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.
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