RFP BEST PRACTICES

Write a stronger RFP. Build a stronger partnership.

The PR Council’s RFP guidance helps companies and brands create clearer, more strategic RFPs — and find agency partners who can deliver real business value.

Already have a draft? Use our AI-powered tools to evaluate your RFP against 12 industry best practices before you send it.

The PR Council standard

12 best practices for a productive agency search

Free one-pager (PDF) ↓

  1. Confirm your team is aligned before launching the search.
  2. Be intentional about who you invite.
  3. Use a staged process with clear requirements.
  4. Define the business problem and what success looks like.
  5. Share the budget and all non-negotiables.
  6. Clarify expectations for AI use.
  7. Explain how agencies will be evaluated.
  8. Set a realistic timeline and honor it.
  9. Share background materials and connect agencies with decision-makers.
  10. Keep a committed selection team involved throughout.
  11. Leave time for discussion in the pitch.
  12. Close the loop and provide constructive feedback.

Put the guidance to work with AI

Choose your tool

All three use the PR Council’s 12 RFP best practices to analyze your draft RFP and provide practical, actionable feedback.

Quickest

RFP Audit Prompt

Best forA quick, one-time review
SetupNothing to install — just copy, paste, and upload your RFP.
Works inYour preferred AI platform
You getFeedback based on the same 12 best practices

Download the prompt

For individuals

RFP Audit Skill

Best forIndividuals adding the PR Council RFP Audit directly to their own ChatGPT or Claude account
SetupDownload as a ZIP file and install it once in your account
Works inChatGPT or Claude
You getA structured assessment with prioritized recommendations and suggested language

Download the skill

For organizations

RFP Audit Plugin

Best forOrganizations that centrally manage and distribute approved AI tools through a workspace or plugin directory
SetupYour AI administrator adds it to your organization’s workspace
Works inChatGPT or Claude
You getThe same analysis as the Skill, available to everyone on your team

Download the plugin

The Skill and Plugin use the same PR Council review methodology and produce the same type of analysis. See step-by-step setup instructions →

How it works

In just a few minutes, you’ll get a clear assessment of your RFP and recommendations for improvement.

Choose your option

Download the Skill or copy the Prompt.

Upload your RFP

Add your draft RFP in your preferred AI platform.

Get your review

Receive feedback on what’s working well, what could be strengthened, and what may be missing.

Make it stronger

Use the recommendations and suggested language to refine your RFP before sending it to agencies.

Why it matters

Get better responses

A well-structured RFP attracts more relevant, higher-quality proposals.

Save time

Give agencies the information they need upfront, so you can focus on the best-fit partners.

Set the right expectations

Be clear about objectives, scope, and how success will be measured.

Build stronger partnerships

Start the relationship with transparency, alignment, and a shared understanding of value.

Ready to write a stronger RFP?

Try the RFP Audit Prompt or Skill today.

A more strategic RFP leads to better conversations and better outcomes.

What’s useful? What could be clearer? Tell us how we can make these materials more helpful for you. Share feedback →