Strategic Public Relations and Communications Services

The vendor is required to provide that strategic public relations and communications services from public relations firms to assist with press and media relations including, but not limited to, increasing general awareness and brand recognition and its initiatives, proactively seeking coverage for research and other environmental initiatives related to the park’s unique estuarine sanctuary, and securing earned media for public programs and other initiatives, as well as providing advice and guidance on incoming and time-sensitive emerging issues and public notifications.
- The selected firm’s responsibilities will include the following services:
1. Media strategy development:
• Create and implement a media strategy that supports the goals of river park, and that positions the trust as a leader in urban park development and stewardship, and in cultural and environmental programming.
• Develop messages and identify select park programs and initiatives, timing strategies, target audiences and channels for effective dissemination.
2. Secure media coverage:
• Generate news releases, story placement plans, pitch angles and talking points for use in attracting media coverage for the park and its initiatives.
• Cultivate relationships with key journalists and media outlets across print, digital and broadcast platforms.
• Secure coverage in top tier publications, news outlets and online platforms that reach target audiences.
• Develop and disseminate press materials, including FAQS or messaging summaries when needed.
3. Media relationships:
• Anticipate inquiries based on current and planned park activities and serve as point person for press inquiries.
• Assist with issues management and/or crisis communications, as needed.
• Provide rapid response if needed to address emerging issues and maintain a positive image for the trust.
4. Coordination:
• As directed, coordinate with the press offices of state and city officials and agencies, and for other elected officials, and with other park partners.
5. Brand awareness:
• Generate and amplify awareness of our work, including diverse aspects of the park, such as estuarine sanctuary efforts, free cultural, lifestyle and fitness programs, economic development and urban revitalization, the environment, sports and recreation and community news.
• The trust’s audience to attend programs and events, raise awareness of potential partnership opportunities.
• If requested, support drafting of op-eds, articles or thought leadership pieces from trust staff and/or in securing speaking opportunities to raise the profile of the trust and its work.
6. Support:
• Prepare weekly news roundups of news stories, including and related to the park and its competitors, progress reports and relevant news analysis.
• Provide support for organization and management of any press events including creating and disseminating the required materials and providing staff, as necessary.
• Attend occasional community or other public meetings to support trust staff with press inquiries or issues management.
• Develop and support staff in their interactions with the press by providing key messaging, talking points and coaching where needed.
- Contract Period/Term: 5 years
- Questions/Inquires Deadline: March 13, 2025