In the short term, social public welfare activities often do not bring direct economic benefits to enterprises and cause them to pay extra costs. However, in the long run, through these public relations activities, enterprises establish a relatively complete social image, so that the public will have a favorable impression on enterprises and create a good environment for the development of enterprises.

So, how should enterprises organize and plan public welfare activities?

Planning public welfare activities can be considered from the following aspects:

(1) Preparatory work for the planning of public welfare activities

Before embarking on the planning of social welfare activities, the following two preparations should be made:

1. Material analysis of the current situation of corporate image and its causes. It requires planning personnel before planning, planning based on the material analysis, review. The investigation material must be true and reliable, otherwise, the best planning will not succeed.

2. Determine the goal, which is the premise of social welfare activity planning. The specific objectives of social welfare activities are closely related to the problems identified in the survey analysis. Generally speaking, the problem to be solved becomes the specific goal of social welfare activities.

(2) The selection of objects for social welfare activities

With different specific goals of promotion, enterprises choose different objects of social welfare activities. Although the main feature of social welfare activities is to fund or sponsor a certain activity, the content, form, characteristics and effect of social welfare activities are also different with different objects. The following is an analysis of several major public welfare activities at present:

1. Sponsor sports. At present, sports have become a national sport, especially some international sports events, which can transcend national, ethnic and cultural boundaries and attract thousands of people's attention. Corporate sponsorship of such activities can quickly raise corporate awareness and expand product sales. It is by vigorously sponsoring the National Games, Asian Games, Olympic Games and other world-famous large-scale sports events that Jianlibao has launched its brand, established its famous brand, and shaped its excellent corporate image of fulfilling its social responsibilities. Therefore, Jianlibao can be called the most typical example in this respect.

2. Sponsor activities in disaster areas. It is an important part of social welfare activities to help the people in disaster areas. Chinese people have the traditional virtue of "one party in trouble, all parties support". When the disaster comes, enterprises can timely organize this public relations activity, which will greatly touch the emotional heartstrings of the social public and make the public resonate. Kelon Group has taken the action of 10 million yuan in poverty alleviation in Jiangxi Province, which not only supports the economic development of the poverty-stricken area, but also expands the social influence of the enterprise.

3. Support social welfare programs. Enterprises choose to sponsor various charitable undertakings and social welfare undertakings, which is easier to gain the general favorable impression of all sectors of society. Jinlilai, Kangjia, Jianlibao and other enterprises have excellent performance in this respect.

4. Sponsor cultural and educational undertakings. Cultural and educational undertakings are the foundation of a country. The Chinese people have always praised those who sponsor cultural and educational undertakings and their deeds as "respecting teachers and valuing education and benefiting the three Qin Dynasties". By sponsoring various activities such as Project Hope and setting up teacher and teaching reward funds, companies can build their national sense and social responsibility in their corporate image. This kind of public welfare activity is not superficial, fleeting, its impact on the enterprise is profound.

(3) Operation skills of social welfare activities

Although the above public welfare activities will not bring direct economic benefits to the enterprise, in the implementation process, the enterprise still needs to use a variety of effective public relations skills to expand the social impact of public welfare activities.

1. Hold a grand sponsorship ceremony.

2. Press conference.

3. Spread the legend.

4. Invite celebrities to weigh in.

In short, enterprises can adopt various techniques and methods to make public welfare activities popular when they start to operate, so as to shock the public and make social welfare activities vivid.

Beijing Shangcheng International Media Co., Ltd. is a collection of event planning, on-site implementation as one of the whole case service organization, over the years, its company adhering to the "professional integrity, pragmatic innovation" service concept, focusing on the government agencies, military stationed in Beijing, state-owned enterprises, private enterprises and other units to provide one-stop comprehensive services. It previously put forward the core operation concept of "leading brand by strategy" in China, and developed a comprehensive brand building system of "brand management of the whole value chain" in actual combat. It goes all out to provide high-end and creative activity plans and innovative and thoughtful activity sites for cooperative enterprises, creating maximum value and enhancing the core competitiveness of enterprises. These excellent and efficient services are the magic weapon that competitors will never be able to replicate.