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August 13, 2008
How Do You Write a PR Proposal?
I often get asked from younger and freelance PR professionals how to write PR proposals for potential clients.  While every agency and consultant has a
different format and elements to include, here are some basic ideas to put into the proposal (in the order that I use):
·         An introductory paragraph about what your PR company aims to help the client with ­ an executive summary.
·         Objectives of the PR campaign ­ Change in public perception/attitude, Build media relationships, etc.
·         Target audience for your client ­ Know the demographic you¹re targeting.
Challenges your client might face - Find out what they are and create ways to solve them.
·         Situation/Competitive Analysis ­ Know what the competition is doing and your client¹s strengths and weaknesses.
·         Strategies and Tactics you will use to help obtain PR ­ This includes Press Kit development, Media Outreach, Satellite and Radio Media Tours,
Media Events, Celebrity Endorsements, Gift Bag Opportunities, etc.
·         A few generic ideas on how you¹re going to go out to the media; story angles.
·         Target Press ­ You don¹t need to include every media outlet you¹re going to outreach to, but give the client a smattering of print, online, radio and
TV outlets, so they can tell you if that¹s who they want to reach out to.
·         Key Messages ­ Top 5 messages your client will want to say to the press on a consistent basis.
·         Timeframe/Schedule - When things will be generally started/completed by.
·         Return on Investment (ROI) ­ Let the client know what should happen, what they¹ll get out of having a PR campaign for their company/product.
·         Evaluation Strategies/Metrics ­ How to measure the campaign (in whatever way you deem appropriate).
·         Budget ­ What¹s covered under your fees and what are external costs Team bios - Who will be part of the PR team.
·         A closing paragraph to thank the client for the opportunity to work with them.

Before you create a proposal, you need to have completed significant research on your client and their industry, so you know what you¹re talking
about.  Always check the validity of your data and spell-check, including names, before you send the proposal. Length doesn¹t matter, but quality of
information does. And last, but not least, wait a day after you¹ve written the proposal to review it.  You¹ll see it with a fresh set of eyes.

As always, if anyone has anything else they include in their proposals, feel free to comment.

Good luck!

Connect with me on these networks: Twitter, Facebook, LinkedIn, MyRagan, Mediapost, LadiesWhoLaunch, SavorTheSuccess, PROpenMic, Variety¹s The Biz, MerchantCircle, IndustryGrind, MyCityFaces ­ NYC, and FastPitch Network.

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Jocelyn Brandeis is an accomplished and award-winning communications professional with more than 15 years experience in the entertainment, consumer, new media, B2B, Hispanic, and nonprofit industries. She is responsible for securing interviews and media placement and creating full PR campaigns. Since co-founding JBLH Communications, the client roster has included: National Lampoon Comedy House, Doggy Tug, Mandinez.com, Play Clay Factory, The Samuel Waxman Cancer Research Foundation, and The Child Center of NY.

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