California's influential $161B pension fund for teachers, marking its 100th year in 2013, has kicked off a review for PR and public affairs counsel.

The California State Teachers' Retirement System, or CalSTRS, released an RFP this week for an outside firm to provide a range of PR services to leverage its view of itself as a worldwide leader with an effective voice on issues like retirement security, investment matters, corporate governance and sustainability.

Edelman and Lucas Public Affairs won a review for the account in 2010.

"Given CalSTRS reputational prominence and impact, it is crucial to the CalSTRS board that the organization proactively address internal competencies in an engagement effort in public affairs outreach and governance issues," reads the RFP.

Reputation, issues and crisis management, as well as government relations, message development and member outreach are covered in the scope of work. Traditional and social media, PR consulting.

Proposals are due May 17. A new contract could span up to five years. 

The pension fund prefers a firm within 50 miles of its Sacramento headquarters.

View the RFP (link).