More advice for preparing the perfect RFP

An agency’s director of marketing and development offers a clearer road map for what do to—and what not to do—when preparing a request for proposals.

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A special assignment. This is often requested in the form of a six-month PR plan or something along those lines. At the RFP stage, spec work should not be requested. Save the special assignment for the presentation stage—this will give you something tactical to review as a group and see how the finalists stack up. • A request for references. There’s no need to ask agencies to hand over the names and contact details of their most trusted advocates at the proposal stage. Save that for the post-presentation stage when you’re actually going to contact the references of your finalists.

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