Before clients appoint a PR company, they usually expect a detailed, value-for-money proposal setting out how the project will be undertaken. So a winning proposal commonly starts with the competent handling of a written brief from the prospective client. This will usually be followed up by a face-to-face briefing, which may take a number of forms.
Most frequently there is a meeting at the PR firm or at the office of the prospective client. If the process involves a competitive tender (that is, a number of companies are invited to prepare a proposal), the client will usually convene a Q&A session for the contending PR firms. Sometimes, especially for a small project, the briefing is done over the phone.
Briefings allow you find out about the potential client in the client's own words. The person or people who attend the briefing should always write the proposal. The tone of a briefing may not appear in written notes but can become crucial when a powerful proposal is being crafted.
Read as much as you can before the briefing. If the client has sent you information, analyse it in terms of what the client is trying to achieve. Note questions you may want to ask. Finf out about the client from the Internet or from people who know the client.
And, this sounds basic but is a useful reminder, take a notebook and pen, a list of questions, business cards and your corporate brochure to the briefing.
At the briefing
Ask lots of questions, both prepared and ad hoc. Clarify complex matters or technical concepts. Seek explanations. Identify the issues.
Listen. Listen for contradictions in the client's answers. Point them out in order to clarify things. Listen for critical information you need to know to prepare an effective proposal. Listen to determine what the client really wants.
Obtain a good understanding of the structure of the client company and the scope of its operations. Ask for an organisation chart. Obtain an annual report. Ask for any other important documents.
Write down good ideas that occur to you during the discussion.
Be prepared to make suggestions to the client that will show your capabilities and creativity. But, in doing so, a word of caution: don't make suggestions that show that you have little understanding of the client's predicament or business. This is what we at JWM call "treading on thin ice".
After the briefing
Debrief the project team and senior management back at your office.
Try to prepare a first draft of the proposal within 24 hours. while all the information and the nuances are still fresh in your mind.
Read through the written brief again. Take particular note of the trivial detail such as how many copies of documents the client requires and whether they will accept faxed proposals or not. Take particular note of closing dates and times watch out for the ones that close off at 10 am or 3pm rather than at the end of a working day.
Good luck!