Public Relations Proposal Template

Win clients with a captivating and well-organized PR plan – create a strategic, customized, and effective public relations proposal quickly.

Public Relations Proposal Template

About this template

Capture potential clients' attention with our Public Relations Proposal Template. Designed to showcase your PR strategies and expertise, this visually engaging template highlights your approach and success stories, helping you win more business.

Leverage our user-friendly template to demonstrate your understanding of clients' needs and deliver tailored solutions that set your agency apart from the competition. Secure more PR projects and expand your clientele with our professionally crafted Public Relations Proposal Template.

What's included?

  • Executive summary
  • Situation analysis
  • Market share
  • Audience & awareness review
  • Strengths & weaknesses
  • Goals & objectives
  • Strategic plan

About the author

Sarah Taylor, Senior Content Marketing Manager

Sarah Taylor|Senior Content Marketing Manager

Sarah leads Qwilr's content marketing efforts – specialising in field marketing, campaign planning, content, brand and communications. Sarah has both agency and global corporate experience spanning Australia, Asia and the UK.

A public relations proposal, supported by proposal software, is a document that meticulously outlines the objectives, strategies, and tactics for a PR campaign. It serves as a comprehensive plan for companies aiming to enhance brand awareness or refine their public image. Typically issued in response to an RFP (request for proposal) or as a proactive approach to potential clients, this proposal software streamlines the creation process, ensuring professionalism and efficiency in every aspect of the document.

Key components of a PR proposal:

  1. Target audience identification: Understanding the target audience, including demographic and psychographic information, allows the PR team to tailor messaging and tactics to resonate with that audience effectively.
  2. Evaluation of competition: Analyzing strategies and tactics of competing companies helps the PR team develop a more effective strategy for their client by understanding what works and what doesn't within the industry or target audience.
  3. Tactics and strategies: The proposal outlines various tactics such as media relations, social media, events, and influencer outreach to achieve campaign goals.
  4. Detailed timeline: Including a timeline for the implementation of each tactic ensures the campaign stays on track and meets all deadlines.
  5. Budget: Outlining costs associated with each tactic ensures the campaign stays within the client's financial constraints.

A Public Relations (PR) proposal is a vital document for managing a company's public image and reputation. It is particularly useful in the following situations:

  1. Launching a new product or service: A PR proposal can generate media coverage and create a positive perception of the new offering, outlining its key features, benefits, and how it addresses customer pain points.
  2. Crisis management: In today's digital age, a company's reputation can be tarnished quickly. A PR proposal helps manage crises by outlining response plans to negative comments, addressing customer complaints, and rebuilding the company's reputation.
  3. Rebranding: When rebranding, effective communication with stakeholders is crucial. A PR proposal establishes a new brand identity, creating a positive perception through outlining new brand messaging, target audience, and communication channels.
  4. Building thought leadership: Establishing thought leadership differentiates companies from competitors and positions them as industry experts. A PR proposal helps create a content marketing strategy, including blog posts, whitepapers, and webinars, detailing topics, target audience, and expected outcomes.
  • The ability to track proposal interactions with clients, such as time spent reading and acceptance decisions
  • Customizable and visually appealing design
  • Easy-to-use interface for creating proposals quickly
  • Creative content blocks and module options for presenting your proposal in an engaging and interactive way
  • Users can customize their proposals by incorporating images, videos, and other multimedia elements
  • The clean, modern layout of the template also allows for easy customization and branding

Here's a quick video overview of how to get started with this template:

To get started with this template, simply click the 'Use Template' button above. You can then customize the template by adding information about your PR campaign objectives, strategies, and other essential details.

After personalizing the proposal, share it with potential clients using Qwilr's shareable page links to showcase your public relations expertise. If needed, you can also save proposals as PDFs to cater to specific client preferences.

A tool packed with features

Brand control

Establish your brand settings once and automatically apply to every piece of collateral.


Collect payments instantly from customers with Stripe or direct to your own payment system.

Security & GDPR

Add security features like password protection and link expiry to protect sensitive content.

Embedded content

Add Calendly links, videos, surveys, Looms, GIFs and more to every page.


Get deals signed on the spot with built-in e-signing ability.

Asset library

Create a library of reusable content for sales reps.

ROI calculator

Showcase your value with an interactive ROI calculator embedded in your Qwilr pages.

Team management

Set up permissions so your team accesses only what they need.

Interactive pricing

Empower buyers with interactive pricing plans and quotes.

Frequently asked questions

To write a public relations proposal, consider the following key steps:

  1. Conducting a comprehensive analysis of the organization's existing PR strategies, evaluating its current reputation and media coverage.
  2. Establish objectives and target audiences, taking into account any limitations or opportunities in the field.
  3. Determine the tactics and campaign strategies to be used, as well as the budget required to implement the proposed PR plan.
  4. Include evaluation metrics to assess the impact of the PR campaign.

The executive summary of a PR proposal provides a concise overview of the entire proposal. This summary should cover the main objectives of the PR campaign, target audience, and budget. By providing an overview of the proposal, the executive summary allows readers to quickly determine whether they wish to continue reading into greater detail.

The 4 elements of public relations are:

  1. Evaluation: This initial stage involves analyzing the current state of the company's public image, identifying areas of improvement, and understanding the target audience's needs and preferences.
  2. Planning: Develop a comprehensive strategy that outlines the objectives, key messages, and target audience for the PR campaign. This stage also involves selecting appropriate tactics and communication channels to reach the desired goals.
  3. Implementation: Execute the planned strategies and tactics, such as media outreach, social media campaigns, or event organization, to effectively communicate the key messages and engage the target audience.
  4. Measurement: Monitor and evaluate the success of the PR campaign by tracking relevant metrics, such as media coverage, social media engagement, or website traffic. This data-driven approach allows for ongoing adjustments and improvements to maximize the campaign's impact on the company's reputation and bottom line.

These four elements are vital to creating an effective PR campaign that can assess the results of its efforts on the company's reputation and bottom line.

In a PR presentation, we recommend including:

  • A brief introduction to the company and its goals
  • Analysis of the current public image of the company
  • Objectives of the PR campaign
  • A plan of the tactics and strategies that would be adopted
  • Estimated budget for the campaign