1, realistic principle. Seeking truth from facts is a basic principle of public relations planning. Public relations planning must be based on the true grasp of the facts on the basis of a sincere attitude to the public to convey information truthfully, and in accordance with the changes in the reality to constantly adjust the planning strategy and timing.

2, system principle. In public relations planning, public relations activities should be recognized as a systematic project, in accordance with the views and methods of the system to co-ordinate planning.

3, innovation principle. Refers to public relations planning must break the tradition, deliberately novelty, ingenuity, so that public relations activities lively and interesting, so as to make a deep impression on the public. Xi'an festival.

4, elastic principle. Many uncontrollable factors in public relations activities related to, any person who is difficult to grasp, leaving room can jintuiziru.

5, ethical principles. The core content of the ethical code is: the organization of public relations activities and its planning and the moral requirements of practitioners increasingly strengthened.

6, psychological principles. To use the general principles of psychology and its application in public relations, the right to grasp the public psychology, according to the law of the public mental activity, make the best use of.

7, benefit principle. In order to achieve a better public relations effect, to achieve the enterprise's public relations objectives with less PR costs.