Best Business Practices: Strategy, Writing and Managing

the RFP Process

PRSA InternationalConference Workshop

Introductions

Agenda

• Top Concerns• The RFQ• The RFP• The Selection

Process• Presentations• Evaluations• Sealing the Deal• Q&A

System Is Broken

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

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

Getting Started

• Assessing the need

• Set aside the time and resources

• Organization-wide support

Search Criteria

• Size

• Services

• Specialty

• Geography

• Track record

Pre-screening

• Identify agencies

• Due diligence

• Request For Qualifications

About RFQs

• Starts your scorecard

• Determines conflicts

• Prepares agencies

Developing the RFP

• Internal committee

• Timeline

• Contact agencies from RFQ

Elements of the RFP

• Reason for RFP

• Background

• Previous programs

• Scope of work

• Budget

• Sensitivities

• Timeline

Elements of the RFP

• Point of contact

• Conference call

• Establish format

Elements of the RFP

• PRSA Code of Ethics

• Sample contract

• Timeline

• Demonstrate the value of your business!

Must Haves

• Relevant background

• Agency structure

• Account team bios

• Provide case studies

The Post RFP Period

• Use scorecard for every exchange

• Site visits• Even Steven?

Evaluating Responses

• Refer to the RFQ

• Voting weight

• Watch for typos, boilerplate

Presentations

• Establish format

• Managing the process

• Require actual team

• Prep internal committee

• On-site/off-site

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

Chemistry

• Rapport is critical• Appropriate

representatives? • The “marriage” test• Use gut

Making It Official

• Notify winning agency first

• Schedule first meeting

• Prepare contract

• Notify other agencies with personal phone call

A Successful Partnership

• Make agency part of your team

• 3-month review

• Review invoices

• Be a good client

• Celebrate the successes!

Q & A

Handout – 10 Steps

1. Assess your organization

2. Create search criteria

3. Budget

4. Create scorecard (see samples)

5. Issue RFQ

6. Produce the RFP7.Evaluate8. Finalists9. Structure the presentation10.Watch for good chemistry

Thank You!

Helen Sullivan, APR, Fellow PRSA

703.847.9702hs@inhouse-com.com

Robert Udowitz 703.621.8060rudowitz@rfpassociates.net

Best Business Practices: Strategy, Writing and Managing

the RFP Process

Tuesday, October 198:00 am – 9:15 am

PRSA Conference Workshop