Public Relations Proposal Template
This public relations proposal, prepared by [PREPARER] has been created exclusively for use by [CLIENT COMPANY].
As requested by [CLIENT COMPANY], the following public relations proposal has been devised in order to successfully promote and maintain a PR strategy for [CLIENT COMPANY OR CLIENT SERVICE OR CLIENT PRODUCT].
PandaTip: The purpose of the public relations proposal may involve the PR for an entire company, or may be geared toward the promotion of a specific brand, product line, service, or event. This should be clearly addressed in the Executive Summary as it will set the tone for the proposal to be detailed below.
The Executive Summary contains an overall summary of the plan you will set forth below. It should therefore be completed last, and should be a concise yet striking introduction to the proposal.
Following extensive research and analysis, the circumstances and situation affecting ::ClientCompany or Product:: appear to be as follows:
Following extensive research and analysis, the circumstances and situation affecting [CLIENT COMPANY OR PRODUCT] appear to be as follows:
The attitudes of consumers towards [CLIENT COMPANY OR PRODUCT] indicate that […]
Compared to leading competitors [CLIENT COMPANY OR PRODUCT] is performing strongly in the following areas […]
Some of the weaknesses of [CLIENT COMPANY OR PRODUCT] seem to be […]
PandaTip: This section is where you explain the current situation to the Client. Whether the PR subject is the Client’s company itself, or a new product, line, or service, discuss the way this subject is behaving in the consumer environment. If people do not like the product, explain why. Detail strengths and weaknesses of the subject, from a PR standpoint. You can use analysis in this area and provide examples. Discuss consumer attitudes towards the company/product/service.
In conjunction with [CLIENT COMPANY] the following goals have been set forth with regards to public relations:
PandaTip: List the main, overarching goal(s) for the public relations program. The goals will generally address the issues mentioned in the Situation Analysis. The goals will probably have been discussed some with the Client Company already, in determining the need for a PR proposal and what the company is looking for in terms of results. These goals don’t need to be super specific—examples might be to increase sales of a particular product, improve the company’s overall image, or attract a new type of consumer base.
1) [OBJECTIVE ONE]
2) [OBJECTIVE TWO]
3) [OBJECTIVE THREE]
PandaTip: Objectives are more specific and well defined than the Goals listed above, but relate directly to the goal. You can list the major objectives of the public relations proposal–three is generally a good number. Under each objective, discuss the reasoning behind the objective (the circumstances creating the need for the objective), the benefits which will be gained from this objective, and how the success will be measured. Typical objectives may include items such as: Promote awareness of Product as an alternative to another commonly used product, or Attract a new demographic (such as young women) to this product more often associated with a different demographic (older women), or even something slightly less specific such as Use unique PR campaigns to generate web traffic and increase sales.
PandaTip: In the Target Audience section you will discuss the demographic you will target through this public relations plan. Many professionals suggest being extremely specific in this section, identifying the exact type of individual your PR will be geared towards, down to age, sex, geographic location, likes, dislikes, habits, etc. This can be a useful element in creating a strong PR campaign.
PandaTip: As public relations deals directly with media outlets, this section should address what media sources you will target. This section will especially be useful if your PR proposal is targeting a new audience or looking to grow the brand. You can list new types of media to be reached, including specific websites, news sources, journals, etc.
MARKETING CONCEPT/KEY MESSAGES
PandaTip: Depending on the needs of the proposal and the needs of the client, this section may vary. If the public relations team is also responsible for generating marketing concepts, this area can detail those ideas and how they will be used. If the client already has an existing marketing concept, this section can simply explain how the PR plan will maintain and continue to promote that concept, perhaps including fresh new approaches to the idea.
STRATEGIES AND TACTICS
PandaTip: This is a large section of the public relations proposal, as here is where you will list and detail the specific strategies and tactics your plan will involve.
a) Media Outreach
PandaTip: This will include a list of media the PR plan will focus on building or improving relations with, and how they will help impact or reach the target audience.
b) Press Releases
PandaTip: Depending on the needs of the PR proposal, this subsection may detail specific press releases planned in conjunction with a specific product or release of a new line or promo. With a more company-geared public relations proposal, this section might focus on generating new and creative ideas for press releases.
PandaTip: This subsection can describe other types of written press that the plan will target, and what the subject matter or angle of those will be, including types of media source to be used.
PandaTip: There may be upcoming events which will provide excellent public relations opportunities for the Client or its product. These could be trade shows, fundraisers, conferences, or other types of events.
e) Speaking Opportunities
PandaTip: There may be events which would provide a great speaking opportunity for a member of the PR group or for an individual from the Client’s company. These should be listed here, along with explanations of the event and why it would be pertinent.
f) Social Media
PandaTip: In conjunction with the marketing team or plan, this subsection will provide details on the social media use in regards to specific PR campaigns. This subsection may also contain suggestions for improving the Company/Product image via social media and new approaches to take.
g) Crisis Planning
PandaTip: This subsection will address the possibility of a crisis event related to public relations and how it will be handled. Possible scenarios can be discussed and the proper response protocol.
PandaTip: The Timeline section should outline the time period addressed in this PR proposal and contain all important relevant dates. This would be an excellent place to include a chart or calendar detailing the above-mentioned tactics.
PandaTip: This section will handle the budget needed for the included public relations plan. If the plan includes a flat fee, put that here, or if pricing is per item, proposed budget should be detailed and include pricing for each specific item.
PandaTip: In this section, you can describe how the success of the public relations proposal will be measured. You can include a timeframe for assessing the plan throughout the year. Show what elements or results will be necessary to indicate the success or failure the plan, and how these will be addressed.
Your signature below indicates acceptance of this public relations proposal and entrance into a contractual agreement with [COMPANY].
Representative: [NAME], [TITLE]
Printed Name: ________________________
Representative: [NAME], [TITLE]
Printed Name: ___________________________________
PandaTip: Depending on the specific needs of the public relations proposal, this Acceptance section can be omitted.