Most PR agencies lose pitches because their proposals look like everyone else's.
Generic templates. Vague metrics. No clear ROI story.
PR proposals that win show measurable media outcomes. They connect coverage to business results. They prove expertise with specific examples.
Below: PR proposal templates for different scenarios. Interactive previews included - scroll through each presentation.
What is a PR proposal?
A PR proposal presents your agency's approach to managing a client's public relations and media coverage.
It includes strategy, case studies, team credentials, and pricing - everything needed to win the account.
The best PR proposals combine strategic thinking with proof of past results. They show exactly how you'll generate coverage and connect it to business outcomes.
When to use it During agency pitches. For RFP responses. When clients need to see your full PR capabilities.
The goal: prove you can deliver media coverage that drives real business impact.
PR proposal examples by type
Different PR challenges need different proposal approaches. Pick templates based on your client's specific needs.
PR agency
The complete PR agency framework. Built for winning new clients and retainer contracts.
Includes sections for agency positioning, service breakdown, case studies with media metrics, team credentials, and transparent pricing.
Case study slides show measurable wins: media placements, reach numbers, share of voice improvements. FAQ section addresses common client concerns upfront.
Works for PR agencies of all sizes pitching media relations, crisis management, or ongoing PR support.
Advertising agency
For integrated PR and advertising campaigns.
Shows how PR and paid media work together. Earned media amplifies advertising spend. Advertising drives PR moments.
Use when clients need both PR coverage and advertising creative.
Digital marketing agency
For integrated campaigns where PR is part of a larger digital strategy.
Shows how PR amplifies other channels: SEO through backlinks, social through earned content, paid through media partnerships.
Use when clients need PR plus digital marketing. Demonstrates integrated thinking.
Creative agency
When PR campaigns need strong creative concepts.
Perfect for product launches, brand campaigns, or PR stunts that require creative development alongside media strategy.
Shows the connection between creative ideas and media coverage potential.
Case study
Deep dive into one transformational PR win.
Use when you need to prove expertise in their specific industry or challenge. Shows the full PR journey: strategy, execution, coverage, business impact.
One powerful story beats ten generic examples.
Sales pitch deck
For PR services supporting sales enablement.
Shows how PR coverage becomes sales collateral. Media mentions build trust. Thought leadership opens doors.
Perfect when PR directly supports revenue goals.
Sales proposal
Detailed PR services proposal with clear ROI focus.
Connects every PR activity to sales outcomes. Shows how coverage drives leads, builds pipeline, shortens sales cycles.
Use for ROI-focused clients who measure everything.
Creative brief
Sets creative direction for PR campaigns.
Defines key messages, visual approach, and creative concepts that will drive media interest.
Essential for PR campaigns with strong creative components.
Consulting pitch deck
For strategic PR consulting vs ongoing management.
Works for crisis preparedness, PR audits, or executive media training. Positions you as strategic advisor, not just execution partner.
Capabilities deck
Agency overview for RFPs and preliminary meetings.
Shows full PR service range: media relations, crisis management, thought leadership, content creation, measurement.
Establishes credibility before detailed proposals.
Partnership proposal
For PR partnerships and co-marketing initiatives.
Use when proposing joint PR efforts, influencer partnerships, or media collaborations. Shows mutual benefits and shared outcomes.
Why strong PR proposals win more deals
PR agencies pitch constantly. Few win consistently.
The difference comes down to proposal quality.
Business impact over media metrics
Media placements mean nothing without context. Show how coverage drives leads. Connect reach to revenue. Link share of voice to market position.
Clients buy business outcomes, not clip reports.
Clear pricing builds trust
Ambiguity kills deals.
Define every deliverable. Set realistic timelines. Show exactly what they get for their investment. No surprises means faster signatures.
Real numbers from real wins
"Secured major media coverage" says nothing.
"Generated 47 tier-one placements reaching 12M decision makers, resulting in 34% increase in inbound leads" proves value. Specific beats generic every time.
Design that gets attention
Text-heavy proposals get skimmed. Visual proposals get studied.
Charts showing media reach. Graphs tracking share of voice. Screenshots of actual coverage. Professional design signals you take their business seriously.
Track engagement to close faster
Know how prospects interact with your proposal. Which sections get studied. When they share internally. Who's viewing.
Ellty's analytics show viewing patterns in real-time. Follow up when engagement peaks. Data-driven agencies close more deals because they know exactly when prospects are most interested.
How to write a PR proposal
Follow this process. It works.
Do your homework
Study their current media presence. Analyze competitor coverage.
Find the gaps. Maybe competitors dominate trade publications while they're invisible. Maybe their executives lack thought leadership presence. Write proposals that fix specific problems.
Start with their pain
Never open with agency history.
"Your main competitor appeared in WSJ three times last quarter. You appeared zero times." That gets attention.
Then show exactly how you'll change their media position. End with proof from similar clients.
Mistakes that kill deals
Vague promises. "Ongoing media outreach" means nothing. Say "Pitch 20 targeted journalists monthly."
Hidden costs. Disclose everything upfront.
Guaranteed coverage promises. Unless you own the publication, don't promise placement.
Making it about you. They don't care about your awards. They care about their coverage.
Must-have sections
Media audit
List target publications. Name specific journalists who cover their beat. Include competitor coverage analysis with real examples.
Your PR strategy
Not generic tactics. Their specific situation.
B2B tech needs different media targets than consumer brands. Crisis management requires different approaches than product launches. Show you get it.
The actual team
"Sarah placed 12 clients in TechCrunch last year" beats "Experienced PR team."
Include real names. Real credentials. Real relationships.
Success metrics
Define what success looks like upfront. Media placements. Share of voice. Website traffic from PR.
Connect everything to their business goals.
90-day roadmap
Month one needs quick wins. Show momentum fast.
Map the full year but detail the first quarter. Include specific milestones and deliverables.
Pricing that makes sense
Three tiers. Clear inclusions. No hidden fees.
Basic retainer for small businesses. Standard program for growth companies. Premium service for enterprise clients. Show exactly what they get at each level.
Proof that matters
Pick case studies that match their situation. Same industry, similar challenges.
Show actual headlines. Include screenshots. List every media outlet.
Numbers close deals: "47 placements, 12M reach, 34% more inbound leads."
Get your PR proposal signed
PR proposals that win share three traits: they show real media wins, connect coverage to revenue, and look professional.
The templates above give you proven structures. Customize with your case studies. Add your media relationships.
Track what happens after you send.
Ellty shows exactly how prospects engage with your proposal. See which slides get studied. Know when they share internally. Follow up at the perfect moment.
Most agencies still send static PDFs. You'll send interactive presentations with analytics built in.
Start with the PR pitch deck template. It covers everything needed to win PR clients.
Remember: clients decide fast. Make your first impression count.
