In today’s world of online dating, many people have had the experience of connecting with someone that looks great “on paper” and spending time texting and engaging with them online, only to meet them in real life and immediately know the match is not meant to be. Finding a PR partner can be somewhat similar. Marketing leaders and agencies invest a lot of time and energy into an involved RFP (request for proposal) process – after which finalists are brought in to meet with the team and determine the fit is lacking.
Selecting a PR partner is an important decision, which does require time; however, the traditional RFP process is typically very involved and requires a significant investment of time both from the business team as well as the prospective agencies. And over the years some leaders have shifted away from the traditional RFP process for some of the reasons shared here: Seven Reasons Why Agencies Should Not Respond To RFPs, opting for a more efficient process and one that fosters more collaboration and teamwork from the get-go.
This has left some business leaders wondering what the best process is for securing a PR partner. Below we’ve outlined steps to select the right PR partner for your needs and ultimately deliver on your key objectives.
Outline your business and communication objectives. It is important to have clarity on what business objectives you need to accomplish. To have a productive conversation with a potential PR partner, you will want to inform them of your objectives, so they can provide valuable counsel and guidance.
Define budget constraints. Your budget will guide the prospective agencies on a realistic scope that can support the specific business objectives. It may also help define the types of agencies you reach out to and the level of engagement a partner can provide.
Solicit referrals and recommendations. To determine which firms to consider it’s important to do your homework. Provide your network with a sense of what you are looking to accomplish and your priorities for the engagement. Word of mouth referrals are a great way to ensure you are talking with agencies that can deliver the quality of work, and possess a working style, that will integrate well with your organization.
Secure request for qualifications. Connect with each firm and provide them with background on your organization, as well as your business objectives and available budget. Ask them to respond, summarizing their qualifications and demonstrating why they believe they are the best partner for you and your organization.
Meet with finalists. Chemistry and fit across your team matters. Take time to meet with the teams that are in your final consideration. People tend to do their best work when they are working with people they enjoy and with whom they have shared values. Meeting with the team can provide insight into the interpersonal dynamics that can impact the success of your working relationship.
It is important to take a thoughtful approach to finding and hiring a PR partner. Be sure your process is efficient, effective, and aligns with your objectives and resources, while also involving the people on your team that will work most closely with your PR partner – and those that are most invested in the success of the relationship.
For additional guidance please refer to our book, Strategic Public Relations: 10 Principles to Harness the Power of PR. Principle Two: Selecting Your PR Team examines the pros and cons of having an in-house team versus an external team, and the option of a hybrid approach. We also provide guidance on the steps for selecting an external team – including the steps for conducting an RFP.