PR Campaign Writing: How to structure a proposal

PR writing is not an easy task – Ive blogged about this before. Read my take on PR writing here.

However, once you have a skeleton on what you need – I can guarantee you, it will make your life a lot easier.

Startup Stock Photos

For any campaign proposal you will be required to:

  1. Situation analysis
    This is current research (yes PR people need to be fantastic researchers too – who would have thought!) on what the organisation’s current situation is and where they wish to be going.
    Its crucial for you to understand where they want to go and importantly, how you will know when they have reached their goals.
  2. Goals and objectives
    Now, these are two very different things. Goals are wide. Objectives are specific. Objectives should follow the SMART principal. These are SMART – specific, measurable, achievable, relevant and time-bound.
    For example: lets say you are employed by Lorna Jane (yes I love Australian made and owned brands) your goal may be to: increase sales of your new summer range. However, an example of one objective may be:  To increase the turn over of summer stock by 60% in comparison to last years’ sales within the 3 month’s of November – January 2017.
  3. Target publics
    Be clear on who your audience is and who your stakeholders are
  4. Strategy and Tactics
    What are your key messages you want the public to know? If you are Lorna Jane you may want to push the idea that you are Australian made and owned.
  5. Implementation Schedule
    Do you love Gantt charts? Because as a PR practitioner you better start!
  6. Budget
    The all important figure. What are you working with and what is achievable.
  7. How you will evaluate
    How will you know when you have met your goals? What will you do at the end of the campaign to gauge whether or not it was a success? Think surveys, sales figures and customer interaction

I hope some of you found this helpful with your PR writing skills!

If you have any questions please don’t hesitate to contact me here or comment below




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