Syllabus Week 7
Developing and Presenting Plans and Proposals; Account Management
This session will help students prepare proposals and will offer guidelines on presentation techniques. It will cover the key elements of taking a client brief, asking intelligent questions and then presenting your proposals. The session will also cover how to cost a typical PR programme.
- Client research
- Taking and developing a brief
- Brainstorming the brief with the accounts team
- The structure of a typical proposal document
- Pitch presentations – the do’s and don’ts; presentation skills
- The use of technology
- Seminar: class exercise – two teams will present to the class on a given brief
- Account management: how to structure a fee
- The best way to service clients: contact reports; review meetings: time sheets etc
- Codes of professional conduct; international management standards
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