Creating a PR proposal is no easy task. The main aim of the proposal is to secure business with a prospective company that is in need of PR services. Thus, you will need to research thoroughly on your potential clients, their target audience, a reasonable timeline and budget and some recommendations. By considering these factors (among other factors), you stand a higher chance of securing the contract, outbidding the rest.
However, as you work on your PR proposal, there are vital elements that you cannot ignore throughout the process.
You need to know the potential value your PR services will bring your client. Thus, there is no option but to research deep and broad enough to understand your client's customer base, their products, and their community development efforts. You need to understand the kind of customers your prospective client targets and the demographics that affect their product or service uptake. Once you have appreciated what drives your prospect's business, then you can draft a PR proposal that will resonate with their business needs, and the promise you offer to solve these problems. If possible, hold meetings with fundamental principles in the company until you have a solid grasp of the business culture. Thus, the value you bring to your prospect's business will be significantly impacted by the PR strategies you use to communicate to their potential as well as current customers.
While it seems like a no-brainer, understanding the internal culture in the organization you are prospecting will go a long way in making your proposal a tool for success. Before you embark on creating the proposal, spend some time understanding your client. For example, your proposal may sound like a formal proposal to the UN yet your client is a company with homely, friendly internal culture. Your bid will seem out of place in this kind of setting. Understand the client's general community reputation and communication style, and use this knowledge to craft your proposal.
Companies have different reasons for reaching out for PR services. Companies could be in need to showcase their products or services to the general public, or they only want publicity through media coverage. Thus, by knowing your clients' well, you will be able to understand what to offer them concerning public relations management. Most common reasons for requiring PR services include building investor and customer awareness, improving brand image and growing the brand. In your proposal, have clearly defined goals that outline how your company will meet these needs efficiently and at a reasonable cost. Your PR proposal needs to clearly explain who you want to be interested in the brand and its products. Your goals will help establish a target audience, and the kind of content the audience will consume. If your proposal clearly illustrates these goals and how they will be met, then you are a step ahead in your bidding process.
While your proposal needs to give relevant information, make sure you don't provide too much information. If your proposal includes all the details in your plan of action, the prospective client may as well use the proposal as a guideline to implement the steps without you. Do not give away the entire plan; be simple enough to make yourself look like the perfect fit while leaving more technical details out of the document. You can include a timeline of the project, a few contacts and fees and expenses to be incurred. You can also hint at what to expect, with minute details on your approach. The PR proposal isn't to let them know how to carry out a successful campaign; instead, it is to assure them that you are the perfect business partner regarding their PR needs.
Points to remember: know the business environment, know your customer, have clear and concise goals without giving away too much information.