The Corporation for Public Broadcasting is on the hunt for PR agency support of its "American Graduate" initiative, a push to produce content about and raise awareness of the high school dropout crisis in the US.
The US high school graduation rate is 80% with a national goal of 90% by 2020 looming.
The CPB released an RFP for a Washington, D.C.-area firm to guide communications and marketing for the initiative and tout the value of public media to key stakeholders. Media relations, social media, message development, celebrity endorsements and other PR tactics are on the table.
DKC PR has worked on the campaign in recent years.
The Nine Network of St. Louis is coordinating local efforts of 33 public media stations involved, while policy and strategy firm Civic Enterprises in DC is also engaged.
The initiative launched in 2011 and gained the support of the Bill and Melinda Gates foundation, among other entities.
A one-year contract will carry two option years. Proposals are due July 24.