2024 Social Media & PR Support RFP - Professional BusinessWomen of California

PBWC 2024 Social Media & PR Support Request for Proposal

Deadline to Submit: December 1, 2023



The Professional BusinessWomen of California (PBWC) is California’s premier non-profit organization working to support professional women and achieve gender equality in business settings. The organization offers sponsors, members and the broader community a range of ways to engage, including year-round webinars, virtual or in-person community events (100-150 people, 3-5 per year) and an annual conference (4,000-7,000 attendees). Regular communications are sent to thousands of social media followers and an opt-in email list of over 40,000 contacts globally.


PBWC’s annual conference has hosted a who’s who of visionaries, thought leaders, trail blazers and glass-ceiling breakers, including: Angela Ahrendts DBE, Madeleine Albright, Isabel Allende, Manal al-Sharif, Cate Blanchett, Tina Brown, Chief Justice Tani Cantil-Sakauye, Secretary Hillary Rodham Clinton, Jennifer Coolidge, Mary C. Daly, Geena Davis, Rosario Dawson, America Ferrera, Jane Fonda, Chetna Gala-Sinha, Leymah Gbowee, Amanda Gorman, Jennifer Granholm, Carla Harris, Taraji P. Henson, Dolores Huerta, Arianna Huffington, Adama Iwu, Valerie B. Jarrett, Ashley Judd, Mindy Kaling, Nicole Kidman, Dr. Bernice A. King, Sallie Krawcheck, Rita Moreno, Dr. Ngozi Okonjo-Iweala, Ai-jen Poo, Cecile Richards, Rosie Rios, Geena Rocero, Sheryl Sandberg, Reshma Suajani, Yara Shahidi, Maria Shriver, Jennifer Siebel-Newsom, Judy Smith, Gloria Steinem, Lily Tomlin, Lena Waithe, Elaine Welteroth, Venus Williams, Susan Wojcicki and more. 


The organization’s sponsors include: Benefit, BMO (acquired Bank of the West), Charles Schwab, Chevron, Cisco, Genentech, Intel, HP, Kaiser Permanente, KPMG, Microsoft, PG&E, Rodney Strong Vineyards, Salesforce, State Farm, Wells Fargo and more. Media partners include: ABC7, iHeart Media, San Francisco Business Times, Silicon Valley Business Journal and Univision.



PBWC provides skill development, networking opportunities and inspiration to women at all levels to achieve their own ambitions and collectively advance gender equality in professional settings. 


TARGET AUDIENCES – Email info@pbwc.org for the complete RFP.


SOCIAL MEDIA STATUS – Email info@pbwc.org for the complete RFP.



A social media presence and platform that increases awareness of PBWC, creates a positive perception among key stakeholders, and reaches and engages existing and potential community members. As an extension of PBWC’s live programs, its social accounts disseminate tools, information, insights, inspiration and networking opportunities.


SOCIAL MEDIA OBJECTIVES  – Email info@pbwc.org for the complete RFP.


SOCIAL MEDIA GUIDING PRINCIPLES  – Email info@pbwc.org for the complete RFP.



Build, amplify, and protect PBWC’s reputation, enhance its prestige, and present a favorable image. Build event awareness among the PBWC community and target audience. Closely monitor media channels for public comment about a company and its products. Manage crises that threaten PBWC or its product.


PR OBJECTIVES  – Email info@pbwc.org for the complete RFP.


OVERALL GOALS – Email info@pbwc.org for the complete RFP.


PROJECT SCOPE (5-month contract term)

1.) Define social media and PR strategies, tactics and priorities

  • Provide recommendation(s) with rationale
    • Prioritize channels, with rationale
      • Define cadence, with rationale
      • Prioritize messaging strategies
        1. PBWC promotional messaging (promoting or celebrating PBWC’s activities, accomplishments or brand)
        2. Newsjacking
        3. Sponsor-related
        4. Thought leadership
        5. Personal (reflecting members of the board or management team)
    • Define goals, success metrics, standard reports and reporting frequency
  • Present to PBWC Marketing Team for alignment
  • Secure Board (or Executive Committee of BOD) alignment


2.) Provide comprehensive implementation services across targeted platforms

  • Editorial calendar (PBWC event-timing is a key consideration)
  • Content creation
  • Publication and distribution
  • Book speaker engagements, in coordination with PBWC Programming Director and media
    • Leverage and spotlight PBWC interviews, past conference content to outlets
    • Pitch/book local radio, print and media outlets for PBWC interviews
    • Invite and manage RSVPs for media and analysts for the PBWC conference
  • Collect metrics and share insights
  • Refinement of strategies and tactics


3.) Develop and deliver a library of social media/brand templates and conference theme hashtags


4.) Deliver content in-market


5.) Execute, measure, refine, repeat



  • Work with local assignment desks to secure onsite coverage of the PBWC conference, leveraging the speaker roster and identifying media interview subjects of importance
  • Provide on-site staffing to manage social media and coordinate on-site interviews



PBWC prefers to be in-market with our new social and PR program by January 2024, with a 5-month contract period.



  • Strategic vision
  • Tactical capabilities
  • Timeline 
  • Reasonableness of budget (balance between cost and quality)
  • Quality of capabilities at the agency- and resource-levels
  • Alignment with PBWC mission
  • Cultural compatibility 



  • Please submit a detailed proposal, including the following:
    • Itemized deliverables
    • Project plan with milestones and detailed timeline
    • Bios for proposed resources
    • Representative samples of recent, relevant work
    • List of 3 client references
    • Detailed budget, including hourly rates for each resource
  • Submit questions and final proposals to Liz Tunquist at info@pbwc.org or 415-857-2923.


The deadline to submit is December 1, 2023.