"I know we need a pitch deck for our PR strategy, but honestly, I’m not sure what should go in it. Should it just list the campaigns and budgets?"
That was a question from a marketing manager during a virtual call with our Creative Director. They were preparing a critical pitch to secure buy-in for a new public relations initiative. Their tone wavered between concern and confusion, and it wasn’t hard to see why. Crafting a PR strategy pitch deck that doesn’t drown in details or miss the mark entirely is not an easy task.
Our Creative Director smiled and replied, "It’s not just about campaigns and budgets. A strong PR pitch deck tells a story. It aligns stakeholders with the ‘why’ behind your strategy and inspires confidence in the ‘how.’ Let me break it down for you..."
This conversation isn’t unique—it’s one of many we’ve had while helping clients create impactful decks. As a presentation design agency, we’ve seen firsthand how common it is for people to struggle with PR pitch decks. That’s why this blog, like all our others, is rooted in real client challenges. Let’s cut to the chase: If you want to create a PR strategy pitch deck that grabs attention and wins approval, here’s exactly how to do it.
Want to see our past presentation design projects? Browse case studies here.
How to Make the PR Strategy Pitch Deck
1. Start With the Problem: Why Does Your PR Strategy Matter?
Every successful PR strategy pitch deck starts with clarity. The first slide isn’t just a warm-up—it’s the hook. If your audience doesn’t immediately understand why they should care, you’ve already lost them.
Your job here is to define the problem your PR strategy is solving. Be sharp and specific. For example, instead of saying, "We need PR to improve our brand visibility," say, "Our competitors are dominating the media landscape, and our brand recognition has slipped by 20% in the last year." Don’t shy away from the pain points. A strong pitch deck doesn’t avoid uncomfortable truths; it leverages them to make your solution undeniable.
Think about the business reality. You’re not just selling an idea; you’re demonstrating how that idea can reverse negative trends. Whether it’s shrinking market share, lackluster media attention, or a misaligned brand image, make it clear that the stakes are high, and your strategy is the way forward. If your PR strategy is being pitched to senior executives or decision-makers, they’ll want to see a clear justification for why investing time and money in this initiative is worth it. They’re looking for return on investment (ROI) and tangible outcomes.
2. Frame Your Strategy as the Hero
Once you’ve laid out the problem, your PR strategy should emerge as the hero of the story. But here’s the thing: it’s not enough to say, "We’ll run PR campaigns to fix this." You need to show exactly how your strategy will bridge the gap between the problem and the solution.
Think of this part like the hero’s journey. You’ve defined the problem (the villain), and now it’s time to introduce the hero—your strategy. Break your strategy into three to five clear pillars. For instance:
Building media relationships in underrepresented markets.
Launching thought leadership campaigns for executives.
Leveraging data-driven insights to craft personalized pitches.
Each pillar should be actionable and tied directly to solving the problem you presented earlier. Don’t fall into the trap of using vague buzzwords like "innovative storytelling" or "brand amplification" unless you can back them up with substance. Your audience is busy, and they’re looking for clarity. Avoid jargon and fluff—get straight to the point.
And don’t forget that a pitch deck isn’t just about the strategy; it’s about making that strategy relatable. This is where storytelling can make a huge difference. Tie each pillar back to how it addresses the pain points you’ve outlined. Show, for example, how building media relationships in underrepresented markets will directly address a lack of coverage in key areas. Demonstrating how every pillar is purpose-built to tackle the problem will make your strategy feel more robust and thought-out.
3. Provide Data to Back Your Claims
This is where many pitch decks falter. They make bold promises but fail to back them up with hard evidence. If you want decision-makers to take you seriously, you need to prove that your strategy isn’t built on guesswork.
Include slides with key data points that validate your approach. For example:
Cite market research showing the effectiveness of your proposed tactics.
Highlight metrics from previous PR campaigns your team has run successfully.
Include projections showing the ROI your strategy can deliver.
When you include numbers, you’re not just listing stats; you’re helping your audience see the full potential of your strategy. They need concrete evidence that the strategy will lead to measurable results.
However, while data is powerful, don’t overwhelm your audience with an excessive amount of statistics. Choose a few powerful metrics that directly relate to the outcome you’re seeking and support your strategy. Consider the questions your audience might ask.
For example:
“How do we know this strategy will actually work?”
“What evidence do you have that this will generate media coverage?”
By addressing these questions with clear data points, you position yourself as a credible expert and show that your strategy isn’t just a well-intentioned guess—it’s grounded in measurable success.
4. Make the Budget Crystal Clear
Nobody likes talking about money, but in a pitch deck, transparency is non-negotiable. Your budget slide should lay out exactly how much you need, what it will be spent on, and why it’s worth the investment.
Break down costs by category:
Media outreach: $XX,XXX
Content creation: $XX,XXX
Event sponsorships: $XX,XXX
Then, go one step further and link each cost to an expected outcome. For example, if you’re allocating $20,000 to thought leadership articles, explain how this will drive higher-quality media coverage and build brand authority. The more direct the link between cost and benefit, the harder it is for anyone to argue with your numbers.
A lack of clarity in your budget can raise red flags. When your stakeholders can’t clearly see where their money is going, they’ll be hesitant to approve it. But when you make the case for each item, demonstrating the value it brings to the strategy, your pitch will be more convincing. Don’t just explain what you’re spending on; explain why you need it and how it will contribute to the overall success of the PR strategy.
5. Anticipate Questions and Objections
No matter how polished your pitch is, you’ll face questions. Smart decision-makers will poke holes in your plan to test its resilience. Instead of fearing this, prepare for it.
Include a slide that addresses potential objections upfront. For example:
Objection: “How will we measure success?”
Response: “We’ll track success through media coverage, social media reach, and sentiment analysis, with bi-weekly updates to the team.”
By showing you’ve thought ahead, you’ll build credibility and reassure your audience that you’ve got everything under control. At this stage, stakeholders want to see that the strategy isn’t just a collection of good ideas; it’s a well-thought-out, actionable plan. Your ability to address concerns before they’re even raised demonstrates foresight and competence.
6. End With a Call to Action
A strong PR strategy pitch deck doesn’t fizzle out—it ends with a bang. Your final slide should clearly state what you’re asking for and why.
For example:"We’re seeking approval for a $500,000 investment in this PR strategy, which we project will increase our share of media coverage by 30% within six months. Are we aligned on next steps?"
This isn’t the time to be vague or overly polite. Be direct about what you need and confident in your delivery. If you’ve done the rest of the pitch well, this slide will seal the deal.
Think about it: your PR strategy is more than just a plan—it’s a solution that’s going to drive business growth, boost your brand’s image, and put you in front of the right audiences. Your call to action should exude that confidence. You’ve made your case, now it’s time to ask for the approval to make it happen.
How to engage our team
If you find this a very difficult task and need professional help, it’s very easy to get started with us. Just click on the “Start a project” button on our website, make payment, and get started. Or, if you’d like to talk first, reach out to us from the contact section of our website.
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