PR Services Proposal Template
Win more PR clients with a proposal that demonstrates media expertise, strategic thinking, and proven results.
Proposal Template Sections
Executive Summary
Overview.
Thank you for considering [Agency] for PR services. We understand [Client Name] needs to [goals] through strategic public relations. Our proposed PR program will [outcomes] by [approach]. This proposal outlines our PR strategy, tactics, deliverables, and investment.
PR Strategy & Objectives
Present strategy.
Our PR strategy focuses on [objectives] through [approach]. Key objectives: [Objective 1], [Objective 2], [Objective 3]. Target audiences: [Audiences]. Key messages: [Messages]. This strategy will position [Client Name] as [positioning].
Media Relations
Detail media approach.
Media relations includes: Target media list ([X] publications), Media outreach ([X] pitches/month), Relationship building, Press release distribution, and Media monitoring. We'll secure coverage in [target publications] and build relationships with key journalists.
Content Creation
Detail content.
PR content includes: [X] press releases/month, [X] media pitches/month, Thought leadership articles, Op-eds and bylines, and Social media content. All content aligns with key messages and brand voice.
Crisis Management
Explain crisis approach.
Crisis management includes: Crisis preparedness plan, Response protocols, Media training, and 24/7 support. We'll help protect and manage your reputation during crises.
Measurement
Detail measurement.
We'll track: Media mentions ([X] target), Share of voice, Sentiment analysis, Message penetration, Website traffic from PR, and Lead generation. Monthly reports include metrics and insights.
Timeline
Provide timeline.
Month 1: Strategy development and media outreach launch. Months 2-3: Ongoing media relations and content. Months 4-6: Scale successful tactics and expand reach. Includes monthly reporting and quarterly reviews.
Investment
Present pricing.
Monthly retainer: $[amount] covering all PR services. Includes: Media relations, Content creation, Crisis support, and Reporting. Payment: Monthly, net 15. Minimum [X]-month commitment recommended for results.
Why Choose Us
Differentiate.
We've secured [X] media placements for clients. Our team has [X] years experience and relationships with [description] media. We're committed to measurable PR results.
Next Steps
Next steps.
Let's schedule a call to discuss. Upon approval, we'll begin strategy development and media outreach within [timeline].
How to use: Copy each section above and customize it for your client. Replace placeholders (like [Client Name], [Agency Name], etc.) with your actual information. Adapt the content to match your specific services, pricing, and client's needs.
Key Features of This Proposal Template
Media Relations Strategy
Details your media outreach approach, target publications, and relationship building. Shows you understand the media landscape.
Content Creation & Storytelling
Outlines PR content you'll create including press releases, pitches, and thought leadership. Shows content capabilities.
Crisis Management Framework
Presents your crisis communication approach and preparedness. Shows you think proactively about reputation management.
Measurement & Reporting
Defines PR metrics and how success will be measured. Shows you understand PR ROI and measurement.
Thought Leadership Program
Details approach to building thought leadership through media, speaking, and content. Shows strategic PR thinking.
Event & Launch Support
Outlines PR support for events, product launches, and announcements. Shows comprehensive PR capabilities.
Pro Tips for Writing Proposals
- Show media relationships
- Include measurement approach
- Address crisis management
- Demonstrate storytelling
- Show industry expertise
Frequently Asked Questions
How do you measure PR success?
We track: Media mentions, Share of voice, Sentiment, Message penetration, Website traffic, and Leads. Monthly reports show progress toward objectives.
What media can you secure?
We target [types] of media based on your industry and goals. Our relationships span [description]. We'll develop a target media list specific to your needs.
How long until we see results?
PR is a long-term strategy. Initial coverage may appear in [timeline], but building momentum takes [timeline]. We recommend [X]-month minimum commitment.
Do you handle crisis PR?
Yes, we include crisis preparedness and 24/7 crisis support. We'll help protect your reputation and manage communications during crises.
What's included in PR services?
Includes: Media relations, Content creation, Crisis support, and Reporting. Specific deliverables depend on your package and needs.
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