Communication Strategy to Position

PUBLIC RELATIONSPROPOSAL

FOR

COMPANY XXX

Table of Contents

1.The Brief

2.Objectives

3.Target Audience

4.Strategy

5.Plan of Action

5.1Positioning workshop

5.2Client’s deliverables

5.3Consultancy’s deliverables

5.3.1PR Services

5.3.2Media database research and development

5.3.3Media distribution

5.4Caveat

5.5Ad hoc services

6.Management and Monitoring of Strategy

7.Retainer Agreement

7.1Retainer Work

7.2Retainer fee

7.3Fee inclusions

7.4Fee exclusions

8.About the consultancy

9.Agreement and conditions of contract

9.1Breach

9.2Domicilium and notices

9.3Acceptance of offer

1.The Brief

(Outline client’s agreed needs)

2.Objectives

(List any objectives they may have that can be measured)

3.Target Audience

(Indicate a suggested target market)

4.Strategy

(Select from list, as offered services)

Design and maintain a PR strategy and implementation plan in a structured and professional manner to meet the business objectives and reinforce the Customer Value Proposition in a proactive manner
Proactively identify main client groups and audiences and determine the best way to communicate publicity information to them to create positive awareness of the business
Produce regular media and press surveillance of current market place trends, competitor press releases and communications
Proactively look for tactical opportunities or creating opportunities for publicity campaigns
Write effective press releases and prepare information for media kits
Provide input into Internet and Intranet content
Manage special media events
Draft speeches for company executives, create their profiles and arrange interviews and other media/public engagements
Evaluate advertising and promotion campaigns for compatibility with public relations strategy and provide information regarding public relations to marketing to ensure that all public relations activities leverage of marketing and vice versa
Establish and maintain effective working relationships with media representatives, local government where possible and other influential people
Manage internal communications of all public relations campaigns
Create a strategy and plan for handling all negative publicity

5.Plan of Action

5.1Positioning workshop

The consultancy prefers to have a fast track action plan to access and crystallise the client’s objectives. To prioritise activities and redesign a communications plan to meet the company’s needs with a rollout plan, it proposes a half-day positioning workshop. The consultants, relevant client staff and any external communication and advertising providers should attend this. This will produce a clear action plan with prioritised actions and clear lines of communication.

5.2Client’s deliverables

An effective PR campaign is not executed in a vacuum. Constant communication and dissemination of information between the agency and the client are vital to success. For the PR programme to achieve its goal, a client must:

Provide the agency, in a timely manner, with the information needed to get results - access to company executives and customers, information on the customer's application of the technology, information on new products, new business relationships and other newsworthy events and functions
Include the agency as a strategic member of the sales and marketing team - include agency members in monthly strategic sales and marketing meetings, copy the agency on sales and marketing materials that will be used with customers or that reference important events that may influence the company
Work with the agency from the beginning of the relationship to establish clear expectations for the PR programme and a clearly defined and timely approval process for materials
Maintain a constant flow of open communication between the agency and the client to address opportunities and problems, as well as successes and concerns
Work with the agency in a collaborative relationship with the client as the technology expert and the agency as the public relations expert, providing timeous information on market trends and influences

5.3Consultancy’s deliverables

Following the pinpointing of target markets (through the positioning workshop), the consultancy will examine the company’s plan and calendar of events for opportunities and issues to implement PR tools that may include the following:

5.3.1PR Services

(Select from list, as offered services)

Press releases
Press kits (print & electronic)
Media lists
Announcements
‘Trend’ press releases
Feature story releases
Internet monitoring
Specialised fact sheets
By-line or feature articles
Quarterly newsletters
Information for social media
Press conferences
Crisis management

5.3.2Media database research and development

The consultancy will research and develop a comprehensive database, which is tailored specifically to the client’s target market. Database may include the following:

(Again, select as appropriate)

Trade publications
Business and financial publications
Consumer media
National and regional newspapers
Broadcast media
Online media

Approved database to be cross-referenced against established relationships, which are already in existence between certain media and client

5.3.3Media distribution

The consultancy can distribute press releases to relevant industry media sites through its extensive media press list. The client will receive quarterly updates on its exposure across the Internet. This service is costed out at R1500(FILL IN YOUR OWN CHARGE)per month.

5.4Caveat

The consultancy undertakes to deliver timeously the communiqués to the media selected by the consultancy after consultation with the client. The consultancy does not and cannot guarantee placement of such communiqués in any media not controlled by the client. If the client requires guaranteed placement in media not controlled by the client, advertorial space usually can be purchased in most media but any such arrangement will be over and above the scope of this contract. Non-publication in any or all media, save where such media is controlled by the client, or where advertorial space has been purchased by the client, shall not constitute a breach of this contract by the consultant and shall not entitle the client to withhold payment or reduce such.

5.5Ad hoc services

Special events
Trade shows
Speech writing
Community meetings
Annual reports
Community calendar listings
PR campaign measurements
Press clipping services
Webcasts
Media training for spokespersons
Becoming a source
Public service announcements

6.Management and Monitoring of Strategy

Goals and objectives must be specific, measurable, attainable, realistic, and time based –The consultancy works from the premise that planning and constant review is vital to a successful communication plan.

There must be a weekly/biweekly/monthly meeting(select one)to discuss the format of the upcoming press releases and any up-coming market-related events. The meeting should include a feedback session, where the client reports on calls, comments and sales directly related to communication efforts.

7.Retainer Agreement

7.1Retainer Work

The consultancy has found that in the case of a long-term communications strategy, an ongoing public relations campaign is a more sensible route than a press blitz every now and then.

Retainer structures offer a number of benefits, including:

Flexibility in the resources invested on the client’s behalf. For example, at the onset of the PR campaign, the consultancy’s PR team will invest extra time in getting to know the client, its product, its industry landscape, competition, etc. At other times, the team may invest less time but ultimately it will achieve a balance at the end of the project.

Budget control – the client knows exactly how much it will invest each month in public relations; there are no variables, as there are with an hourly agreement.

Retainer agreements allow adequate long-term and short-term planning to accomplish specific goals.

Contracts are based on the understanding that success relies on the client’s organisational buy-in, expertise, time and money. If any of these four components are missing, the plan will eventually run into trouble.

7.2Retainer fee

Based on the PR services described in paragraph 5.2above, a retainer fee of R______is suggestedVAT/no VAT(select one)is levied on this amount. The monthly retainer fee is payable in advance at the beginning of each month. The consultancy provides an invoice for payment on the 25th of each month prior and invoices are payable by the 1st of the following month.

7.3Fee inclusions

Agreed meetings per month to discuss strategy and review results
Contact report on meetings and findings
Local travel to and from the client – this is defined as within a 50-km radius of the consultancy’s office
Ten phone calls per month

7.4Fee exclusions(NOTE – Fill in your own applicable charge where you see red text)

This fee does not include:

Ad hoc services described in paragraph 5.2.3 above, which shall be costed on a project-by-project basis
The excess of 10 phone calls per month; these shall be itemised in the following month and charged out at the relevant provider’s current rate plus 15%
Travel outside a 50-km radius will charged at R5-40per kilometre
Long-distance travelling, (further than 200 kilometres from the office), will be charged at R5-40per kilometre or economy class airfare, whichever is the lesser
On long-distance travelling, it will be necessary to hire accommodation at an accommodation and subsistence rate of R950.00 per day
Costs for design, repro and printing of any documents/CDs/memory sticks
Costs of developing or printing of photos

8.About the consultancy

9.Agreement and conditions of contract

This retainer contract is for an initial period of 12 months and, after the expiry of the initial period, may be terminated by one calendar months written notice by either party. No amendment of this agreement shall be of any force or effect unless reduced to writing and signed by all the parties thereto.

9.1Breach

In the event of either party (hereinafter referred to as ‘the defaulting party’) committing a breach of any of the provisions of this agreement, then the party which is not so in breach (hereinafter referred to as ‘the aggrieved party’) shall be entitled to give the defaulting party written notice to remedy the breach.

If the defaulting party fails to comply with that notice period within 14 (fourteen) days of receipt thereof, the aggrieved party shall be entitled to cancel this agreement and/or to claim specific performance. The aforesaid is without prejudice to such other rights as the aggrieved party may have at law.

9.2Domicilium and notices

The parties choose domicilium citandi et executandi (‘domicilium’) for the purposes of the giving of any notice, the serving of any process, the payment of any monies and for any other purpose arising from this agreement, as follows:

______

(Client)

______

(Consultancy)

______

Each of the parties shall be entitled from time to time, by written notice to the other, to vary its domicilium to any other address, which is not a post office box or poste restante.

The consultancy takes pride in the calibre of its clients and looks forward to providing its services to such a worthwhile concept.

9.3Acceptance of offer

I, ______a duly authorised officer of ______, having read the above conditions, agree to a monthly fee of R______.

______

Signature – Client

Signed this ______day of ______2016 in ______

______

Signature – Consultancy

Signed this ______day of ______2016 in ______

[You send this contract, already signed with an electronic signature and with your physical address placed in first – now legal disputes take place in your hometown, not the client’s]February 2016