Request for Proposals: PRB Media Relations Support

The demographic perspective is missing from a lot of stories, such as those on the labor force, a topic for which economists are the go-to experts.

Demographers can add a lot of value to these conversations—and PRB wants to be there! Toward that end, the selected consultant or boutique agency will support the Communications Department in the development, organization, and implementation of earned media strategies and events that advance the work.

What does this support look like?

• They have some activities in mind to achieve their goals, these activities help them to identify metrics for measuring success and serve as examples to give you an idea of the type of work a consultant or agency might do for PRB.
• They want to leave room for creativity and flexibility because these traits are key to seizing opportunities and driving success.
  • Proactive media outreach: Pitch stories to media organizations, including high-profile organizations such as BBC, Bloomberg, The Guardian, The New York Times, PBS News Hour, Wall Street Journal, and Washington Post, including their Africa and Asia regional bureaus.
    • Aim: a minimum of 5 times/year in which top-tier media write about or cover the work as a result of pitches.
  • Events: Support PRB staff in the development and presentation of public or private events that they present or host on key topics related to the areas of expertise. Such support may include presentation feedback, proactive media outreach, and technical organization and hosting of webinars.
    • Aim: at least 4 webinars or events/year that promote the staff and their expertise in key areas such as reproductive health, the care economy, and equity.
  • Media briefings: Collaborate with PRB staff on identifying topics for media briefings; take the lead in inviting reporters to attend the briefings, tracking their participation; and handle technical details and hosting for web-based briefings.
    • Aim: a minimum of 2 briefings/year that draw journalists from top-tier organizations who write about their work after attending a PRB event.

Budget

• PRB’s maximum annual budget for these services is $40,000.

Timeline

• The expected contract period is October 1, 2023, to September 30, 2024, with an option to extend the contract by up to one year depending on performance and PRB needs.

Geography Focus

• As an organization engaged in work around the world, they welcome a consultant or agency with international experience. While the United States remains the primary media market, they want to reach more markets abroad, particularly in East Africa and West Africa (including Francophone West Africa), where the work is growing.

Evaluation

• They will evaluate proposals according to the following factors (listed in order of importance):
  • Evidence that the consultant or agency has the experience, resources, and staff to fulfill the project requirements.
  • Price.
  • Quality of work samples from past projects.
  • Client references.
  • Background and experience of staff assigned to the contract.

For more information, visit Population Reference Bureau (PRB).