What advice would you give someone who is requesting PR help or issuing an RFP?

When searching for a PR partner, it’s not only important to consider basic criteria like their experience, history, track record, client roster, etc. It’s critical to consider key variables that will impact the execution and success of the program, including:

1. The team members assigned to your account. While most companies evaluate PR firms based on criteria like their experience, history, track record, client roster, etc. However, many don’t ask one of the most important questions: Which specific team members will work on my account? Who will handle what specific tasks? Often, the team of senior PR executives who pitch the business are not the same ones who will work on the account on a day-to-day basis. Always ask to meet exactly who will work on your account and closely evaluate his or her experience and ability to convey your company’s key messages to the media and execute your program.
2. Journalism experience. Are the members of the PR account team who will be assigned to your account senior media professionals who have experience working as former reporters, editors and/or producers with top-tier media companies? Ensure that your PR team has direct newsroom experience and has had to field media pitches in the past. PR professionals with newsroom media experience have a more in-depth understanding of the newsroom and the news process that gives them a distinct advantage over other PR professionals when working with the media and pitching stories. Fact is, reporters like information delivered in specific ways and newsrooms have unique dynamics,  and the experience of having worked in a newsroom provides priceless education that cannot be acquired in school.
3. Writing experience. Writing is critical for effective communications. Find out  if the team includes professional writers.
4. Does the PR firm take an integrated media approach and focus not only on securing traditional media coverage, but also digital media coverage in top blogs, social media channels, search-engine results pages and video aggregation sites? Ensure that the PR firm is experienced and adept in the area of digital communications: social media relations, blogger relations, search-engine optimization and media optimization. In today’s new media landscape, this is critical.
5. Does the PR firm have a strong business-development acumen? Ensure that the strategies and tactics  set-forth to achieve your business goals are practical, viable and centered on achieving bottom-line results and delivering a strong ROI. More specially, does the PR partner have experience in the areas of business-development (can they open doors and establish key relationships on your behalf), crisis communications, reputation management, digital communications, and pitch and presentation development? Smart PR firms will provide strategic business-development and sales counsel and incorporate these strategies into the PR program, in order to maximize the ROI benefits of your program and support your business goals.
6. ROI-driven, practical approach. Make sure the PR firm is adept at developing PR programs that support clients’ specific business goals. Programs should be practical and without unnecessary fluff. Some firms secure avalanches of publicity but, without a targeted approach, clients are left at the end of the year wondering if the program really impacted their bottom line and helped support their goals. They should have the latest technologies to develop effective media lists and then hand-select the media outlets and reporters to target as part of a strategic approach. In short, each and every PR activity should be initiated with the ultimate purpose of supporting a specific business goal.

What are some major do’s/don’ts when asking for a PR proposal?

In the selection process, make sure to do your due diligence and conduct research of the PR firms you are considering to ensure that the PR partner can successfully develop and execute a program that will help achieve your business goals. Here are a few considerations in order to properly vet the PR firm:

1. Ask for a minimum of three references – preferably current clients. Take the time to ask questions that are relevant and important to the success of your company
2. Request that the PR firm develop a sample news release based on a specific storyline that your want to communicate. This process will help you confirm whether the PR firm truly understands your business, has good writing skills and can develop effective messaging for your company.
3. Request that the PR firm develop a comprehensive statement of work complete with timelines, deliverables, possible storylines, strategies, tactics, milestones, etc.