UNSPSC 80171602: Online and social media publicity service

Public relations consultation services relating to the creation of online publicity, including via social media

UNSPSC 80171602 Online and social media publicity service is a Commodity code that frames state and local government purchasing of social media management, digital advertising execution, media buying coordination, and creative content development to support public agency campaigns, tourism promotion, business outreach, and community engagement. Recent solicitations show issuing bodies using the code to procure comprehensive digital and social media strategy, paid social placements, influencer partnerships, performance reporting tied to reach and engagement metrics, and crisis management capability. The code captures work ranging from stand-alone social media account management to integrated campaigns combining social, print, broadcast, and earned media channels. Issuing bodies include state economic development and tourism offices, state health agencies, county convention and visitors bureaus, city communications departments, transit authorities, and regional tourism districts across multiple states and jurisdictions.

State governments dominate recent activity, with Texas (Office of the Governor, Department of Agriculture, Department of Transportation, Comptroller of Public Accounts) appearing frequently alongside Florida counties (Broward, Pinellas, Seminole, Orange) and Connecticut state agencies. The Texas Department of Agriculture posted a Summer Media Campaign RFP in July 2026 covering digital advertising, social media management, print placement, and creative development with an August 6 deadline and mandatory VetHUB subcontracting requirements; the Office of the Governor's Economic Development and Tourism Office has issued multiple international tourism marketing RFPs requiring in-market offices in Mexico, Israel, and Australia with bilingual staff and fixed monthly service fees plus performance-based revenue sharing or reimbursables. Pinellas County's Convention & Visitors Bureau sought domestic PR services for the U.S. and Canada market under a five-year, approximately $875,000 contract with proposals due April 23, 2026. Broward County and the Greater Fort Lauderdale Convention & Visitors Bureau solicited public relations services under contract GEN2130519P1 requiring approximately 125 monthly service hours with a 15 percent County Business Enterprise participation goal. The Connecticut Department of Administrative Services opened a three-year as-needed media marketing contract with multiple award provisions and up to 15 percent price preference for veteran-owned micro-businesses; the City of Milpitas sought communications and marketing support for a five-year term with graphic design, video production, and media planning on an RFP due July 28, 2026. Evaluation typically weights technical approach and creative capability at 25–40 percent, past performance and qualifications at 15–35 percent, and cost at 10–25 percent. Mandatory insurance, E-Verify compliance, conflict-of-interest disclosures, and HUB or disadvantaged-business subcontracting plans are standard across Texas procurements; accessibility compliance (WCAG 2.1 Level AA) and AI disclosure requirements appear in Connecticut's solicitation.