Today we bring you a guest post from Tim Munroe, VP of business development at Boston’s Pan Communications, concerning the dreaded RFP–and some tips on how to make the process a more valuable experience for all involved.
Over my 20 years in public relations, I have seen many requests for proposals (RFPs) from companies seeking agency services. Candidly, most RFPs are simply boilerplate, copy and pasted and with little to no tailoring to a company’s specific PR needs. Some are well designed; many are not.
Most RFPs don’t ask the right questions or supply the right information for responding PR agencies. What’s worse: many of the PR RFP questions provide no real chance for PR firms to distinguish themselves from each other. That’s whole point of the RFP exercise in the first place, right? Find the differences in agencies and select the one that best suits your needs. For the most part, RFPs often are watered down attempts to level the playing field for agencies, but do nothing to winnow down the field of responding firms.
Here are some thoughts on how to change this copy & paste approach and create a better RFP when looking for a PR agency.