5 elements to include in new client proposals

Some PR pros avoid writing proposals whenever they can—but there are certain situations where you need some sort of document to gain approval.

Many corporate, governmental, and NFP institutions need a proposal before they can proceed. They might need multiple bids, or—because no one person can make a decision—the proposal must go before a committee.

If you must write a proposal, then write one that’s simple and straightforward using these five elements:

1. Summarize the problem.

You need your audience to know you hear and understand the issue. It’s important to put the summary into the words they use; don’t wrap it up in big technical terminology or fancy jargon.

Use the same words they use to describe the situation in which they find themselves. If they can see that you understand the problem, they’ll believe you can solve it.

2. Describe the outcome.