In the world of public relations and marketing, it is very common for companies, when selecting a service provider, to invite a small number of specialized agencies to submit a communication proposal. This is the usual procedure to find that perfect match between an advertiser company and a communication agency since, in most cases, collaboration contracts are long-term. How can we ensure that this process is satisfactory and efficient for both parties? Here are the key elements that a request for a communication proposal (also known as an RFP, Request for Proposal) should include in order to achieve alignment and reach a fruitful agreement.
What is an RFP?
Let’s start from the beginning. An RFP is, in fact, a document used by companies and institutions to request a specific proposal from a selected group of providers for the hiring of a particular service. In the marketing and communication sector, this document is usually created when a company is looking for a communication or marketing agency to outsource a project or service, either on a one-off basis or continuously, and to carry out a wide range of actions such as press office services, social media management, graphic design services, thought leadership positioning, influencer relations, or the organization of a corporate event, among others.
Why is it important to request a communication proposal through an RFP?
Although it may seem like an accessory or even a dispensable document when looking for a provider, the truth is that it is a key tool for evaluating different options based on the same starting point and thus choosing the agency that most efficiently fits the needs of the company requiring these services.
It is important to invest time in preparing an RFP because:
- It helps define a clear objective: many times we encounter companies that want to hire a service but have not internally defined why they want to do so. When preparing an RFP, you must first think about your business objectives, which can be identified by asking a simple question: What do I expect to achieve in the short and long term by hiring an agency? By having a clear growth objective and reflecting it in the RFP, we help the communication agency’s consulting team define a strategy that truly aligns with what we want to achieve, rather than presenting a list of marketing actions to be implemented without any defined roadmap.
- It provides structure and clarity: this document should reflect everything we need to achieve through the hiring of the service, as well as provide information about the company and key context for an external provider to understand the current business situation. Although many companies choose to share these details in a meeting, it is preferable to have them documented so providers can always refer back to them when developing their proposal.
- It allows for comparison: the document is sent equally to all communication and marketing agencies we would like to include in this hiring process. Therefore, they all start from the same base knowledge about the company, as well as the objectives to be achieved. In addition, this request for proposal usually includes the timeframe for the work, the expected KPIs, estimated budget, etc. As a result, their communication proposals will be aligned in the same strategic direction, and comparing them will be much easier than if we request proposals without providing the same level of detailed information.The reality is that the world of communication is so broad; there are so many ways to reach the same objective that if similar guidelines are not provided, you may receive completely different proposals from each agency, with budgets that can vary by thousands of euros and very different deliverables, making comparison and selection more difficult.
- The proposals you receive will be much more developed: when you clearly set expectations from the beginning, indicating what you want to do, timelines, and expected results, communication agencies can go much deeper into the strategy and propose tactics that fit your company. It is also a way to optimize your time and budget on actions that are feasible and easy to implement.
In short, investing time in preparing a good RFP is key to ensuring that your communication agency selection process is successful.
You can also read: Why is hiring a communication agency a cost-effective option?
What elements should a good RFP include?
There is no single formula for structuring this document. In fact, in LF CHANNEL’s 30 years, we have seen thousands of RFPs, and they almost always follow a different structure. However, there are some elements that we consider key for both parties: for the hiring company to quickly compare the pros and cons of each agency and make an efficient selection, and for the consultancy itself, which will use it to prepare a proposal that provides real value to the client. These elements are:
1. Company background
Agencies can research the company on its website, social media, or by browsing the Internet, but there is a lot of contextual information that is not publicly available and can help us better understand the company’s current situation. When preparing this section, try to answer these questions: What is the current situation of the company both in business and communication terms? Where do I want the company to be in the coming months? How was the company founded, and what has its trajectory been? Over the years, what values do I want to associate with my company?
2. Business objectives
In this section, clearly explain what you aim to achieve: do you want to launch a new product and make it known? Gain more clients in the next 6 months? Position yourself as a benchmark among different stakeholders? Defining these business KPIs will help agencies understand what they need to implement to meet business objectives, not just communication ones.
3. Target audience
Define the audience on which you want the proposal to focus its efforts. Try to narrow down as much as possible the segment of the population that interests you most.
4. What you expect from the agency. Scope of work
At this point, you should define the reason why you are looking for a new provider and what you expect them to achieve. We also recommend outlining the scope of their work. For example, you can specify which tasks or channels are currently managed internally and which will require agency support. If you have a clear idea of the deliverables you expect from the agency, it is also important to detail them.
Finally, if your proposal includes several markets, specify what you expect in each of them. The communication agency will be able to support you by demonstrating its experience in each country and adapting to regional particularities.
5. Timeline
Although it is not always possible, ideally a good RFP should include the timelines the company will follow at each stage of the selection process.
Some of the dates we recommend including are:
- Proposal submission deadline
- Deadline for proposal evaluation and selection of the winning agency
- Deadline for communicating the winning agency
- Collaboration start date
6. Budget and duration of the collaboration
Not all companies have a defined budget when launching an RFP, but ideally you should establish the monthly or annual budget allocated to this service. If there is no exact figure, ranges or limits can be set, as this will ensure that proposals from potential providers are realistic and tailored to your situation, making them more viable.
7. Other requirements and needs
Other details can also be considered, such as:
- Proposal submission guidelines: if we want all proposals to follow the same format and structure, we can specify what they should include and how they should be presented. For example, we may want the team managing the account, the tools to be used, or the agency’s international capabilities to be included.
- Evaluation criteria: if you want to be 100% transparent and have a tool that allows you to justify your final decision, it is recommended to define and communicate the selection criteria in your RFP, such as price, creativity, experience with similar clients, etc.
8. Contact person
Do not forget to close the document by including the name, position, and contact details of the person coordinating this selection process so that consultancies with questions can reach out to the right person before submitting their proposal.
If you are interested in hiring a communication agency but have questions about its working process, types of services, or results, contact us and we will be happy to guide you through your selection process.
