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Sample RFP with Example Answers

ABC Corp. Media Relations Request for Proposal

(in red)

I. Company Overview This section provides an overview of your company, its goals and objectives. [i.e. ABC Corp. (www.ABC Corp.com) is seeking media relations proposals to provide public relations, communications and media support. This Request for Proposal (RFP) presents a corporate background and scope of work, as well as describes the tasks to be accomplished by the agency contracted. If your organization wishes to be considered, ABC Corp. is requesting a written proposal that addresses the points detailed in this RFP be submitted no later than Month Date, Year.] II. Product Overview (or Situational Analysis) This section provides an overview of your companys product line. Sometimes this section will also include a situational overview that outlines the market dynamics, challenges and opportunities the issuing company sees for themselves. [i.e. ABC Corp., manufactures, and markets wireless systems that integrate with an enterprise's existing telephone system to provide communication access anywhere in the workplace. This enables greater workplace mobility, higher productivity and rapid response to customers. ABC Corp. Wireless Telephone Systems are recognized as the highest quality, yet most cost effective in the industry, with superior reliability, durability, coverage, and voice quality.] III. Scope of Work This section allows the agency to understand what the core program will include. Its helpful for the agency to have details on your basic needs so they can provide added detail for these programs and campaigns in their reply to the questions below. [i.e. ABC Corp. is seeking a corporate public relations agency partner with a proven track record for creative excellence in strategic program development and execution. The agencys overall goal will be to drive and enhance industry awareness of the ABC Corp. brand and industry-leading sub-brands among current and prospective customers, competitors, trade and business media, industry analysts and other key constituents. Core activities may include, but not be limited to the following: Press release development and distribution. Media/analyst relations. Bylined article development and placement. Identification, pitching and leverage of speaking opportunities. Marketing and event support. Press materials.

Executive briefing materials. PR results measurement and reporting. Social media programs.

IV. Agency Selection Criteria This section allows the agency to better understand exactly what criteria will be of most importance during the RFP process and how to best address your needs and concerns. Some sample criteria in this section might include: Proven ability to elevate brand awareness. Knowledge of, and experience in, our industry. An excellent reputation and strong relationships with industry influencers including relevant trade and business press, analysts, conference organizers, etc. Successful editorial coverage in leading business, news, and industry-specific media. Strong writing skills across multiple media. Team credentials. No competitive client conflicts. Client and press references.

V. Budget About 60% of RFPs include a budget. This becomes the great equalizer for the company as it ensures the services proposed can be accomplished within a specified target budget range. [i.e. The public relations budget for fiscal year XXXX will be structured at the discretion of ABC Corp. upon agency selection. A representative budget range for core activities would be approximately $XX,000 XX,000/month.] VI. Process of Evaluation (Timeline) This section can be very important for both the company and the agency. Providing a well planned timeline of events can ensure a fast moving and efficient agency review process. Key elements in this timeline should include: Some RFPs ask for agencies to initially reply just to let the company know if they plan to participate in the RFP or not. In some cases, companies issuing an RFP have been left empty handed when they realize late in the RFP process that only one or two agencies has decided to participate. This often requires the company to re-issue the RFP to another pool of candidates and jeopardizes the original timeline. An agency typically needs some time to put together the right team and confirm there are no existing client conflicts before they will commit to participation. RFPs are usually issued on a Monday or Tuesday with this first response required by end of day that Friday. Designate a timeframe for agencies to conduct inquiry calls prior to completing the RFP. This allows them to ask specific questions based on what you have presented in your RFP. This time should be available the days immediately following the deadline asking agencies to commit to participate in your review. You must establish a deadline for the RFP to be returned to you. Depending on the length of your RFP, the average turnaround time for an agency to deliver a final draft should be seven to ten business days. [i.e. To be considered, agencies must submit their proposal no later than H:MM x.m. on

Month Date, Year. Late proposals and proposals delivered by facsimile will not be accepted.] Next, you should provide an RFP review period and a date by which you will let the agency know of your decision. Companies typically need at least a week to review the returned RFPs. If there will be a next round of in-person pitches, you should set time aside for this as well. This helps both the company and agency plan upcoming schedules should they be invited to this next round of the review. Lastly, you should include an agency start date that concludes the review process and kicks off the engagement with your new agency.

Our timeline for our agency search: May 12: RFP document distributed to agencies May 16: Deadline for agencies to provide notification on intent to participate in review May 19-21: Company availability for agencies to schedule inquiry calls (if desired) May 30: Completed RFPs due to John Smith by 5:00 p.m. ET June 9: Notify agencies on whether or not they advance to the next round of the review June 18-20: Final team presentations June 24: Agencies notified of final selection & contracts exchanged July 1: Kick off meetings and start date for new agency VII. Request for Proposal The below list of questions represents the key areas companies focus on during the RFP process. Based on a review of RFPs we have received in the past, this collection shares some of the most common and creative questions asked of agencies. Feel free to select questions as you build your own RFP. Agency Overview Please provide a brief overview of your agency history. LP&P was founded in 1986 with a commitment to handle high-tech strategic communications in a different and better way. With a strong background in hightech journalism, Principal Lois Paul, a founding member of PC Week (now eWeek) and a former senior editor/software at Computerworld, focused on building an agency that understood and served the needs of both its clients and the media. In 2000, LP&P was purchased by Omnicom (NYSE: OMC) and joined the FH family. As a part of the Omnicom Group, LP&P has access to an expansive network of more than 83 offices in more than 55 countries throughout the world. LP&P currently has 43 clients in high-tech, life sciences and clean energy. More than 60 percent of our clients have been with LP&P for more than three years. Please provide a brief overview of your agency philosophy. Our Mission: Cultivate a strategic, high-value consulting organization that partners with clients to deliver insightful communications strategy, proactive media relations, and effective execution that helps clients achieve business goals, and secure or advance market leadership. Our philosophy for client success is to foster an integrity-based, value-focused relationship that closely ties our public relations efforts to our clients business goals and objectives. Working as a partner with clients, LP&P optimizes its communications programs to solve business problems, overcome competitive issues and capitalize on market opportunities. When working with our clients, LP&P understands the importance of knowing as much about our clients business as possible including business/revenue drivers, partner initiatives, customer segments, and customer buying patterns. Understanding your business allows us to craft and implement a PR program that positively impacts sales.

To put it simply, LP&P does more than just get a clients product featured in print, online or on-air. It gets the right message to the right audiences at the right time to create business value for clients. Please provide an in-depth list of your agency capabilities. LP&P offers a full range of strategic communications services designed to help clients obtain greater visibility, achieve business goals and establish marketleading positions. LP&P acts as an integral link between clients and the media, analysts and influencers to help crystallize positioning, communicate news, generate coverage, and achieve important business objectives. Our services include: Blogging and Community Relations Business Press Programs Crisis Communications Customer Reference Programs Digital Media Production Executive Speakers Program Executive Spokesperson Coaching Global Programs Industry Analyst Relations Launches and Tours Measurement and Analysis Media Relations News Programs Positioning and Message Development Product Reviews and Awards Social Media Optimization Social Media Programs Social Media Training Vertical Press Programs Writing Services

Blogging and Community Relations As blogs and bloggers continue to influence online communities, social media monitoring and engagement should be part of every companys public relations strategy. LP&P uses customized technology to monitor the blogs, online forums and other communities, such as Facebook and LinkedIn, for discussion about a clients company, its products and its market category. We then work with clients to engage members of the community in a way most appropriate to each situation. LP&P also helps clients launch their own corporate blog and provides counsel on recommended contributors to the blog. This helps facilitate our clients ability to initiate dialogue directly with their customers, partners, prospects and the larger community.

Business Press Programs LP&Ps relentlessly proactive and creative business press initiatives raise the awareness of its clients in majority media outlets, including Barron's, BusinessWeek, CNBC, Fortune, Forbes, Time, The Economist, USA Today, and The Wall Street Journal. We collaborate with clients to establish a solid business media strategy that combines fresh insight with timely industry issues and compelling proof points to reach business press targets. We leverage longstanding relationships with top business media to broker introductions and open ongoing dialogues for clients. We strategically craft hard-hitting story angles tuned into current business environments, and continually seek timely opportunities to get those stories published. Crisis Communications In the event of a crisis, LP&P works as a key partner to help defuse the situation and minimize negative impact as quickly as possible through effective and swift communication. Having worked with many companies in crisis situations, LP&P understands the delicate nature of these events and the importance of working with key stakeholders through agreed upon channels to develop a crisis communications plan and team. LP&P helps to ensure that the established crisis communications team handles all aspects of the crisis and is responsible for controlling and minimizing the negative effect on the company. Customer Reference Programs LP&Ps customer reference program is designed to augment existing customer marketing efforts and PR campaigns. The voice of the customer is often the most sought-after perspective, and helps to tell a well-rounded, value-added technology story. Through customer testimonials, companies can build a stronger relationship with sales, marketing, and product teams and, in turn, champion customer executives as opinion leaders within their own communities. The LP&P program manages both public and non-public customer activities in support of ongoing customer marketing efforts. These can include managing public activities such as success stories, contributed articles, presentations, awards, and customer roundtables, as well as non-public activities such as success stories for internal reference, NDA discussions with analysts, sales reference calls, and customer site visits.

Digital Media Production Recent surveys indicate that bloggers and journalists prefer receiving multimedia content as a complement to standard text-based communication. Current tools and technologies make it possible to create audio and video-based interactive media cheaply and share using free services and syndication methods. LP&P can work with clients to produce and edit audio and video content for distribution and syndication through podcasts, video sharing sites such as YouTube, and interactive streaming video services such as UStream. We combine these production capabilities with our Social Media Optimization services to effectively weave this content into our clients communications mix. Executive Speakers Program An executive speaker program is an extremely valuable tool in establishing thought leadership amongst industry peers. The ability to communicate expertise effectively live to a bevy of potential customers cant be overstated. LP&P has years of experience in managing speaker programs and executive visibility campaigns for some of the best known technology brands in the industry as well as emerging industry leaders. We customize each speaker program with recommended events given each clients goals and spokespeople. From there, we design and execute a program that ensures a high success rate in delivering a clients top messages and extends to making sure executives are prepared with all of the relevant details and logistics. Executive Spokesperson Coaching LP&Ps executive communications service is custom-designed to help spokespeople at every level deliver a powerful message. These intensive, workshop-style sessions cover best practices for cutting through the industry noise, making media interviews more impactful, and strengthening media relationships. The programs are led by Lois Paul, a former journalist who has trained hundreds of spokespeople for the full range of interview possibilities. Typically offered as a half-day session, the training includes an overview of the media relevant to the client, tips and tricks in working with various media, example interviews (both good and bad), and mock interviews. Participants will experience real-time simulated interviews and receive immediate constructive, customized feedback. Executives walk away with the skills they need to build a differentiated story for various stakeholders, helping their companies gain visibility in new and existing markets. Global Programs LP&P has a rich history of providing and coordinating international PR programs for clients. The agencys experience ranges from managing global PR operations for large companies to conducting specific launch programs to recruiting and synchronizing activities of in-country independent PR assets. LP&P has access to an expansive network throughout the world and we effectively manage collaborative, diplomatic communications. LP&P often serves as the strategic agency or worldwide agency lead coordinating closely with both international clients and agency contacts around the globe to ensure maximum consistency of programs and unification of messaging. Industry Analyst Relations

LP&P leverages its long-standing relationships with industry analysts to support the business goals of our clients. We proactively engage analysts in ongoing dialogue to get feedback on a clients business strategy and key messages, as well as communicate our clients industry insights and perspectives. We maintain targeted relationships with analysts and keep abreast of their insights and reports. By keeping analysts informed and understanding their viewpoints, LP&P helps clients utilize analysts as influential third-party sources who can validate a clients position in the market, influence user purchasing decisions and help positively shape media perceptions.

Launches and Tours LP&Ps corporate and product launch services help clients establish effective, strategic positioning and obtain maximum public relations impact for their company, products, and services. LP&P works with clients to identify the most compelling news elements and maps positioning to the appropriate consumer, business or technology targets for on-message coverage that furthers business objectives. LP&P ensures new companies gain immediate presence and recognition and helps established companies reposition themselves to adapt to new challenges and changing markets. Our launch programs range from small targeted meetings to gain influencer support to nationwide press tours to large public events with thousands of attendees. Measurement and Analysis LP&Ps measurement services have been used by companies of all sizes, including Motorola, Nortel, Kronos, Data Domain and many others, to gain insight into the impact of their communications programs. Clients can choose from a variety of ongoing and project-based packages that will give them specific metrics on the quality of their coverage and other benchmarks. Using our award-winning eClips platform, LP&Ps measurement services are designed to offer a level of customization and analysis beyond simple dashboards. Using these services, clients will be able to understand the quality of their coverage in their key publications. Coverage can be analyzed for tone, message pull-through and type. Measurement can focus on the clients coverage or include competitors. Media Relations With expertise based on long-standing media relationships, LP&P acts as an integral link between its clients and members of the media. LP&P account teams understand reporter preferences, as well as each media outlets definition of news, so that we can get reporters what they need for coverage. As part of our media relations services, LP&P proactively pitches, pursues and responds to articles and editorial opportunities to ensure clients are included in the articles that are important to them. We proactively pitch feature articles for clients and offer rapid response initiatives that quickly associate our clients perspective with critical issues in the news. We also create and maintain editorial calendar and contact list databases, and schedule/facilitate meetings between clients and the media. News Programs LP&P helps clients make the most of their announcements by strategically planning news, customizing it to the right media targets for on-message coverage, and driving results-oriented campaigns. LP&Ps account teams make press materials concise and compelling and then devise creative strategies for presenting information to garner coverage. Positioning and Message Development LP&P works with clients to develop compelling anchor-point messages and positioning, putting clients in a better position to get their message across to reporters, to resonate with target audiences, to counter competitive threats and to create leadership positions quickly. We work with our clients to help establish

the overall technology vision, define products and messages, identify target audiences, understand and influence internal and external perceptions, and stay ahead of changing competitive issues. Our proven PR model ensures that key messages and positioning are sound and align with our clients achievable goals and long-term strategies.

Product Reviews and Awards LP&P helps clients achieve positive product reviews and win industry awards to fuel customer interest, validate the strengths of products and establish category leadership. We manage the entire review process carefully for clients to maximize the chances of winning. Throughout the process, LP&P keeps in close contact with reviewers and testing labs to monitor the process and resolve any potential problems quickly. Our approach to awards is similar to the way we approach all of our PR programs, with a clear plan and an expectation to succeed. We comb through the submission requirements carefully to seek out any competitive edge we can leverage on the clients behalf to maximize chances of winning. Social Media Optimization LP&P advises clients on how to optimize their Web sites, blogs, press releases and newsrooms so they can be more easily connected to their extended online communities. This includes devising a strategy for leveraging RSS feeds for information across a clients Web site, making it easy for users to bookmark content, and leveraging third-party communities, such as Flickr and YouTube, for publishing and tagging interactive marketing materials. LP&P complements this by leveraging social media releases to communicate company news in a way that is optimized for syndication across the Web. Through the effective use of tags, keywords, social news/bookmark sites and microsharing services, LP&P helps improve the linkability of our clients content, boosting search engine optimization and allowing client content it to be more readily included in relevant blogs, social networks, video blogs and podcasts. Social Media Programs The extent to which social media is changing how companies can communicate and engage their communities of customers and partners is well-chronicled. LP&P's approach to social media is rooted in our core value proposition of tying public relations efforts closely to our clients' business goals and objectives. As part of this, we believe that social media should be approached in an integrated fashion with traditional public relations, and done with the same level of integrity and transparency that have always been a critical aspect to our business. LP&Ps social media services include social media optimization, blogging and community relations, digital media production, and social media training. Social Media Training For many companies, social media is still seen as a novelty that only applies to consumer businesses. Social media is something every company should understand to determine if it should be leveraged. LP&P offers interactive halfday training sessions for communications, marketing and Web teams that cover the fundamentals of social media. These trainings explain how and why social media is important, and how companies can apply it for such initiatives as lead generation, brand building, media relations, customer experience and internal communications. Training sessions are customized for each client and include an audit of that clients social media presence compared to its competitors. Vertical Press Programs

LP&P has a rich history in helping our technology clients bring their message to a wide array of vertical markets. Of LP&Ps current clients, more than 70 percent have ongoing vertical programs spanning nearly every possible vertical including: manufacturing (automotive, aerospace and defense, architecture and construction, industrial equipment, petrochemical); retail (consumer goods, consumer packaged goods); financial services (banking, insurance); public (government and education); and life sciences (pharma, medical devices, health technology). Writing Services LP&P has assisted clients in creating all types of writing materials, including press kits, bylines, case studies, whitepapers, backgrounders, facts-at-a-glance, biographies, and quote sheets. Our agency has writing specialists who can service any writing needs that may extend beyond regular activities. These include drafting materials from conference calls with executives and/or revising existing materials and negotiating edits among several content providers. Describe how your agency differentiates itself from your competitors. The standard agency answer will be our people. Thats an easy answer. More importantly its the type of people thats important. Are they smart? Are they collaborative? Do they understand the pressure the marketing organization is under? Do they want to make sure that their counterparts arent blindsided? Do they want to make their clients feel that they are always ahead of the game? Are they motivated simply by a doing a great job? Our people view this as table stakes when it comes to client service and partnering to achieve success for a communications program. As a direct result of our great people we have built a stellar reputation as a top tier PR firm. That reputation is based on the quality of our work and the outstanding results we are able to deliver for our clients. We believe that our ability to help organizations secure the PR results they need to support their business objectives, revenue generation, market leadership or brand and image building is what sets us apart. But ultimately, its not what we think or say about ourselves that determines our reputation. Rather, our reputation is based on how others perceive us and what they say about working with LP&P. The following are some unsolicited comments about LP&P, all collected in 2009, from clients and media: -------------------------------------------As a working tech journalist for The Register I have found the PR services provided by Lois Paul & Partners very skilled, fast and tailored to my needs. Lois Paul & Partners ensures that I'm sent news releases and information about events very quickly indeed. The firm is also highly proactive in offering clients firm comment on industry events I'm covering, and reacts very quickly to appeals for information and views from its clients. At the same time I never feel at all overwhelmed with excessive information and the information level is balanced and excellent. There is never too much technical detail, although there's always more detail if needed, and neither is there an insufficiency of detail or a lack of appreciation of the context, the big picture around events.

Lois Paul & Partners neither over-promises nor under-delivers. Its people are responsive and excellent and represent their clients well, providing an effective doorway through which to access client spokespeople. It is one of the best technology public relations organizations I have ever encountered, and I have no hesitation whatsoever in recommending Lois Paul and Partners to any technology company needing public relations services. Chris Mellor, The Register. -----------------------------------------------------I wanted to take a moment to really acknowledge the great work that you are all doing each and every one of you on the team but in this instance, extend kudos to the team that has really kicked our Analyst Relations program up a notch. A special point was made in todays board meeting building a correlation between the investment we are making in AR/PR and the close of this and likely many other accounts. Director of PR CommVault --------------------------------------------In working with Lois Paul & Partners over the last two and half years, we have had a high bar for the coverage we required to build interest and visibility in our company and services. LP&P continuously exceeds our expectations. From securing a meeting with CNN in their first week on board, to having us featured on the cover of Advertising Age, to securing us profiles in both the New York Times and BusinessWeek around the launch of our trials, they always deliver. With their understanding of our market and their great contacts, LP&P always brings us great opportunities and works closely with us to maximize them. When meeting with prospective customer and partners, we always hear how great our media coverage is and they ask how we do it. We say, Its simple, we work with Lois Paul & Partners. Chief Executive Officer Backchannelmedia ----------------------------------------------Lois Paul and Partners did an outstanding job in promoting Konica Minoltas title sponsorship of the Gator Bowl. Konica Minolta entered into the agreement with the Gator Bowl Association solely for the purpose of gaining brand awareness by harnessing the attraction of college football. In fact, LP&P helped guide the Gator Bowl Association in implementing new technologies and approaches for gaining nationwide coverage. Without LP&P, the investment in our sponsorship would have been sorely undervalued. But as a result of working with LP&P we believe it has been maximized to its fullest extent. Vice President, Marketing Konica Minolta

----------------------------------------------Ive been in this industry for more than 25 years and there is such a dearth of quality PR that when you do come across top grade public relations work you gravitate its way. Lois Paul & Partners is one of the very few PR agencies Ive come across that consistently delivers quality, cuts through the clutter and delivers without getting in the way. President CMP Media, Channel Group ---------------------------------------This is a great example of PR influencing our lead generation activities. Although the respondent doesnt indicate which news article, this is someone who wants to speak with our sales rep and seems to be the right title. I just love when this happens and wanted our LP&P PR team to get the pat on the back for a job welldone! And, John (our eastern sales manager) is loving this too. Director of Marketing Orsyp Software Inc. Client Related Questions Please provide a current client list. The most up-to-date list can be found here: N:\NEWBIZ\Client Lists Please list some clients youve had long-term relationships with and why the relationship has been successful. LP&P has had many longstanding partnerships throughout our 23 year history. More than 60 percent of our current clients have been with LP&P for more than three years. In the event that a client relationship has been terminated, nearly 90 percent has been due to a change in the funds available for marketing or a change in PR strategy driven by a change in management or the companys market focus. Below is a list of current, followed by former, clients for which we maintained long-term, mutually successful relationships:

Current clients Arbor Networks 5 years Bomgar 5 years Freescale 9 years Kronos 4 years Medidata 7 years OpenPages 7 years Pillar Data Systems 4 years Former clients Lotus 11 years Nortel 8 years Cognos (beginning with Adaytum) 7 years Kodak 7 years Shiva 7 years Tivoli 7 years While these lists only describe the companies with which LP&P has had longstanding relationships, we may be even more proud of the people that choose to work with us over and over again as they move throughout their careers. As an example, we are working with Tekelec today because of the great results we generated for the director of PR when she was at Nortel. We are working with Wells Fargo because of the solid relationship we established with the PR director when she was at Nortel. We were brought into Veracode because the new marketing director had a very positive experience with us when she was at Arbor Networks. Even more than that, we are proud when we meet new people who previously had a chosen agency and we quickly demonstrate we are worthy of that status. As an example, our current client at Arbor Networks joined from a competing PR agency. While LP&P was extremely proud of the results it had been generating for Arbor, a change in marketing or company management can lead to change no matter the situation. In this situation, less than three months after working with our new client, he called to tell us that a colleague of his at another company asked for PR firm recommendations. He said that not only did he not suggest his colleague talk to his former agency, but he suggested that he not bother with any other agency and just speak with LP&P. To answer the question specifically, however, there are many reasons we maintain long term, successful relationships with our clients: LP&Ps clients have partnered with us to provide the business context as a backdrop to their public relations program. Because of this collaborative approach, LP&P has become a team of individuals that operates as an extension of the internal client team. LP&Ps commitment to understanding each clients business has enabled the agency to act as a valuable resource in helping the client anticipate changes in its market and adapt its position and messages accordingly to ensure that the company remained a leader in its market

LP&P works within a 6-9 month window of visibility thereby creating a roadmap of activities that works to support a larger effort and creating a program that is ahead of the competitors. LP&P is given access to the highest levels of the organization who have a firm commitment to strategic communications. LP&P delivers on-message coverage across key media and industry analyst targets that help clients achieve sustained leadership in their respective markets.

What is the average term a client works with your agency? LP&P has had many longstanding partnerships throughout our 23 year history. The average minimum tenure of an LP&P client relationship is two years. More than 60 percent of our current clients have been with LP&P for more than three years. In the event that a client relationship has been terminated, nearly 90 percent has been due to a change in the funds available for marketing or a change in PR strategy driven by a change in management or the companys market focus. Do you have any clients that might pose a conflict to managing our account? Answer depends on prospect.

Account Team Related Questions Describe the team structure and how resources would be allocated to us. One of the most important aspects to successful account management is the approach to staffing. Our approach dictates how we work with each client and interact as a team. While each LP&P team is customized to map to the clients organizational and communications team structure, most accounts are staffed in a similar fashion with a dedicated set of individuals at various levels, dependent on the scope of the client engagement. With staffing, our goal is to deliver services in the most cost-effective and leveraged model possible. Account teams comprise three levels of service professionals. Vice Presidents LP&P assigns a vice president to own each account. Vice presidents at LP&P have 10 to 20 years of high-tech PR and communications experience and they are responsible for setting the strategic direction of the account team. They interact with the clients executive management and communications contacts on a regular basis to develop messages, positioning and make strategic program recommendations. Vice presidents are heavily involved with their clients and account teams throughout the execution of important initiatives such as product launches, tours and crisis communications which is an area we know sets us apart. Our vice presidents work hands-on with account teams. We have many clients who will tell you about the creative and valuable contributions made by our senior staff on a regular basis. In addition, vice presidents participate in the writing of key materials, ensuring that documents meet both the strategic content and quality levels required. Furthermore, LP&P vice presidents maintain relations with media and analysts and leverage their relationships for clients when pitching and arranging meetings. Account Managers Account managers act as day-to-day contacts for their clients. They work closely with client contacts on the development and execution of the various PR programs. They operate on a strategic level, working on planning, positioning, and making strategic recommendations, and on a tactical level managing team activities, pitching media, and developing written materials. Account managers are also responsible for managing budgets, ensuring that LP&Ps services and priorities are in line with the budget authorized by the client.

Account Representatives (ARs) LP&P has three levels of account representative: Senior ARs, ARs and Associate ARs. The number and mix of representatives assigned to an account depends on the scope of work. The typical model is for at least two individuals at this level to work on an account. Account representatives are responsible for the implementation of the various programs, including: proactive pitching, tours, pursuing editorial calendar opportunities, developing product reviews, pitching speaking opportunities, and activity and measurement reporting. Please provide brief bios for the team you would assign to our account. Answer depends on the prospect/team members assigned.

Please provide client references for the PR representatives. Answer depends on the prospect/team members assigned. Who would be responsible for managing timelines and budgets? The account manager is responsible for managing timelines and budgets. How do you handle staff turnover on accounts and what role do you typically want/allow the client to play in this process? LP&P is aware of the importance of team consistency. We understand that chemistry is an important part of making your PR team successful. To that end, LP&P encourages an open line of communication between the client and team management as to the performance of the team on an ongoing basis. In addition, LP&P conducts formal surveys once a year asking for detailed information on each member of the team and their performance on the account. If for any reason a particular team structure is not meeting the needs of the client we are willing to work with them to find a viable solution. On average, 42 percent of our employees have been with us for more than 5 years, and 27 percent over 10 years. Therefore, it is not often that we incur staff turnover on our accounts. In the event turnover does occur, LP&P is committed to ensuring a seamless transition. LP&P is very aware how important team consistency is. When turnover occurs due to account needs or employee promotions, LP&P strives to make it as seamless as possible for the client. Replacements within the agency are sourced for expertise and chemistry. Ramp-up costs to bring the team member up-todate on the account and the company and its technology is absorbed by the agency. Most of our clients leave it to us identify a suitable replacement. On occasion, clients have wished to have input and meet a proposed new team member and we are happy to accommodate them.

How are new account team members brought up to speed on the account? LP&P is very aware how important team consistency is. When turnover occurs due to account needs or employee termination, LP&P strives to make it as seamless as possible for the client. Replacements within the agency are sourced for expertise and chemistry. Once the new team member has been selected and added to the account, he or she is provided with background materials and a variety of briefing session with the team leads. We also bring new team members into team meetings as active listeners and leverage the clients training materials to get up to speed. Ramp-up costs to bring the team member up-to-date on the account and its technology is absorbed by the agency. Most of our clients leave it to us identify a suitable replacement. On occasion clients have wished to have input and meet a proposed new team member and we are happy to accommodate them.

Industry Experience Related Questions Describe your experience within our market. Answer depends on the prospect.

Please provide case studies demonstrating your familiarity within our market. Answer depends on the prospect. All Case Studies can be found in the Case Study Database here: notes://ARMSTRONG/85256F43006E8F1F

Program Related Questions It is helpful for an agency if you describe the representative objectives, strategy and tactics you would employ to implement the proposed communications program. If you do provide the agency with the above information then you could ask: Describe how you would propose to address the General Communications Needs and the Programs Audiences based on the representative objectives, strategy and tactics provided. Answer depends on the prospect. If you do not provide the agency with the above information then you could ask: Please propose what your agency thinks should be our representative objectives, strategy and tactics and describe how you would propose to address the General Communications Needs and the Programs Audiences based on your suggestions. Answer depends on the prospect.

Budget Related Questions How do you bill for services? LP&P invoices according to a time and materials model, which is based on an hourly fee schedule. Staff resources will be assigned to COMPANY NAME to adequately address the recommended programs at the suggested budget level. We have more than 20 years experience in delivering satisfying results to our clients. Our strength is driven by our seasoned senior management team, many of whom have more than 15 years experience in delivering communications services. They understand how to use the dollars invested in PR most effectively to drive the most value based on our clients business objectives. To maximize productivity, PR staff members are regularly given trainings by the agency and provided best practice sessions to help them deliver the most effective client services with as much expediency as possible. Managers have biweekly round tables where they share their experiences so they can be utilized across the agency. LP&P clients benefit from what we call the serendipity factor of having non-competing clients in similar markets so they benefit from information such as that on reporters and opportunities -- being regularly shared across the teams and agency. When possible LP&P leverages best practices and utilizes existing materials and information, enabling team members to focus the bulk of their efforts on value add activities. LP&P does not use its support services as a profit center -- these services are billed back across our client base with no markup. Our standard hourly billing rate structure was not designed to cover out-of-pocket expenses so instead of increasing our billing rates, LP&P bills back those (and any related) expenses incurred on behalf of our clients at cost. These fees generally include travelrelated expenses, press release distribution/wire service fees, phone and online research fees. And, in many cases, we are also able to pass along negotiated discounts to our clients. For example, clients of LP&P are entitled to a 10 percent discount for distributing press releases using Business Wire and a 30 percent discount for press releases distributed using PR Newswire.

These out-of-pocket expenses described above are in addition to the agreed upon monthly minimum and typically amount to five to seven percent of the monthly services fees. Billing Rates as of 9/7/10: Principal ................................................................ hour Executive & Sr. Vice President of Client Services .. $280.00 per hour Vice President of Client Services ... $250.00 per hour Senior Account Manager$205.00 per hour Account Manager ......... $195.00 per hour Senior Account Representative .......................................$175.00 per hour Account Representative ............................................... $160.00 per hour Associate Account Representative ..................................$135.00 per hour Administration ................................................................ $100.00 per hour Intern $ 65.00 per hour If you are providing the agency with a budget then you could ask: How would you allocate resources to the budget provided? Answer depends on the prospect. $320.00 per

If you are not providing the agency with a budget then you could ask: Please suggest a budget that would encompass the program components listed above and describe how you would allocate resources in accordance with that budget. Answer depends on the prospect. What is your mark-up for project managing other service vendors and/or for outof-pocket expenses? LP&P does not use its support services as a profit center these services are billed back across our client base with no markup. Our standard hourly billing rate structure was not designed to cover out-of-pocket expenses so instead of increasing our billing rates, LP&P bills back those (and any related) expenses incurred on behalf of our clients at cost. These fees generally include travelrelated expenses, press release distribution/wire service fees, phone and online research fees. And, in many cases, we are also able to pass along negotiated discounts to our clients. For example, clients of LP&P are entitled to a 10 percent discount for distributing press releases using Business Wire and a 30 percent discount for press releases distributed using PR Newswire.

Miscellaneous Questions Describe the firms practice in starting a new account. What do you do? What do you need/expect us to do? LP&Ps engagement with COMPANY NAME would begin with the account team engaging in a series of information transfer sessions with the appropriate senior executives, marketing managers and product managers who can provide perspective on the companys positioning, marketing communications strategy, competitive issues and key target market segments. At the initial kick-off meeting with a new client, LP&P strives to understand as much about the business as possible including business/revenue drivers, partner initiatives, customer segments, and customer buying patterns, all of which allow us to craft and implement a PR program that works with the overall marketing plan to positively impact sales. Together, the client and the LP&P agency are able to formulate a set of objectives, strategies, and activities. From a messaging standpoint, LP&P would ask COMPANY NAME to submit copies of marketing plans, communications presentations, and any other materials that would allow the PR team to truly understand the business. This is important for three reasons. First, by reviewing the key marketing and business materials, we are able to comprehend what mediums and outlets are important to the company in terms of target market and organizational title that the sales team is focused on. Second, by reviewing the marketing schedule, public relations is able to secure copies of advertorials, direct mail, and other content that can be reviewed for consistency of messaging, timing of disclosure of key company initiatives and possible leverage by public relations. Finally, it is useful to be aware of what leverage is available in securing coverage for our clients by being aware of the resources being devoted by our clients to specific media outlets.

Based on the initial sessions and a review of past program strategies and tactics, the account team will then develop an initial strategies and tactics recommendation for COMPANY NAME over an agreed-upon timeframe typically three to six months. Based on feedback to the short-term and long-term recommendations, finalized plans will be developed, tactical programs will be mapped out and assigned and budget allocations will be drawn up.

What do you feel makes for a successful client/agency relationship? In our experience, the most effective PR programs stem from two key characteristics: a strong client/agency partnership in which the agency acts as an extension of the clients organization, and a commitment to PR inside the client organization that extends from the internal PR team to the C-suite and everywhere in between. We call the first mentioned above the borderless team approach in which the client and the agency team members work together so closely they can practically be interchangeable, as necessary, in meetings and activities. In addition to striving for a borderless team with our clients, we seek a true partnership that begins with a commitment to PR from the highest levels of the client company. In the most ideal situations, this also means there is an understanding throughout the client organization of how everyone needs to contribute to the program by offering anecdotes, information, opinions and perspective whenever possible and in a timely manner. When this is the case, weve experienced collaborative relationships that generate stellar results.

Add any additional items you believe are relevant to the management and execution of this program. Answer depends on the prospect.

To include Lois Paul & Partners in your agency review please send your RFP to Rich Wadsworth, Richard_Wadsworth@lpp.com. For more information about LP&P please visit us at: www.loispaul.com.