Subject: Art & architecture
Topic: Individual Client Pitch
Paper details:
PR and Advertising pitches, plans and reports always follow basic layout guidelines. Word counts are
suggestions only. Personalise the template and delete guidelines before submitting.
1. Use headings and subheadings.
2. Use Harvard referencing where appropriate (pitch section only, not in content samples).
3. Use UNSW assignment standards: 12 point font, 1.5 line spacing, header / footer with page numbers and
zID.
Executive Summary (300 words)
A great Executive Summary will spark the interest of the Client and sell the key elements of the pitch. A poorly
written Executive Summary dramatically reduces the chances of a client reading the rest of the document,
while an exciting and insightful one can be the key to winning the job.
Include the following in your Executive Summary:
The PR situation;
One or two pieces of key evidence (statistics/data) that link to your plan;
Your campaign strategy, the key idea (or insight) behind it, and how the strategy will achieve the Client’s
overall goal
Tip: while the Executive Summary appears at the top of the document, it is the last thing you should write!
Research (500 words)
The research presented here should demonstrate your understanding of the situation based on your own
research and provide a logical, persuasive foundation for your proposed campaign. To do so, you should
summarise key issues faced by the Client, supported by a SWOT analysis. In addition, you should succinctly
analyse the field/ industry in which the Client operates. You should also touch on any potential
communications challenges that need to be addressed.
Target Audiences (150 words)
While Client has provided some ideas about potential audiences, you need to decide on an audience category
and break it down into segments that your campaign will target. List those segments in order of importance.
If you group your audience too broadly, you will not be able to target your messages strategically!
Campaign Objectives (150 words)
While the Client has explained their overall goals, you need to propose specific, measurable objectives for
your campaign. Remember they need to be S.M.A.R.T!
Campaign Strategy (200 words)
Explain your overall campaign strategy clearly and succinctly. Your strategy should meet the objectives set
out above and link to your research into the Client and their situation.
Key Messages (200 words)
List the key messages you want to communicate. Clearly link each message to one (or more) target audience.
Your messages should flow from your SWOT, research, target audience and strategy sections.
Key Media (200 words)
You need to recommend media ideas. Justify what media you will be leveraging and why. Demonstrate your
PR creativity!
Methods of Evaluation (200 words)
Choose two evaluation methods appropriate to your campaign and explain how they will work together (see
Week 11 lecture). Provide a strong closing statement explaining why your campaign will meet (or even
exceed!) the Client’s needs.
Place the media release (200 words) on a separate page following the pitch. Starting on a new page after the
media release, you should place the additional sample content (400 words or equivalent).
