Public Affairs Office Support
The Contractor shall provide the following management
support to PEO Public Affairs Officer
(PAO) to assist in achieving the goal of supporting PEO
Strategic Communications and Branding Support
Strategic Communication Planning. The Contractor shall
assist in developing, updating and implementing the PEO Communications
Strategic Plan including: Media Relations, Promotional Public Relations,
Branding and Internal Communications, Updates shall be prepared annually and
submitted as directed by the PEO PAO.
Communication Goals. The Contractor shall assist in
defining short and long-term PEO Communications goals, recommending programs
and activities to meet those goals. The Contractor shall submit recommendations
as assigned by the PAO.
Evaluate and Analyze PEO Program. The Contractor shall
evaluate and analyze PEO communications results and present recommendations to
senior leadership for changes in PEO communications. The Contractor shall
prepare and submit an analysis report to the PAO within fourteen workdays of
completing the analysis. This shall be prepared annually and submitted within
as directed by the PEO PAO.
Branding. The Contractor shall assist in developing and
implementing PEO branding strategies to increase awareness in both internal and
external audiences as approved by the PEO.
The Contractor shall propose at least three strategies
for PAO consideration as assigned, and fully development implement the approved
strategy as directed by the PAO.
Metrics Development. The Contractor shall develop, as
needed, metrics to assess the effectiveness of communications tactics. The
Contractor shall track agreed upon metrics and provide documentation of the
metrics and measures in accordance with the format, style and content requirements
specified by the PEO PAO within two (2) workdays of request.
Media Relations Plan. The Contractor shall assist the PAO
in developing a media relations plan that addresses media opportunities to
proactively respond to emerging newsworthy issues. All media relation
activities shall be in conjunction with the PEO PAO, and the Contractor shall
never act as, nor speak on behalf the DON or the PEO office. All contractor
activity concerning media relations will meet the requirements of SECNAVINST
Media Opportunities. The Contractor shall proactively
identify media opportunities to generate ongoing news about the organization,
its mission and its leaders. The Contractor shall document and submit potential
media opportunities to the PEO PAO within one (1) workday of identification for
review and approval.
Media Stories. As directed by the PEO PAO, the Contractor
shall successfully place stories and opinion editorials in a variety of
national and local print media. All Contractor stories and editorials shall be
reviewed and approved by the PEO PAO prior to submission. The Contractor shall
submit stories and editorials to be published in national and local print media
in the format and per the submission schedule of the publisher. The Contractor
shall maintain a record of all submissions, the date submitted, organization
point of contact and telephone number and date of publication or rejection, and
the rejection reason, as appropriate.
Media Interviews & Spokespersons. In conjunction with
the PEO PAO, the Contractor shall schedule spokespersons for media interviews
upon authorization from the PEO and spokesperson availability. The Contractor
shall identify and schedule spokespersons as early as possible, but with at
least seven (7) days prior notice 90% of the time.
Articles of Interest. The Contractor shall conduct a
thorough daily search for articles of interest to PEO. The Contractor shall
save all articles in Adobe Portable Document Format
(.pdf) using scanning or electronic conversion methods,
and index the resulting files into the document achieve and database for easy
location and retrieval. The Contractor shall summarize each article in an
e-mail and electronically distribute the e-mail to an authorized subscriber
list no later than 0800 each working day. The Contractor shall manage the
subscriber list, adding and deleting individuals as directed.
Media Releases. The Contractor shall draft media
releases, statements and articles for release/use by the PEO Public Affairs
Office. Media releases shall be accurate, complete and free of grammatical,
typographical and spelling errors, and delivered by the required delivery date
95% of the time.
Request to Query (RTQ's) Subjects. The Contractor shall
develop, update and maintain a database of RTQ's subjects. The Contractor shall
assist PEO in preparing interviewee subject for scheduled media interviews
through the use of RTQ's, fact sheets and the like. The Contractor shall update
the database within one (1) workday of receipt to ensure that interviewees are
abreast on current topics.
Press Kits. The Contractor shall prepare press kits for
press conferences that consist of updated timely and accurate information
concerning PEO topics. The Contractor shall submit press kits to the PEO PAO at
least 24 hours prior to a scheduled press conference for review, and answer any
questions or concerns regarding information contained within the kit.
Web Site and Portal Content Management
Website and Homeport Maintenance. The Contractor shall
maintain sections of the PEO Website and Portal directly related and supported
by the PEO Public Affairs Office. The Contractor shall support the PEO Website,
following the PEO and DON processes for release of information.
PEO Homepage. The Contractor shall update the PEO
homepage and Press Room with links to articles, news stories, photos and
conference schedules. The Contractor shall format the content and articles to
be linked, upload the items as appropriate using the required protocols (File
Transfer Protocol (FTP)/others as required), and establish and test the links
with minimal downtime during normal working hours. If it becomes necessary to
take the homepage offline, the update shall be scheduled for evening/weekends
as approved by the PEO. The Contractor shall post PEO approved update content
as soon as practical, but no later than seven working days after approval. The
Contractor shall post content deemed time-sensitive within 24 hours of
Public Affairs Community. The Contractor shall maintain
the Public Affairs community as required in for the PEO homepage.
Internal Communications. The Contractor shall assist the
PEO PAO to develop, submit for PEO approval, and implement PEO approved
communication strategies directed to internal audiences in support of PEO
strategic goals and objectives. The Contractor shall ensure written
communications are clear, accurate and compelling throughout the PEO. The
Contractor shall understand and apply journalistic standards appropriate to the
project, target audience, and messaging objectives while demonstrating superior
writing, proof reading and editing skills as
Internal Communication Plans. The Contractor shall
develop, submit for PEO approval and assist in the preparation of internal
communication plans and strategies that support PEO goals and objectives,
increase awareness, focusing on current issues and upcoming events. The
Contractor shall submit recommended plans and strategies within PEO assigned timeframes
Publications and Newsletters. The Contractor shall manage
and coordinate ongoing production of PEO publications and newsletters,
recommended editorial policies and guidelines, and ensure accuracy and timely
distribution. The Contractor shall develop, document and submit to the PEO for
approval standardized procedure workflows to ensure PEO documents meet required
guidelines. The Contractor shall maintain and modify the workflows as necessary
to achieve PEO objectives.
Articles. The Contractor shall research, write and edit
articles highlighting the PEO programs and services that are of interest to the
internal audience. The Contractor shall conduct interviews at all levels of the
organization to obtain information used as the basis for articles of interest.
Interviews shall be coordinated in such a manner as to minimize disruption
within the office, while ensuring the proper information is gathered and
complied in order to meet the required schedule.
Written Support. The Contractor shall suggest no less
than two "good news" articles per month. The Contractor shall submit
all "good news" stories to the PEO PAO for consideration and approval
prior to distribution.
Development and Maintenance of Outreach Materials. The
Contractor shall develop, write update and maintain PEO outreach and marketing
materials for use throughout all facets of the Public Affairs Program for the
PEO and Program offices as follows:
Fact Sheets. The Contractor shall develop, write and
maintain PEO fact sheets tailored to assigned topic, and containing both
general information and specific technical information as assigned and approved
by PEO. The Contractor shall make approved fact sheets available to the
customer in electronic format immediately upon request.
Brochures. The Contractor shall develop, write, update
and maintain PEO brochures containing general and specific informational
content as assigned by PEO. The Contractor shall produce and maintain the
production files in accepted printer format, and coordinate brochure printing
as authorized to maintain PAO inventories.
Inventory of Promotional Items. The Contractor shall
maintain PAO inventory of promotional items. The Contractor shall research and
suggest new items that directly support PEO goals and objectives. The
Contractor shall manage the ordering, artwork and cost estimating of such
promotional items as approved by PEO PAO. The Contractor shall provide an
accurate inventory of available promotional items to the PEO PAO within one (1)
workday of request.
Booth Staffing Support and Maintenance for PEO Exhibits
at Tradeshows and Conferences. The PEO Public Affairs Office is responsible for
scheduling, maintaining, shipping, storing and manning the PEO exhibit booth at
trade shows and conferences. The Contractor shall maintain and support these
functions as required by the PEO PAO.
Exhibit Displays. The Contractor shall set up and
disassemble exhibit displays at scheduled PEO tradeshows, conferences and other
approved events. The Contractor shall ensure the exhibit displays are properly
set up at least two (2) hours prior to event start and sufficient materials and
displays are available and fully functional.
Exhibit Booth. The Contractor shall staff the exhibit
booth with qualified employees, distribute outreach materials, and answer
questions. The Contractor shall coordinate with other integrated program teams
within the PEO for the scheduling of technical support for staffing the exhibit
booth. Manning plans shall be submitted to the PEO 30 days prior to the
tradeshow/conference date for approval.
Exhibit Booth Maintenance. The Contractor shall maintain
the PEO exhibit booth which includes storing it within the PEO office, managing
the exhibit spare/replacement parts, keeping the information on the exhibit and
exhibit materials up-to-date, maintaining the materials checklist to ensure all
necessary exhibit materials are prepared/available, managing the exhibit booth
schedule and shipping the PEO exhibit booth to/from scheduled conferences. The
Contractor shall ensure the shipping of all required exhibit booth materials in
sufficient time to ensure the exhibit arrives at the intended location prior to