PR agency proposal: Free template
Customize this free PR agency proposal with Cobrief
Open this free PR agency proposal in Cobrief and start editing it instantly using AI. You can adjust the tone, structure, and content based on your PR strategy, client goals, and campaign type. You can also use AI to review your draft — spot gaps, tighten language, and improve clarity before sending.
Once you're done, send, download, or save the proposal in one click — no formatting or setup required.
This template is fully customizable and built for real-world use — ideal for pitching media relations, brand positioning, press outreach, thought leadership, or crisis communications. Whether you’re a boutique agency or a full-service PR firm, this version gives you a structured head start and removes the guesswork.
What is a PR agency proposal?
A PR agency proposal outlines how you’ll support a client in managing their public image, securing media coverage, and communicating strategically with the public. It typically includes campaign goals, messaging approach, media outreach tactics, deliverables, timeline, and pricing.
This proposal helps clients understand your role in shaping how the world sees them — and how your team will deliver results they can measure.
A strong PR proposal helps you:
- Define the messaging, media, and execution strategy.
- Communicate credibility and experience with press and storytelling.
- Set expectations on outreach cadence and performance metrics.
- Move the conversation from interest to engagement.
Why use Cobrief to edit your proposal
Cobrief helps you create compelling, clean PR proposals — with built-in AI that improves every part of your draft.
- Edit the proposal directly in your browser: No formatting tools or downloads needed.
- Rewrite sections with AI: Clarify strategy, simplify messaging, or shift tone based on your audience.
- Run a one-click AI review: Improve clarity, structure, and readability instantly.
- Apply AI suggestions instantly: Accept edits one by one or all at once.
- Share or export instantly: Send via Cobrief or download a polished PDF or DOCX version
Spend less time formatting — and more time telling your client’s story.
When to use this proposal
Use this PR agency proposal for:
- Launching a new product or company.
- Managing media relations for ongoing brand visibility.
- Positioning executives through thought leadership.
- Running crisis communication campaigns.
- Supporting PR for events, funding rounds, or announcements.
It works for both retainer and campaign-based projects.
What to include in a PR agency proposal
Each section helps your client understand what you’ll deliver, how you’ll collaborate, and what outcomes they can expect:
- Executive summary: Highlight the client’s communication goals and how your PR strategy will help them get in front of the right audience with the right message at the right time.
- Scope of work: Define the services included — e.g., press release drafting, media outreach, media list creation, campaign strategy, press kit development, influencer coordination, or reputation management.
- PR approach: Share how you shape narratives, identify angles, build media relationships, and pitch stories. Customize for the client’s industry and goals.
- Timeline: Break the project into stages — e.g., kickoff, messaging, outreach, follow-ups, reporting — with clear timeframes.
- Metrics and outcomes: Define how success will be tracked — media mentions, placements, share of voice, impressions, or sentiment.
- Pricing: Present your pricing — flat fee, monthly retainer, or campaign-based. Clarify what’s included, such as number of press releases or hours of outreach.
- Terms and conditions: Cover confidentiality, client review cycles, cancellation terms, and media response handling.
- Next steps: End with a clear CTA — like “Reply to confirm,” “Book a kickoff call,” or “Sign to get started.”
How to write an effective PR agency proposal
This proposal should feel strategic, confident, and results-oriented:
- Focus on what matters to the client: Visibility, credibility, and audience trust.
- Explain your media process: Make it clear how you get results — not just what you offer.
- Tailor messaging to the client’s industry and positioning goals.
- Use clear formatting: Short paragraphs, bullet points, and structured sections help busy execs scan faster.
- Make the next step frictionless: Help the client say yes with a clear, easy CTA.
Frequently asked questions (FAQs)
Can I reuse this proposal for different industries?
Yes — just tailor your media strategy and messaging examples to fit the client’s sector.
Does this proposal include pitching journalists?
It can — specify the number of outreach attempts or targets if you're including active pitching.
Should I include press samples or past placements?
Yes — showcasing past media wins builds trust and credibility.
Is this proposal legally binding?
No — this is a proposal. Attach or link to your formal agreement or SOW as needed.
Can I export this proposal as a PDF or DOCX file?
Yes — after customizing, you can download it instantly in either format.
This article contains general legal information and does not contain legal advice. Cobrief is not a law firm or a substitute for an attorney or law firm. The law is complex and changes often. For legal advice, please ask a lawyer.