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Public welfare activities are long-term public relations activities that involve sponsoring, supporting, or supporting a certain social welfare undertaking. The promotion of public welfare activities is an important means for social organizations, especially some companies with relatively good economic benefits, to expand their influence and increase their reputation.

Charitable activities

Public welfare activities start in the long run.

Public welfare is literally for the benefit of the public, and its essence should be

The objects and content of public welfare activities are very extensive. Here are some common types.

The purpose of organizing public welfare activities is twofold:

1. Show love and establish a good image for the organization that cares for public welfare undertakings and has a high sense of social responsibility;

2, once

Organizing public welfare activities, embodying the noble quality of helping others, caring for public welfare undertakings, and having the courage to undertake

For the organization to make the public welfare activities successful, the planning must be done carefully. The specific steps are as follows:

Develop sponsorship policies for public welfare activities

According to the organization's public relations status, goals, policies, and economic capabilities, determine the amount of annual public welfare sponsorship and formulate a practical sponsorship policy.

Dissemination of sponsorship information

Public relations personnel should pass the organization's sponsorship policy to the units that may request sponsorship from the organization through appropriate communication channels and methods.

Sponsorship for public welfare activities

1) Master the situation of sponsors. Including sponsored business content, social credibility, public relations, facing problems, etc. in order to selectively sponsor.

2) Understand the status of sponsored projects. Including the background of the project, the influence on the public, the financial, human and material resources required for the project, and the difficulties and problems that may arise during the implementation of the project.

3) Perform cost-benefit analysis. That is to analyze and compare the cost of sponsorship (the total financial, human, and material resources paid by the organization) and the comprehensive benefit (the economic and social benefits that the sponsorship can obtain).

4) Determine the sponsors carefully. The sponsorship activities of social organizations should be put on the track of scientific management, that is, based on the public relations goals of the organization and the social environment facing the organization, in accordance with the principles that are conducive to the improvement of the overall efficiency of the organization, fully consider the interests of various parties, and coordinate and balance. Determine the sponsors to prevent blind sponsorship or affect sponsorship due to personal subjective emotional color.

Public welfare event sponsors

The approved sponsors should be notified to the other party in time to be ready for implementation. For those who cannot meet the sponsorship requirements, they should be frank and explain the reasons sincerely, so as to try to understand each other.

Company public welfare activities

Public welfare activities

The organization shall arrange a special public relations person or a special working group to be responsible for the specific implementation of the sponsored activities.

1) Division of labor is responsible for implementation. For each project or link in the entire sponsored activity, specific persons should be assigned to implement it, each of them responsible, and cooperate closely.

2) Use PR skills. In the implementation process, public relations personnel should make full use of various public relations skills and methods to achieve the best results.

3) Expand organizational influence. Sponsorship activities themselves are intended to expand the influence of social organizations. Therefore, in sponsorship activities, we should make full use of multiple methods and channels to help the development of major activities and expand their impact. Such as the use of mass media to widely publicize reports, the use of advertising to spread the atmosphere and enhance the effect.