Public Relations and Media Services

The Vendor is required to provide services related to public relations and media outreach as needed for the purpose of:
• Driving awareness of the pacific surfliner train and thruway bus service
• Generating media coverage and engagement with pacific surfliner brand
• Promoting visibility of the pacific surfliner within communities served
• Increasing ridership, positive brand associations, and visibility of the pacific surfliner
• Identifying opportunities to expand reach and influence in target markets
• Promoting brand goodwill with key media partners.
- Service categories and supplement agency in-house marketing and communications staff as well as work with external vendors contracted for specific marketing specialties including web development, social media marketing, field marketing, videography, and advertising.
- Public Relations and Media Outreach
• Develop and implement targeted public relations (PR) campaigns to generate featured articles and related publicity. 
• Write and distribute press releases to print, digital, and broadcast media. 
• Pitch stories and develop media contacts across industries including transportation and tourism.
• Assist with servicing the agency's news release distribution account, including managing media lists, updating contacts, and building targeted distribution lists with print, digital, and broadcast sources from local, regional, and national media outlets.
• Utilize media monitoring tools to track coverage, provide reporting, and identify opportunities to protect and enhance the pacific surfliner brand.
• Provide consultation for crisis management, as needed.
• Manage media requests, supplying draft responses, drafting talking points for interviews, and arranging interview logistics, as needed.
• Build and maintain relationships with the media on behalf of the agency.
• Maintain and update the pacific surfliner media room and editorial calendar.
• Plan and execute media events that build positive visibility in key markets.
• Coordinate group and independent media familiarization trips including handling travel arrangements and correspondence with business and tourism partners.
- Target audiences range from broad (general public with the goal of increasing awareness) to narrowly defined (such as customers who are no longer using the service or who are not riding as often, with the goal of encouraging them to book travel).
- Other tangible outcomes include email acquisition, social media growth, trial usage, and promotional redemption.
- General advertising along the corridor is necessary to generate a high number of impressions and create interest in the pacific surfliner service while highlighting key selling points, such as scenic views, stress-free travel, and the comfort and convenience of onboard amenities. 
- New marketing channels will be tested to more effectively reach both existing audiences and new markets.
- Investments may include digital, outdoor, print, and broadcast advertising, as well as partnerships with local sports teams and visitors bureaus.
- Staff will plan and implement short- and long-term integrated advertising and outreach campaigns to increase market share and strengthen customer relationships. 
- Staff will identify target markets and develop comprehensive media plans focused on boosting brand awareness and encouraging travel bookings to support ridership recovery efforts. 
- Regular reporting and data analysis will provide opportunities to refine campaigns to maximize return on marketing investments.
- Efforts may include investments in sponsorships, memberships, and advertising programs that are coordinated through strategic partnerships with convention and visitors bureaus, collegiate and professional sports franchises, live event promoters, and local event producers.
- Budget: $60,000
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: June 26, 2025