11/5/2018 Public Relations Proposal Template - Get Free Sample

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Public Relations Proposal Template

This public relations proposal, prepared by [PREPARER] has been created exclusively for
use by [CLIENT COMPANY].

EXECUTIVE SUMMARY

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].

i 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 speci ic 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.

SITUATION ANALYSIS

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 […]

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Some of the weaknesses of [CLIENT COMPANY OR PRODUCT] seem to be […]
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i 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.

GOALS

In conjunction with [CLIENT COMPANY] the following goals have been set forth with
regards to public relations:

i 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 speci ic—examples might be to increase sales of a particular product, improve
the company’s overall image, or attract a new type of consumer base.

OBJECTIVES

1) [OBJECTIVE ONE]

[REASONING]

[BENEFITS]

[MEASUREMENT]

2) [OBJECTIVE TWO]

[REASONING]

[BENEFITS]

[MEASUREMENT]

3) [OBJECTIVE THREE]

[REASONING] Download PDF now

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11/5/2018 Public Relations Proposal Template - Get Free Sample

[BENEFITS]

[MEASUREMENT]

i PandaTip: Objectives are more speci ic and well de ined 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 bene its 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
speci ic such as Use unique PR campaigns to generate web tra ic and increase sales.

TARGET AUDIENCE

i PandaTip: In the Target Audience section you will discuss the demographic you will target
through this public relations plan. Many professionals suggest being extremely speci ic 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.

TARGET MEDIA

i 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 speci ic websites, news sources, journals, etc.

MARKETING CONCEPT/KEY MESSAGES

i 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.

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STRATEGIES AND TACTICS
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i PandaTip: This is a large section of the public relations proposal, as here is where you will list
and detail the speci ic strategies and tactics your plan will involve.

a) Media Outreach

i 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

i PandaTip: Depending on the needs of the PR proposal, this subsection may detail speci ic
press releases planned in conjunction with a speci ic 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.

c) Editorials

i 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.

d) Events

i 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

i 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.

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f) Social Media

i PandaTip: In conjunction with the marketing team or plan, this subsection will provide details
on the social media use in regards to speci ic 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

i 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.

TIMELINE

i 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.

BUDGET

i PandaTip: This section will handle the budget needed for the included public relations plan. If
the plan includes a lat fee, put that here, or if pricing is per item, proposed budget should be
detailed and include pricing for each speci ic item.

MEASUREMENTS

i 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.

ACCEPTANCE

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Your signature below indicates acceptance of this public relations proposal and entrance
into a contractual agreement with [COMPANY].

[COMPANY]

Representative: [NAME], [TITLE]

[ADDRESS] [PHONE]

Signature: __________________________

Printed Name: ________________________

Date: ________________________

[CLIENT COMPANY]

Representative: [NAME], [TITLE]

[ADDRESS] [PHONE]

Signature: ___________________________________

Printed Name: ___________________________________

Date: ___________________________________

i PandaTip: Depending on the speci ic needs of the public relations proposal, this Acceptance
section can be omitted.

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