Inspired by Kevin’s blog post on the importance of clear and structured briefing processes, it feels like the perfect time to talk about why Digital PR projects and retainers need their own Request for Proposal (RFP).
Too often, DPR is tacked onto SEO briefs as an afterthought, but while the two are obviously connected, they’re definitely not interchangeable. DPR has its own unique objectives, inputs, and measures of success, which means it needs its own RFP framework to get the best results for both the client and the agency.
What is a DPR RFP?
A Digital PR RFP is a document that outlines what a brand is looking for from an agency partnership in relation to digital PR, from strategic goals to campaign expectations.
Unlike a traditional SEO RFP, which tends to focus on technical performance, keywords and rankings, a DPR RFP is about storytelling, audience connection and brand visibility driving further authority within categories.
It’s more than a formality. It’s an opportunity for both the client and the agency to assess whether they’d make good partners. A well-crafted RFP can reveal a lot about what a company will be like to work with. If something feels off at this early stage, trust your instincts. Moving forward with a bad fit benefits no one long term.
Signing a client that’s misaligned with your agency’s values or capabilities can lead to stress, wasted effort, and damage to both your reputation and your team’s wellbeing. And if you become known for work in a niche that doesn’t fit your long-term goals, it can be hard to pivot away later.
What should be included in a DPR RFP?
At a high level, a DPR RFP shares some similarities with an SEO RFP as you’re still trying to define inputs, outputs, and expectations. But the emphasis is different.
A strong RFP should clearly answer three fundamental questions:
1. Where are we now?
Provide topline information about how the business is performing, and how those goals connect to broader marketing and SEO objectives.
Where possible, tie these three elements together: business performance, marketing strategy and SEO/PR outcomes. This will show how DPR ladders up to bigger business objectives and helps agencies understand not just what you do, but why you’re doing it.
2. Where are we going?
Define what success looks like. What are growth targets and key metrics? How do they align with wider strategic goals?
Having clear, measurable outcomes helps agencies craft a roadmap that ladders up to the overall business vision.
3. How are we going to get there?
Before diving into strategy, clarify whether the RFP is asking for either:
- An overview of the agency’s typical approach; or
- A specific strategy and detailed execution plan
Understanding this distinction early will save everyone time.
It’s also crucial to establish who the agency will be working with day-to-day. Brand managers and SEO leads may share the same goals, but they’ll care about different things, and knowing that helps tailor the approach.
Finally, include any relevant business updates: new product launches, store openings, or market expansions. These context points can shape how agencies approach campaign timing and messaging.
The DPR-specific essentials
Once the groundwork is set, it’s time to focus on the DPR-specific details and this is where a DPR RFP truly stands apart from an SEO one.
Audience insights
This is arguably the most important section. You need to outline who the brand is talking to, and just as importantly, who they want to be talking to. Without audience clarity, even the most creative PR strategy will miss the mark.
Strong audience insight enables agencies to build campaigns that resonate, secure stakeholder buy-in, and deliver tangible impact.
If you don’t already have the knowledge on this then you can lean on other teams within your organisation to help build this out. A good starting point is:
- The distinction between target audience and ideal customer profile.
- What sales data is available & what does it tell you?
- What behaviours/pain points are there? (This might even be anecdotal but will be helpful insight to share)
The why behind the RFP
Be transparent about why the RFP exists.
- Are you moving on from an incumbent agency?
- Are you launching DPR for the first time?
- Have internal changes (like restructures or redundancies) prompted the need for external support?
This context helps agencies pitch appropriately and ensures they’re offering genuine value and not just ticking boxes.
Identifying opportunities
Where are the biggest opportunities right now and which ones might competitors be overlooking? Clear opportunity areas help agencies focus their thinking and demonstrate strategic creativity.
Also, clarify the timeline. A three-month project rarely delivers meaningful DPR results, whereas a six- or twelve-month partnership will allow for more strategic, measurable work and tangible results.
The pitch process
Outline what the pitching process looks like:
- How many agencies are involved?
- What are the key deadlines?
- What criteria will be used to evaluate responses?
Remember, the RFP process goes both ways. If the pitch feels rushed, vague or unfair, that’s often a red flag for what the long-term partnership will be like.
The key things agencies need to know
To help potential partners respond effectively, make sure your DPR RFP includes:
- Budget
- Current PR and SEO strategy
- Brand partnerships
- Available spokespeople
- Advertising activity
- PR team structure
- Audience personas
- Prioritised keywords and URLs
- Any additional relevant information
Final thoughts
A Digital PR RFP isn’t just about gathering proposals, it’s about setting the stage for a successful, mutually beneficial partnership. The clearer and more thoughtful your RFP, the better the responses you’ll receive and the more likely you’ll find an agency that truly gets your brand.
After all, a great RFP doesn’t just brief an agency, it builds the foundation for long-term success. If you’d like a template you can find one here.
