How to write a PR Proposal?

1 ANSWERS

1. Business Analyst
   

   For PR Proposal here are some basic ideas to put into the proposal: 1 • 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. 2 • 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 - Which will be part of the PR team. • A closing paragraph to thank the client for the opportunity to work with them. 3 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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