By Neila Matheny
Heading into 2010, many technology companies will look to re-focus their public relations efforts. Whether messaging or markets have changed, the marketing team has been re-organized, or the company is launching a PR plan for the first time, there are many questions to be answered. Often as a part of this process, companies will evaluate bringing in a PR agency. Constructing and reviewing agency RFPs can seem like a daunting task, but there are many ways to ease the burden of this process on a company’s marketing team.
Francis Hopkins, director of corporate communications at Sigma Systems, recently conducted an RFP process to select a new PR agency for Sigma. Now an Engage PR client, Francis sat down with InsidEPR to discuss best practices for working through this process and share tips for others who may be embarking down this path.
Francis provided insight into how to best construct an RFP by discussing the following:
- What information should be obtained before launching into the RFP?
- What is the appropriate length?
- What types of questions should be included?
In addition, Francis explained the top qualities he looks for in a new agency. His priorities ranked in order of:
- Expertise in the company’s specific market
- Relationships with the media and analyst community
- Providing candid feedback and challenge messaging when it is needed
- Embracing social media and marketing the agency
View highlights of the video interview with Francis Hopkins on Engage PR's YouTube channel.
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