Public Relations Services

The Vendor is required to provide public relations to produce a comprehensive public communications and outreach program for the parks.
- Requirement:
1. Communications/public relations plan
• Create and present an annual communications/public relations plan with measurable outcomes.
• Identify target messaging.
• Identify and maintain media outlets (traditional and nontraditional).
2. Monthly reports
• Generate monthly communications reports using contractor’s media monitoring service account and parks search terms.
• Present results in monthly reports using data from media monitoring service agreed upon in writing between the county and contractor.
• Media tracking services including enews, web and print monitoring.
• Publicity values which estimate the price that professional media buyers would pay for that amount of exposure for that particular outlet and which provide a numeric value that allows you to compare the value of one article to another.
• Media tracking services shall include analytics and charting ability to create charts, graphs and reports that assess the frequency, reach, tone, media mix and publicity value for all coverage.
• Media tracking services shall be able to supply a monthly communications report including: broadcast, print, internet news, and social media; impressions and media value; and summary of month’s public relations activities.
- Media support
• Provide on-site media support and coordination as needed
• Serve as backup to parks communications staff as needed.
• Draft media talking points as needed.
- Press releases and follow-up
• Shall write, distribute and follow-up on monthly parks event calendar press releases.
• Shall write, distribute and follow-up on a maximum of 45 event/announcement press releases annually.
• Shall pitch stories, events and other promotional content to news media outlets for coverage on behalf of parks, including but not limited to print, digital and social media outlets.
• Create press kits that may contain but are not limited to photos, videos and graphics to be distributed to news media outlets.
- Newsletters
• Issue external newsletters at least once a month, but no more than 24 a year.
• Shall assist with gathering and writing content; format and lay out content into newsletter for distribution; and distribute as needed to existing subscribers, including parks staff, and aid with collecting new subscribers.
• Also expected to issue internal newsletter to employees bi-monthly by facilitating the format and content layout into a newsletter for distribution.
- Photography services
• Photography services and facility-based photography as needed for events, programs and other promotional purposes for a maximum of up to 45 occurrences.
- Video shooting and editing
• Provide video filming and editing services as needed to produce short (up to 10-minute) videos for events and other promotional/educational purposes, for a maximum of 45 occurrences.
• Research and write video scripts upon request.
• All scripts must be given final approval by the parks communications manager, public information officer or designee prior to production of video content.
- Assistance with social media
• Serve as backup to parks communications staff for creating and publishing social media posts to Facebook, Instagram and X (formerly twitter) or other sites approved for county use as needed, for a maximum of up to 40 posts per year.
• Create short social media videos (e.g. Reels and stories) as needed, for a maximum of up to 52 videos annually and administer social media-based contests and campaigns as needed.
• Research and write social media video scripts and posts.
• All scripts and social media content must be given final approval by the parks communications manager, public information officer or designee prior to production and posting on approved social media platforms.
• Insight on current social media trends as needed.
• Research other social media platforms and provide recommendations on current trends to best reach a broad demographic.
• Pitch content ideas and campaigns organized in a calendar format
• Monitor and report relevant metrics on all social media platforms as needed.
• Provide a report of relevant metrics on all social media platforms, including media coverage upon request.
- Purchasing and placing advertising
• Required to identify cost-effective advertising opportunities for selected events, then purchase and place the ad, at a cost not to exceed $10,000; place, execute and manage campaigns; develop consistent ad campaign creative; and print, web, social media and radio.