PUBLIC RELATIONS RFP FOR GEORGE MADISON UNIVERSITY
PROPOSAL DUE DATE AND TIME: October 25, 2023 @ 2:00 PM ET
BACKGROUND: Mason has been called the “best kept secret” and the Office of University Branding (OUB) continues to advance the story of Mason to key audiences, not only through our own storytelling but through story development, earned media, sponsored content, conferences, and partnerships. We are currently far behind our competitors in the region in terms of share of voices and conversation, and this work directly relates to those goals. Further based on the new strategic direction, publicity is a goal in several key areas of impact and measures of success. The process for this work requires a lot of one-on one conversations, writing and graphic/art creation, cross-university coordination, list development, and planning. There is a significant need for external communications planning, more strategic campaign design and coordination, and increase in engagement with media across the University, and teams have been asking repeatedly for our support, leadership and consolidation of this work to ensure we are managing relationships well.
XI. STATEMENT OF NEEDS: The contractor will work with OUB on an ongoing basis, and with other University departments as needed, as part of story development and media relations. The contractor will assist the OUB team to help increase media coverage and third-party influential endorsements related to inclusive excellence, research, public health, science and tech innovation, business and economic development (including talent development and entrepreneurship), climate and sustainability, law and policy, freedom of speech, democracy and peace, culture and social mobility, educational rigor and outcomes as well as help mitigate crisis and uphold a strong reputation. The contractor will work closely with the OUB Media Relations Manager who coordinates with all of the other Schools and Institutes, and handles most in-coming media requests and crews on campus.
A. The contractor may be responsible for (but not limited to) providing the following services:
1. Communications campaign strategies and development,
2. Establishing a process for information gathering and story development,
3. Protocol and approvals process development and engagement,
4. Key message development,
5. Written and video communications (such as but not limited to: talking points and holding statements, press release, op-ed, video interviews/sample reels, tip sheets, social media content, web content, faculty profiles and Q&As, feature stories, sponsored content, best practices tools and templates, campaign reports/analysis and presentations),
6. Media training for Mason high profile executives and selected topic experts,
7. Executive interview recommendations and relationship building as a key source for media and influencers,
8. Distribution planning, press list development and maintenance,
9. Collaboration with other OUB teams on cross-platform engagement,
10. Crisis communications strategy and support as part of overall OUB crisis response plans,
11. On-site staffing, as needed, for various high-profile events or during crisis management that would likely entail large-scale media turnout to campus;
12. Handling media inquiries;
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13. Proactively identify and pitch journalists for stories about Mason or for interviews with leadership and experts at local, regional, national, trade and vertical publications, web, podcasts, tv and radio broadcasts, newsletters, and influential conferences and events that generate positive exposure;
14. Weekly calls and follow-up reports (weekly updates and campaign summaries) with results as well as tracking projects, pitches, approvals, etc.
In addition, individual units often need campaign specific support for these types of services. The contractor will work directly with Mason departments on an as-needed basis. The specific requirements will be identified at the time of engagement and will require a separate scope of work detailing those specific needs.
