Finding a New PR Agency? Dump the RFP and Focus On Relationships

Finding the right PR agency can be a big challenge. Especially if your professional reputation is on the line regarding your decision.

So, it is unsurprising that many people lean on personal recommendations from trusted industry colleagues. After all, a known quantity often feels like the safest choice.

Setting up a structured selection process is another common approach. Procurement rules may dictate a full RFP, which offers a reliable structure but can frequently serve to obscure and confuse good decisions.

I’ve been on both sides of the fence, with over 20 years in both agency and in-house roles, and I’ll tell you this: many people make the search harder than it needs to be.

At the heart of any successful agency partnership is trust. You need a team you genuinely like and respect – a relationship built on mutual understanding, not rigid procurement scoring or RFP responses.

Here is a smattering of my thoughts to help you if you are trying to figure out how to appoint a new PR agency of record.

What are the clues to a good relationship with a PR agency?

One of the most important factors is finding an agency that is curious about your world.

Look for an agency that gives you the floor. Do they let you talk without interruption, showing genuine interest in what you have to say?? Are they asking thoughtful questions about your challenges and goals? An agency that sincerely cares will offer fresh insights tailored to your situation. If they’re deeply listening and responding in a way that shows understanding, that’s a strong indicator of a solid partner.

Taking it a step further, do they expand your perspective? Good PR teams don’t just agree with you – they broaden your view. A strong agency will give you that “aha” moment where you think, “I hadn’t looked at it that way, this could really work.”

So, what is the best approach?

There should still be a structure, but make it a conversation, a fully rounded discussion. You want to understand the people behind the agency, not just their prepared talking points.

Make any pitch meetings discussions, not PowerPoint presentations. Slide decks, particularly over Zoom (where a lot of pitch meetings now occur), serve as barriers and stifle genuine interaction.

One of the most effective pitch meetings in which I have taken part was in fact an interview. The prospect (now client!) had a series of questions, aimed at understanding the capabilities and mindset of the people at all levels of seniority in the agency team they would be working with. As there was no presentation, we were not armed with pre-prepared notes or flourishes, which made it a far more honest and open discussion. They a got a much truer understanding of our capabilities.

If you really want a proposal deck, ask for it in advance of the pitch meeting. That way when you do get together you can get straight into the Q&A.

Don’t expect PR specialists to come with “fully baked” campaigns

Big ideas require time, collaboration, and comprehensive understanding. Something that you just will not get from an RFP process or set of pitch meetings.

You will get far more insight if you ask the agency team to talk you through specific campaigns they have run in the past, the results they secured, and why their chosen examples are relevant to your needs and the company that you represent.

My final plea to respect everyone’s time

In-house teams are often trapped. Because their reputation is on the line when it comes to picking the right PR agency to work with, often their instinct is to work with people who they have worked with before.

There is an established track record, and they know and trust their preferred agency to deliver. However, procurement demands an open and competitive process that stands in the way. The answer? A fabricated competition where the winner is never in doubt.

Please – I understand the predicament you are in – but if you have to create a fiction like this then at least design an RFP process that minimises the onerous demands of the agencies you are inviting to pitch. Preparing for a pitch takes a lot of effort, and no one wins if an agency sinks 20+ into what turns out to be a box-ticking exercise.

Indeed, many agencies refuse to take part in a formal RFP process unless they already have the inside track that they are the favourites.

I have a lot more pointers, but not enough space here. If you want to explore more, just book me up for a meeting using the link below.