Big PR agencies normally have 5-10 pitches and RFP responses every week. Now the RFP responses and pitch presentations that we give and what we include in them vary from client to client. Some clients give out clear briefs on what they expect from the PR agency in the initial meeting. Now others don’t have any specific brief. They leave it all to the PR agencies. Now lets talk about this second variety and list down what we present to them.

Agency Credentials - Introducing your agency is something you cant skip.

Relevant work experience/ case studies - companies you have worked for in similar vertical.

Team Profiles - Some agencies make it mandatory to include the profiles of their key people.

Industry Understanding - You can create a good impression if you talk something good about the industry in which the client operates.

Media dipstick - Proactive agencies run a short media dip stick survey on the industry and the client vis-a-vis competition and put the results as part of their presentations. Something that the clients loves.

Headline Recommendations - Recommending some top notch ideas for the client on how to take the PR campaign forward.

Timelines - Some agencies go into length and define the timelines and monthly activities in detail about say how to launch a campaign, etc.

Financials - Approximate quote of the PR agency based on the scope of work the agency envisage.

Is there anything else? Please leave your feedback on the comments. Also, what do you think is the most important factor for a company while choosing a PR agency? I know there cannot one single factor, but do give your vote to the one you think is most important in the poll below.