How should you go about vetting an agency? For many businesses, this can be a stressful process. Not only is hiring an agency often a significant investment, but you’re also entrusting them to positively represent your business to the public.
So, how can you ensure that the agency you choose will fit your company’s needs? Is there a public relations RFP (Request for Proposal) example that can help guide you through this process?
The truth is, there’s no universal standard for finding the right agency. Typically, the process involves an initial phone call, followed by a request for a proposal based on the information shared. Then, there’s a follow-up call to review the proposal before moving into contract negotiations. In some cases, businesses skip the initial call and distribute an RFP right away. RFPs can vary greatly in length, from a single page to 20 pages, depending on the client’s needs. Lengthier RFPs are often used by government organizations seeking long-term contracts (2-3 years).
So, what should you include in your RFP? We’ve created a Public Relations RFP template to help you streamline your vetting process.
[Brand Name]
Request for Proposal
Date
- Brief Description of Brand (boilerplate)
- Your elevator pitch of what you do and why it’s important now.
- Brand Insights
- History of the brand
- Place within the specific industry
- Audience/consumer details (current or targeted)
- Voice
- Competitors
- Realistic and/or aspirational competitors
- Differentiators
- What makes your brand different
- Reason for RFP
- Experience working with a PR or social agency
- Goals for engaging with an agency
- Target Market
- Regions
- Age
- Affluence
- Gender
- Etc.
- Additional Reference Materials
- Key spokespersons
- Areas of deep expertise
- Marketing plan or sales deck
- Brand guidelines
- Important Brand Dates
- Product or service launches
- Upcoming newsworthy announcements
- Events
- Requested Services
- Communications & Storytelling
- Brand Platform Development
- Message Development and Talking Points
- Brand and Product Launches
- Media and Deskside Tours
- Individual, Small and Large Session Media Training
- Press Release Writing
- Data-driven Research and Surveys
- Charitable and Profitable Partnerships
- Awards Program Applications and Submissions
- Influencer Relations
- Paid and Trade Relationships
- Influencer Identification and Outreach
- Contract Management
- Sample and Review Campaigns
- Executive Visibility
- Personal Branding & Message Development
- Thought leadership strategy
- Competitor Audits
- Social Media Management
- Byline Drafting and Placement
- Speaking Opportunity Proposals and Outreach
- Social Media and Content Creation
- Social Listening Analytics and Strategy
- Content Strategy and Calendar Development
- Product, Event, Lifestyle Photography and Image Curation
- Custom Keyword Blog Content and Scheduling
- Custom Graphics and Digital Asset Management
- Community Management – Commenting, Engagement, and Monitoring
- Measurement, Advanced Analytics, and Insights
- Video Ideation And Production
- Email Newsletters
- Google Business Management
- Hashtag Research
- Event Planning
- Event conception, promotion, execution & staffing
- Grand openings, FAM tours & community events
- Promotional Events And Stunts
- Trade shows, conferences, vendor & venue management
- Calendar Listings
- Creative
- Creative Campaign Direction
- Ad Campaign Concept Development, Art Direction, and Design
- Production For Print, Digital, and Social
- Brand Naming, Identity Design, and Brand Guidelines
- Editorial And Video Content Generation
- Event Creative Direction, Design, and Oversight
- Website Design and Production
- Package Design and Production
- Crisis
- Crisis Communications Planning and Preparation
- Internal Process Development
- Messaging Creation
- Statement And Talking Point Creation
- Spokesperson Training
- Social Media Monitoring, Management, and Response
- Proactive And Reactive Media Management
- Debriefing, Post-crisis Image Management and Planning
- Communications & Storytelling
- Desired KPIs and Reporting
- What your leadership wants to track – UVMs, target outlet coverage, Domain Authority
- Frequency of reports
- Length of Engagement
- Project or annual retainer
- Budget
- Project budget or monthly retainer
- Indicate if additional budget is earmarked for events, influencer fees, or other anticipated expenses.
- RFP Timeline and Due Dates
- Month, Day, Year – RFPs distributed
- Month, Day, Year – Questions for clarification due
- Month, Day, Year – Clarification answers compiled and distributed to all agencies
- Month, Day, Year – Proposals Due
- Month, Day, Year – Finalists notified and calls scheduled
- Month, Day, Year – Agency selection made
- Proposal Requirements
- Agency Description
- Team Bios
- Client Experience
- Recommended Strategy
- Case Studies
- References
- Contact Information
- Name
- Phone