Writing Proposals

Chapter 14 – Writing Email, Memos and Proposals

PR Firms prepare written proposals that will be part of a presentation to the prospective client.

Typical proposal sections include:

  • Background & capabilities of the firm
  • Client’s situation
  • Goals & Objectives of proposed program
  • Key messages
  • Basic Strategies and tactics
  • General timeline of activities
  • Proposed budget
  • How success will be measured
  • Description of the team handling the account
  • Summary of why the firm should be selected to implement the program.

The proposal is more compelling if the writer:

  • Shows a need.
  • Satisfies the need.
  • Shows benefits.
  • Asks for a Decision.

Source: Public Relations Writing and Media Techniques by Dennis Wilcox


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