Public Relations proposal by award-winning UK PR agency for a leading UK Integrated Marketing company.
by sensiblemaverick

An excellent and comprehensive PR proposal for a Leading UK Integrated Marketing consultancy. Names have been changed for confidentiality but this is a genuine proposal from an award winning UK PR company. Written in 1999 and updated for the digital age. Sample comprises: CONTENTS 1 USING THE 10TH ANNIVERSARY/ DRINK BRAND X CAMPAIGN AS A SPRINGBOARD 2 GETTING IT RIGHT FROM THE START 3 PR STRATEGY 4 MAKING MEDIA WORK HARDER 5 ACTIVITY GUIDE AND EVALUATION 6 COSTINGS 7 WHY SME PR? 8 APPENDIX 1 JOURNALIST AFFIDAVITS APPENDIX 2 - CLIENT AFFIDAVITS APPENDIX 3 SME VISION AND VALUES APPENDIX 4 - AN UPDATE FOR THE DIGITAL AGE SECTION 2 - GETTING IT RIGHT FROM THE START XYZ has, to date, undertaken no proactive PR strategy. As a result, the company’s profile in the media has been limited. Our experience in helping clients to establish an appropriate profile from a standing start is that focus is the single most important consideration. It is critical that we translate XYZ ‘s strengths into a position that is perceived by the media to be both unique and of value in order to maximise coverage opportunities. The programme has to consider that the over-riding goal is to support business development, both winning new clients and securing repeat business from existing clients. Cross selling XYZ’s range of services will operate at two levels with the media as well as with clients. We believe that this can best be achieved by selecting the strongest entry point where there is already a significant level of media interest, and where XYZ’s reputation has the most leverage. These entry points are: - Client servicing and retention - XYZ as part of the new wave of integrated 90s agencies which are flexible in their skills and approach - Quality of work - New business wins - Specialisms such as drinks trade, home interest, training and education, toiletries (Gillette) Any planned PR activity should work in tandem with XYZ’s other communication and marketing strategies.