Public Relations Proposal
Created by:
[Sender.FirstName][Sender.LastName]
[ Sender.Company]
Prepared for:
[Client.FirstName][Client.LastName]
[ Client.Company]
Cover Letter
Dear [Client.FirstName],
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 how companies create relationships with the public. We hold contracts with 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 your company’s message. 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.
Sincerely,
Signature
[Sender.FirstName][Sender.LastName]
[Sender.Company]
[Sender.Email]
[Sender.Phone]
Executive Summary
[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 to deliver key messages in your company's 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 on the completion date.
With our extensive experience in [Reason for Press and PR Coverage], we’re looking forward to making this announcement a successful one.
The Proposal
PR strategy
For this campaign, our team will provide and execute a custom strategy for [Reason for Press and PR Coverage].
Our team will work directly with your marketing and social teams to craft a distinct message for print and online media, covering:
- [Key Message1]
- [Key Message2]
- [Print Ad Placement and Timeline]
- [Online Ad Placement and Timeline]
The goal is for potential customers to see your brand represented consistently across a multitude of channels. While a single advertisement may not grab the attention of your audience, consistent messaging will resonate with them.
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 work with your marketing team to develop marketing materials (ebooks, landing pages, copywriting, website content, and guest blogs) that deliver a consistent message and voice.
Public Relations Campaigns
Example campaigns can be seen on our website at [Website]. Each campaign includes:
- An outline of the client’s needs
- An overview of our campaign execution
- Examples of the media we created
- The results we achieved for the client
By taking a multi-pronged approach to PR, we can hone in on a core message that engages your audience while reaching as many media outlets and readers as possible.
Timeline
Editorial Calendar
After we’ve assessed your media and PR needs, the next step is to place all of our PR efforts on an editorial calendar so that you can see how the campaign will unfold. This also gives our team a chance to tweak messaging to ensure that the timing works together effectively.
As we develop the editorial calendar, we consider other events in the community that may impact our campaign. Sometimes, we highlight those items on the calendar for reference.
Social and Media Campaigns
The campaign starts with teasing the announcement. Initial efforts are tailored to your core supporters and their interests. As the campaign proceeds, we work to engage new customers, too.
Traditional media resources — newspaper, magazine, television, radio, etc. — help us share your message across many channels. Social media resources — like Facebook, Twitter, Instagram, Snapchat, and TikTok — are designed to encourage current and potential customers to post your message to their followers.
Press Campaigns
These occur in three stages: pre-announcement, announcement, and post-announcement, as shown below. This is a breakdown of one segment of our editorial calendar.
| 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 |
| PostAnnouncement | Ongoing media coverage, customer testimonials | Local publications, media events | # of additional press inquiries, # of views and reach of media coverage |
About Us
[Sender.Company]
[Sender.Company] is a boutique public relations firm dedicated to our clients’ success, image, and reputation. In the last [Number of Years in PR] years, we’ve worked with individual clients and corporations. We’ve evolved our PR strategy to relay our clients’ expertise and leadership and take advantage of emerging, cutting-edge trends that reach the most relevant and widest audience possible.
Our Team
Each member of our team specializes in some niche of public relations, and those individual strengths bring a unique dynamic to our company and client relationships. Our PR specialists work in a collaborative atmosphere, where their differences allow them to devise a well-polished campaign for each client.
Below are the team members working on the project, their roles at [Sender.Company], and their backgrounds in social media, marketing, and public relations.
[Team Member A]
Type Member A bio…
[Team Member B]
Type Member B bio…
Services and Pricing
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 fit your needs.
- Campaigns, including press releases, social media and media coverage
- Damage control
- 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
Pricing
Select payment type: Payment Method
| Name | Price | QTY | Subtotal |
|---|---|---|---|
| Hourly Rate | $150.00 | 40 | $6000.00 |
| Retainer (non-refundable) | $1000.00 | 1 | $1000.00 |
| Press booking (airtime, commercials, printing costs, etc.) Subject to change based on current market rates. | $3000.00 | 1 | $3000.00 |
| Subtotal | $10,000.00 |
| Total | $10,000.00 |
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.
Acceptance
[Sender.Company]
Signature
MM / DD / YYYY
[Sender.FirstName][Sender.LastName]
[Client.Company]
Signature
MM / DD / YYYY
[Client.FirstName][Client.LastName]