The Keys to a Well Written Public Relations Proposal
The Public Relations Institute of Ireland defines a public relations proposal as “a document outlining a proposed Public Relations (PR) campaign to an existing or potential client.”
Having a well-written proposal is significantly important because it serves as a tool toward acquiring approval for executing PR activities, as well as gaining clients, and building a positive repertoire for your PR firm.
Writing a winning public relations proposal not only requires writing skills and knowledge on the subject, but it also calls for creativity, excellent visual communications (e.g., graphics and/or videos, pictures) and a strong interaction between the Public Relations firm/company and its clients.
In my research and experience from our previous writing projects, I believe that an ideal Public Relations proposal should include the following:
• A brief introduction/synopsis of your Public Relations (PR) firm/team.
• An executive summary discussing how your PR firm company plans to help the client(s).
• Objectives of the PR campaign, and how it plans to shape or change the public’s perception/attitude and building a confident and working relationship with the media.
• A target audience/demographic for your client(s). For example, the state of Arizona has a large Spanish-speaking population. In fact, one out in four Arizona residents is of Hispanic origin or descent. Therefore, if your firm were working on a PR proposal for a client in Arizona, it would definitely be important to reach out to and focus on the Spanish in addition to the American demographic if you want to gain maximum exposure or response.
• Challenges your client(s) might face and how your firm plans to address them.
• Strategies and tactics you will use to help your client gain exposure, including: social media, community outreach initiatives, speeches, press...