PR Client Presentations

Client presentations Pitching a client in public relations

Purpose
Typically, presentations are conducted to persuade a client to retain an agency
For this class, the purpose is to “sell” the client on the campaign you’ve developed
Professional dress, language, and comportment

Place and time
Presentations are held during the last week of class in the PR Lab, Room 239A Journalism Building
You will have 20 minutes to present and 30 minutes for client Q&A

Who does what?
Only the client and the team attend
Clients sit at the seminar table
Presenters stand in front

Who does what?
Remaining team members wait in the computer area of the PR lab
They will join the presenters in the front of the room for Q&A
In the “real world,” only presenters attend

PowerPoint
Each team should develop a PowerPoint presentation
The computer is a Mac
The presentation appears on the plasma screen monitor in the front of the room

Tips on PowerPoint
You can use audio and visual effects (music, sound bites, video) as appropriate
Presenters should not “read” from the screen or from notes, but should speak conversationally, using the PowerPoint slides as cues
Use simple backgrounds, sans serif fonts, and few words

Tips on PowerPoint
Do not try to pull chunks of text from your plan and put them on slides; create new content for the presentation
Don’t try to include every objective, tactic, timetable item, etc. – avoid too much detail and too many numbers
Hit the high points and refer them to your book for the details

Tips on PowerPoint
Avoid excessive cinematic effects. Use PowerPoint to provide an overview of your main points, not to dazzle
Be prepared for the technology to fail
Bring print copies of the presentation
Rehearse without the computer

Other support materials
You can use exhibits, such as a poster placed on an easel to display a proposed logo
You can bring handouts (takeaways) with sample tactics or an outline of the presentation, but the focus should be on the speakers, not materials

Basic outline
Introduction: tell the client you’re excited to make your presentation and provide an agenda
Background: provide a quick overview of the main point of your campaign
Situation Analysis: basic facts found in research; opportunities your team has identified (corresponds with your goals)

Basic outline
Tactics: a brief overview of some of the most important or appealing tactics
Budget: a quick look at the overall numbers
Conclusion: thank the client and hand them the completed book

Takeaways for agency client presentations
Capabilities—agency background information
Bios of team members
Reference list—satisfied clients
Copy of the presentation—PowerPoint or other materials used

Three words
Rehearse, rehearse, rehearse
It’s obvious if you haven’t rehearsed together
Practice not only who will say what, but where you will stand and how you will move from one place to another
Orchestrate introductions and departure
Practice in different conditions such as a ringing cell phone or no computer

PR Client Presentations

by KarenRussell on Apr 03, 2007

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