Category: How To

A well-structured PR RFP template gives you control over the process and sets the stage for stronger partnerships. By defining your PR objectives, background, scope, and evaluation criteria, you make it easier for agencies to respond with proposals you can actually compare. This blog post walks through eight key steps on how to draft an RFP for a PR agency that attracts the right partners, keeps the process efficient, and positions your company to prove PR ROI to executive leadership.

B2B tech PR metrics should show business impact, not just visibility or vanity numbers. Effective measurement connects earned media to market credibility, stakeholder interest, AI visibility, and growth outcomes. Key metrics include share of voice, unique monthly visitors, publicity value, social shares, direct web traffic, referral traffic, qualitative feedback, and Answer Engine Optimization visibility in tools such as ChatGPT, Gemini, and Perplexity. Ad Value Equivalency can provide context, but it should not stand alone because it misses credibility, sentiment, and message alignment. The strongest PR scorecards tie coverage to engagement, pipeline influence, competitive positioning, and measurable ROI.

“If you’ve worked with general PR firms that didn’t understand your complex B2B tech solutions, prioritize finding a partner with deep experience in your industry—or one that shows a strong commitment to learning your technology inside and out.”