This article was originally posted on Forbes.
The request for proposal (RFP) process is designed to ensure fairness and transparency when organizations engage PR agencies. However, in practice, it often creates more obstacles than opportunities. Recently, my agency went through a particularly challenging RFP process. The guidelines were so specific: size 13 font, no more than eight pages, yet the scope of the RFP itself clearly required more space to provide a thoughtful and creative response. Additionally, despite multiple requests for budget parameters, none were given. This left us navigating blind through an already restrictive process.
We crafted a detailed proposal and made it all the way to the final round, only to lose out due to budget constraints—information that could have guided us from the start. This frustrating experience is not uncommon and highlights a larger issue in the PR procurement process: The lack of clear communication and transparency and the rigidity of the format often stifle creativity and limit agencies’ ability to offer tailored solutions that meet the true needs of clients.
At my agency, we believe there’s a better way forward. Our approach fosters clarity, transparency and flexibility throughout the RFP process, ensuring clients and agencies can collaborate to achieve the best possible outcomes.
The Current State Of RFPs: Opportunities For Improvement
The RFP process helps companies select the best agency to meet their needs. However, there are areas where companies could enhance the process to better serve everyone involved. We’ve encountered several RFP processes where the lack of clarity or rigid requirements limited our ability to deliver innovative proposals. Without clear objectives or sufficient opportunities for dialogue, proposals can often miss the mark, failing to fully address the challenges clients face. In our firsthand experience, we’ve seen how this can lead to generic ideas that lack the creative spark necessary for success. When agencies are forced to operate within strict constraints or without vital information like budget parameters, it stifles the potential for tailored, impactful solutions.
Moreover, when companies base a large percentage of the RFP scoring on pricing, agencies may be pressured to compete primarily on cost rather than quality and value. This approach can limit the potential for innovation and collaboration, which are essential for developing impactful PR campaigns.
Inefficient RFPs also can waste valuable resources. For instance, when there are many applications for a single contract, it becomes nearly impossible for procurement teams to evaluate each proposal thoroughly.
These scenarios highlight the need for companies to create a more streamlined RFP process that benefits both them and the agencies that aspire to work with them.
Best Practices For A More Effective RFP Process
Through my firsthand experience with the RFP process—and the many conversations I’ve had with colleagues and partners facing similar challenges—I’ve developed a set of best practices to address the most common obstacles. These practices are designed to foster collaboration, transparency and innovation, ensuring that both agencies and clients achieve the best outcomes. Here are some key recommendations:
• Prioritize sound judgment: Look beyond past successes or industry experience. Focus on an agency’s judgment capabilities by evaluating how they handle real-life scenarios you present in the RFP. This approach helps identify agencies that can provide strategic insights and transparent decision making.
• Provide clear objectives and scope: Clearly define your project goals and deliverables before issuing an RFP. A well-structured RFP enables agencies to craft proposals that are both creative and relevant as they’re tailored to meet your specific needs.
• Be transparent in all communication: Open lines of communication are critical. Allow bidders to ask questions privately, and ensure that you thoroughly address all inquiries. This transparency helps agencies develop proposals that align closely with your objectives.
• Set balanced evaluation criteria: While pricing is important, it should not be the sole determinant of success. Create a balanced approach where pricing is one of several factors.
• Be realistic about budget parameters: Providing budget guidelines is crucial for agencies to develop feasible and tailored proposals. Clear budget parameters help agencies align their creative strategies with your financial expectations.
• Be flexible and collaborative: Approach the RFP process with flexibility and an openness to collaboration. Encourage agencies to share their ideas and insights and be willing to adjust your expectations based on their expertise. This collaborative spirit fosters more innovative and productive partnerships.
Pitfalls To Avoid In The RFP Process
Here are some common pitfalls to steer clear of:
• Ambiguity in requirements: Vague project descriptions and unclear expectations can lead to confusion and misalignment. Be as specific as possible when outlining your needs.
• Overemphasis on cost: Prioritizing pricing at the expense of quality can result in subpar outcomes. Focus on value and the long-term benefits of the proposed solutions, not just immediate cost savings.
• Insufficient budget information: Conversely, providing a budget, even if it’s a wide range, is crucial for agencies to develop accurate and tailored proposals. Without detailed insights into your overall PR budget and other marketing costs, it becomes challenging for agencies to offer the most appropriate solutions. Clarifying your budget range ensures that responses align with your financial expectations, leading to more effective and feasible outcomes.
• Lack of confidentiality in the bidding process: Sharing all questions and answers with all participants can hinder competitive advantage and discourage agencies from proposing bold, innovative ideas. Protecting the integrity of each bidder’s strategy is essential for fostering true innovation.
A Call To Action For CMOs And Procurement Teams
The RFP process is a critical component of PR procurement, but you must execute it thoughtfully to ensure the best outcomes. I encourage you to collaborate closely with your PR partners to refine your RFP process. By focusing on clear communication, balanced evaluation and a spirit of collaboration, you can transform the RFP process into a powerful tool for driving success.
We all need to work together to advocate for better RFP practices. We invite industry partners to join us in developing a comprehensive guide to PR procurement, sharing experiences and insights to collectively improve the process and achieve the best possible outcomes for all involved.
