PR | Public Relations Proposal Template
PandaTip: Use this cover letter as your opportunity to summarize your company’s strengths and the breadth of your public relations experience. You can customize the paragraph that explains what experience your team has to better showcase your abilities or to namedrop some of your media relationships.
Looking good isn’t just about your latest launch or achievement, it’s about delivering a message to the world about what you’ve accomplished. With media reaching from print to web and mobile, there’s no time like the present to show yourself off to the public.
We want to help you stand out and put your best face forward.
With [Number of Years in PR] years under our belt, we’ve invented and reinvented the way that companies create relationships with the public. We hold contacts at major publications, influential blogs, and a team that’s worked in every facet of public relations. From social media marketing and magazine collaboration to special press coverage and print space, we’re here to shine a light on your growth and success.
Our friends in the media will soon become your friends in the media, and together, we’ll share the message of your company.
Let us do the talking while you focus on your business; you’re in good hands.
Please see below for the full scope of our public relations proposal. We hope to hear from you soon.
1. Executive Summary
PandaTip: The executive summary lays out the exact reasons for your client’s public relations needs. You can be succinct here and/or add to the template to better define the company’s reasons for needing your services (event coverage, general social media and public relations needs, extensive media coverage, etc.).
[Client.Company] is looking for media coverage, a public relations strategy, and execution for their upcoming [Reason for Press and PR Coverage].
During our time together, we’ll work directly with your marketing and social teams to deliver the right key messages in your specific company voice. We’ll aim for a completion date of [Completion Date] and can reassess our ongoing services at that time. We’ll also provide monthly updates on our progress and go over goals and milestones at that time.
With our extensive experience in [Reason for Press and PR Coverage], we’re looking forward to making this announcement a successful one.
2. The Proposal
PandaTip: Here, you can outline the precise nature of this campaign: who’s it for, what are you hoping to accomplish, and how you will achieve this goal.
For this campaign, we will provide PR strategy and execution for [Reason for Press and PR Coverage].
We’ll work with you to craft a distinct message for print and online media. We’ll also develop three (3) sprints for each stage of the announcement, with a heavy focus on local media and social reach. We’ll also work with your marketing team to develop marketing materials (eBooks, landing pages, copywriting, website content and guest blogs) to deliver a consistent message and voice.
Example campaigns can be seen on our website here: [Insert Link to Website]
By taking a multi-pronged approach to PR, we can hone in on a core message that resonates with your audience while reaching as many media outlets and readers as possible.
PandaTip: Your timeline is unique to your company and can be customized in the table below.
After assessing your media and PR needs, we will craft an editorial calendar and specialized social and media campaigns to fit your specific announcement’s needs.
We run our press campaigns in three stages: pre-announcement, announcement, and post-announcement, as shown below:
|Month||Service||Media Types||Success Metrics|
|Ongoing||Social media coverage and targeted campaigns||Social, including relevant guest blogs||Shares, likes, social reach, website traffic|
|Month 1||Pre-announcement press and market research||Local newspapers, magazines, events||# of additional press inquiries, website traffic|
|Month 2||Announcement media coverage||Local and international press releases, PR Newswire, television spots (talk shows, morning shows, etc.)||# of minutes on air, # of views on press releases, # of media inquiries, website traffic, increase in sales numbers during this time|
|Post-Announcement||Ongoing media coverage, customer testimonials||Local publications, media events||# of additional press inquiries, # of views and reach of media coverage|
4. About Us
[Sender.Company] a boutique public relations firm dedicated to our clients’ success, image and and reputation. In the last [Number of Years in PR] years that we’ve worked with individual clients and corporations, we’ve evolved our PR strategy to not only relay our client’s expertise and leadership, but also to take advantage of emerging, cutting-edge trends to reach the most relevant and widest audience possible.
Our group of PR specialists come from a host of different backgrounds, and we work in a collaborative atmosphere that augments our strengths.
Below are the team members working on the project, their roles at [Sender.Company], and their background in social media, marketing, and public relations.
|[Team Member A]||[Team Member A Bio]|
|[Team Member B]||[Team Member B Bio]|
4. Services and Pricing
PandaTip: Here, you can customize your services to best reflect what your company can offer each client.
The following is a list of services we offer and their corresponding prices. We’re happy to tailor our specific plan and execution strategy to best fit your needs.
Campaigns, including press releases, social media and media coverage
Customer testimonials and reviews
Media success measurement and analysis
Photo selection and editing
Media coverage and relationships
Copywriting and copyediting
Media conference and press announcement event management and coverage
Campaign-specific social media
Blog publishing and website updates
PandaTip: Add in your hourly rate, retainer, and any estimated media costs based on the scope of this project. If you need to, add in any other services that you’ll render and their associated price as well.
|Press booking (airtime, commercials, printing costs, etc.)|
Subject to change based on current market rates.
5. Terms and Conditions
The terms and conditions of this proposal are subject to change based on collaboration and discovery with [Client.Company] and [Sender.Company] and their mutual agreement therein.
By signing below, both parties indicate their acceptance of this proposal and entrance into a contractual agreement.
|[Sender.FirstName] [Sender.LastName] of [Sender.Company]||[Client.FirstName] [Client.LastName] of [Client.Company]|