This document outlines best practices for developing and managing a request for proposal (RFP) process to select a public relations agency. It discusses common concerns with the RFP process from both agency and organization perspectives. The workshop agenda covers each step of the process from assessing needs and issuing a request for qualifications (RFQ) to evaluate responses, conduct presentations, and select a winning agency. Key elements to include in an RFP like scope of work, timeline, and evaluation criteria are also reviewed. The goal is to help organizations run an open, fair process to identify the best suited agency partner.
5. Snapshot: PR Agency Top Concerns
• Short deadlines
• Budget not provided
• Incomplete scope of work
• Exhaustive response
required
• Wired for particular
agency
• Poorly written RFP =
difficult client
R F P
6. Snapshot: Top Concerns of
Organizations
• Daunting process
• Differentiating
between agencies
• Keeping the process
open and fair
• Boilerplate response
• Bait and
switch/turnover
• Keeping
promises/delivering
results
R F P
19. Presentations
• Create a new scorecard
• Presentation should not repeat
the proposal
• Pay attention to:
• how the agency describes its
philosophy and approach to client
work
• how they demonstrate creativity
20. Chemistry
• Rapport is critical
• Appropriate
representatives?
• The marriage test
• Use gut
21. Making It Official
• Notify winning agency first
• Schedule first meeting
• Prepare contract
• Notify other agencies with
personal phone call
22. A Successful Partnership
• Make agency part of your team
• 3-month review
• Review invoices
• Be a good client
• Celebrate the successes!