In the luxury public relations (PR) and marketing space, we pride ourselves on crafting stories that stir emotion, spark conversation, and lift brands beyond the transactional.
But when it comes to tendering for new business, the process often feels like the antithesis of everything we stand for. It’s not about resonance, it’s about ratios.
Tendering in the PR industry has become a numbers game. Not just in terms of budget, but in volume, visibility, and velocity.
Agencies are increasingly judged not by the depth of their storytelling, but by how many boxes they tick, how many credentials they can stack, and how many tenders they can churn through in a quarter.
The Metrics That Matter (Too Much)
Volume over vision: Agencies are encouraged to submit for every opportunity, regardless of strategic fit. The logic? If you throw enough darts, one will hit the bullseye. But this scattergun approach dilutes brand integrity and burns out creative teams.
Compliance over creativity: Tender documents often prioritise rigid criteria, insurance thresholds, team bios, risk matrices, leaving little room for the emotional nuance that defines great PR.
Price over partnership: Competitive pricing is king. Even in luxury sectors, where value should be measured in impact and alignment, tenders often reward the lowest bid rather than the most compelling story.
Why This Undermines Strategic PR
Public relations is not a commodity. It’s a relationship-driven, context-sensitive craft. Yet the tendering process treats it like a procurement line item. Agencies are forced to reduce their magic to a spreadsheet, stripping away the very qualities that make their work memorable.
This numbers first culture also disadvantages boutique agencies. We may not have the bandwidth to respond to ten tenders a month, but we bring depth, agility, and bespoke thinking that larger firms often can’t match. When tenders become a volume game, nuance loses.
Reframing the Game
It’s time to challenge the tendering status quo. Here’s how:
Curate don’t chase: Agencies should be selective, responding only to tenders that align with their ethos and audience. Quality over quantity isn’t just a creative mantra, it’s a strategic imperative.
Pre-tender positioning: Build visibility before the RFP drops. Thought leadership, media presence, and strategic networking can shift perception and influence decision-makers long before the formal process begins.
Narrative-led submissions: Even within rigid formats, inject story. Use case studies, testimonials, and thematic framing to make your bid unforgettable. Numbers may get you shortlisted, but narrative wins hearts, and contracts.
Final Thought
Tendering will always involve numbers. But in PR, numbers should support the story, not replace it. Agencies that balance strategic selectivity with emotional resonance will not only win more tenders, but they’ll also redefine what winning looks like.
