Getting RFPs Right on Point

RFPs can be useful in a marketing agency search. However, many are vague, alienate agencies and PR practitioners agree those who develop and issue RFPs need guidance. Recently cited in The Council of Public Relations Firms' The Firm Voice, "What Clients Want in RFPs," I offered agency critiques. But there's a lot clients can do to get better responses.

Agencies come in all shapes and sizes. Many may look alike, but there's a ton of difference among them. While it may be necessary to compare agency apples to apples, it's harder when there are oranges and even some pineapples in the mix, too. There's a big difference between capabilities and expertise.
Often companies make the mistake of conducting an agency search too early, knowing it can weeks or months of agency presentations. Problem is, things change. Quickly. Budgets get cut, focus shifts and you may find the agency ready to hire is not so well-suited anymore. Now, you have to the search start over and your launch is delayed.

If you must issue an RFP, consider the following best practices:

� Wait till you're ready to hire. Get management team buy-in, agree on a general scope of work, budget range and allocate the time and resources needed.

� Avoid the long list. Blanket RFPs to a "long list" of agencies risk alienating gems. It takes work to provide a thoughtful response. Smaller agencies with limited resources need to be selective about pitching. Issue to a few that you would consider hiring.

� Get the right short-list. Everyone has a network. But not necessarily the right players at the right time. Many agencies can be easily eliminated (and better targeted) without wasting everyone's time.

� Make the RFP short and savvy. Brief the agency and give them enough information to properly respond. Include the situation and reason for the pitch, agency expectations, criteria set and how and why a decision will be made.

Save and your team a lot of time and headaches and do your research, or work with a search consultancy to get the right selection and ask the right questions. Especially when teams are spread thin, time is valuable.
To read the full article (on how agencies screw up) visit
http://tinyurl.com/WhatClientsWantinRFPs