• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Public relations 471 Creating a pr plan
  • 2. Our overview for today
    • Request For Proposal
    • The Proposal
    • The PR Plan
  • 3. The request for proposal
    • Client background
    • Client needs
    • Applicant guidelines
      • Follow these to the letter or you don’t get the work
      • Break down your proposal following their format
  • 4. The proposal
    • Creating a budget
    • Writing the proposal
  • 5. Project budgeting breaks down three ways
    • Project Management
    • Project Development
    • Collateral Costs
  • 6. Project management
    • How often do you need to meet the client?
    • How much time do you prepare for those meetings?
      • Agenda prep
      • Analytics reports
      • Travel time
    • How many internal meetings do you need to have?
    • How much time will you budget for fires?
  • 7. Project management
    • There are no golden rules
    • RFP’s tend to dislike lots of project management time.
    • Can you hide project management in other areas, or are you willing to eat some money to get the work?
  • 8. Project development
    • There are two ways to bill time
      • A blended rate: Set amount every hour
      • An unblended rate: Different rate for different people
        • President charges 200
        • Middle Management charges 125
        • Intern charges 40
  • 9. Project development
    • Here are some questions to consider
      • What is the internal review process?
      • Is it easier for a higher level person to do the work or review the work of a lower level person?
      • What is the main event of the work?
  • 10. Collateral costs
    • Who is going to pay for supplies?
    • How much will you mark those costs up?
    • What kind of receipts does the client require to see before paying you back?
  • 11. Writing the proposal
    • Follow RFP guidelines to the point
    • Otherwise, risk DQ
    • Here are things to have on hand
      • Company history
      • Staff bio
      • Work samples
      • References
  • 12. Writing the proposal: once you have the job
    • Work through the ROPE Model
    • ID the audience
    • Create a project calendar map
      • When is an item due?
      • Who is responsible?
      • How will they deliver material?
      • Back time this from a week prior to the due date.
  • 13. Random transition to e-newsletter
  • 14. E-newsletter 101
    • Open Rate: The number of people who open the email
    • Monthly e-newsletters average in the low 20% range.
    • Daily e-newsletters average in the mid-teens.
  • 15. E-newsletter 101
    • Click Through: The amount of people who click on a link.
    • B2B range from 5% to 15%..
    • B2C range from about 2% to 12%.
    • Highly segmented and personalized email lists (B2B and B2C) are often in the 10% to 20% CTR range.
  • 16. E-newsletter 101: 7 steps to success
    • If people opt in to the e-newsletter, the open rates and click through are higher.
    • Subject lines must be direct and motivate people to act now.
    • The higher the bounce rate, the worse your numbers will be.
  • 17. E-newsletter 101: 7 steps for success
    • Layout and design matter.
    • So do links. The more, the better.
    • Make the reader click to read more.
    • Make this platform special…we have something you’ll only get with this e-newsletter.
  • 18. E-newsletter platforms
    • Constant Contact:
      • Easiest to use
      • Generic templates
      • Not as much choice
    • MailChimp
      • More choice
      • More HMTL knowledge
    • YMLP
      • Met in the middle
      • Struggled on older computers