Comments on: Public Relations RFP and Choosing The Right Agency — Be Careful What You Ask For, You Just Might Get It

By: Dean Rodgers

Dean Rodgers — Sun, 22 Feb 2009 08:35:56 +0000

I agree with you that this is an ideal situation. And if you happen to work for a fortune 500 company that already has a very good understanding of what a good PR program can do and what it should cost, that is reasonable.

Unfortunately most companies are working with a finite set of resources and they know that in advance. Understanding what those resources are will help an agency develop a plan that makes the best strategic use of those resources.

It is the same thing as asking an architect to design you the “ultimate” house. Without providing him with some budget guidelines it is very likely that you are going to wind up through many more design iterations than necessary before you finally get to the design house you want or can afford. This wastes both his time and yours.

By: Janet Johnson

Janet Johnson — Wed, 15 Oct 2008 08:01:33 +0000

Dean, this is an excellent, practical post. I also agree with @LTPR (above) that PR is often misunderstood in terms of exactly how powerful a good PR plan can be. I always counsel my startup clients that PR is the best, first step.

All will flow from a good PR plan.

By: Jeremiah Glodoveze

Jeremiah Glodoveze — Wed, 15 Oct 2008 07:59:38 +0000

Good insight Dean. With regards to budget, I’m often vague on what budget I have dedicated to my programs. I want my agencies to first come up with campaigns that meet with my brand and communications objectives. The plan should be the best assessment of what can be achieved and the agency should provide a best estimate for what it would cost to execute the plan. This then lets strategy drive budget, and not vice versa which is a common failing of agencies I’ve met with. They think first about what can be achieved for a given dollar figure instead of thinking about what’s best for my brand.

By: LT Public Relations

LT Public Relations — Mon, 13 Oct 2008 08:00:45 +0000

Good, practical blog. One missing item is for a company seeking PR to know what public relations is first–it’s not advertising, it’s not marketing (really), it’s not publicity–rather it’s much, much more strategic communications vehicle than those mediums. Public relations is powerful tool, but a company should thoroughly read the owners manual before operating.