公关策划是在正确的公关理论指导下,对公关实践活动进行创造性的设计与谋划,是公关实务运作中最关键的内容,也是公关为企业、政府和其他社会组织服务的手段。公关策划水平的高低,直接影响着公关实践的效应,甚至决定着公关实践的成功与失败。提高公关策划的水平,是进一步发挥公关作用的重要一环,也是进一步提高公关工作者素质的迫切要求。这次论文应征中出现的三个前所未有的情况,说明研讨“公关策划”具备了一定的条件。这三个情况是:全国有23个省市的作者参与应征,参与者分布地区之广,是空前的;论文作者扩展到了公关组织、高等院校公关研究者以外的企业、政府、军队、银行、信用社、医院等各行各业,参与之多也是空前的;不少论文在理论、学术研究方面有所突破,较有新意和深度,更是空前的。这次研讨会,希望我们共同努力,在以下三个方面取得更多的共识: Under the guidance of the correct public relations theory, PR planning is the most crucial part in PR practice. It also serves as a tool for PR, government and other social organizations. The level of public relations planning directly affects the effect of PR practice, and even determines the success and failure of PR practice. Improving the level of public relations planning is an important part of further playing the role of public relations and an urgent requirement for further improving the quality of public relations workers. There are three unprecedented situations in the application of this paper, which shows that there are certain conditions for the study of “public relation planning”. The three cases are: the authors of 23 provinces and cities across the country are involved in the application, and the participants are widely distributed in a wide range of areas. The paper authors have expanded to public relations organizations, enterprises other than public relations researchers at higher education institutions, the government, the military, the banks , Credit unions, hospitals and other industries, the participation of many is unprecedented; many papers in theory, academic research has made some breakthroughs, more innovative and depth, it is unprecedented. This seminar hopes that we can work together to achieve more consensus on the following three aspects: