Veteran communicators give tips for selecting PR agencies

It’s critical for organizations to provide detailed descriptions of the communications services and support they’re seeking when searching for a public-relations agency, according to communications experts speaking on Thursday at a Lunch and Learn virtual session hosted by the National Press Club’s Communicators Team.

During the session, veteran communicators Steve Drake and Robert Udowitz of RFP Associates discussed how information included in the  “request for proposal” -- or RFP -- helps an agency respond with its best ideas to achieve the prospective client’s communications goals and objectives.

Before issuing an RFP, the PR experts recommended to start with a “request for qualifications.” That pre-qualifier will help public-relations clients identify firms that have the necessary experience and resources to do the work, as well as identify any conflicts of interest. It also helps to narrow the field to a recommended six or seven candidates to keep from getting overwhelmed by responses after issuing the RFP.

Using this evaluation process would enable a client to find “the right agency to entrust with their brand and reputation," Drake said.

Another key component in searching for an agency is to require a non-disclosure agreement.

“The NDA protects both parties during the process by allowing clients to reveal proprietary information and agencies to think creatively without concern that their ideas and intellectual property will be appropriated by the prospective client,” Udowitz said.

They also advised to avoid allowing agencies to perform the “musical version” of the RFP response during finalist presentations. Instead, presentations should be an opportunity to address client questions or concerns and to check if there’s good chemistry with the potential client to build a successful partnership.

“The goal is to learn more during a presentation. Not to hear about what you already know,” Udowitz said.

 RFP Associates has provided tip sheets for Club members to use during the agency-selection process. They include the “Ten Steps Toward Hiring the Best Agency” for clients, and “Best Response Practices” for public-relations agencies. The materials are posted on the firm’s website, along with the slide presentation used during the webinar.