AARP Seeking Public Relations Firm – RFP Everything PR
**Everything PR Exclusive**
AARP, one of the largest and most-influential non-profit organizations in the United States is seeking a public relations firm of record, Everything PR has exclusively learned. The nonprofit, nonpartisan membership organization is dedicated to improving the quality of life for all people as they age. AARP provides information and resources; engages in legislative, regulatory, and legal advocacy; assists members in serving their communities; and offers a wide range of unique benefits, special products, and services to its members.
Current membership is nearly 38 million, with a high projected increase due to the aging of baby boomers and an intensive minority membership drive. To position itself for this unprecedented growth, AARP has embarked on a number of initiatives designed to optimize internal and external resources.
AARP is looking for a Vendor who will provide public relations support in conjunction with the AARP Media Relations team in and with AARP the Magazine, AARP Bulletin, AARP.org, AARP YouTube Channel content, Media Sales, Movies for Grown Ups, AARP member event and related events for the aforementioned media properties and initiatives.
Public Relations activities include:
Strategic Planning
The agency will develop media strategy plans on a quarterly basis. These plans will be delivered to AARP Media Relations on the 1st of each quarter and implementation will be coordinated through this department. In addition, a media plan will be necessary for each new cover of AARP the Magazine and the AARP Bulletin
Pitching/Outreach:
Create highly focused comprehensive media lists (traditional and online) comprised of national and regional media in consumer categories and have these available to the client as needed.
Create master pitches for the appropriate segments; conceptualize and execute consistent and periodic one-on-one editorial introductions to key newspapers; online, radio and television outlets; and magazines; media training and message point creation for primary.
The agency will be expected to coordinate regular face-to-face meetings/introductions of spokespeople with key reports to help build/establish relationships with the trade press.
Communicate to appropriate journalists via email and twitter with updates on AARP news, features, editorial coverage, events, etc. Press releases will be prepared and distributed on a case-by-case basis when news warrants such release and as approved by Media Relations. The agency will also be expected to develop and craft story ideas/angles/hooks and initiatives and insert AARP experts into relevant stories/outlets.
Event Management:
The vendor will assist the Media Relations team in planning and executing special events in support of AARP initiatives. This can include VIP lunches to recognize the new cover person of AARP the Magazine, film festivals/award shows, national member events and SMT/RMTs.
Spokesperson Media Training
The contract will work in collaboration with the AARP Media Relations team to train AARP Ambassadors, Executive Team Members and AARP Board of Directors to serve as an expert on AARP core objectives. Training will also include messaging refined to specific media outlets/platforms/journalists.
More information is available by contacting JFutrovsky@aarp.org
