How to Write an RFP for a PR or Event Agency
A request for proposal sets out your organisation, objective, scope, budget, timeline, evaluation criteria and submission rules, so agencies can respond fairly and you can compare proposals.
A request for proposal (RFP) asks agencies to submit proposals against the same information, so you can compare them fairly. A good RFP sets out your organisation and objective, the scope of work, budget, timeline, how proposals will be evaluated and how and when to submit. It is more formal than a brief and is often required by procurement rules in larger organisations.
For companies, institutions, NGOs and public bodies in Ghana selecting PR, marketing or event agencies, a clear RFP saves time and leads to better proposals.
What an RFP should include
1. About your organisation
A short description of who you are, what you do and who you serve.
2. Background and objective
What you need to achieve, why now and how success will be measured. See how to set campaign objectives you can actually measure.
3. Audiences
The people whose understanding or behaviour matters.
4. Scope of work
The services you need: strategy, media relations, content, events, sponsorship, social media or a combination. Be clear about what is in and out of scope.
5. Budget
A budget range or ceiling, and whether it includes third-party costs. Without it, proposals are hard to compare.
6. Timeline
Key dates for the work, plus the procurement timeline: questions deadline, submission deadline, shortlist, presentations and decision.
7. Proposal requirements
What agencies should submit: understanding of the brief, approach, team, relevant experience, case studies, fees and references. Specify format and length.
8. Evaluation criteria
How proposals will be scored, for example understanding of the brief, quality of approach, relevant experience, team and value for money.
9. Submission details
How and where to submit, the contact for questions and any legal or compliance requirements.
Tips for a better process
- Give agencies enough time to respond well
- Answer questions and share answers with all bidders
- Limit the shortlist to a manageable number
- Avoid asking for extensive free creative work
- Give unsuccessful agencies brief feedback
Brief or RFP?
For smaller projects, a simple brief may be enough. See how to brief a communications agency in Ghana and how to brief an event agency for a conference or launch. To judge the responses, see how to read an agency's case studies critically.
PR369's Strategic Communications and PR service responds to briefs and RFPs for communications, marketing and event work. Email info@pr369.com with your RFP or brief.
