Public relations (PR) agencies usually deal with maintaining the reputation of clients in front of the public. It can be done through various processes, such as managing media, relations, strategy development, social media, event management, and more. Such agencies need a medium through which they can define the scope of their work.
For this purpose, a free template is provided, which can be used to align project directions, expectations, and outcomes. PR agencies can use it in close collaboration with their clients to achieve their expected goals and targets. It has sections for writing the project description, background, target audience, deliverables, metrics and evaluation, budget, and terms and conditions.
In the header of this template, you can write your public relations agency phone number, email address, and link to your website. On the other side, you can write your agency’s address. Then, you can enter the date of this project and write the name of the client’s company.
There is a division of sections in this template in a sequence. The main sections of this template are:
Project Description
To enhance clarity, alignment, scope definition, planning, and coordination a brief description of the project is written. In this section, you can write the details of your project, such as the project title, its start and end dates, and the project objectives.
Project Background
Knowing your client assists you in better understanding their needs and requirements about PR management. In this way, you can meet their expectations. In this section of the template, you can write a brief background about the client and the industry in which they operate. You can also write the details of any past public relations efforts they have made.
Target Audience
Without knowing the target audience, it is not possible to reach them or make any impact on them. On the contrary, by better understanding the needs of your target audience, you can maintain a lasting impact on them. In this section of the template, you can write the primary and secondary target audiences, such as consumers, media outlets, industry influencers, investors, and community groups. You can also write brief descriptions of these target audiences.
Key Messages
The messages that the client wants to convey to their target audience through this public relations campaign serve an important role in enhancing the PR. Understanding these messages can enhance consistency, clarity, relevance, and alignment. By having a complete knowledge of these messages and the aims of the client, you can meet their expectations. All such messages can be written in this section. Rows are provided for this purpose.
Deliverables
Mentioning the deliverables of this campaign can help remove the communication gap and create an environment of accountability throughout the process of maintaining the PR project. In this section of the template, you can write the deliverables, such as a press release, media coverage reports, event management, and social media campaign. You can also write their brief descriptions and due dates.
Metrics and Evaluation
Setting up metrics for each task can assist in better understanding the evaluation criterion, measurement of success, alignment with objectives, and accountability. In this section, you can write the key performance indicators, such as media coverage, engagement, and event attendance. You can also write their brief descriptions and set their target in this section.
Timeline
On-time completion of tasks can increase trust and reliability. It assists in planning, managing, and coordinating the various aspects of the campaign. In this section, you can write the particulars of the activities, such as the kick-off meeting, drafting a press release, finalizing the media kit, and public relations event, and evaluating the key performance indicators. You can also write brief descriptions of these activities and their dates.
Budget
Budget is a fundamental part of every project, and setting up effective budgets can lead to the success of a project. In this section of the template, you can write the item names, such as press release distribution, media kit production, event management, and social media advertising. It also allows you to write brief descriptions of these activities and their estimated costs. By the end of this section, you can write the total amounts.
Terms and Conditions
Setting up terms before the project starts can save both parties from misunderstandings, provide legal protection, define the scope of work, payment terms, and dispute resolution. In this section, you can write the specific terms, conditions, or expectations regarding the PR campaign.
Approval and Comments
When all the terms and conditions, including the objectives, payments, and expectations are set, then the approving authorities can write their signatures in this section. You can also write the date and titles. Comments or suggestions regarding the project can be written.
It is a comprehensive template that ensures the availability of all the sections regarding the public agency’s scope of work. You can easily click on any section and write your personalized particulars per your need. But the additional value provided by this template is that it allows you to add or remove any section or part of any section per your needs.
This template is print-ready with an elegant layout. Its availability in multiple file formats, i.e., ODT, DocX, DotX, and Google Docs, further enhances its accessibility. It ensures that all the expectations of the client are met and everything is well-communicated regarding a project.
