Public Relations Proposal Template

Company:[Client.Company]

Address: [Client.StreetAddress][Client.City][Client.State][Client.PostalCode]​

COVER LETTER

Dear [Client.FirstName][Client.LastName],

I am writing to express my enthusiasm for the opportunity to collaborate with [Client.Company] on an impactful Public Relations campaign. With a track record of success in driving brand visibility and crafting compelling narratives, [Sender.Company] is poised to deliver exceptional results that align with your strategic goals.

Outlined in this proposal is a comprehensive PR strategy tailored to the specific needs and objectives of [Client.Company]. We have carefully considered key target audiences, messaging, and tactics that will resonate with your stakeholders and align with your brand identity.

Furthermore, our approach emphasizes transparent communication, collaboration, and a results-driven mindset. We are committed to providing regular updates, measuring performance against defined KPIs, and making any necessary adjustments to optimize the impact of our campaign.

I am confident that our partnership will not only enhance [Client.Company]'s visibility but also foster meaningful connections with your audience. We look forward to the opportunity to discuss this proposal in more detail and explore how [Sender.Company] can contribute to your continued success.

Thank you for considering [Sender.Company] as your trusted PR partner. We are excited about the potential of this collaboration and look forward to the opportunity to work together.

Sincerely,

​[Sender.FirstName][Sender.LastName]

​[Sender.Title]

​[Sender.Company]​

EXECUTIVE SUMMARY

Client:[Client.Company]​

Project Name: Elevate Brand Visibility and Reputation through Strategic PR Initiatives

Duration: (Start Date) – (End Date)

Objective:

The primary objective of this PR proposal is to elevate [Client.Company]'s brand visibility and reputation through a targeted and strategic Public Relations campaign. By leveraging our expertise in media relations, content development, and influencer engagement, we aim to position [Client.Company] as a leader in (Industry/Niche).

SITUATION ANALYSIS

Following extensive research and analysis, the circumstances and situation affecting [Client.Company] appear to be as follows:

Competitor Analysis

While [Client.Company] is a leader in market share of the (Industry.Name) industry, the brand has been slowly losing its foothold. We can attribute this customer decrease to new companies entering the market and (Other.Reasons). With the gap in your PR strategy, we have noticed that newer companies are gaining this advantage, as they have greater visibility despite having a lesser product.

Current Situation

​[Client.Company] relies too heavily on word-of-mouth marketing and existing loyal customers instead of gaining new ones through a better marketing strategy such as digital means or “out of the box” thinking. We see an opportunity for growth here with an excellent public relations proposal that improves the visibility of the brand.

Your Strengths

​[Client.Company] is an established brand in the market and has been in business for over (Years.Number) years. You have a superior product, and your operational systems have helped you grow and flourish to a point where others see the brand as synonymous with integrity and quality in the industry.

The Solution

A proposed PR strategy will help recapture the market share you have lost and then some. We will do this by improving audience sizes and finding new opportunities for engagement across all relevant social media platforms.

• The attitudes of consumers towards [Client.Company] indicate that (BrandPerception.Details).

• ​Compared to leading competitors, [Client.Company] is performing strongly in the following areas (CompanyStrong.Areas).

• ​Some of the weaknesses of [Client.Company] seem to be (CompanyWeak.Areas).

GOALS

We aim to get to know you intimately and understand your company creed. Your corporate personality is a critical part of creating an effective strategy. In conjunction with [Client.Company], the following goals have been set forth concerning public relations:, the following goals have been set forth with regard to public relations:

Primary Goals

Goal 1 – (GoalOne.Description)

Goal 2 – (GoalTwo.Description)

Secondary Goals

Goal 3 – (GoalThree.Description)

Goal 4 – (GoalFour.Description)

OBJECTIVES

We will closely work with [Client.Company] to determine the objectives for this proposal. We deem the below objectives necessary to reach our goals and create an effective public relations proposal.

Our Public Relations Plan

Our PR plan ensures your company can maintain and grow its customers while reaching new markets and leads. We tailor it to fit your brand image and follow the following steps.

1. Customer Focus

We’ll ensure your approach to public relations is customer-centric. Many businesses focus on media coverage, shareholders, investors, and headliners. However, by doing so, they risk neglecting customers. We’ll create a steady flow of marketing content to ensure you can reach your clients and market more successfully.

2. Build Media Contacts

We propose to start by creating a database of media contacts to contact for public relations and marketing for your company. This list is organized and used to create a media contact strategy, which will be integral to our PR plan. We identify opportunities for collaboration and profile the figures behind the brand to create trust and credibility behind the brand image.

3. Improve Social Media Engagement and Following

We wish to add social media integration to your website to make your social media easier to find. Subsequently, we will run social media adverts to drive new followers to your website. We will also add these integrations onto any other platform you have, such as Facebook and LinkedIn. Further, we will consider whether creating blog entries and a news section on your website is beneficial.

4. Evaluate and Improve

Once the plan is underway, we will frequently evaluate our proposal and activities by tracking social media metrics and consumer feedback. We will continuously improve our strategy to ensure a better reach for your company.

Target Audience

We have found the target audience for [Client.Company]’s product/service is (Target.Audience). However, we further broke it down into

• (Percentage)% males under (Age)

• (Percentage)% females under (Age).

Of those people, around

• (Percentage)% is located in (Location)

• (Percentage)% is in (Location)

• (Percentage)% is in (Location).

Most of the target audience has indicated they like (Likes) while disliking (Dislikes).

PR Plan: Messaging Strategy

When executing this PR proposal, we will focus on the following messages:

• Core Messages: Clear and concise statements that convey the key points of the campaign.

• Supporting Messages: Additional points that reinforce the core messages.

PR Plan: Strategies and Tactics

Media Outreach

• media outlets you are targeting, how you will approach them, and other details.

Press Releases

• timeline for releasing press statements and any activities regarding creating an in-house news page or blog.

Editorials

• sources you will use for editorials and the strategies to ensure editorials reach more people.

Events

• events you will host that might draw attention to the brand, including promotions or other such opportunities.

Speaking Opportunities

• events you will ask the company to attend to create a speaking opportunity where they can showcase their service or product.

Social Media

• social media strategies, goals, posts, and more here to ensure the client understands and can maintain the plan even after the end of the contract.

Crisis Planning

• crises and problems you foresee that might happen and what your next course of action will be in that event.

Proposal Evaluation

• Key Performance Indicators (KPIs):

• Reporting Schedule: