_______________________________________________________________

_______________________________________________________________

Report Information from ProQuest

January 13 2014 05:14
_______________________________________________________________

13 January 2014

ProQuest

Table of contents
1. Make your case............................................................................................................................................

Bibliography...................................................................................................................................................... 4

13 January 2014

ii

ProQuest

Document 1 of 1

Make your case

Author: Fogelman, Alisa M
Publication info: Communication World 13.3 (Mar 1996): 17.
ProQuest document link
Abstract: Pitching proposals, whether for ideas or new businesses, is like any other selling job. One has to know
the audience, present the ideas in a well-organized format and always remember not to waste a moment on
secondary ideas. Some guidelines are given to help anyone giving a proposal be more persuasive.
Full text: Headnote
How to create a pitch that will sell an idea to your boss or a complete comunication program to a prospective
client.
You've put in hundreds of hours working on research and strategy development and consumed 20 pots of
coffee during the creative sessions. Your proposal is finally done. You proudly hand it over to a senior manager
to review, yet are astonished by the response.
"It just doesn't move me. I don't see the strategy clearly," she says. As the vice president for a Washington
D.C.-based public relations firm, I have learned the hard way that creating winning ideas is a science, but selling
them is an art, and it is essential for the survival of any business.
Robert R. Reen, commercial director for a worldwide chemical company, confirmed that "agencies fumble the
all-important task of selling their plan. Most agency pitches are in the okay department. The best jump out of the
pack, grab your interest, convince you quickly and leave you saying to yourself, 'I have to work with this
agency."'
Time-consuming and difficult, sales and persuasion are 90 percent preparation and 10 percent presentation.
From cold-calling to closing, selling doesn't usually make any agency's top favorite list. Great public relations
practitioners don't always make great sales people. Many PR executives - including principals - dislike selling.
Yet, the rewards for excelling in the areas of marketing and sales are evident.
Pitching proposals, whether for ideas or new businesses, is like any other selling job. You've got to know your
audience, present the ideas in a well-organized format and always remember not to waste a moment on
secondary ideas. If you want to be more persuasive, follow a few golden insights on the road to hearing, "We
love your ideas, you're hired."
Know your prospect's business. Nothing will put your prospect to sleep like talking about yourself and not talking
about his or her business problem. Always take the time to learn the prospect's business, problems, industry
and opportunities. You always want to look smarter and be more interested in them than the competition does.
Go against the grain. Most public relations professionals are born to talk. When meeting with a potential client don't. Socrates taught his students by asking them a series of questions to lead them to the right conclusion.
Pose questions and allow the potential client to answer. According to studies, they should speak 95 percent of
the time.
Create a comfort zone. Remember, 73 percent of customers buy for reasons other than price. Don't shoot
yourself in the foot before pen and paper get together by forgetting to treat the prospect as a human being.
Treating potential clients with respect will lead to the creation of the comfortable working relationship that is
necessary for you to dig up the information to be on target.
Get fired up. Communicate your passion - but don't confuse this with emotion. Clients are looking for insight and
dedication to their situation. Let your ideas and creativity reflect your personality and ambitions for the client.
Clients bet on people, and the selling process is an opportunity to position your strengths.
Create a high,quality package. The best proposals have a first-rate, two-page executive summary that should
13 January 2014

Page 1 of 4

ProQuest

quickly outline your understanding of the client's problem and your program to achieve his or her goals. On
each page, create a mini-summary in a call-out box which should rivet the reader on the key differentiations.
Help plant key facts in the client's mind: media contacts, customer opinion strategy, marketing communication
materials and audiences. Make sure the writing is reflective of drive and enthusiasm for the client. Selling
begins with the package, which will immediately create either a high level of interest or a trash can toss.
Make an effective presentation. Make your case quickly. If you can't explain your program purpose in 25 words
or less, try again. Keep it simple. Use pictures to talk. You never want the client to think, "Whoa, too
sophisticated for us." Sell the benefit. Tell the client what's in it for them. Don't focus on "what we're going to
do," - focus on the results you will achieve for the client. Risk, and think big. Clients always want to be
romanced. Flirt with national outreach strategies. Tease with unique publicity offerings. Then, seal the pitch with
rock-solid enthusiasm. Finally, remember that the sales cycle can be a long one. Keep in mind that these things
can take time, so be patient and build a constructive and friendly relationship with the potential client.
AuthorAffiliation
Alisa M. Fogelman, APR, is vice president at Hager Sharp Inc. in Washington, D.C.
Subject: Public relations; Proposals; Market strategy; Guidelines; Effectiveness;
Classification: 9150: Guidelines; 7000: Marketing; 2400: Public relations
Publication title: Communication World
Volume: 13
Issue: 3
Pages: 17
Number of pages: 2
Publication year: 1996
Publication date: Mar 1996
Year: 1996
Publisher: International Association of Business Communicators
Place of publication: San Francisco
Country of publication: United States
Publication subject: Business And Economics--Management
ISSN: 07447612
Source type: Trade Journals
Language of publication: English
Document type: PERIODICAL
Accession number: 01163519
ProQuest document ID: 210264865
Document URL: http://search.proquest.com/docview/210264865?accountid=50247
Copyright: Copyright International Association of Business Communicators Mar 1996
Last updated: 2010-06-08

13 January 2014

Page 2 of 4

ProQuest

Database: ProQuest Central

13 January 2014

Page 3 of 4

ProQuest

Bibliography
Citation style: APA 6th - American Psychological Association, 6th Edition
Fogelman, A. M. (1996). Make your case. Communication World, 13(3), 17. Retrieved from
http://search.proquest.com/docview/210264865?accountid=50247

_______________________________________________________________
Contact ProQuest

Copyright 2014 ProQuest LLC. All rights reserved. - Terms and Conditions

13 January 2014

Page 4 of 4

ProQuest