CMOs: Hire the Right Marketing and PR Firm – And Avoid A Cattle Call

Ah, the dreaded cattle call. A company issues a 24-page Request for Proposal (aka RFP) to 52 marketing companies that may (or may not) have the expertise to fulfill the request.

It’s a flawed process for a number of reasons.

For one thing, you better not be in a hurry because RPFs are a time sink. Developing an RFP to distribute takes countless hours and responding to one takes even longer, days and weeks generally.

Moreover, the volume of information involved can be overwhelming. A typical RFP for a marketing or PR firm asks for a company history, annual revenue, related experience, staffing details, hourly rates, client recommendations and even detailed strategic or tactical plans on how the agency will address the client’s business objectives.

In most cases, clients don’t reimburse agencies for their time or ideas. And if they do pay a fee, it’s nominal, covering only a fraction of the effort actually spent on the proposal.

In larger companies, the issuing of RFPs is often company policy supervised by the purchasing department. The marketing and communications group can’t make a hire unless it obtains several proposals from different vendors. Many times the person doing the hiring has already decided which agency will get the work, but must undertake an RFP to adhere to policy.

Some agencies claim to know of clients that have issued RFPs for the purpose of getting free ideas they intend to implement themselves. I suspect this happens, though I personally believe it is very rare.

Whether you’re running a blue-chip brand or a scrappy start-up, hiring a marketing or PR firm is a significant decision. If you’re doing it for the first time and lack connections in the industry or you’re not even sure what value an outside agency can offer, the search process to find a suitable firm could be daunting.

Even marketing-savvy businesses make mistakes and wind up with agencies that can’t do the work or are a cultural mismatch—or both.

If you’re a marketer or business owner with limited experience working with marketing and PR agencies, or you’re unhappy with an existing partner, read on for 5 steps to help you hire the right marketing and PR firm to help build your business.

1: What services do you require?

Marketing and PR includes everything from media relations and blogger outreach to content marketing and social media, not to mention government relations, internal communication and issues management.

Think about your business objectives and the services you require BEFORE starting your search. Then look for companies with experience meeting similar challenges—even if it’s in a different industry.

2: Scope of work

Is the scope of work regional, national or international? If you’re a multinational company, a multinational agency partner makes sense. If you have regional or national requirements, a small independent company may be a better way to go.

The size of your budget also affects the type of company you hire.

If you have less than $25,000 to spend on a marketing program, a boutique firm is a better choice. Boutique agencies typically take on smaller clients since they can run a profitable business with smaller budgets. Their costs are lower, so you get a bigger bang for the dollars you invest.

3: Make a shortlist . . . and make some calls

Ask colleagues, friends and Google for referrals. Review the websites of each marketing and PR company, then narrow your list based on the criteria you’ve already established.

Call the agencies on your shortlist and speak with the principal or a senior vice-president. Chemistry is an important element of an agency/client relationship. Start the process of shortening your list based on what you discover in your phone calls.

4: You can’t fax a handshake

Meet in person with the companies on your shortlist and invite them to make brief capability presentations. Ask how they’re different from other shops. Request examples of how they’ve helped other organizations similar to yours. Question them on the approach they take to measuring results.

By following this process, you should be able to reduce your shortlist to 2 firms. Next, ask the firms to provide you with a more detailed proposal. It’s not appropriate to request creative ideas on spec. But it’s completely fair to get a sense of the approach they’ll take on your business or to see what services they can offer for the allotted budget.

5: Put them to the test

Don’t feel obligated to sign a long-term contract with a marketing and PR firm. Assign your preferred company a project and see how things work out. If you’re happy with the process and the business results, you just found yourself a suitable partner.

Build your business

Marketing and public relations is a powerful aspect of a company’s overall business strategy. While some organizations have internal resources to manage these disciplines, others do not. And even the former often need help with projects requiring a concentrated effort over a short period of time.

Finding the right external partner is key to reaping the full benefits of a marketing communications plan. Spend some time considering your needs and challenges before you hire a firm. You’ll be glad you did when you benefit from growing brand awareness—and sales.

CMOs: Hire the Right Marketing and PR Firm – And Avoid A Cattle Call