Media Relations RFP Issued By Atlanta Housing
Atlanta Housing seeks to enter into an agreement with one (1) or more qualified public relations/communications firms which can to provide comprehensive and strategic public and media relations services to i) assist in continuous efforts to build, enhance and protect the agency’s reputation by fostering authentic and mutually beneficial relationships between AH and the its stakeholders, and (ii) serve as a liaison with news media and others to help build relationships, clarify positons, and raise awareness of AH’s brand and services. The successful Respondent will need to commence immediately upon the execution of a contract.
Background:
The Housing Authority of the City of Atlanta, Georgia (“Atlanta Housing” or “AH”) is the largest housing authority in Georgia and one of the largest in the nation. AH provides and facilitates affordable housing resources for over 23,000 low-income households. These affordable housing resources include AHowned residential communities, AH-sponsored mixed-income, mixed-finance residential communities, tenant-based vouchers, HomeFlex Program (formerly Project Based Rental Assistance Program), supportive housing arrangements, and homeownership opportunities. Atlanta Housing has broad corporate powers including, but not limited to, the power to acquire, manage, own, operate, develop and revitalize affordable housing. AH’s programs are funded and regulated by the U.S. Department of Housing and Urban Development (“HUD”). Using its Moving to Work flexibility, AH has implemented a variety of innovations that benefit low-income families and expand housing choice. AH’s approach to providing quality affordable housing and human development services is based on the belief that people can do better when given access to quality living environments and the tools they need to become self-sufficient. To learn more about AH and its history, mission and business plan, Respondents are encouraged to visit AH’s website www.atlantahousing.org.
Scope of Work:
It is the intention of AH to enter into an agreement with one (1) or more qualified public
relations/communications firms to provide comprehensive and strategic public and media relations
services. The required services may be rendered solely by the selected firm or in collaboration with
subcontracted partners, which the selected firm would be required to manage. This selected firm(s) will
need to commence immediately upon the execution of the Contract. The selected firm(s) scope of
work shall include but not be limited to the following tasks:
• Monitor and manage all media inquiries
• Compilation and maintenance of PR materials and clippings
• Coordinate media strategies
• Write press releases, articles, advertorials and op-ed pieces
• Manage Media Relationships
• Organize media and familiarization tours
• Media Monitoring, Analysis and Reporting
• Arrange interviews with speakers and other VIPs
• Manage Intergovernmental Relations (local, state and federal)
• Devise External Communication Strategies
• Develop and execute crisis communications strategy
• Speech Writing
• Strategic Consultation to agency executives
2.2 Specific Requirements
A. Public Relations, Event Planning and Management– Build, enhance and protect the
agency’s reputation by fostering authentic and mutually beneficial relationships between AH
and the its stakeholders. Plan, coordinate, promote and execute public events and
experiences in support of agency real estate projects, special programs and philanthropic
initiatives.
• Events, partnerships and PR strategy development
• Events planning, management and execution, including virtual, experiential, immersiveforums, boot camps, press conferences, groundbreakings, etc.
Request for Proposals #2022-0007
Media Relations and Communication Services
4 | Page
• Identify partnership or cross-promotional opportunities for campaigns and events with
local agencies, non-profits and corporations
B. Media Relations and Engagement- Develop, nurture and leverage local and national media
relationships to gain proactive, positive media placements for AH executives, projects and
human interest stories.
• Media relations strategy development (local and national)
• Local and national media placement and bookings- speaking engagements, panels,
interviews, awards, special features and leadership profiles
• Speech writing, talking points development, media training and interview preparation for
events and media stories, serving the CEO, COO and executive leadership team.
• Press release writing, publishing and media response coordination
• Media analytics and reporting
C. Public Affairs/Government Relations– Government relations consulting, specifically
focused on legislative, policy or administrative matters relevant to AH and coordinates with
AH’s CEO, SVP, Communications and SVP, Governmental and External Affairs.
• Public affairs and crisis communications strategy development
• Press release writing, publishing and media response coordination
• Talking points development/speech development for local and state-level meetings,
appearances, etc.
• Liaise between AH leadership and political officials and offices, including the GA
Governor’s Office, GA State Legislature, Atlanta City Hall, Mayor’s office and City
Council when needed
• Liaise between AH Board of Commissioners and AH leadership staff.
• Advise, develop, draft and publish agency responses during crises
• Prepare public statements and serve as agency spokesperson under the drafted crisis
communications strategy and emergency response protocols
D. Communications Strategies – Work closely with the President and CEO and Senior Vice
President, Communications, Marketing and Public Engagement or authorized AH executive
to recommend, design, and implement effective public relations and media relations
strategies for AH. The primary goal of the external communications strategy is for the
successful firm to: (i) assist in continuous efforts to help positively position AH as the
organization continues to improve, refine and reposition its operations and portfolio, and (ii)
serve as a liaison with news media and others to keep the public informed on matters of
public concern. The goal is also to keep AH participants, partners, stakeholders and other
interested community members apprised of AH’s strategy, activities and accomplishments
to foster and support the community building process by:
• Assisting in the design and development of written policies and procedures for
implementing and maintaining an effective external Communications Strategy (e.g.,
communications with news media, public relations officers, and crisis management) to
support AH’s operations and goals, including the management of all communications
with the public and press pertaining to specific activities and accomplishments of AH’s
performance of its federally and non-public funded activities;
Request for Proposals #2022-0007
Media Relations and Communication Services
5 | Page
• Creating original writings and participating in editing and proofreading, including
without limitation, news releases, speeches, talking points, reports, and other external
communication pieces;
• Providing services as a liaison with news media and government public relations officers,
including serving as a spokesperson for AH;
• Monitoring and analyzing various media to track when AH is trending and prepare
appropriate responses, if deemed appropriate or necessary; and
• Providing other related services as needed and determined by AH
E. Community Relations Strategy – The successful firm will work closely with the CEO, Vice
President, Communications, Marketing and Public Engagement, or authorized AH executive
to provide strategic advice for various AH strategies supporting the development of
partnerships with influential organizations and individuals in order to leverage those
relationships for speaking and media support opportunities.
F. Communications Plan – The successful firm will work closely with the Senior Vice President,
Communications, Marketing and Public Engagement or authorized AH executive to develop
and submit within thirty (30) days of contract execution a detailed communications plan that
identifies how the goals for the external communications and community relations strategies
will be accomplished.
G. Intergovernmental Affairs Design and Management – The successful firm will create
strategies for effectively engaging with city, county and state officials.
H. Special Media/Communications Projects – On an as-needed basis, AH may request
services from successful firm through issuance of special project orders. AH shall outline the
scope of work and negotiate final scope and cost with the successful firm
Due Date: September 27
Address:
Proposals shall be submitted via AH electronic sourcing platform – Jaggaer. AH will not accept any proposal in part or in whole through any other means.
Albert Murillo Senior Vice President, Contracts & Procurement
Relevant agencies to consider include Hunter Pr and Rubenstein PR.
