Crafting a Winning RFP: Key Considerations for Success

With over 15 years in the marketing and public relations industry, I’ve seen my fair share of Requests for Proposals (RFPs) from brands and companies seeking a partner agency. While I always welcome RFPs—after all, new business opportunities are exciting—not all of them are created equal.

 An inefficiently written RFP can waste valuable time for both you, the company seeking an agency, and the firms responding. To attract the right vendors and ensure a successful partnership, an effective RFP should offer clarity, transparency, and a structured process.

 Here are a few tips for crafting a successful RFP:

1. Clearly Define Your Objectives

What is the ‘why’ behind your RFP? Understanding why you’re seeking a public relations or marketing agency and conveying it clearly is the first (and perhaps the most important) step in creating an effective RFP. Be very specific about what you’re hoping to achieve – is it brand awareness? Driving more leads? Launching a new product? Crafting a thought leadership program for your executive team?

The clearer you are about your goals and what you’re looking to accomplish together, the better your partners can craft a strategy that aligns with your vision. Additionally, these objectives can make for strong KPIs, which you can use to assess your winning agency’s performance down the road.

2. Offer Background Information on Your Team & Your Company

Most agencies responding to your RFP will (and should) conduct their own research into your company, including reviewing your website, social channels, and executive LinkedIn pages. However, it’s beneficial to provide context about your company and internal team in your own words. This might include your company’s mission, values, and history, as well as insights into your target market, brand positioning, and any current challenges. If you’re undergoing a rebrand, this is a great place to elaborate on that as well.

Additionally, sharing information about key internal stakeholders—such as your marketing team and decision-makers—helps agencies understand your internal dynamics. This insight not only ensures a smoother partnership but also allows agencies to tailor their proposals to better align with the individuals they’ll be working with.

3. Craft Your Wish List (a.k.a. Your Scope of Work)

This is the section where you can get into the nitty-gritty of what you want the agency to do. Your scope of work should detail the specific tasks and deliverables you expect under each service you’re requesting – such as media outreach, content creation, social media management, video production, analytics reporting, or event coordination. This clarity ensures that both parties are on the same page regarding what’s expected and prevents miscommunication down the line.

If you’re not entirely sure how to build out your wish list or you’d like the responding agencies to come back with their recommendations based on the background you’ve provided, don’t be afraid to say so. Just be aware that it may result in lengthier responses and varied budgets.

4. Define A Budget

Speaking of budgets, please include one!

Being upfront about your budget is extremely helpful in setting realistic expectations for both you and the agencies. If possible, provide a range or a target figure for the project to ensure proposals align with your financial constraints. This transparency helps agencies propose solutions that are realistic and cost-effective.

You might also include whether your budget covers the full scope or if additional funds will be allocated for specific activities (e.g., media buys or influencer campaigns).

5. Specify What You Would Like to See in the RFP and Submission Guidelines

Guidance on what the proposal should include helps agencies structure their responses in a way that is easy to evaluate. You might ask for details like case studies, agency team bios, timelines, examples of similar projects, and projected costs. Be clear on the format (e.g., Word, PDF, PowerPoint deck, Google Docs, etc.) and submission method (email, online portal, etc.). Setting expectations for how you’d like to receive proposals will ensure the process is smooth and streamlined (and save you time in the long run!).

Additionally, to maintain order and ensure fair evaluation, establish clear guidelines for how and when the RFP should be submitted. This includes deadlines and the contact details for questions or clarifications (you can set a deadline for questions as well). Be specific about submission methods (email, online form, etc.) and make sure agencies know whether you’ll accept late submissions or allow for any extensions. Having these guidelines in place helps you avoid confusion and keep things on track.

6. Set Expectations for Post-Submission Process

Let agencies know what will happen after they submit their proposals. Will there be an interview or pitch session? How long will it take you to review the proposals, and when can they expect to hear back? Will there be multiple rounds of negotiation?

Giving agencies insight into your decision-making timeline shows that you respect their time and helps them plan accordingly. Clear communication about post-submission steps and any chances in timeline also sets expectations and reduces the uncertainty that can arise during this process.

7. Keep It Professional & Concise

While it’s important to be thorough, the RFP should be easy to read and understand. Avoid unnecessary jargon or excessive detail, as it can overwhelm or confuse agencies. Stay focused on what’s essential, keeping the document professional in tone and presentation. Conciseness is key — a well-organized, clearly written RFP demonstrates that you value the agency’s time and that you are serious about the process. A clean, streamlined document will also make it easier to compare different agencies’ responses effectively.

By following these guidelines, you’ll create an RFP that not only attracts top agencies but also sets the stage for a successful partnership. Or you could save yourself the time and hire Marino (just kidding!).