At ThinkInk, we often think that RFPs (requests for
proposals) actually stand for Really Flawed Presentations.
That’s also the takeaway from a recent AdAge article which
looks at how, as the economy has rebounded and revenue is again flowing
(modestly, at least), agencies are being more selective with the RFPs they
review and the pitches they accept – PR agencies included.
Desperate times may have called for desperate measures with
agencies taking on any business just to survive. But the lessons learned are
likely to be applied the next time the economy goes bust. And it will.
For my non-PR readers, a word on RFPs. RFPs are supposed to
be well thought out, clearly written documents that explain to an agency what
the client does and how they envision the agency-client relationship evolving.
Central to this professional worldview:
How can a communications company advance the client’s
mission/messaging?
To what extent can they (the agency) deliver a concrete
return on investment, realized in a timely and efficient manner?
Sounds simple, doesn’t it?
Well, it’s not.
Unlike architectural RFPs, chock full of data, building
timelines, artist renderings and estimated costs, would be client-submitted
RFPs are often vague, filled with unreasonable deadlines, unclear messaging and
unrealistic (think: meager) budgets.
Granted, it’s a bit of a Catch-22. Prospective clients
aren’t communications professionals. They seek our input in helping craft their
messaging.
So rather than rejecting such flawed documents outright,
perhaps we should instead put our proverbial foot down. Even before the RFP
process gets underway PR agencies, proud of their own self worth – and
recognition that they, too, are businesses which have to protect their bottom
lines – must establish pre-RFP guidelines. The age of indiscriminate RFP
acceptance is over. Potential clients should be given a dose of
pre-relationship “tough love,” couched in the language that the more fine-tuned
an RFP is prior to its submission to an agency, the greater the likelihood that
agency will accept its terms.
In other words, potential clients need to do a little more
homework if we are to take their communications strategy to the next level.
Pushback and dialogue should be nothing to fear.
Sometimes an assertive ‘NO’ to a prospective client and its
demands is as important as a hearty ‘YES.’
They may even respect you for it.
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