How better Briefs and RFP’s contribute to improved PR outcomes

The results that an organisation achieves from hiring a PR agency is almost directly related to the clarity of thinking that its client is able to provide through its PR Brief or RFP (Request for Proposal).

So – what’s important about the brief or RFP that a PR Department might issue to its incumbent PR agency, or if it is looking to hire a new PR agency?

• The PR Brief is like a lighted pathway – it should define the parameters and show those who read it where to go and what the obstacles and challenges are on the way. If you can’t articulate in a PR Brief what you are trying to achieve, and what you want a PR agency to do, it will be difficult for an agency to respond with insight and creativity.
• A PR Brief is normally used for an incumbent agency – either at the start of each new financial year when a new program is required, or if you have a special project or new product or service which requires PR support. It is usually specific to the business or product attributes and the competitive environment. The expectation is that the response from the PR agency will be focused and detailed. It’s about what action is proposed.
• A PR RFP is usually prepared when an organisation undertakes a tender process and seeks competitive proposals from PR agencies. The PR RFP normally is more general, containing background information on the company and seeking considerable information about a PR agency, its structure, modus operandi etc. The expectation is that the response from the agency will be broad. It’s about what ‘why hire us’.

Writing/preparing PR Briefs and RFP’s is an art. Too often it is delegated to a junior person or simply treated as an administrative task involving collating a lot of information into a document.

This approach is wrong. There are techniques to use, processes to follow and pitfalls to avoid if you want a PR Brief or RFP to evoke the best response from your incumbent PR agency or those invited to pitch.

A PR Brief or RFP should be carefully written and creatively designed to obtain the most insightful, strategic or creative response possible. The starting point is determining what you are ideally looking for from those it is to be sent to.

The process starts by working with the PR Director/Manager to determine desired objectives and outcomes. Then the documents need to be carefully written and crafted to ensure they conform to accepted practice – and that they are written with the requirements of the PR agency in mind.

A Brief or RFP for a PR Agency can normally be prepared within 10-15 working days.

Using an external advisor to help develop or refine a PR Brief or RPF will often help provide insights and perspectives that will be helpful in clarifying public relations objectives, priorities, strategies and needs.

Whatever work that is put into the PR Brief or RPF is simply an investment in future PR outcomes.

If you wish to have a no-obligation chat about how improved briefs and RFP’s might help you and your organisation please contact me.