Public Relations Support Services

The Vendor is required to provide public relations (PR) agency to elevate its brand reputation and increase earned media opportunities and placements.
- Agency will increase agency visibility through strategic media relations, plan and execute media events, elevate agency leaders and spokespeople, and provide crisis communications support.
- The agency will work closely with agency marketing and communications teams, the latter of which includes a director of communications and two PR managers.
- Communications and PR support to help engage and convert new customers, advance agency goals, and assist with crisis communications as needed.
- The selected PR agency will be responsible for:
•    Strengthening agency brand presence in consumer, travel, and endemic industry media.
•    Positioning agency as an integral part of agency transportation network.
•    Elevating media relations and securing earned media coverage.
•    Providing crisis communications support in urgent matters.
•    Enhancing agency reputation through thought leadership, award submissions, and executive visibility.
- Media Relations & Consumer PR
•    Drive media relations strategies that generate earned media coverage in consumer, lifestyle, transportation, and other relevant publications.
•    Build and maintain relationships with key media outlets, journalists, bloggers, and influencers.
•    Craft compelling media pitches, press releases, op-eds, and media alerts to generate coverage.
•    Identify and secure media interview opportunities for agency spokespeople.
•    Monitor and report on media trends and coverage related to transportation, sustainability, and mobility.
- Major Campaign PR Strategy & Execution
•    Consult on annual PR strategy and tactical plan aligned with agency business objectives.
•    Develop earned media strategy for major initiatives, such as infrastructure enhancements, schedule modifications, and issue positioning, among others.
•    Identify key target audiences and tailor PR messaging for specific service lines (e.g., SB line, weekend leisure, and commuter ridership).
•    Collaborate with agency internal marketing and social media teams to ensure a unified campaign rollout.
•    Conduct media research and audience segmentation to maximize impact.
- Media Events & Large-Scale PR Activations
•    Plan and execute high-profile media events, press tours, and influencer activations to generate buzz around agency.
•    Support large-scale event communications, including the 2026 FIFA world cup, 2028 Olympic and Paralympic games, and other future global or regional events that impact agency ridership.
•    Manage press conferences, media briefings, and special media ride-a-longs to showcase agency value.
•    Secure high-profile spokesperson interviews and media placements around these events.
- Crisis Communications & Rapid Response
•    Provide real-time media handling in the event of large-scale service disruptions, high-visibility safety incidents, or reputational risks.
•    Train executives and spokespeople to effectively handle press inquiries during crises.
•    Draft holding statements, talking points, and media responses for urgent matters.
- Executive Visibility & Thought Leadership
•    Position agency executives as transportation thought leaders through speaking engagements, op-eds, content for owned channels, and media commentary.
•    Develop strategic award submissions that highlight agency leadership, innovation, and impact on mobility.
•    Identify and pitch panel opportunities and keynote speaking engagements at major industry conferences.
- Multicultural & Inclusive PR
•    Develop PR strategies that resonate with agency diverse communities.
•    Ensure culturally competent media outreach, messaging, and campaign execution.
•    Engage multicultural media and community influencers to expand agency reach.
- Measurement & Reporting
•    Provide regular media activity reports with coverage metrics and impact analysis.
•    Track key performance indicators (KPIS), such as audience reach, sentiment and engagement levels, and ad-equivalent value.
•    Offer insights and data-driven recommendations for continuous PR strategy improvement.

- Contract Period/Term: 1 year
- Pre-Proposal Conference Date: October 1, 2025
- Questions/Inquires Deadline: October 9, 2025