1.
Best Business Practices: Strategy, Writing and Managing the RFP Process PRSA International Conference Workshop

2.
Introductions

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Agenda <ul><li>Top Concerns </li></ul><ul><li>The RFQ </li></ul><ul><li>The RFP </li></ul><ul><li>The Selection Process </li></ul><ul><li>Presentations </li></ul><ul><li>Evaluations </li></ul><ul><li>Sealing the Deal </li></ul><ul><li>Q&A </li></ul>

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System Is Broken

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Snapshot: PR Agency Top Concerns <ul><li>Short deadlines </li></ul><ul><li>Budget not provided </li></ul><ul><li>Incomplete scope of work </li></ul><ul><li>Exhaustive response required </li></ul><ul><li>Wired for particular agency </li></ul><ul><li>Poorly written RFP = difficult client </li></ul>R F P

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Snapshot: Top Concerns of Organizations <ul><li> </li></ul><ul><li>Daunting process </li></ul><ul><li>Differentiating between agencies </li></ul><ul><li>Keeping the process open and fair </li></ul><ul><li>Boilerplate response </li></ul><ul><li>Bait and switch/turnover </li></ul><ul><li>Keeping promises/delivering results </li></ul>R F P

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Getting Started <ul><li>Assessing the need </li></ul><ul><li>Set aside the time and resources </li></ul><ul><li>Organization-wide support </li></ul>

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Search Criteria <ul><li>Size </li></ul><ul><li>Services </li></ul><ul><li>Specialty </li></ul><ul><li>Geography </li></ul><ul><li>Track record </li></ul>

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Pre-screening <ul><ul><li>Identify agencies </li></ul></ul><ul><ul><li>Due diligence </li></ul></ul><ul><ul><li>Request For Qualifications </li></ul></ul>

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About RFQs <ul><li>Starts your scorecard </li></ul><ul><li>Determines conflicts </li></ul><ul><li>Prepares agencies </li></ul>

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Developing the RFP <ul><ul><li>Internal committee </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Contact agencies from RFQ </li></ul></ul>

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Elements of the RFP <ul><ul><li>Reason for RFP </li></ul></ul><ul><ul><li>Background </li></ul></ul><ul><ul><li>Previous programs </li></ul></ul><ul><ul><li>Scope of work </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Sensitivities </li></ul></ul><ul><ul><li>Timeline </li></ul></ul>

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Elements of the RFP <ul><ul><li>Point of contact </li></ul></ul><ul><ul><li>Conference call </li></ul></ul><ul><ul><li>Establish format </li></ul></ul>

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Elements of the RFP <ul><ul><li>PRSA Code of Ethics </li></ul></ul><ul><ul><li>Sample contract </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Demonstrate the value of your business! </li></ul></ul>

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Must Haves <ul><ul><li>Relevant background </li></ul></ul><ul><ul><li>Agency structure </li></ul></ul><ul><ul><li>Account team bios </li></ul></ul><ul><ul><li>Provide case studies </li></ul></ul>

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The Post RFP Period <ul><li>Use scorecard for every exchange </li></ul><ul><li>Site visits </li></ul><ul><li>Even Steven? </li></ul>

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Evaluating Responses <ul><li>Refer to the RFQ </li></ul><ul><li>Voting weight </li></ul><ul><li>Watch for typos, boilerplate </li></ul>

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Presentations <ul><li>Establish format </li></ul><ul><li>Managing the process </li></ul><ul><li>Require actual team </li></ul><ul><li>Prep internal committee </li></ul><ul><li>On-site/off-site </li></ul>

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Presentations <ul><li>Create a new scorecard </li></ul><ul><li>Presentation should not repeat the proposal </li></ul><ul><li>Pay attention to: </li></ul><ul><ul><li>how the agency describes its philosophy and approach to client work </li></ul></ul><ul><ul><li>how they demonstrate creativity </li></ul></ul>

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Chemistry <ul><ul><li>Rapport is critical </li></ul></ul><ul><ul><li>Appropriate representatives? </li></ul></ul><ul><ul><li>The “ marriage ” test </li></ul></ul><ul><ul><li>Use gut </li></ul></ul>

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Making It Official <ul><li>Notify winning agency first </li></ul><ul><li>Schedule first meeting </li></ul><ul><li>Prepare contract </li></ul><ul><li>Notify other agencies with personal phone call </li></ul>

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A Successful Partnership <ul><ul><li>Make agency part of your team </li></ul></ul><ul><ul><li>3-month review </li></ul></ul><ul><ul><li>Review invoices </li></ul></ul><ul><ul><li>Be a good client </li></ul></ul><ul><ul><li>Celebrate the successes! </li></ul></ul>

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Q & A

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Handout – 10 Steps <ul><li>Assess your organization </li></ul><ul><li>Create search criteria </li></ul><ul><li>Budget </li></ul><ul><li>Create scorecard (see samples) </li></ul><ul><li>Issue RFQ </li></ul>6. Produce the RFP 7.Evaluate 8. Finalists 9. Structure the presentation 10.Watch for good chemistry

25.
Thank You! Helen Sullivan , APR, Fellow PRSA 703.847.9702 hs@inhouse-com.com Robert Udowitz 703.621.8060 [email_address]

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Best Business Practices: Strategy, Writing and Managing the RFP Process <ul><li>Tuesday, October 19 8:00 am – 9:15 am </li></ul>PRSA Conference Workshop