Public relations planning book is public relations planning book, also known as public relations planning plan or public relations planning copy. In some public relations business books, it is also called "public relations special proposal book". Below is a sample hotel public relations planning proposal that I brought to you. Welcome to read it. Hotel Public Relations Planning Sample 1

Sponsor: Hongkou Hotel

Consulting Unit: Guangzhou University Public Relations Practice Service Group

Project Background: < /p>

In order to adapt to the needs of reform and opening up, Hongkou Hotel built the current Hongkou Hotel to four-star standards on the basis of the "Old Hongkou Hotel" and opened on September 28, 1997.

When Hongkou Hotel started, it hired a hotel management company to manage it. The management company positioned the hotel as a business hotel and planned to imitate the business hotel’s business management model to gain a foothold in the market. Due to inaccurate market positioning and the impact of the economic climate, the hotel's operations have been difficult to develop; from September 28, 1997 to September 30, 1998, the operating profit was only 43,000 yuan. The operation of Hongkou Hotel was in trouble, and the management company had to withdraw early. The Guangzhou Municipal Government Office formed a new leadership team to take over the management of the hotel. The new leadership team decided to win the support of society and customers by re-establishing the hotel's positioning and establishing a brand image.

Project investigation:

Based on extensive market research, the new team of Hongkou Hotel made a comprehensive analysis of its own basic situation and realized that: Guangzhou Business Hotel There are many traditional guest houses scattered all over the place. If Hongkou Hotel wants to stand out, it must find a new market positioning. Hongkou Hotel has unique hotel resources and reception resources. Reintegrate these resources; a new concept comes into being? Creation The brand image of the first official hotel in the country. This new brand image has unique advantages that are different from business hotels:

First, business hotels occupy a unique business hotel market. For business consumers, business hotels have stronger adaptability. More trust and security. This is undoubtedly a unique market segment for business hotels.

Second, the official hotel has a complete set of facilities, equipment, personnel and procedures suitable for government reception, official activities and other business activities. Third, government hotels are backed by the government and rely on close relationships with government functional departments to provide guests with more political, economic and other consultation and services.

Fourth, the official hotel is responsible for the government's external liaison function, and the "window" and "bridge" role it plays cannot be replaced by business hotels.

Project planning

Public relations objectives:

Reshape the brand image of Hongkou Hotel

Public relations strategy:

(1) Closely contact the target public and create good interpersonal communication channels

Public relations in public hotels require unique communication channels, that is, rely on the interpersonal communication channels of the civil servants and the communication channels of the hotel staff to The image of the hotel is communicated to the target public. On the basis of its image strategic positioning, Hongkou Hotel has also identified a target public group that is mainly business guests and supplemented by business guests. It has developed a set of target public groups to closely contact the target public. method to ensure two-way communication between the hotel and the target public.

(2) Comprehensively strengthen the relationship between public servants and expand the public market

To establish the image of a public hotel, it is absolutely impossible to do without the support of the government. Therefore, in In the strategy of shaping the image and brand of public hotels, the focus is to do a good job in the public relations work of the government and its functional departments, so that the government and its functional departments can help and support the hotel as the owner, and treat the hotel as its own enterprise; And through the special influence of the government and its functional departments, it can expand its popularity and expand the public service market.

(3) Communication in service, marketing in communication

Based on the particularity of communication in official hotels, Hongkou Hotel has tailored a unique communication method for itself. That is "dissemination in service, marketing in dissemination", relying on actual actions to promote one's own characteristics, relying on the word-of-mouth generated by providing high-quality services to the target public to promote one's own image; through the continuous deepening of the new image, the target public will be more aware of The hotel generates recognition and recognition, thereby creating customer loyalty and reputation, and improving

Hongkou Hotel has established its brand image as the first official hotel in the country. The interpretation of this image is: a hotel with business customers and business activities as its main target market, based on standardized hotel services, and characterized by distinctive business reception.

Project implementation:

Reshaping the brand image is the macro public relations strategy of Hongkou Hotel. Hongkou Hotel has comprehensively promoted the implementation of this plan in a comprehensive management manner.

Give full play to its own advantages and reshape its brand image

As a business hotel, Hongkou Hotel has unique advantages that are different from business hotels. After fully grasping these advantages and improving hotel resources and reception resources, On the basis of organic integration and utilization, we strive to create the brand and characteristics of the business hotel.

First of all, establish a healthy image for the business hotel brand. The hotel operates according to the right principles, resolutely puts an end to pornography, gambling, drugs and some low-level and vulgar services, and strives to provide an absolutely safe and reliable place for official activities. The service is characterized by personalization and human touch, making business guests feel cordial and comfortable.

Secondly, inject affinity into the brand of the business hotel. Hongkou Hotel uses the friendly "I have a home in Guangzhou" as its promotional slogan, and takes practical actions to create a feeling of home for guests, which not only makes them friendly to foreign guests, but also gets recognition from Guangzhou people.

Hongkou Hotel also integrates the brand image construction of business hotels into the corporate culture, advocating starting from personal image and working together to shape the brand image. There is such a thing in the culture of Hongkou Hotel: Every Hongkou Hotel employee is required to pursue the hotel's career as they pursue their personal career, safeguard the hotel's interests as they do their personal interests, and cherish the hotel's honor as they cherish their personal honor. In the minds of people at Hongkou Hotel, what they are shaping is not just the image of Hongkou Hotel. On a deeper level, as the reception base for the Guangzhou Municipal Government, they are also shaping the image of Guangzhou as a "window" as a modern central city. . Hotel public relations planning sample 2

1. Purpose:

1. Integrate and refine the corporate culture concept of Xucheng Building, and prepare a corporate culture construction plan for Xucheng Building to provide a basis for future corporate culture Build a conceptual foundation and framework for construction.

2. Adopt cultural marketing ideas and techniques, combine and take advantage of the opportunity of the 28th World Heritage Committee Conference held in Suzhou, plan and embody the theme of "Exciting Xucheng Welcomes World Heritage", and closely The relationship between Xucheng Building and the 28th World Heritage Committee Conference is to systematically plan a series of activities on the main line (or red line) of Xucheng’s welcoming World Heritage Committee to further effectively enhance the social impact of Xucheng Building Strength, good image and popularity will promote the improvement of Xucheng Building's marketing performance.

2. Theme meaning:

1. Implication, correspondence and extension reflect Suzhou’s unique customs of small bridges, flowing water and people:

The function of small bridges to connect and communicate is represented here by the word "welcome";

The flowing water corresponds to the expression of many emotions, that is, the emotions here. Man?;

"Renjia" means place, which corresponds to "Xucheng" and "World Heritage" here.

2. Emotions will be reflected in:

(1) At food festivals such as Suzhou Cuisine and Hunan Cuisine, guests will be presented with French pastries and the taste of angels. Key and important customers will be given tickets to the World Heritage Exhibition;

(2) Family affection and tenderness will be given to celebrate the outstanding employees on May Day; a gathering of heroes;

Celebrating? Children of employees and children are given to Brother Haolun on Children's Day;

(3) Friendship and family affection: Remember the hero Jiang Yong, visit the hero's tomb, and express condolences to the mothers related to Xucheng Building;

(4) Passion? To commemorate the first anniversary of participating in the Golden Key Alliance, it reflects that guest satisfaction and surprise must come from our enthusiasm and passion for our work and Xucheng customers?;

3. Satisfaction? It will reflect:

The theme activities with multiple emotions show that Xucheng people are full of enthusiasm and serve people with emotion.

4. The word "qingman" reflects the emotional atmosphere that fills Xucheng.

5. "Xucheng" indicates the place, a pun, it is not only the Xucheng Building, but also synonymous with Suzhou.

6. The 28th World Cultural Heritage Committee meeting will become and declare the location of the World Cultural Heritage.

7. Use "emotion" to tie the "golden key" to the red thread, and run the "passionate" and "satisfaction + surprise" concepts of Xucheng Building throughout the series of activities, like flowing water flowing through 4 From January to July, it seems like flowing water flows into the hearts of the customers of Xucheng Building, into the hearts of the representatives participating in the World Heritage event, and through them to the places designated as World Heritage and the people applying for World Heritage. place.

3. Series of activities:

1. April 4th to 28th: ??

Organize a food festival to plan and embody the whole food and the beauty of food in Xucheng With the theme of "Romance and Surprise" gifts or gifts, "Taste of Angels" snacks and tickets to visit the 28th World Heritage Committee General Assembly will be given to customers who come to spend money during the food festival. The specific execution departments are the Marketing Department and the Catering Department, and the coordinating department is the General Office.

2. April 14th:

To celebrate the first anniversary of Xucheng Building joining the Golden Key Alliance, an event was held to let the Golden Key shine in every corner of Xucheng. For cultural forum activities, please invite the leaders of the China Department of the Golden Key Alliance to provide training and organize Golden Key employees and employees from various departments to communicate at the forum on how to realize and embody the Golden Key concept in their own positions. The specific execution departments are the General Office and the Personnel Training Department, and the cooperating departments are various departments.

3. May 1st to May 4th:

Celebrate Labor Day and Youth Day, plan themed activities and events with the concept of “red”, and reflect the glory of labor , meritorious service on the job, dedication, etc., Xucheng Heroes Meeting is an event to celebrate May Day. With the theme of Chuangyuan Group and Xucheng Building’s awards to employees who have won the top ten blue-collar workers in Suzhou, a gathering of outstanding employees was held. The specific implementation departments are the general office, personnel training department, and labor union, and the cooperating departments are various departments.

4. May 9:

Activities to celebrate Mother’s Day and present holiday gifts to the mother of hero Jiang Yong. Leaders of Xucheng Building went to Jiang Yong’s home to express condolences; A small gift was given to a mother customer staying in the hotel; a gift was given to every Xucheng employee who was a mother. The specific execution departments are the General Office and the Personnel and Training Department.

5. June 1:

Planned and organized the Xucheng Building to send gifts to the employees and children of Xucheng Building. ?, embodying the humanistic characteristics of Xucheng Building, and at the same time enhancing the popularity of "Brother Haolun". The specific execution departments are the general office, personnel training department, and labor union.

6. June 1st to July 7th:

Send a surprise gift to long-term customers who have stayed in Xucheng and customers who have made comments, from Xucheng Building Provide tickets to visit the World Heritage Exhibition. The specific execution departments are the Housekeeping Department and the Marketing Department.

7. April 4th to July 14th

An event jointly held with the Communications Station? Xucheng people welcome the World Heritage, and Brother Hao Lun is grateful? There will be a prize competition, Turn mobile taxis in Suzhou into mobile promotional vehicles. Taxi drivers and passengers can receive information related to Xucheng Tower. With the food festival and "World Heritage Event" of Xucheng Tower as the background, the basic design of Xucheng Tower will be established. Taxi drivers competed to answer questions related to the situation, food festival, Xucheng Building corporate culture and activities, world cultural heritage, Suzhou World Cultural Heritage, etc. Those who answered correctly received a food prize provided by Xucheng Building Haolunge.

8. Healthy city is the focus of Suzhou media’s recent attention and reporting. Xucheng Building is one of the “healthy hotel” pilot units for building a “healthy city” in Suzhou. During the heritage-themed activities, health-related festivals include:

World Red Cross Day on May 8;

International Nurses Day on May 12;

National Disability Day on May 19th;

World No Tobacco Day on May 31st;

World Environment Day on June 5th; hotel public relations planning case Sample essay 3

1. Activity background

The hotel is a four-star hotel opened by the group in xxx city. The group is a catering service enterprise with main economic activities: North China, East China, There are also several hotels in the larger cities in Central China, South China, and Southeast China, as well as in the four cities of Shen, Changha, and Shenyang in the Northeast. The xxx city hotel is the first hotel opened by the group in xxx city and also the first four-star hotel in xxx city. For medium-sized cities like xxx City, the group values ????the importance of xxx city’s transportation hub; furthermore, the policy of revitalizing the old industrial base in the Northeast heralds the revitalization of the Northeast, so the group wants to build on several large and medium-sized cities , seize the market in Northeast China. As a new company entering xxx city, its reputation is not very high, and xxx city also has some well-known competitors such as xxx city hotel, xxx hotel, xxx hotel, etc., so if you want to gain a firm foothold in xxx city, the opening ceremony It is the first shot of public relations, so you must seize this opportunity.

2. General theme of the event

1. Your dream home!

2. Give you the feeling of going home? xxx hotel

4. Your home is built by us

3. Activity goals

Through this activity , let people in xxx city understand, understand, and have a perceptual understanding of it.

IV. Activity Procedures

V. Activity Plan

Preliminary signboard promotion (setting up signboards):

(1) Setting Location: Centered on the hotel, on the main roads within 2km

(2) Setting form: Re-apply for construction. If not allowed, rent existing suitable outdoor media (such as public buildings) on both sides of the road. ***Car shelter advertising space)

(3) Quantity: At least 5 are required for each different copy, ***At least 10

(4) Size, Height: It depends on the actual situation. The text should be as large as possible and strive to be eye-catching

(5) Design requirements: It is required to use hotel standard logos and standard fonts

(6) Time requirements : Set up 10 days before the opening

(7) Purpose: to increase visibility, arouse curiosity, and establish a certain reputation;

2. Opening public relations activity planning plan

(1)Theme: The hotel celebrates your birthday!

(2)Activity time: The opening day.

(3) Activity location: hotel.

(4) Activity Overview: Each of the 30 citizens who celebrate their birthday on the opening day of the hotel will be given a private room. They can invite relatives and friends to the private room for dinner and consumption, and all expenses will be paid by the hotel.

(5) Event details and precautions:

1) Publish event advertisements:

a. Time: 10 days before opening

b. Media: "xxx City Daily", "xxx Newspaper"

c. Page layout: 1/4 page

d. Copy content: Title: The hotel celebrates your birthday!

The first paragraph of the text: Hotel introduction

The second paragraph of the text: Introduction to your birthday activities? The hotel will be officially opened for business on xx, month xx, x year in xxx city. To celebrate For the opening of the hotel, the hotel will hold a special birthday event for you, with 30 free private rooms for consumption.

Registration conditions: Citizens who have a birthday on the same day and have a fixed residence in xxx city can register to participate.

Registration date: From now until xx, xx, xx, every day from 8 am to 6 pm.

Quota limit: limited to 30 people, first come, first served, first served;

Registration location: lobby office on the first floor of the hotel.

Registration instructions: Register in person with your ID card and original household registration book; minors must be accompanied by a guardian; the elderly and infirm must be accompanied by someone. Other instructions: When entering, you must be neatly dressed, otherwise the organizer has the right to refuse entry; all interpretation rights for this event belong to the hotel.

2) Register and reserve a room first

Registration time: starts on the day after the advertisement is published and ends the day before the opening.

Registration instructions: Present the newspaper advertisement of the day and your ID card (or household register, in case the ID card is fake), and go to the hotel to book a room in person.

Other conditions for registration: minors should be accompanied by their guardians; the elderly and infirm should be accompanied by their relatives; they must be neatly dressed when dining, otherwise they have the right to refuse to sit.

Recipe restrictions: Select the recipes of the day from one or more limited categories of menus.

Quantity of dishes: Set a total upper limit, such as 2 dishes per person, to avoid waste.

Drink restrictions: Choose from a limited category or categories of drinks.

Handling of unfinished food: Tell them that they can’t finish the food they ordered, and they need to be punished a little, just like eating from a buffet, otherwise they will order randomly. If the number of registrations exceeds 30, it will be on a first-come, first-served basis until capacity is reached. In order to prevent disorder, queue numbers should be prepared and handed out one by one, so that there will be no chaos.

Please note in the advertisement: The right to interpret the event belongs to the hotel; a birthday cake will be given during the event, and a birthday cake cutting ceremony will be held.

3) On the opening day:

a) Take photos: All guests who have birthdays on the same day take photos with hotel management representatives (if the photos need to be within a certain range, such as for hotel use , you should sign a portrait rights use agreement with them)

b) Hold a ceremony to draw and hire the price setter for the hotel to ask you to set the price of the dishes. From among the adult guests who participated on that day, 30 raters will be selected by drawing lots (you will know immediately), and a letter of appointment will be issued, inviting them to come to the hotel on xx, xx (Sunday should be selected) to participate in the activity of evaluating food prices.

4) Soft articles: In order to cooperate with this event, try to publish soft articles in the food pages such as "xxx City Daily", with the theme of a unique opening ceremony, by reflecting the development of the catering industry in xxx City A new look of spiritual civilization to achieve the purpose of promoting the hotel.

3. A series of public relations activities after the opening (1)

Topic: The hotel asks you to set the price of the dishes!

(1) Event date: 10 days after the opening A certain Sunday about 10 days

(2) Activity time: 8:00?10:00 am

(3) Activity location: Hotel

(4 ) Activity overview: Hire 30 price takers to collectively evaluate the prices of several proposed dish names

(5) Activity notarization: 10 days before the opening, you should get in touch with the notary office. Agree to have this activity notarized, and the results of the notarization to be announced in a conspicuous place in the lobby.

(6) Pricekeeper selection: Selection method one: On the opening day, 30 guests who are willing to participate in the event will be selected by lottery; Selection method two: After the opening, 3 customers who come to purchase will be randomly selected every day. Guests (provided the guest is willing and available), serve as price setter.

(7) Event notice: On the 3rd day after opening, the hotel will send out an advertisement for the event asking you to set the vegetable price

(8) Remuneration for those who participate in setting the vegetable price: x yuan per person , at the end of the activity, pay in red envelopes and ask them to sign to show that they have received the salary paid by the hotel

(9) The name of the dish that needs to be determined: the hotel chooses.

(10) Determination method and process: remove the highest score and the lowest score, and average the score; prepare relevant forms and stationery, and determine the specific process

(11) Notarization: in advance , contact the notary office for the event and obtain its support. The notarization is carried out on-site. After the notarization, the vegetable price tag with the notarization and seal is hung

(12) Post-event publicity: On the second or third day of the event, publish it in the newspaper to announce the result of the vegetable price determination , thank the notary office and price assessors, and ask citizens to supervise and check the advertisements with content. At the same time, publish an event notice for the hotel to ask you to rate the chef.

4. A series of public relations activities after the opening (2)

Theme: The hotel invites you to evaluate the chef!

(1) Activity start date: Dishes evaluation Starting from the second day after the price-fixing activity

(2) Selection method: Starting from the second day after the price-fixing activity, 5 dishes cooked by each chef will be randomly selected every day. Please enjoy the For customers of the dish, rate the various quality attributes of the dish such as taste, color, aroma, shape, etc. (make a scoring registration form first to facilitate the operation of the guest, it is best to just tick the box), and ask the customer to sign; Each customer who participates in the rating will be given a beautiful souvenir. Collect the daily scores and add them up to get the total score of each chef, so that the ranking can be determined.

(3) Event promotion: Relevant slogans and banners must be displayed in the lobby and periphery

(4) Photos of the selection results and process can be posted on the day after the selection or on On the third day, it was published in the newspaper; the newspaper also published a preview of the hotel's service activities asking you to comment, and also listed the working standards of the hotel waiters.

5. A series of public relations activities after the opening (3)

Topic: Please rate the hotel’s service!

(1) Activity start date: Rate the chef The second or third day after the event ends, and the first day after the event notice is published.

(2) Selection method:

1) Ask 5 customers to fill in the "Service Staff Rating Form" when paying their bills every day. For the waiters who provide services, they will be rated as hotel waiters. The work standards are rated, and the daily rating sheets are added together to form a total score for each waiter, thereby ranking.

2) Pay attention to balance the number of times each waiter is rated and keep it roughly consistent

(3) Give the rated customer a beautiful gift

(4) Event publicity: Relevant slogans and banners must be displayed in the lobby and outside.

(5) The selection results and photos of the process can be published in newspapers on the second or third day after the selection; The newspaper also publishes a preview of the hotel's service activities asking you to comment.

6. Series of public relations activities after opening (4)

Topic: Designated green vegetable plot activities

(1) Activity method: Start 10 days after opening Start looking for nearby farmers, find some ideal ones, sign green vegetable supply contracts with them and take some photos. Then, display these photos in a suitable place in the hotel lobby, especially those with insect eyes.

(2) After the contract is signed, publish the signing status of green vegetables and the meaning of green vegetables in a newspaper; convey the information that the hotel uses green vegetables to the public.

6. Budget

(1) Signboard promotion:

(2) Opening public relations:

(3) After opening Public relations:

(4) Other expenses:

(1), (2), (3), (4) Total expenses:

7. Effect Prediction

1. Through preliminary signage promotion, the public will have a preliminary understanding of the hotel.

2. Through opening public relations, give the public a refreshing feeling and leave a deep impression on the public.

3. Through the "fixing vegetable prices" activity, leave a deep impression on the public that vegetable prices are reasonable.

4. Through the "chef evaluation" activity, the public will know that the hotel has excellent chefs.

5. Let customers know about the hotel’s high-quality services through service evaluation activities.