|April 25, 2012|
|Army Seeks Outside PR Help|
|By Greg Hazley|
|The U.S. Army’s public affairs operation is looking outside agency help to provide communications support and media monitoring on contracts that could stretch for three years.|
The Army Office of the Chief of Public Affairs released two RFPs on April 23 for firms to support its mission “to keep the American people and its diverse audiences informed” through communications programs and the training of Army personnel to serve as spokespersons, and a second to handle media monitoring and reporting.
Maj. Gen.Stephen Lanza, who handled political and communications outreach for U.S. Forces in Iraq, is chief of PA for the Army.
Lanza during a transfer of authority ceremony in 2009 in Iraq.
Photo: Staff Sgt. Peter Ford, PAO
While the first RFP notes that U.S. code requires that only uniform personnel or Army civilian employees directly speak for the Army to the public, it is the development of its PR planning before and after implementation requires outside support.
The work in the first solicitation includes supporting and developing communications programs, research and monitoring, for existing and emerging programs.
Ten work stations will be provided for the contractor at the Pentagon.
The second RFP supports the PA office’s communications research, evaluation and assessment efforts supporting its media relations and community relations divisions.
That includes reports on traditional, social and blog media reporting on the Army and areas of interest, as well as analyzing spokespeople and Army messaging.
“The contractor will also act as a brand monitor through buzz monitoring, social media monitoring, and market influence analytics in regard to any and everything in media connected with the term ‘Army,’” reads the RFP. Three Pentagon work stations will be provided to support the work, which could also stretch to three years if options are picked up.
Proposals are due May 23. View the RFPs at http://bit.ly/I8k4La and http://bit.ly/HZ9PUE.
L-3 Communications, Alexandria, Va., is an incumbent.
Weber Shandwick, under sister agency McCann Erickson, handles the Army’s recruitment marketing PR. SOS International and Fulcra Worldwide have worked its wartime PR in Iraq and Afghanistan.
Return to Latest News