Reputation Management- What to write in proposal?

Simply put I have opportunity to do reputation management for a family members site. I have access to good links so I can definetely get negative article out ranked. Also plan to make a new Facebook to outrank their bad one.

Anyone have an idea of what a reputation management proposal would look like?

They want me to email a proposal on what exactly I would do. I was also thinking 3-5 articles a month would be a good idea.

Thanks