A public relations request for proposal (RFP) is an official document that a procuring company creates to find the PR vendor that can meet their specific project requirements and business objectives. A well-crafted PR RFP can save time, reduce ambiguity, and set the foundation for successful partnerships.
With the help of our experts, we’ll discuss the essential elements of a public relations RFP and information on how to write one for your company. Plus, you can download our customizable PR agency RFP template now and tailor it to your brand’s unique needs.
Table of Contents
Why Do You Need a Public Relations RFP?
To secure the services of a top-quality PR agency for your business, you need to know how to write an effective public relations procurement document. It covers every aspect of a PR project, including specific requests, timelines and deliverables, contact information, and more (you will find the essential components of RFP for PR, including the template, below).
Potential PR service providers can then submit bids and offers in response to the RFP. You can then objectively examine and evaluate each agency's capabilities and expertise based on their responses regarding the project's requirements.
A well-written PR RFP leads to the following benefits:
- Streamlined proposal process
- Clear communication of goals and expectations
- Better alignment with agency expertise
- Transparency between both parties
What Elements Should You Include in Your PR RFP?
An effective PR RFP that produces timely and appropriate proposals begins with providing a coherent, concise, and understandable summary of your public relations project and needs. Clearly articulating the following elements will result in a successful outcome, namely, finding the best agency for your company:
- Company information
- Project overview
- Audience and competitors
- Scope of work and deliverables
- KPIs and targets
- Budget and resources
- Timelines and deadlines
- RFP selection criteria
1. Company Information
Give a brief description of your company, including:
- Brief company history
- Mission and values
- Location
- Products/services
- List of competitors by market and vertical
- Current business value
- The size of your business/number of employees
- Primary stakeholders
- Website and social media platform links
- And more
Here’s a great example of a company overview from InvestPR. It clearly outlines the nonprofit’s purpose and how its endeavors will benefit Puerto Rico and its citizens. In a few short paragraphs, potential PR firms gain a good understanding of the organization’s goals and values, so that they can create tailored strategies or campaigns for it.
2. Project Overview
Describe the specific project objectives and list the short-term and long-term goals you hope to achieve with your PR in the project overview. These goals should be consistent with your overall business expansion strategy.
3. Audience and Competitors
You should also include information about your target audience and their general characteristics, such as:
- Demographic info (gender, age, location, income, etc.)
- Psychographic details (expectations, pain points, online behavior, etc.)
- Ideal customer persona
This is also where you can discuss some of your primary competitors: who they are, their strengths and weaknesses, their market share, their PR campaigns, and so on.
4. Scope of Work and Deliverables
This is where you lay out exactly what you expect from the PR agency, and this section sets the stage for strategy and execution. Define the following so potential service providers know what they’re expected to do:
- Specific tasks: Be specific, whether it’s media outreach, social media management, content creation, or reputation management, list each task clearly. The more detailed you are, the easier it will be for the agency to propose the right strategy and resources.
- Deliverables: Be clear about what you expect as the outcome for each task. For example, do you need 10 media placements, a press kit by a specific date, or 3 blog posts per month?
- Reporting: Do you expect weekly check-ins, monthly reports, or ongoing updates on key milestones? Specify how often you want to see results, so everyone is accountable and aligned throughout the project.
- Boundaries: It’s just as important to say what isn’t part of the project. If you’re not expecting the PR agency to handle paid media buys or influencer marketing, make that clear. This will prevent scope creep and enable the agency to focus on what matters most.
- Quality standards: If you have specific quality expectations (e.g., tone, style, or media placement level), include them in this section. This will help PR agencies meet or even exceed your expectations.
5. KPIs and Targets
Set specific PR KPIs and define what success looks like. KPIs should be directly tied to your project’s goals, whether it’s increasing brand awareness, improving media coverage, or driving engagement. SMART (specific, measurable, achievable, relevant, and time-bound) KPIs have clearly defined outcomes and quantifiable results and are realistic within your timeframe and budget.
Qualitative KPIs like brand sentiment or influencer engagement are also important. Include them to get a holistic view of the campaign’s success.
6. Budget and Resources
Sharing your budget constraints and availability will allow you to better evaluate the RFP responses submitted by various vendors. Transparency can help them provide realistic outlines of what they can accomplish with your budget.
The Port of Oakland’s PR RFP requests a detailed fee structure and list of costs for services to be performed:
In addition to your budget, outline the resources you’re willing to commit to the project. Will you provide in-house content or a point of contact for approval? Will you have a dedicated team supporting PR efforts? The more you clarify the resources you can allocate (e.g., time, personnel, and internal assets), the better the agency can plan its strategy.
7. Timelines and Deadlines
One of the most important aspects of an effective RFP PR document is communicating the project deadline and specific timelines for each process stage. Dates and deadlines may include:
- The date the RFP document was distributed to potential vendors
- The time frame you will accept RFP responses
- The deadline for shortlisting the most qualified agencies
- The date you will contact the winning vendor
- The PR project's start date
- Specific milestone dates for various deliverables for the project
8. RFP Selection Criteria
The RFP selection criteria outline the key factors you’ll use to choose the right PR agency and guide potential vendors in crafting proposals that align with your needs and expectations. Be specific about the qualities you’re looking for to help providers understand what will make their proposal stand out.
The Brand USA’s PR RFP clearly outlines the point system that will be used to evaluate each PR proposal:
PR Agency RFP Template
The public relations RFP template helps create your request for proposal from scratch because it already contains all the essential fields and questions that just need filling out by the agency.
Ready to create your perfect PR RFP? Download our free PR RFP proposal template now and take the first step toward finding the right agency for your next big campaign.
PR Agency RFP TemplateIntroduce your company and give a brief background on your business type, market, competitors, key areas of expertise, and unique value proposition.
- Industry
- Mission statement and vision
- Products and/or services
- Target audience/customer types
- Main drivers for PR needs
PURPOSE
This Request for Proposal (RFP) aims to identify the appropriate agency to support [company’s] strategic global communications, media relations, and public relations priorities.
Provide more info on the PR campaign’s desired outcome and other valuable details for a prospective PR agency.
PROJECT BRIEF
Include an overview of your current PR efforts, why you need to boost your PR image, what you hope to gain from expert PR agencies, and your ideal project timeline.
The selected agency’s responsibilities will include the following:
- Enhance the company’s current marketing and strategies, PR programs, and opportunities for media coverage.
- Encourage the public’s awareness, understanding, and support.
- Build engagement, trust, and advocacy through strategic communications.
- Enhance the credibility of the organization.
- Identify industry trends to help shape messaging.
- Etc.
PROJECT GOALS
Determine the short-term and long-term SMART goals you wish to achieve with your public relations efforts.
Primary objectives:
- [Goal 1]
- [Goal 2]
- etc.
Secondary objectives:
- [Goal 1]
- [Goal 2]
- Etc.
SCOPE OF WORK, SPECIFICATIONS & REQUIREMENTS
List the prospective agency’s core responsibilities in support of your company’s mission and annual business plan.
For example:
- Media & Public Relations Services
- Crisis & Issues Support
- Media Training
- Account Administration & Overhead
PROJECT CHALLENGES
Define the challenges your business currently faces, and what you hope this project will solve. Be as concise as needed.
CANDIDATE QUALIFICATIONS
List the criteria that must be met for a proposal to be considered, such as relevant experience, client case studies, team size, organizational charts, etc.
- Manpower: Provide a resume or online portfolio for each person assigned to the project and designate the individual who would be primarily responsible for overseeing the services.
- Work Examples: Describe relevant past projects and examples of prior work.
- References: Provide 2 to 4 client references, including a short project description and contact information.
PROPOSAL GUIDELINES
List guidelines for the proposal, such as formatting, file type, method of submission, etc.
PROJECT TIMELINES
Outline information about the RFP timeline and the project itself, including deadlines, milestones, and potential roadblocks.
BUDGET
Specify the budget you have allocated for this project and request a list of expenses from service providers.
SUBMISSION REQUIREMENTS
List other documents that should be submitted with the RFP. If you have additional questions, you'd like them to answer, list them here.
SELECTION CRITERIA
The company will review submitted proposals for qualifications. The choice for a contract will be made based on the following criteria:
- Expertise and experience of the agency in our niche
- Quality of previous PR campaigns
- Range of services
- Cost
- Etc.
RFP DEADLINE
- RFP Sent Date:
- Proposals Due Date:
- Winner Selected By Date:
How To Assess RFP Responses and Choose the Best PR Agency
When reviewing RFP public relations, it’s important to assess not just the details of the proposal but also the overall fit for your business. Here are some tips to help you evaluate responses and choose the best PR agency for your needs:
- Assess creativity and innovation: A strong PR campaign is built on fresh, creative ideas. Look at how innovative the agency’s approach is and whether they offer unique, out-of-the-box strategies.
- Check for relevant experience: Does the agency have experience in your industry or working with similar brands? While not mandatory, it helps to have an agency that understands the nuance of your market. Look for case studies or past successes that show they’ve delivered results in situations similar to yours.
- Look at the agency’s resources: Pay attention to the team members they’re proposing to handle your project. Do they have the necessary expertise in the areas you need most? A strong team with the right skill set is crucial for a successful partnership.
- Review budget alignment: Are their recommendations realistic for your financial constraints? The agency should explain how it plans to allocate resources effectively. Don’t just go for the cheapest option; focus on value for money and a strategy that fits your needs.
- Consider communication and responsiveness: The way the agency communicates during the RFP process can be a good indicator of how they’ll work with you. Are they clear, responsive, and proactive in their communication? The best agencies will ask thoughtful questions, provide detailed answers, and show genuine interest in your needs.
- Evaluate long-term partnership potential: Does the agency show potential for evolving with your needs and adapting to your business growth? A partnership with an agency that is flexible and forward-thinking can lead to sustained success.
Public Relations RFP: Key Takeaways
A PR FRP is not just a document; it’s the blueprint for clear communication, setting expectations, and aligning your goals with the agency’s strategy. By taking the time to carefully define your objectives, deliverables, and budget, you ensure that the proposals you receive are tailored to your needs.
This RFP checklist can be reproduced for just about any other desired service or industry, such as:
- Digital Marketing RFP
- Website Development RFP
- SEO RFP
- Social Media RFP
- Website Design RFP
- eCommerce RFP
- Video Production RFP
- Branding RFP
- Graphic Design RFP
- Email Marketing RFP
Public Relations RFP FAQs
1. How to write an effective PR RFP?
Clearly define your project goals, target audience, scope of work, budget, and timeline. Include specific deliverables and KPIs and set clear expectations for the agency. Tailor the RFP to your business needs and ensure it’s concise and transparent.
2. How long should a PR RFP be?
A PR RFP should be long enough to provide all necessary details, typically 3 to 5 pages. It should cover essential information without overwhelming the agency with unnecessary content.
3. How can I modify the template to suit different types of PR campaigns?
Adjust the project goals, scope, and deliverables to match the specific needs of your campaign (e.g., media outreach, product launch, crisis management, etc.). Customize the timeline and budget based on the scale and urgency of the campaign.
