone to discuss and implement, or as a concept discussed by * * *. Otherwise, it will always be something in some people's hearts and cannot be ignored. There must be a process for leaders to demonstrate the implementation plan and make decision on the plan. This is a basic concept.
After planning and decision-making, there should be a specific operation and implementation process. From the results of my personal work and research, we attach great importance to the operation and design of implementation. We see a lot of good ideas, and we also see that many units have some problems in the process of organizing activities, and even some professional organizations undertake some professional activities: the ideas are very good, but due to the lack or deficiency of operation and design, many problems often appear in the operation process, which affects the original spirit and level. Therefore, in the process of operation design, we need to further deepen the operation design after a principle scheme is determined. This operation design includes how to adopt a more accurate financial budget. Because many units do activities, the budget is 6.5438+0.6 million, which cannot be said to be a very successful plan. This is a very important concept in modern management.
There is also an approval process. Some people think that examination and approval is complicated and afraid of trouble, but in practical work, we hope that someone will examine and approve it. Here is a case for everyone. There was an activity to respect the elderly in Guangzhou, which was originally a very good thing, and many sponsors were found, including a fireworks factory. A few years ago, fireworks and firecrackers in Guangzhou did not need approval, but activities in public places needed approval. This was done by a bureau-level unit in Guangzhou. He feels that he has the right to do this activity and respect the elderly on his own site. It's well arranged There are many cultural performances and many gifts from sponsors for the elderly. Finally, fireworks were shown to them, and they met three public security bureaus, the Civil Aviation Public Security Bureau and the Guangzhou Public Security Bureau. Why? That's an airplane route. Anyway, it is a terrible crime to set off fireworks on the airline route, because he didn't approve it and didn't understand the norms of civil aviation management. As a result, it brought a lot of trouble and made the sponsors very unhappy. He must write a review.
There is also the design of specific operations. In the specific management link, why should enterprise management enlarge the production design team and hope to turn complex labor into simple labor? Similarly, in large-scale activities, every staff member participating in the organization may not be a planner, nor may he know all the planning intentions of the whole situation, but we should give him a guide to do this kind of work well in the process of implementing the plan, which is very important.
There is another link behind, which is the training of the program. If you want to do this activity well, the staff should have better participation, and you must understand the so-called knowledge to make a contribution. This is a very simple truth.
With regard to evaluation, the evaluation of a large-scale activity should have a very accurate standard. Now, after many cases are completed, we often neglect to make an evaluation plan, including that our customers have never asked us to make an accurate evaluation, and they are even more unwilling to pay a professional company to make an evaluation report for him, but how can we say it anyway? I think the evaluation standard should be designed when we make the plan, so that the customer can check it according to the standard you set for him after completing the plan. What is its success? Where is the unsuccessful place? We should point out such standards to him more clearly.
There are two technical problems in planning. One is the "eye" of planning. The concept of "eye" comes from the eye of an article or the eye of a singer. When we were in middle school, we read Zhu Ziqing's essay "The Back", especially when he wrote that his father bought oranges by line drawing. This most vivid place is Yan Wen; As all our friends who sing know, there are many songs that you can't sing, but you must write down a sentence of this song. This is the most wonderful place and therefore the most widely spread place. Similarly, the planning of large-scale activities also needs to create such a wonderful place, such as an eye for literature, an eye for songs and an eye for our activities. This time is often the key issue we should consider in the process of creative large-scale activities. To have a climax, to have a wonderful place, and to express this activity more widely, the key is to see if the climax is well designed. If where is the creative core of an activity? This should be the key.
Second, we should have a design that can better express our theme atmosphere. Today, you can see the publicity board of the theme image of the conference at the venue. It is clear that this kind of atmosphere brings the theme of our publicity, and it is bilingual in Chinese and English, and it also brings out the concept of international relations and exchanges. This is a very thoughtful idea. In this process, we can really bring this atmosphere out through the design of the venue and atmosphere. Many people don't pay much attention to it, and often consider the creativity of an activity and ignore the creativity of the venue.
I brought some photos to show you. The atmosphere at the scene can bring some changes. This is the bank building, this is the door, and the door is 13 floor, which is very high and big. We designed a word "letter" at the door during the activity, which is the management concept of the organization itself, so we conveyed its concept through great means and strengthened its spread. This is a method of operation.
This is the glass ceiling of a hotel. He doesn't necessarily have other goals, at least he has environmental awareness. Below is the coffee shop. In such an environment, the hotel itself has many decorative materials, all of which are very hard. But with this umbrella and a few sunflowers on it, people feel that drinking coffee in the natural environment is very creative.
This is the step of a five-star hotel. In an activity, people made this step into a red carpet and wrote the theme on the escalator. When you enter the lobby of this hotel, it shows a strong atmosphere. When you enter this environment, it will inevitably bring good communication effect.
This is the side door of the Canton Fair. This is an ordinary photo. There is a round hole in the side door, with a diameter of eight meters. When we designed the venue, we made an eight-meter-long LOGO, which can be seen from a distance. This kind of atmosphere design will definitely bring us good results. There are still many skills to be used in the planning and implementation of large-scale activities. We can sum up and improve them, and will certainly create more and more influential large-scale activities.