For PR agencies & publicists
No one can guarantee a journalist will write about you. Your proposal can say what you'll do.
PR clients often buy hoping for a specific outcome — a feature in a particular publication, a TV slot, a launch that 'goes viral'. The agency knows coverage depends on news value, timing and journalists' decisions. When the proposal sells outcomes, month three becomes a debate about why the coverage hasn't come. When it sells activity, approvals and reporting, the relationship is judged on the work.
ApeiroCraft sends the proposal as a link with the story angles, monthly activity, spokesperson availability, approval turnaround, what's excluded — crisis response, events, paid placements — and how you'll report. You see when it's opened and reopened, it's signed in the browser, and the retainer or campaign fee is invoiced from the accepted proposal.
Where PR relationships sour.
Coverage expectations
A client expects national coverage within a month. If the proposal implied it, every slow week reads as failure.
Spokespeople who aren't available
A journalist wants a comment by 3pm and the founder is unreachable for two days. Opportunities are lost and the agency gets the blame.
Crisis work inside the retainer
A negative story breaks and the agency works nights for a week. Unless crisis support was excluded or priced, it's expected inside the monthly fee.
Pitch, sign, report.
Angles and activity
Set out the story angles and the monthly activity — press releases, pitches, interviews arranged, thought-leadership pieces — so the client sees the work.
See when the board reviews it
Opens and re-opens are recorded on the link. A proposal reopened before a client's leadership meeting is a cue to send a short note.
Outcome language, signed
The signature records name, email, IP address and a UTC timestamp and can't be altered — the no-guarantee clause and approval rules are on record.
Retainer or campaign invoices
Convert the accepted proposal into the first invoice in one click. Raise monthly retainers against the client record.
What a PR proposal has to include.
Good PR proposals are bold about ideas and careful about promises.
Objectives and angles
If it's left vague
Vague aims like 'raise awareness'.
With ApeiroCraft
State objectives, target audiences, media and the story angles you'll pitch.
Monthly activity
If it's left vague
The client can't see what the retainer buys.
With ApeiroCraft
List activity per month — releases, pitches, briefings, content.
Coverage and guarantees
If it's left vague
Coverage is treated as promised.
With ApeiroCraft
Say that coverage depends on editorial decisions and can't be guaranteed.
Approvals and spokespeople
If it's left vague
Approvals and comments take days and opportunities are lost.
With ApeiroCraft
Give approval turnaround times and spokesperson availability.
Exclusions and costs
If it's left vague
Crisis support, events and distribution fees are expected free.
With ApeiroCraft
Exclude or price crisis work and events; list third-party costs separately.
- Retainer invoices on one client record.
- Team notes for media lists, angles and approvals.
- Flat pricing per workspace — Team covers 5 people.
Common questions.
How do PR agencies usually charge?
Most charge a monthly retainer for ongoing work, with project fees for launches or campaigns and day rates for media training or crisis support. Pay-per-placement models exist but are less common. Third-party costs such as wire distribution or events are usually billed separately. ApeiroCraft holds the model; it doesn't suggest fees.
What does a launch PR proposal look like?
Objectives for a product launch; three story angles; target trade and consumer media; activity including a press release, a briefing programme and two founder-bylined articles; approvals within one working day; the founder available for interviews in launch week; a clause that coverage can't be guaranteed; crisis support quoted separately; distribution costs as a separate line; weekly updates and an end-of-campaign report. The marketing director reopens it before a leadership meeting, signs, and you invoice the campaign fee.
When is ApeiroCraft not the right fit for a PR agency?
It isn't a media database, distribution service or coverage-monitoring tool, and it has no API to connect them. It fits the new-business side — proposals, signatures, retainers, client records and team notes.
Can our team share client notes?
Yes. Everyone in the workspace can work from the team notes wiki and tasks. Team covers up to 5 people; Agency up to 20.
Which template should we use?
The marketing proposal template: situation analysis, prioritised channels, visible monthly output and KPIs defined before work starts.
Sell the work you control.
Start from the marketing template and write your activity and approval terms.
Start freeStill deciding? Talk to the founder
Keep reading
Free template
Marketing proposal template
Channel plan, measurable targets, monthly deliverables, and a reporting cadence.
Solution
ApeiroCraft for agencies & studios
Shared pipeline, contractor roles, flat workspace pricing rather than a charge per person.
Solution
Proposal tracking, explained
Timestamped opens on the proposal itself — not an email pixel, not a guess.