PR Agency Services
A practical guide to understanding what the buyer really wants and how to build a winning response.
The biggest clue isn't just about PR
When I look at this tender, I see something beyond just providing PR services.
Fresh and Balance are tackling two major public health issues: smoking and alcohol harm.
This isn't just about publicity.
It's about changing behaviour and influencing policy.
That's the mindset you need.
They're looking for a partner who can make these issues resonate on a national stage, not just a company that can write press releases.
The contract covers PR Agency Services for Fresh and Balance, the North East's integrated programme focusing on reducing tobacco and alcohol harm. You'll be working with two well-recognised brands to deliver campaigns and engage stakeholders locally and nationally.
Remember who you're trying to convince
The end users aren't just the general public.
They're policy makers, community leaders and health professionals.
Fresh and Balance want to motivate these groups to take action.
The messages need to be compelling enough to drive change.
If I were writing this bid, I'd focus on how my strategies have previously influenced decision-makers and led to tangible outcomes.
Think about behaviour change
This isn't just about awareness.
It's about triggering behaviour change.
The strands of communication are clear: quitting smoking, reducing exposure to second-hand smoke and encouraging responsible drinking.
Your strategies need to be evidence-based and demonstrate a track record of driving change.
I'd emphasise any past successes in campaigns that led to measurable behaviour shifts.
Pay attention to what they say
Fresh and Balance have outlined key priorities.
A year-round presence in news and social media.
A strong return on investment.
Building support among stakeholders.
These aren't just goals.
They're expectations.
If I were crafting this proposal, I'd highlight how my approach ensures continuous media engagement and maximises ROI through strategic planning and execution.
Evidence always beats promises
One thing I noticed in my public sector days is that lots of bidders make bold claims.
Few back them up with evidence.
If you have case studies, testimonials or data that demonstrate past success, now is the time to use them.
- Case studies showing successful behaviour change campaigns
- Testimonials from past clients highlighting your influence on policy
- Analytics demonstrating ROI on previous campaigns
Don't underestimate the importance of partnerships
This isn't a solo gig.
Collaboration is crucial.
Fresh and Balance want to build partnerships across the health system and within communities.
Your proposal should show how you'll foster these relationships and work collaboratively to achieve shared goals.
If I were you, I'd detail past experiences where partnerships amplified campaign impact.
Hold standards over the whole term
Consistency is key.
This contract runs for four years, with possible extensions.
Maintaining high standards throughout is non-negotiable.
I'd want to see a robust plan for regular performance reviews, adapting strategies as needed and ensuring continuity even when team members change.
One thing I'd keep reminding myself
This contract isn't just about delivering PR services.
It's about making a difference.
Every campaign needs to be tested against this question: "Will this drive the change Fresh and Balance need?"
If it doesn't, it won't be enough.
Common mistakes
Avoid submissions that:
- Focus solely on traditional media without a strong online strategy
- Fail to demonstrate past success in influencing behaviour or policy
- Overlook the importance of building stakeholder partnerships
- Lack evidence of ROI from previous campaigns
- Ignore the dual focus on tobacco and alcohol
- Present generic PR solutions without tailoring them to the specific goals of Fresh and Balance
My Final Thoughts
Fresh and Balance are looking for more than a PR agency.
They're seeking a partner who can join them in a mission to reduce tobacco and alcohol harm.
With the contract valued at £120 million and running until 2031, potentially extending to 2035, they need assurance that you'll maintain quality throughout.
Quality carries significant weight, so your written submission must be strong.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
Kim
Founder, Bid Trawler
P.S. - Got a Question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
Ready to decide whether this contract is worth bidding?
View the opportunity on BidTrawler and access everything you need to make an informed decision, including the full tender information, direct access to the tender documents, the current supplier, who's winning similar contracts, who else may be bidding, buyer intelligence, our exclusive Inside View, your personalised Winnability Score and an AI-powered contract review.
View the Full Contract & Exclusive Inside View on BidTrawler →
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
Ready to decide whether this contract is worth bidding?
View the opportunity on Bid Trawler and access everything you need to make an informed decision, including the full tender information, direct access to the tender documents, the current supplier, who's winning similar contracts, who else may be bidding, buyer intelligence, our exclusive Inside View, your personalised Winnability Score and an AI-powered contract review.
View the Full Contract & Exclusive Inside View on Bid Trawler →About our "How to Win This Contract" guides
Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.