RFP Must-Dos for Brand Teams: Crafting Proposals that Drive Results

Everybody I know needs what I‘m selling – Calvin (Calvin & Hobbes)

Yes Calvin, that’s true but how do you let everyone believe you have what they need? That’s where PR comes into play. And how do you get the best partner for your communication needs – why yes you release an RFP. 

Let’s start by understanding what is an RFP.

An RFP or Request For Proposal is a process and document needed to get bids for potential business requirements. It’s not unique to the PR industry and should typically outline a statement of requirements including but not limited to brand objectives, solutions sought, commercials and process details.

But creating an RFP that truly serves these purposes takes more than just outlining requirements. If you are a communication lead seeking the right partner – invest time in creating an RFP that will draw in strong proposals, while providing the clarity agencies need to create thoughtful responses. Sharing some commandments for building an RFP:

1. Thou shall define clearly Objectives, Goals, and Outcomes

An RFP is not the document to channel Don Quixote. Articulate your brand’s objectives and goals. Avoid vague terms and provide specific context. 

Example: if you want to increase brand awareness, mention the target demographic, geographic regions, and measurable goals like a percentage increase in social media engagement or PR impressions. 

2. Thou shall not seek a clairvoyant for an agency 

Agency partners are not mind readers. An RFP is often an agency’s first in-depth interaction with your brand, so make it impactful and add a clear scope of work to align expectations.

Include a brand overview, mission, values, recent milestones, and relevant challenges or market insights. Outline expected deliverables, timelines, and milestones, detailing areas like PR strategy, media relations, content creation, or influencer partnerships. Be specific in requesting examples of campaigns or projects similar to yours. Provide clarity into decision making criterias and timelines.

Specify the level of involvement—whether a full strategy or just tactical support—and, if possible, break down deliverables into weekly or monthly milestones for clarity. 

This will help agencies understand your brand’s needs and build the right strategy.

Pro tip: Include examples of past campaigns that have worked well or did not meet expectations. These help agencies understand what resonates with your audience.

Example: “Proposals will be evaluated primarily on strategy and creativity (50%), agency track record and case studies (30%), and budget alignment (20%).”

3. Thou shalt declare thy purse with honesty

Budget transparency is important to help agencies determine whether they can provide the services or not. Be clear about your payment terms, including retainer or project-based fees, timelines, and invoicing cycles.

An open line of communication during the RFP process will let agencies to clarify doubts and ensure their proposals align with your expectations. Encourage agencies to ask questions and set a specific timeframe for this. Additionally, specify a primary contact for all RFP-related communication.

Crafting a successful RFP is about more than listing requirements; it’s about creating a foundation for collaboration. 

An RFP that reflects careful thought, structure, and respect for both parties can set the stage for successful brand partnerships that drive results.

– Sunaina Jairath

CMO & CCO Bencos Life