WASHINGTON: The Business Software Alliance (BSA), which represents 97 leading software manufacturers worldwide, has issued a two-pronged RFP for PR services.
BSA primarily works with international governments to advance the goals of the software industry and its hardware partners.
Financial Dynamics (FD) is its AOR of more than 15 years, said Matthew Reid, VP, communications, BSA. “We've had a long and fruitful relationship with FD, but since I stepped into this role in January, I've looked at how we want to build our strategic plan to help drive our communications going forward,” said Reid, who previously headed up the social innovation and public affairs practices at Waggener Edstrom. “As part of the process, we want to find the perfect partner for us to move our communications forward in the years ahead.”
The value of the account is $500,000 annually, plus additional compensation for specific standalone campaigns. The initial contract is for one year, but the goal is “to establish a long-term partnership,” said Reid.
The BSA is looking for a PR agency to help build its reputation, brand, and influence. The selected agency will have expertise in media relations, digital communications, media monitoring and measurement, as well as have experience globally and in driving communications to support policy initiatives.
The BSA has invited 12 agencies to pitch, 10 of which have confirmed their participation, including incumbent FD. Debra Cabral, GM and public affairs practice leader of FD's Washington office confirmed that agency's participation but declined further comment.
The invited agencies have until March 5 to submit written submissions detailing their capabilities, experience, as well as provide a short proposal on how they would tackle specific issues. “The short proposal aims to provide us a view into how they think, creatively speaking, as well as how they tackle issues,” Reid said.
Shortlisted agencies, expected to be announced on March 10, will then present a full-scale communications proposal at BSA's offices. A final decision will me made the week of March 29, with the selected agency beginning work as early as April 5.
Reid told PRWeek it was a conscious decision to keep the RFP process as short as possible. “I've spent a lot of years on the agency side, and this process can take as much time as you want to give it,” he told PRWeek. “But in truth, if we're smart and focused about it, we can make this happen, for both our benefit and the agencies, in a very short timeframe.”