After 20 years of development and baptism, Jiuzhou planning group has many well-known enterprises succeed in planning and executing 100 thousand field activities, is a collection of "event planning, event planning, exhibition planning, celebration planning, business planning, international project" six major business forum in an international planning group, a successful plan the precise planning activities is very important.

First, the definition of large activity

Large activity planning is a goal, plan, and step by step to organize a large number of people to participate in social coordination activities. Three important concepts should be grasped in this definition:

1. large activities should have distinct purpose. Large activities often consume a lot of resources, including manpower and material resources. If a product is to enter a central city, I am afraid it will cost hundreds of thousands of yuan to spread the cost. We recently made public relations for a company in Shanxi in Shenzhen, which costs millions of dollars. Why do we need to organize such a large activity in such a large cost? Of course, it is for the purpose of business communication, and to attract more people to buy his stock, this is the goal of large-scale activities. It is impossible to spend money without a purpose, and the purpose is not clear and unworthy. We often encounter some manufacturers, see people's celebration, he will do the celebration and activities more lively, larger, higher standard, but I do not know why, in the activities to spread what information is not clear, apparently no purpose.

2. It should be planned

Everything should be planned, large activities are no exception, and more demanding plans are required.

3. The participation of a large number of people is an important concept of large activities. Since it is a large event, there should be a large number of people to participate, but not the number of participation is large activity. There are ten thousand employees in a unit. There are many people participating in it. There are many people involved. Can you say this is a large event? The fundamental difference between large and small activities is not only the number of participants, but the socialization of activities.

Two. Characteristics of large activities

1. there must be a clear purpose. It is not a general purpose, but a goal established around the organizational image strategy of the organization and the immediate public relations goal. We discuss this problem in some colleges, many students love to ask: if the conflict between an organization's public relations goal with social needs, you as the agency's public relations consultant, should be how to deal with this problem? In fact, this problem is very simple, a group of fabric image only forever and social coordination synchronization, only it may establish a good organization image in the social environment, if by deceit, even temporarily occupied the market, or increase market share, but eventually to withdraw from the market.

There was a case in the past: shopping malls in order to promote sales, organize staff members to carry goods and walk around in the mall, which is absolutely not consistent with our public relations professional ethics, this is a deception, and it is no good for setting up a good image of an enterprise. Therefore, the purpose of the activity should be on the standpoint of social synthesis, not only in the position of one of our enterprises.

2. a wide range of social communication. Large public relations activities itself is a media, its role as a mass media, but the media in the event no organization before is not spread effect, once the activities carried out, can produce the good effect of communication, we should also pay attention to the activity itself attracted public and media therefore, the participation of large activity information is through the media or through public communication, this is we must consider a very important feature in the process of planning large-scale activities in the.

3. strict operation. In the process of organizing large activities, there is only one chance for us to succeed and fail. Because large-scale activities, movies, TV, movies and televisions can take three or four groups of shots. Finally, they will be reedited. However, large activities are planned every time, and every activity is planned. Once a mistake is made, it will not be able to make up for it. In this respect we have a more profound lesson. Before the return of Hongkong, Guangzhou made a Guangzhou, Hong Kong and Macao Youth Festival activities, according to the original plan for the three youth representatives at the opening ceremony of the three exchange flag ceremony to start communication, this information has been published in the media, the results of the meeting, the staff of the exchange forget the flag to the venue, then go back too late, the meeting had to cancel the ceremony. At that time, this is a very sensitive period. When the problem arises, it is concerned by the media. Especially the media in Hongkong, do they care about whether the policy has changed? Because the negligence of the staff caused a mistake. In some cases, a lot of injuries and accidents were caused by large events. Denmark held a concert in mid 2000, and it turned into a tragic death of 8 people and more than 20 people. In May, the 8 aircraft which were supposed to have landed in Chengdu were forced to drop down in other cities because of the advertising balloon in Chengdu in May. Newspapers also often reported in this area: a certain activity due to bad management, casualties or significant property losses, the activities of the planners, organizations or leaders were dismissed or sentenced. Therefore, the planning and implementation of large activities can not be taken lightly.

4. high investment. A large activity often has a large amount of money and cost, and it is absolutely impossible to make a lot of activities with a small amount of money. We can encourage a copper plate to break into the spirit of two or more flowers, but high investment is the most basic feature. If it is not a special need, do not often use the means of large activities.