Why Your RFP for a Top Tech PR Agency Isn’t Working and How to Fix It

If you’re a tech company looking to hire a PR agency,  crafting the perfect Request for Proposal (RFP) is like developing a cutting-edge algorithm – it requires precision, strategy, and innovation. 

Want to get the most out of your RFP process? Below are our top 7 tips to ensure that your tech PR agency proposals deliver value and insights.

1. The Readiness Factor

Are you truly ready to embed an agency into your communications and marketing function?

This one might seem like a no-brainer; you need some additional support from sector and PR experts with the benefit of agency backing and connections. Agencies can seem like the perfect plug and play solution, but the truth is that this is a relationship-based service, and that requires work and time investments from both sides.

Before investing your time and energy into the RFP process, take a moment to assess your readiness:

• Do you have the bandwidth to manage an agency relationship?
• Can you provide timely information and feedback?
• Are you prepared to be a collaborative partner?
• Do you have buy-in from other team members?
• Is your budget approved and realistic?

While agencies can (and sometimes do) operate in silo to their clients, the best return on investment happens when working in-step. Once we align on goals, we hit the ground running and don’t require any hand-holding. But like any partnership, you will have to devote some time to garner the best results.

2. What is it you actually want?

You’ve decided you’re ready to enlist the support of an agency. However, distilling what you want out of a PR partnership is easier said than done.

A common RFP pitfall is to send over a laundry list of “more’s” to prospective agency partners (more coverage, more followers, more leads) and expect a carefully curated strategy in return. 

The reality is that most agencies interested in your business will nod and say, yes – we want you to have “more” too; but to get more, you need to give us fodder to work with.

In short, spill the tea. 

Tell us your history (beyond the stuff we can Google), the current state of your nation (the good, the bad, the ugly), and tell us your hopes and dreams.

• Are you a market disruptor in the making aiming for unicorn status?
• Is it time to put your foot on the gas and engage hyper growth mode?
• Is your market becoming more ‘noisy’ and competitive?
• Ready to trend on LinkedIn and cement brand perception?

Remember, effective PR is greater than “more” noise. A drum solo is fun, but a band that’s consistently in-tune with its lead and familiar to its audience is what drives ticket sales.

Tell us your pain points and what success looks like; we’ll tell you how we can deliver.

3. Aligning KPIs: Where Metrics Meet Strategy

Of course, delivering doesn’t mean much if we don’t have something to aim for. 

Use the RFP as an opportunity to share the KPI’s your C-suite cares about and we’ll suggest ways to convert delivery of your dream PR program into measurable results that can be used to inform future strategy. This could be:

• Thought leadership that turns heads (and potentially opens wallets)
  • We’ll ensure you’re differentiated and we can measure meaningful results such as evaluating at website traffic from coverage and let you know what’s driving leads your way
• Executive visibility through strategic media placements
  • These placements not only boost your executives’ profiles but also establish them as respected experts in their field, enhancing your company’s credibility and reputation 
• Crisis communications plans that can help you avert disasters
  • Scenario planning to maintain positive sentiment

Pro tip: Set a budget that reflects your ambitions – and tell your prospective partners what it is

Would you ask a realtor to show you houses without giving them a budget? Sure, you might get a peek at the most expensive property in the zip code, but assuming you have a spend cap, that’s where it ends.

We understand the desire to hold some negotiation cards, but an RFP without a budget (or at least a range) doesn’t guarantee you the best deal; instead, you’ll be shown a bunch of nice things you can’t afford. 

There’s no getting around the fact that quality PR requires investment, just like any other critical business function. Having all agencies in the process submit a proposal that adheres to the same budget gives you more meaningful proposals,  a much more accurate point of comparison and ensures parity for all participants.

4. Your perfect match

There’s more to agency partnership than services and costs. We want to be an extension of your team but we should also share chemistry. What makes your agency team a perfect match?

Aside from experience, intelligence, expertise and a track record of results:, 

• Do you need an integrated agency to bring several tools in the marketing toolbox to the table?
• Do you need agile sprints or marathon endurance?
• Are you looking for data-driven decisions or creative leaps?
• Would a boutique’s personal touch or a global giant’s resources serve you better?
• Is your thinking aligned?
• Are these people you want to work closely with?

Remember, in tech PR, it’s not all about size – it’s about processing power and compatibility with your company’s culture and needs. There’s a reason we’re seeing the growth of the boutique small-mid-size agency (if you’re looking for experienced senior practitioners to be doing the day-to-day, you’re in the right place with Karbo).

It’s also worth noting that agencies are also evaluating prospective clients. How you show up also matters as well. When you’re looking for a partner, look for one that cares about the relationship as much as you and is upfront about what they need to succeed. In return, tell them how you like to work, your ethos and be open about any deal breakers.

5. Red flags

Have you sent out RFPs but struggled to secure responses from some of your preferred agencies? While it might seem strange for tech PR agencies to be turning away business in this economy, there are a few indicators that can turn off a prospective PR firm. Some of the most common include:

• Significant misalignment between requested services and resources available (e.g.,  proposed budget, spokesperson availability, etc.)
• Lack of clarity on decision- makers and their expectations
• Unrealistic expectations (e.g., demanding New York Times coverage without a willing spokesperson)
• Absence of differentiation given the competitive landscape or customer insights

While often these concerns can be assuaged (or confirmed) with a quick phone call, PR agencies invest a lot of time and resources into RFP responses. Being cognizant of these red flags early can ensure that you attract the attention of your preferred partner from the get go.

6. Streamlining Your RFP

On the flip side, what can you do to attract the best responses (and save you reading through 60-slide decks)?

• Be concise but comprehensive 
  • Aim for clarity over volume and request the same in kind
• Provide a clear structure with page or slide limits 
  • E.g. Use 3-slides to outline a campaign idea, integrated tactics and measurement
• Include opportunities for agencies to showcase strategic thinking 
  • While you might have a vision of a preferred program, resist the urge to be overly prescriptive and instead, let your preferred agencies demonstrate how they would approach your needs
• Allow for creativity in response format (within reasonable bounds)
• Give agencies a reasonable amount of time to respond in a quality way. This is typically 2-4 weeks.
• Always communicate your final decision to each firm. They devote a lot of time to these proposals, it’s an important professional courtesy to  let them know if and why they don’t make it to the next round.

7. The Discovery Protocol

Once you have aligned on all of the above, the smoothest RFP processes establish a secure connection first via a call. Rather than sending a request out into the void, this allows you and your prospects to:

• Possess the information needed to prepare a customized, meaningful response and align on bandwidth expectations
• Verify compatibility; are you searching for that global player or boutique power?
• Test for responsiveness (crucial in the fast-paced tech world)

A discovery call can help you narrow down your list to 3-4 top candidates, saving time and ensuring better-fit proposals.

Remember, the RFP process is your opportunity to set the stage for a successful, long-term partnership. Take the time to do it right, and you’ll reap the rewards in the form of a PR strategy and team that makes a real difference to your business.

Looking for expert insights on PR partnerships? Reach out to explore how we can help you achieve your business goals.