Best Practices in the Public Relations RFP Process
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Best Business Practices: Strategy, Writing and Managing the RFP Process PRSA International Conference Workshop
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Identifying and hiring a public relations agency takes many hours of dedicated time and energy. The presentation was made during the PRSA International Conference in 2010. It outlines the most important steps and processes needed to manage the RFP process to ensure an amicable long-term relationship between client and firm.
Transcript of Best Practices in the Public Relations RFP Process
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
Best Business Practices: Strategy, Writing and Managing
the RFP Process
Tuesday, October 198:00 am – 9:15 am
PRSA Conference Workshop
