Proposals: How Much Detail Is Too Much?

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Proposals: How Much Detail Is Too Much?

By Carla Shore on February 15th, 2008

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Whether you work for an agency or for yourself, landing new business is a big part of your job. Prospective clients want to know what you can do for them, and they usually want to see it in writing. One of the most common questions I get from new freelancers is “How much detail should I give away in my proposal?”

Many PR practitioners worry about giving away too much information before they’ve got the job. The last thing you want to do is give the client all the details before they’ve paid for your expertise. But you also don’t want to be too bare-bones in your proposal for fear the client won’t pick you for their communications work. Where is the balance?

The first thing to keep in mind is that your proposal should show that you have the expertise and the knowledge to deliver what they need. The way you write your proposal should show off your smarts in the language you use, the strategic way you approach their problem, and the innovative ideas you outline.

Because good planning makes for good execution, I usually propose that a new client start with a communications plan, which will then inform the communications activities I would undertake for them. But I want to be paid for writing the plan, including researching the details. My compromise is to show them a little taste of what I can do.

Offer at least two insights into their business or their competitors. That shows you can and have done some research into their situation, and that you can think through answers to their communications questions. Show them an innovative approach or idea, without going into detail about how you would execute it.

When I write proposals for clients, I tend to follow the “headers” rule. I will give the client all the headers that I would put into a communications plan, but not the meat that I would write if being paid to develop a plan. This way they get a sense of the kinds of things I’ll recommend and execute.

As an APR, I follow CPRS’ R.A.C.E. formula, so I use those headers: Research, Analysis (including Target Audiences, Goals & Objectives, Key Messages), Communications (the execution part, including the full toolbox such as media lists, media training, consultations, media relations, social media, etc.) and lastly, Evaluation.

And then I try to give them a ballpark on how much time and budget they should consider. But figuring that part out is a lot more complicated, and is probably a good subject for another article soon.

The basic rule is, offer enough to prove you’re the right person or agency for the job, but don’t give it away for free. Your mother was right, after all. You want them to buy the cow, not get the milk for free.