The art of writing a new business proposal

The delay in getting to this next posting has been due to a heavy amount of new business proposal writing. Which leads to the question of what makes a good proposal, how much time do you spend on a project you might not get, and what do potential clients need to hear?

While each case is different, most RFPs in the PR and GR category need the following:

1. Background: Background on the firm and why they are the best choice for the job. Descriptions of work done for similar clients and industries is key.

2. Objectives: Well defined objectives that are realistic and reflective of the prospective client's needs.

3. Strategies: Several research-based strategy ideas that show your solution for communicating their issues/product/service/organization. These strategies need to be detailed enough that they can be understood from a conceptual and execution standpoint.

4. Team: Information on who is going to be working on the account. This step is often undervalued. Clients what to know upfront who they will be dealing with day-to-day. This means, proposals that only include company principals are not enough.

Good luck pitching!

Want to respond to breaking news quickly? Consider a blog

In listening to a For Immediate Release podcast(my favourite podcast on social media), I found a very interesting discussion on Hillary Clinton's use of a blog to react quickly to news reports. Hillary's campaign blog responds quickly to public accusations, rumours and media reports (in this instance it was a report about her not having left a tip at a restaurant).

I look at this from my current perspective as a PR consultant and from the vantage point of my former career as a journalist and think it is fascinating. We are always racing to meet the next news-cycle. The question now is, when is the next news-cycle? Is it the next time there is a broadcast or paper, or is it the next time the topic is being discussed on the web?

Now, that half day, or day, typically used to manage a client's response and get it to media is too long. A blog strategy can respond in minutes. By the time media can publish/air the report it can be old news having been all over the Internet the previous afternoon and evening . If they want to still report on the topic, they must add to the information and forward the discussion. Now, either they use part of the blog content with the controlled message or they forget the story and move on. This cannot be achieved by a the traditional media release reaction. Often, by the time the next paper hits the stands public opinion has started to form and that's too late.


The podcast proposed the idea of whether this strategy is a good idea for corporate clients to use when responding to a crisis or ongoing event. My vote is a resounding yes.

A corporate blog used for reaction adds your voice to the discussion. It can show additional transparency (because you are not/should not be hiding the comments of others, negative or positive), and you give media a place to go to find additional information and a source for quick quotes.


Hillary Clinton's campaign uses her blog in exactly this way. She even takes it further putting promotional materials on her site that can be easily forwarded or integrated into other blogs, websites, e-mails... ultimately tapping into people like me, who have little to do with US politics other than monitoring it in the news, to help spread her message. On that note, here is her latest ad.

Trade Shows: An example worth mentioning

Clients often ask whether trade shows are a good idea. The answer is, it depends. Trade shows can be very expensive and and not guaranteed to bring in business. Like all marketing strategies you have to see if it makes sense for you and whether this is the best way to reach your target audience.

If you are going to do it, however, copy the best examples. A few weeks ago I came back from a long-term care trade show in Orlando. PointClickCare is now my example of how to do it right.

- A simple booth, but with four interactive demos - visitors don't imagine the product, they see simulated versions that take out the guess work;

- An abundance of neatly dressed staff who know their products inside out;

- No chairs, other than a few for visitors, to keep staff busy and looking alive;

- No clutter, no food, no loitering by other members of the team who don't need to be in the booth; and

- Candy!

But don't take them too seriously.....This is a photo taken by PointClickCare CEO Mike Wessigner of Heath Odem, VP Business Development (known fondly as the 'Booth Nazi'). Heath is wrestling with CTO Dave Wessigner in their hotel at 2:30am after a hard day on the trade show floor and a harder night on the town. At least it appears they are ironing their clothes for the next day!