The use of outside public relations counsel can help build your brand and raise your company’s profile quickly and cost-effectively. Bringing a new agency on board can be a significant investment and deserves a fair amount of investigation. Since PR is a practice more difficult to define and quantify than many other types of services, this can become a daunting process. Sometimes, the best solution is to create a formal request for proposal (RFP) that is answered in writing, presented in person or both.
The trick is developing an RFP that will help you find an agency to enable you to meet your marketing objectives and provide maximum return on investment. In addition, it should help you identify a team that is able to work within your corporate culture and one you will enjoy spending time with. Below are some suggestions for putting together an RFP that will allow you find a firm to best fit your needs while making the process easier on you and your team and setting a positive tone for your new working relationship.
To get the right answers you need to ask the right questions — a great RFP can make all the difference