# PR proposal

Replace everything in [brackets]. Keep it specific to this client.

---

## Cover

Proposal: [Project name] for [Client]
Prepared by: [Your name, business]
Date: [Date]
Valid until: [Date]

## 1. Your situation

[In the client’s words: where they are now, what they want to achieve and why now.]

## 2. Objectives

- [Objective, ideally measurable]
- [Objective]
- [Objective]

## 3. Our approach

1. **Strategy:** [What happens and what the client sees]
2. **Materials:** [What happens and what the client sees]
3. **Outreach:** [What happens and what the client sees]
4. **Reporting:** [What happens and what the client sees]

## 4. Deliverables

- [Messaging framework and media list]
- [Press release and media pack]
- [Interview briefings]
- [Coverage report]

## 5. Timeline

| Phase | Dates | Client input needed |
| --- | --- | --- |
| Strategy | [Dates] | [Input or approval] |
| Materials | [Dates] | [Input or approval] |
| Outreach | [Dates] | [Input or approval] |
| Reporting | [Dates] | [Input or approval] |

## 6. Investment

| Item | Description | Fee |
| --- | --- | --- |
| Launch strategy | [Messaging, media list and timeline] | [Fee] |
| Press release | [Writing, approval and distribution] | [Fee] |
| Media outreach | [Pitching and interview coordination] | [Fee] |
| Coverage report | [Summary of coverage and reach] | [Fee] |

Total: [Amount, excluding tax]
Payment schedule: [e.g. 40% to start, 30% at milestone, 30% on completion]

## 7. Not included

- [Paid distribution services unless listed]
- [Event costs]
- [Guaranteed coverage]

## 8. What we need from you

- [A spokesperson available for interviews]
- [Approval of releases within agreed times]
- [Product information under embargo]

## 9. Why us

[Two or three sentences and one relevant example or result. Keep it about the client’s problem.]

## 10. Next steps

1. [Sign below or reply to accept]
2. [Pay the deposit]
3. [Kickoff on date]

Accepted by: [Name, title]
Signature: [Signature]
Date: [Date]

---

## Before you send it

- [ ] The opening describes this client’s situation, not yours.
- [ ] Objectives are specific.
- [ ] Every deliverable is listed and every exclusion named.
- [ ] The price is broken down with a payment schedule.
- [ ] The validity date and next step are clear.
- [ ] Every placeholder and old client name is removed.

---

# Example: Lantern Communications’s proposal for Greystone Robotics

Key sections from a proposal for a product launch media campaign. Both companies are fictional.

## Your situation

Greystone Robotics wants a product launch media campaign. You told us the priority is getting it right first time, with clear approvals and no surprises on cost.

## Our approach

1. Strategy: Messaging framework and media list
2. Materials: Press release and media pack
3. Outreach: Interview briefings
4. Reporting: Coverage report

## Investment

| Item | Description | Qty / time | Rate | Amount |
| --- | --- | --- | --- | --- |
| Launch strategy | Messaging, media list and timeline | Fixed fee | $2,500.00 | $2,500.00 |
| Press release | Writing, approval and distribution | 1 item | $900.00 | $900.00 |
| Media outreach | Pitching and interview coordination | 1 month | $3,000.00 | $3,000.00 |
| Coverage report | Summary of coverage and reach | Fixed fee | $400.00 | $400.00 |

Total: $6,800.00 excluding tax

## What we need from you

- A spokesperson available for interviews
- Approval of releases within agreed times
- Product information under embargo

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