SAN FRANCISCO: Myspace has issued an RFP for a PR agency partner to handle all consumer-facing online and traditional communications for the company.
The one-time social media giant is seeking a firm to create brand buzz and awareness about the site's new look and features, which are focused on music and connecting artists with fans, according to documents obtained by PRWeek. Participants are asked to provide plans based on a $7,500 to $10,000 monthly retainer budget.
In 2005, News Corp. bought MySpace for $580 million, but its value and number of active users dropped after the emergence of Facebook. The media company sold MySpace in June 2011 to online advertising firm Specific Media for just $35 to $40 million. Actor and singer Justin Timberlake also took a stake in the site at that time.
Myspace is planning to shift its PR approach from using various agencies for consumer lifestyle, music entertainment, and business needs to forming a relationship with one key agency partner. The documents state that Myspace's short-term objectives are to raise brand awareness, develop a strategic communications plan, create earned media opportunities, become a key player in the music and entertainment industries, and engage traditional and social media outlets.
Over the next four to six months, the company's goals are to establish Myspace's relevance in the entertainment industry, create a PR plan and events schedule, manage perception issues, and develop strategic alliances, according to the documents.
The deadline for agencies to submit proposals was October 15.
To embrace its music-focused identity, Myspace said earlier this month that it will host a free DJ concert tour featuring Chromeo, ?uestlove, Z-Trip, and DJ Jazzy Jeff appearing in select markets.
It previously rebranded in October 2010 with a multicultural focus.