The State of Texas, by and through Texas Southern University (TSU), seeks sealed Proposals to establish a contract with a qualified firm that can provide Public Relations (PR) Services, in accordance with the specifications and requirements contained in this Request for Proposal (RFP). Deliverables: 1. Initial PR strategy document, including timelines and KPIs. 2. Bi-weekly activity reports and campaign performance metrics. 3. Copies of all press materials and media coverage summaries. 4. Crisis communication toolkit. 5. Final project report summarizing outcomes and recommendations. Scope of Services: 1. Strategic Planning and Campaign Development: o Develop a detailed PR strategy, including measurable goals and timelines. o Conduct a SWOT analysis to identify communication strengths, weaknesses, opportunities, and threats. o Collaborate with the Division of Marketing and Communications to develop a comprehensive Q4 and Q1 transition plan. o Identify key branding opportunities and ensure messaging aligns with organizational goals o Create distinct campaign names and overarching themes for holiday events and Q1 initiatives to ensure cohesive messaging across platforms. o Establish metrics for success, including key performance indicators (KPIs) to measure campaign effectiveness. 2. Media and Public Relations: o Conduct national and regional media outreach, including press release development and proactive story pitching o Build and maintain relationships with journalists, editors, and influencers in relevant industries. o Secure media placements in top-tier and niche outlets to highlight organizational achievements and events. o Organize and manage press events, briefings, and interviews when needed. o Leverage both paid and earned media opportunities to amplify messaging and drive awareness. 3. Branding, Messaging, and Framing o Conduct a brand assessment to refine and strengthen the organization’s position in the marketplace, among peer institutions, and as a national higher education leader. o Develop core messaging guidelines to ensure consistency across all communication efforts. o Ensure all materials and campaigns reflect the organization’s values, voice, and mission. 4. Narrative Building and Creative Development: o Develop compelling narratives for written and multimedia collateral, including press kits, brochures, video scripts, and infographics. o Collaborate on creative consultations for multimedia projects to ensure alignment with campaign themes. o Produce high-quality, engaging content tailored to specific milestones, campaigns, and events. o Draft high-quality content, including press releases, op-eds, blog posts, speeches, and social media copy. 5. Social Media Strategy and Content Creation o Collaborate with Division of Marketing and Communications to create a social media strategy that aligns with campaign themes and key organizational goals. o Develop a content calendar featuring posts, graphics, short-form videos, and live event coverage. o Monitor performance metrics and adjust strategies based on engagement and audience insights.
