Advisory board approves public relations RFP and asks staff to define evaluation criteria

The Moab advisory board unanimously approved a public relations request for proposals on March 11 and directed staff to refine evaluation criteria focused on audience segmentation and measurable outcomes.

Assistant marketing director Ally Hartford and other staff presented the RFP and sought input on evaluation priorities. Hartford said the RFP left evaluation criteria open for board guidance and recommended emphasizing segmentation and persona-based targeting: “It’s cutting edge best practices,” she said, arguing a PR firm should be able to tailor messaging to distinct visitor profiles rather than attempt a single message for all audiences.

Board members agreed that evaluation should include expertise, cost and evidence of measurable outcomes. A motion to approve the RFP, presented by a board member on behalf of the subcommittee, was seconded and the chair announced the vote was unanimous.

Why it matters: The RFP starts a competitive procurement to secure outside media and public relations support; board members emphasized the need to evaluate firms on their ability to implement persona-based campaigns and to show measurable results.

Next steps: Staff will finalize the evaluation criteria (expertise, services, cost and measurable KPIs) and release the RFP according to procurement rules.

Speakers quoted: Ally Hartford (assistant marketing director).

Topics: procurement; public relations; marketing strategy.