Best Practices in the Public Relations RFP Process
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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 of both PR agencies and client organizations. It provides guidance on elements to include in an RFP like project background, scope of work, and evaluation criteria. The document also covers stages of the process such as evaluating responses, conducting presentations, and selecting a winning agency. The goal is to help clients effectively differentiate agencies and find the right long-term partner.
![Thank You! Helen Sullivan , APR, Fellow PRSA 703.847.9702 hs@inhouse-com.com Robert Udowitz 703.621.8060 [email_address]](https://image.slidesharecdn.com/finalrfpprezprsaconf-2-110303154947-phpapp02/85/Best-Practices-in-the-Public-Relations-RFP-Process-25-320.jpg)
Best Practices in the Public Relations RFP Process
- 1. Best Business Practices: Strategy, Writing and Managing the RFP Process PRSA International Conference Workshop
- 3. Agenda Top Concerns The RFQ The RFP The Selection Process Presentations Evaluations Sealing the Deal Q&A
- 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
- 7. Getting Started Assessing the need Set aside the time and resources Organization-wide support
- 8. Search Criteria Size Services Specialty Geography Track record
- 9. Pre-screening Identify agencies Due diligence Request For Qualifications
- 10. About RFQs Starts your scorecard Determines conflicts Prepares agencies
- 11. Developing the RFP Internal committee Timeline Contact agencies from RFQ
- 12. Elements of the RFP Reason for RFP Background Previous programs Scope of work Budget Sensitivities Timeline
- 13. Elements of the RFP Point of contact Conference call Establish format
- 14. Elements of the RFP PRSA Code of Ethics Sample contract Timeline Demonstrate the value of your business!
- 15. Must Haves Relevant background Agency structure Account team bios Provide case studies
- 16. The Post RFP Period Use scorecard for every exchange Site visits Even Steven?
- 17. Evaluating Responses Refer to the RFQ Voting weight Watch for typos, boilerplate
- 18. Presentations Establish format Managing the process Require actual team Prep internal committee On-site/off-site
- 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!
- 23. Q & A
- 24. Handout – 10 Steps Assess your organization Create search criteria Budget Create scorecard (see samples) Issue RFQ 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 [email protected] Robert Udowitz 703.621.8060 [email_address]
- 26. Best Business Practices: Strategy, Writing and Managing the RFP Process Tuesday, October 19 8:00 am – 9:15 am PRSA Conference Workshop