PR Campaign Proposal Example (Use This PR Proposal Template Structure)

With the right structure, a public relations proposal sample can offer plenty of much-needed inspiration. Let's explore a solid PR proposal example.

Once someone has expressed an interest in PR services, it’s important to strike while the iron is hot and crack on with writing a PR proposal that ticks every box and captures the imagination.

With the right structure, a public relations proposal sample can offer plenty of much-needed inspiration for those who need to quickly fire out PR campaign proposals to prospective clients.

In this guide, we will dissect a PR campaign proposal example and break down each of the key components.

Understanding how all the components of a PR proposal come together to create a final document is vital to producing compelling, value-packed content.

The following PR campaign proposal example is designed to include all the key components that must be included in any successful pitch for new business.

By following this blueprint, PRs can have confidence in their PR proposals and ability to encourage prospective clients to sign on the dotted line.

Let’s break down the key sections of our PR proposal template.

Breaking Down A PR Proposal Template (5 Key Components)

Executive Summary

In the executive summary, PR professionals must deliver a short, sharp overview of what the client can expect from their services.

It should go without saying that this section must be strong enough to stand on its own and really sell the idea of using the agency’s services.

The executive summary should answer three stage-setting questions:

1 – Who is the target audience?

2 – What are the objectives of the campaign?

3 – What are the deliverables?

Proposed Solution

The proposed solution section is where PRs get to flex their creative muscles and show off what they are capable of. This part of the document should outline the strategy that will be used to achieve the objectives set out in the executive summary.

Avoid getting bogged down in details. Focus on big-picture thinking and setting out the broad strokes of the proposed campaign.


The timeline section is where PRs need to get into the nitty-gritty and show that they have a solid plan for delivering results within a desirable timeframe. This part of the document should outline a clear and achievable schedule for the deliverables set out in the executive summary.

A Gantt chart is a commonly used tool for presenting key milestones over time.

About Us

This section should offer a bit more detail about the PR agency. After reading the About Us section, prospective clients will start to get an understanding of what the agency is all about, what they stand for, and whether they are the right fit for their needs. In this section, PRs could:

1 – Outline the agency’s experience

2 – Introduce individual team members

3 – Highlight snippets from relevant case studies


Finally, the Budgets section should provide a clear and concise breakdown of the fees and costs associated with the proposed campaign. 

Fees relate to the amount of time that will be required to complete the campaign (usually based on the hourly rate of staff). Costs usually cover things like venue hire, content production or other third-party expenses that the agency will need to pay for.

Some budgets also include Disbursements which help with outgoings like printing or travel for example. 

You should attempt to map these directly to the deliverables set out in the executive summary to show prospective clients exactly what they are getting for their money. In other words, show them they are getting some bang for their buck.

Public Relations Proposal Writing Tips

First Impressions Count

As with anything in life, first impressions count. The same is true for PR proposals. Prospective clients will make snap judgments about an agency based on the look and feel of their proposals, so it is important to make sure that everything is looking ship-shape before hitting send.

Don’t Be Afraid To Show Off

A PR proposal is a perfect opportunity to show off what an agency is capable of. After all, this document is effectively a sales pitch, so it makes sense to pull out all the stops and really sell the idea of working with the agency.

Use Testimonials And Case Studies

When attempting to win over a new client, social proof in the form of testimonials and case studies can be very powerful. Including a few quotes from happy clients or some impressive statistics from previous campaigns can help to solidify an agency’s reputation in the eyes of prospective clients.

Create A Vibrant Online PR Proposal With Releasd

To engage prospective clients, you can use Releasd’s platform to win new business. Here’s a PR agency creds page for example.

To learn more about how to create interactive case studies and proposals with Releasd, contact us today to get started.