PR agencies compete for every client.
Most lose at the pitch stage.
The problem? Generic presentations that look identical. Service lists instead of results. No proof of media impact.
Winning agencies structure their pitches differently. They lead with outcomes. Show specific media wins. Present data that CFOs understand.
A PR agency pitch deck is your strategic tool for converting prospects into retainers. Not a capabilities brochure. Not a portfolio dump.
What is a PR pitch deck?
A PR agency pitch deck is a presentation that demonstrates your ability to generate media coverage and manage public perception.
Not a portfolio. Not a service menu.
It shows how you'll solve their specific PR challenges. With data from past campaigns. Clear process. Measurable outcomes.
Most agencies confuse pitch decks with capabilities presentations. Different tools for different stages.
Capabilities deck: Overview of all services. Generic case studies. Used for initial introductions.
Media kit: Press-ready materials about the agency. Awards, team bios, agency stats. For journalists, not clients.
PR pitch deck: Customized solution for one prospect. Their industry examples. Specific strategies for their challenges. Pricing for their scope.
Send capabilities decks when prospects request general information.
Use pitch decks for RFP responses, finals presentations, and qualified opportunities.
Media kits stay internal unless you're pitching your own agency story.
The pitch deck converts. Everything else just informs.
PR pitch deck template
The PR pitch deck template structures your new business presentation for maximum impact.
Built specifically for PR agencies competing for retainers. Every slide addresses what prospects evaluate before hiring.
What's included
Agency positioning slide
Opens with your unique PR approach.
Not generic mission statements. Your specific expertise that sets you apart.
"Enterprise tech PR with Fortune 500 media connections" or "Crisis communications for healthcare brands"
Shows immediately if you're the right fit.
Core services overview
PR services mapped to business outcomes.
Media relations → Brand awareness metrics
Executive positioning → Thought leadership goals
Crisis management → Reputation protection
Content development → Share of voice targets
Visual format. Icons and brief descriptions. Details come later.
Case studies section
Three detailed client wins with real metrics.
Each case study shows:
- Initial client challenge
- Your PR strategy
- Measurable results achieved
Focus on numbers that matter: "Increased media coverage by 400%" or "Generated 50M impressions during product launch"
Include publication logos where stories ran. Mix of tier-1 and trade media proves range.
Team credentials
The people who'll manage their account.
Not bios. Proven expertise.
Account director with 15 years in their industry. Media relations lead with journalist relationships. Digital strategist who understands modern PR.
Include headshots. Makes it personal.
Collaboration process
How you work with clients visualized.
Discovery phase. Strategy development. Execution timeline. Reporting cadence.
Shows you have a system. Not making it up as you go.
Include touchpoints. Weekly calls. Monthly reports. Quarterly reviews.
Transparent pricing section
Three-tier structure reduces friction.
Each tier clearly shows:
- Monthly retainer amount
- What's included
- Expected outcomes
- Minimum commitment
No hidden fees. No surprises. Builds trust before the conversation.
FAQ section
Addresses concerns before they're voiced.
"How quickly can we see results?" - Timeline expectations
"Do you guarantee coverage?" - Realistic promises
"Who are your media contacts?" - Network strength
"How do you measure success?" - KPI alignment
Demonstrates you understand their questions. Have solid answers ready.
Additional templates for PR agencies
Capabilities deck
Agency overview for initial introductions and RFPs.
Full PR service portfolio organized by category. Team structure. Client logos. Awards and recognition.
Use before developing custom pitches. Establishes credibility quickly.
Case study
Deep dive into transformational PR wins.
Problem-solution-results format. Before/after metrics. Media coverage examples. Client testimonials.
One powerful story proves your impact better than ten surface examples.
Sales proposal
Quick-turn proposals for specific PR projects.
Clear scope. Timeline with milestones. Investment breakdown. Expected deliverables.
Perfect for campaign-based work or trial projects.
Go-to-market strategy
For PR agencies supporting product launches.
Market analysis. PR timeline aligned with launch. Media strategy by tier. Influencer outreach plan.
Shows strategic thinking beyond basic media relations.
Fully customizable
Swap case studies by industry. Tech examples for tech prospects.
Adjust pricing tiers based on scope. Enterprise needs different numbers than startups.
Update team slides with relevant experience. Show people who know their sector.
Collaborative editing lets multiple team members contribute. Marketing updates cases. Leadership approves pricing. Everyone stays aligned.
Brand customization throughout. Their colors as accents. Their terminology in descriptions.
Export options for every scenario. Interactive link for remote pitches. PDF for boardroom presentations. Analytics to track engagement.
How to create PR pitch deck
1. Lead with results, not services
First slide after the title should show impact.
"Generated $2M in earned media value" beats "We offer media relations"
Prospects buy outcomes. Services are just the method.
2. Use specific metrics (media impressions, SOV, etc.)
Vague claims lose deals.
Bad: "Significant media coverage"
Good: "287 articles, 1.2B impressions, 73% positive sentiment"
Include: Impressions. Share of voice. Domain authority. Message pull-through. Advertising value equivalency.
3. Show expertise
Generic PR fails. Vertical expertise wins.
List actual publications you've placed clients in. Show beat reporter relationships.
"Placed 50+ stories in TechCrunch" means more than "Strong tech media network"
4. Include crisis management examples
Every client fears bad press.
Show how you've handled crises. Response time. Sentiment turnaround. Coverage containment.
One crisis win proves you're ready for anything.
5. Visualize your media network
Lists bore. Visuals sell.
Media pyramid showing tier-1, trade, and regional outlets. Journalist database numbers by beat. Geographic coverage map.
Proves reach without reading.
6. Competitive analysis
Show their competitors' PR gaps.
Share of voice comparison. Message penetration differences. Media outlet coverage variance.
Position as intelligence, not criticism.
7. Timelines
Vague promises kill trust.
"Media coverage in 30-60 days" beats "Quick results"
Map first 90 days. Weekly milestones. Monthly objectives. Quarterly goals.
8. Pricing
Hidden costs destroy relationships.
Show monthly retainer. Outline what's included. List additional costs upfront.
"$15K/month includes up to 20 hours. Additional hours at $200" prevents surprises.
9. Personalize
Generic decks obvious. Customization wins.
Their logo on slides. Their industry case studies. Their actual competitors analyzed.
Five customized slides beat fifty generic ones.
10. Track engagement with analytics
Know what resonates before the meeting.
Ellty shows which slides prospects study. Time spent per section. Sharing behavior.
Low engagement on pricing? Adjust for value. High interest in case studies? Prepare more examples.
Data improves your next pitch.
Start creating your PR pitch deck
PR agencies using structured pitch decks win 3x more clients than those sending generic capabilities PDFs.
The template gives you proven structure. Professional design. Sections that convert.
More valuable: tracking shows what prospects actually care about.
See which case studies get studied. Which pricing tiers generate interest. How long they spend on team credentials.
Data improves your next pitch.
Start with the PR pitch deck template. Customize for your prospect. Share via tracked link. Watch engagement before your meeting.
Know their interests. Address their concerns. Win more retainers.
Most agencies guess what resonates. You'll have data.
That's your competitive advantage.
