It’s been a few years since we talked about the PR agency RFP on this blog — and, well, let’s just say they haven’t gotten much better.
We always get a little buzz when an RFP lands in our inbox. It’s like getting an invite to a cool event. But then reality hits. We start wondering: How did they find us? Are we one of a select few, or is it a goat rodeo? Is this a procurement-driven process? And why the secrecy around the budget? We know how to measure programs, but what are the goals?
(Before I go further, an acknowledgment. Yes, this is a little self-serving. A PR firm telling you how to select a PR firm is like an ice cream company putting out a survey saying Americans should buy more ice cream. I get it. Also, they should buy more ice cream.)
With the caveats complete, if you are a marketing or comms leader putting out an RFP for a new agency, we’d like to make a few suggestions. You can also skip our suggestions and go right to the RFP template we’ve prepared for free download. We’ve removed any Inkhouse branding, so feel free to make it your own.
(Politely) ask procurement to relax.
Healthy communication rarely happens in spreadsheets. So, let’s address the elephant in the room: procurement.
While necessary for certain financial and compliance aspects, overinvolving procurement in the PR firm selection means no one is happy. Procurement wouldn’t ask you to lead the search for new vendor management software, so you shouldn’t ask them to lead your PR agency search.
If they have to be involved, bring them in at the negotiation stage. But they shouldn’t be driving the search, nor should it happen within an Excel or Google spreadsheet. If they really need a prospective firm’s corporate status or legal address, they can look it up pretty easily.
The best RFP? No RFP at all. Keep the target list narrow and the process streamlined.
If you’ve convinced procurement to stand down, jettison the RFP entirely and have conversations with a select few agencies that align with your industry, goals, and values.
If you have to do the full RFP process, follow similar guidelines: invite no more than 3-5 firms into the process, a select group of firms that align with your industry and values. If you’re on the fence about including a firm, schedule a chemistry check call first.
Define your goals and share your budgets.
What are your business goals? Don’t confuse them with tactical PR goals like “increase top-tier media coverage.” What business goals are those PR goals in service of? Attracting investors? Boosting brand awareness? Reaching C-level prospects?
At the end of the day, PR is about creating awareness that results in a member of a strategic audience doing something (buying a product, making an investment, applying for a job, visiting a website, etc.) through paid, earned, social, or owned (PESO) channels. So, get crystal clear about the key business challenge you want PR to solve — not the PR results you want to achieve in service of them.
Your budget should align with those business goals, and it shouldn’t be a state secret. You don’t have to give specific numbers. If you want the ability to negotiate, a range is fine, but give a starting number so prospective agencies can scope your program accordingly. It wastes everyone’s time to get deep into the proposal process only to realize your budget is well below the firm’s minimum.
And be realistic about what you get for your budget. Terry Pluto’s Loose Balls tells the story of the Indiana Pacers approaching a free-agent player with a lowball offer. His response? “My man, if you wanted a Cadillac, why did you only bring enough for a Buick?” To extend the GM analogy, you can get a lot with a Buick budget, but if you’re proposing a Cadillac-level program, expect to pay Cadillac dollars.
Be open throughout the process
Outline your process in detail to prospective firms, and stick to your timelines. If the timeline shifts, communicate it proactively. Let everyone know how many firms are competing. Tell prospective firms how you heard about them. Be cognizant of holidays or other events; you’re not going to get the best responses on an RFP due on December 23 or July 3 at 11:59 p.m., for example. And be open to input calls and questions.
Credentials matter, but how do they think?
While credentials, case studies, and awards are important, they don’t tell the whole story. What truly sets a great PR team apart is its ability to strategically align its work with its clients’ goals.
So create a short assignment that gets them thinking while allowing them to show their strategic chops, with questions like:
- What is your perspective on our industry?
- How do you think our company is showing up in the media vs. our competitors?
- How compelling is our story?
- How compelling are our thought leaders?
- What are the conversations our thought leaders should enter?
- What is a plausible big-swing idea that could help us reach our goals?
- Who are the first 5 reporters you’d want to connect us with and why?
- What 1-2 client experiences are most relevant for us to know more about?
- Who is on our proposed team, and why is each person part of it?
A recent prospect asked us to demonstrate our strategic thinking by reviewing and rethinking one of their 2024 releases. This practical approach was a valuable indicator of their openness with a refreshing amount of humility.
For the love of God, share feedback
No one likes sharing bad news, but you owe the firms you don’t pick a timely, honest conversation about your decision, rather than a terse email. Or even worse, no response at all (you’d be amazed how many prospects pick a firm and simply ghost those they don’t select). Even in the best scenarios, RFP responses are a lot of work. It’s a sign of disrespect not to honor the time an agency put in with feedback about why you went in another direction.
On the agency side, we don’t forget these slights. Trust me, it will catch up with you at some point.
In closing …
The best PR firms are strategic advisors who can help you reach your business goals. Treat them like just another vendor, and you’ll be just another client. A thoughtful, transparent search process focusing on how your prospective PR team thinks will lead to stronger connections and ultimately, better results.If you’re still considering an RFP to drive your process, click here to download our handy PR search template. It’s an editable Word document with no Inkhouse branding, our gift to you!
