It is intending to take on between five and eight agencies to provide day-to-day PR support and work on one-off campaigns in English and Welsh.
It is the first PR framework tender issued by the Welsh Government for a number of years.
These were more recently handled by the Central Office of Information, which closed in April last year, and since then individual government departments have managed their own PR requirements.
The tender covers all PR not handled by the Government's in-house press office. It includes work on behalf of organisations such as Sports Wales, Natural Resources Wales, the National Museum of Wales, the Higher Education Funding Council and others.
Welsh government comms contracts manager Sandra Farrugia, who is leading the tender process, said government departments may continue to make external PR appointments on a retained or project basis according to their needs.
She said the Government planned to identify potential suppliers by the end of the year, with appointments finalised by spring 2014.