Request for Proposal: Local Public Relations Firm

Pérez Art Museum Miami (PAMM) has been the flagship museum for Miami-Dade for almost 35 years. At its founding in 1984, the museum was dedicated to international art of the 20th and 21st centuries, aiming to fill a void in a young city where no contemporary art museum existed. In 1994, it became a collecting institution, and recognizing the massive demographic change that took place in Miami in the previous decade, it refocused its mission to ensure the Museum reflected the city’s plurality of communities. In 2013, PAMM continued to grow with the city, expanding into a 200,000-square foot campus prominently located on Biscayne Bay, between the American Airlines Arena to the south and the Adrienne Arsht Center for the Performing Arts to the north.

In line with the 400-year history of art collecting museums, PAMM believes art and ideas have the power to enrich the lives of all people – they are an integral part of creating a more humane and just world. As a 21st-century institution, PAMM believe that museums, alongside places of worship, libraries, schools, concert halls, and stadiums, are town halls for the people. These are places that offer opportunities for the healthy exchange of ideas paramount to citizens, promoting inclusivity across our communities, backgrounds, and experiences. PAMM recognizes that the city contains diversity, and seeks to reflect that diversity in everything – exhibitions, programming, etc. – while embracing the power of art and creativity.

PAMM aspires to fulfill these beliefs for the Miami of today and tomorrow. The museum is committed to international modern and contemporary art, and its home at the crossroads of the Americas also uniquely positions PAMM to be the best at presenting art from the U.S. Latino experience, the African diaspora, Latin America, and the Caribbean. PAMM showcases the diversity of 20th- and 21st-century artists, and its programs seek to educate and ensure that all people can participate in a conversation that shares art at its center.

In the summer of 2017, PAMM completed a strategic planning process that identified several key goals, including:

  • Showcase excellence in international modern and contemporary art, while highlighting PAMM’s unique perspective from Miami-Dade
  • Deepen PAMM’s connection to current visitors and reach out to build new audiences

In addition, in 2018, PAMM will be celebrating the 35th anniversary of the institution and five years in its Herzog & de Meuron-designed facility.

Scope of Work and Expected Deliverables:
This request for proposal is for a South Florida-based public relations agency to assist PAMM in increasing attendance, revenue, memberships, brand exposure and donations through regional media outreach and promotion of the museum, its exhibitions, and programs, as well as its anniversary festivities. Under the proposed relationship, the public relations firm will be responsible for:

  • Developing a strategic public relations plan that includes local media relations, community outreach, a communications strategy, and timeline for implementation in alignment with national strategy being led by lead agency
  • Researching, writing, and distributing press releases to targeted media outlets
  • Recommending public relations and publicity efforts to supplement paid advertising, including cooperative advertising partnerships
  • Developing talking points as needed
  • Coordinating and managing on-site press conferences, media tours, and media events, as well as providing on-site staffing support as needed
  • Developing local media lists and pitching stories to targeted local media audiences
  • Creating and pitching specific story ideas based on expert knowledge of the changing media landscape
  • Analyzing forthcoming publicity opportunities and fulfilling media requests
  • Providing creative ideas for unique local partnerships to leverage resources
  • Providing monthly activity reports featuring a summary of coverage and analytics generated over the course of each month, as well as a press clippings report
  • Providing all other related services necessary to fulfill PAMM’s local media and public relations needs  
  • Collaborate and regularly communicate with lead agency, that has the focus on national and international public relations and strategic partnerships

It is the intent of PAMM to engage the final selected entity(s) in a conceptual planning phase of work to better define the scope and duration of services. The completion of the planning phase will include a full cost proposal to complete a specific, agreed scope of work.

Submittal Requirements
Interested companies should submit a PDF comprising all of the following:

  1. General information about your agency or consultancy, including history, specialties, office locations, number of years in business, etc. Describe your skills and experience to support the public relations efforts for PAMM, including any examples from your past/current work where appropriate. Include additional services the agency offers, when applicable, including social media consulting, monitoring and reporting, etc.
  2. Description of experience and examples with museums or similar institutions. Include examples and other relevant information that adequately represents the project and the firm’s work on the project.
  3. A description of proposed media plan and approaches you would take to support the goals of PAMM. Also define a sampling of the public relations opportunities you see for the museum, its exhibitions, and programs. Please include additional ideas to highlight PAMM, including, but not limited to, the upcoming anniversary year, PAMM Shop, event/facility rentals, and more.
  4. Retainer for above outlined scope of work and detailed overview of what the retainer covers. Additional administrative expenses or charges beyond that scope should be listed.
  5. Key staffing profiles for those that will be handling the account.
  6. Disclose any potential conflicts of interest such as other South Florida museums
  7. The proposal should be based on a yearly budget approximately of $60,000 for retainer, fees, and expenses.

Selection Process
The overall process for selection will be for the Selection Committee to review responses to this RFP and then issue a request for in-person interviews to a select number of agencies.

Proposals will be evaluated on the following criteria:

  • Experience in developing, planning, and executing strategic public relations plans for similar institutions in competitive, urban markets.
  • Ability to deliver results-oriented public relations campaigns that are successful, measurable, and have a solid return on investment.
  • Understanding of and ability to meet PAMM goals and objectives.
  • Firm and personnel qualifications and experience with weight given to the experience of the account team.
  • The ability of proposal to be executed within budget.

The expertise outlined in this RFP can be met by qualified individuals of the entity responding or by a team approach. The experience must be demonstrated by direct or substantial involvement of the individuals in a supervisory capacity at the project manager level or above in these projects. The determination of the individual’s qualifications and compliance with the submittal requirements shall be at the sole discretion of PAMM.

The expected schedule, subject to change, is as follows:

Notice to Professional Consultants          September 29, 2017
Questions                                                           October 9, 2017
Proposals due to PAMM                               October 20, 2017
RFP Closing Date                                              October 20, 2017
Selection                                                             October 25, 2017
Agency Start Date                                            November 1, 2017

Proposal submissions should be in a PDF format through email with the subject as follows: AGENCY NAME_PR RFP. All qualifications packages should be emailed no later than 6:00 pm, EST, October 20, 2017. Materials received after that point may not be considered. 

For additional information about PAMM, please go to


Submitting firms should submit the materials and/or questions to Alexa Ferra, Associate Director of Marketing and Communications, to the following email address: