Public Relations and Marketing Services

The Vendor is required to provide for public relations and marketing services for the department.
- Public relations encompasses the following:
•    Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization.
•    Counseling management at all levels in the organization with regard to policy decision, courses of action and communications – including crisis communications- taking into account their public ramifications and the organization’s social or citizenship responsibilities.
•    Protecting the reputation of an organization.
•    Researching, conducting and evaluating, on a continuing basis, programs of action and communications to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fundraising; employee, community or government relations; and other programs.
•    Planning and implementing the organization’s efforts to influence or chance public policy.
•    Setting objectives, planning, budgeting, recruiting and training staff, developing facilities – in short, managing the resources needed to perform all of the above. 
•    Overseeing the creation of content to drive customer engagement and generate leads.
- Lastly, the following are some of the disciplines/functions within public relations:
•    Corporate communications
•    Crisis communications
•    Executive communications
•    Internal communications
•    Investor relations communications
•    Marketing communications
•    Integrated marketing/integrated marketing communications
•    Media relations
•    Content creation
•    Events
•    Social media
•    Multimedia
•    Reputation management
•    Speechwriting
•    Brand journalism
- Goals in need of immediate support:
•    Develop statewide public recognition, awareness, and understanding of the department and its critical role in serving the citizens statewide. 
•    Develop PR materials and outreach services that promote recruitment (and retention) of a competent and dedicated workforce.
•    Regularly maintain and update the department website.
•    Maintain and update the department website for the public education of the department and employment recruitment for the department.
- The public relation services shall include but not limited to the following:
•    Developing news releases and conducting press events, interviews for the public education of the department and employment recruitment for the department.
•    Developing new branding, including but not limited to themes, logos, phrases, stories, visuals, etc. For the public education of the department and employment recruitment for the department.
•    Developing print, radio, television, or online ads, etc. For the public education of the department and employment recruitment for the department.
•    Regularly create and post on department social media platforms (e.g., Facebook, Instagram, YouTube, etc.) For the public education of the department and employment recruitment for the department (e.g. Recruitment posts of uniform and support staff). 
•    Developing banners, fliers, etc. For the public education of the department and employment recruitment for the department.
•    Develop department newsletter and assist with distribution as requested.
- Public Relations
•    Press releases: create and disseminate press releases as needed for (but not limited to) launch of programs, events, conferences, workshops, and to help highlight successful outcomes of various department efforts.
•    Pitching: prepare, negotiate, research, write, coordinate and secure advertorial segments for coverage which includes developing pitches for department priority initiatives/events to major news outlets. Obtain coverage via news segments, articles, blogs, op-eds commentaries, or other appropriate media placement.
•    Feature writing: research, write and coordinate feature interviews with high level government officials, stakeholders and partners as needed for events/priorities of relevance to department . Release interviews features to different media outlets on TV, print, online, etc.
•    Media preparation and management: preparing and reviewing key talking points for department representatives before scheduled media engagements. This includes any media training and coaching prior to engagement. Also coordination and management of photography/videography services with local media and professionals on event day.
•    Crisis management: manage, handle and provide guidance for any and all issues that may develop with (but not limited to) the media and community
- Marketing
•    Social media management and content creation: create a content marketing plan to promote department programs, staff and upcoming events through social media. This includes highlighting successful outcomes and significant partnerships for department programs, events, and conferences. The offeror is to work with department on a plan for scheduled content release on a regular basis, and to manage social media accounts at department request.
•    Email marketing: create eblast to promote programs and events as needed. The offeror to use their own email marketing platform, if necessary, as requested.
•    Fact sheets/presentations: assist in the review and/or content creation for presentations and fact sheets.
•    Graphic design needs: conceptualize, develop, design and layout material necessary for any marketing needs in correlation to this work. Graphic design rights to be owned by department, and may be used in areas for media, website, social media, annual report, fliers, fact sheets, etc.
•    Videos/photos assets. Coordination and content creation of videos and photography as needed and requested by department. Assets to be used to help market programs/events, and/or highlight successes of department success stories.