What should a reputation management proposal include?

A reputation management proposal should be specific enough that the client can see exactly what they are buying and hold the firm to it, which is the difference between a real proposal and a sales brochure. The components that make it substantive: diagnostic findings, so the proposal is grounded in the client’s situation rather than generic claims; a recommended scope tied to the client’s objectives, so the work maps to goals; a methodology overview that explains how the firm will approach search, the AI engines, Wikipedia, and entity work; the named team who will do the work, rather than anonymous account management; the deliverables and reporting cadence, enumerated; the KPIs against which success will be measured; pricing and terms; and confidentiality provisions, given the sensitivity. A proposal that is all capability claims and no diagnostic, scope, or named accountability is a warning sign. We build proposals from the diagnostic findings, with the scope, deliverables, and KPIs enumerated and a Letter of Engagement attached, so the engagement is defined rather than open-ended.