PR_agency_RFP_2025.docx

Scope of Work Public Relations Services

The California Institute for Regenerative Medicine (CIRM) is seeking proposals from qualified public relations agencies to develop and execute a comprehensive public relations strategy and carry out executive-level media and presentation training. The selected agency will focus on an earned media strategy, strategic media placements, and presentation training for the next 12 months.

1. About CIRM The California Institute for Regenerative Medicine (CIRM) is dedicated to accelerating world-class science to deliver transformative regenerative medicine treatments in an equitable manner to a diverse California and world. Our agency delivers on our mission by funding vital research, bolstering infrastructure development, implementing educational initiatives, and facilitating discovery and development of regenerative medicine therapies.

For more information go to www.cirm.ca.gov

2. Objectives:

CIRM is seeking a firm to provide comprehensive public relations services to enhance CIRM's presence and increase awareness of our mission and initiatives in the field of cell and gene therapies. The primary objectives of the public relations engagement are as follows:

· Increase awareness of CIRM’s programs and impact primarily within California but also nationally and internationally

· Position CIRM’s leadership and key staff as experts in regenerative medicine and therapy development through op-eds or other media opportunities

· Increase public awareness of the value of government support for research

· Increase awareness within California of the value CIRM provides the state

· Improve the ability of CIRM executives and key staff to represent the agency in high profiile speaking opportunities and in presenting to the 35-member board

3. Scope of services required The public relations agency will provide the following deliverables:

1. Media strategy development:

· Develop a comprehensive earned media strategy aligned with CIRM’s goals and objectives, including a detailed timeline.

· Identify target media outlets, with an emphasis on those covering current federal research funding changes or cell and gene therapy.

· Identify and engage community newspapers and multilingual media outlets throughout California.

2. Media outreach and placement:

· Conduct proactive media outreach to secure coverage in relevant publications, podcasts, industry-specific media, and online platforms.

· Pitch story ideas to journalists, editors, and influencers to maximize media coverage.

· Identify opportunities for CIRM subject matter experts to provide commentary in media.

· Identify opportunities for CIRM to participate in Public Service Announcements.

· Boost CIRM executive presence by identifying opportunities for thought leadership pieces and op-eds.

· Assist in drafting and placing opinion pieces in relevant media outlets.

· Monitor news relevant to CIRM, and provide a bi-weekly news summary.

3. Communication training:

· Provide support and coaching for CIRM spokespeople in preparation for media interviews.

· Provide support and coaching for CIRM executives in preparation for high profile speaking opportunities.

· Support with message development for media interviews, major meetings, and high-profile speaking opportunities

· Provide coaching for CIRM executives and key staff in preparation for speaking before a 35-member governing board (~six times per year)

4. Cost proposal Anticipated funding: It is estimated that the initial funding for the contract will be approximately $100,000. There is the potential for two (2) years of contract extensions at CIRM’s election and available budget.

5. Qualifications required for services as requested As evidenced by the nature of the tasks listed above, CIRM expects to have a close working relationship with the agency and requires that the agency demonstrate a high degree of experience, and proficiency in the required duties.

The following minimum qualifications and experience are required:

· Firm must be a professional public relations agency that has been operational for at least five years and has substantial experience in the healthcare, biotechnology or community health fields.

· Firm must be able to show successful PR results within the last five years and for at least five organizations within the healthcare or community health fields.

· Preference is given to an agency based in California.

6. Reporting and Evaluation: The agency will provide regular performance reports, including key metrics and analytics, to evaluate the success and impact of the public relations initiatives. The reports will be shared with CIRM on a monthly or quarterly basis.

7. Submission Provide the following by submitting via email to businessservices@cirm.ca.gov A. Qualifications and experience of firm (Adobe Acrobat .pdf Document) Discuss how your firm’s overall experience demonstrates your firm’s ability to successfully complete the scope of services and details described in Section 3. Provide a detailed list of public relations projects you have provided to clients over the past five years, highlighting your firm’s unique services and accomplishments.

In addition, please include:

· Detailed description of the proposed approach to achieving the objectives and deliverables outlined.

· Strategies and tactics that will be employed.

· Summary of prior success in securing earned media placements and developing media strategies.

B. Qualification of staff (Adobe Acrobat .pdf Document) Identify the staff members who will provide the services required by the proposal, including years and type of experience for each person. Experience should include number of years at current firm as well as all relevant prior service.

C. Sample comparable projects (Adobe Acrobat .pdf Document) Provide a brief list and description of comparable clients and their public relations projects which your firm successfully completed within the last three years. Please attach two samples of media placements and two samples of op-eds, case studies, or thought leadership you have created for clients in the healthcare, scientific, and biotech fields.

D. References from past clients (Adobe Acrobat .pdf Document) Please provide at least three references from past clients E. Timelines (Adobe Acrobat .pdf Document or Microsoft Excel file format) Please provide a detailed timeline for the proposed work.

F. Cost proposal (Microsoft Excel format) The proposal should include the information on costs outlined in deliverables section. The Agency will provide a breakdown for each service outlined in this scope of work.

8.1 How to submit proposal

Please submit your entry in a PDF, word document, or Excel file with signature. This entry must be submitted to CIRM before the deadline of September 2nd , 2025 at 5:00 pm (PST) to businessservices@cirm.ca.gov use the following subject line in email: “RE: Proposal Submission for 25CM000307 –PR Firm”. Clearly identify the name of the company or firm that is submitting the proposal.

Deadline All submittals must be submitted no later than September 2, 2025, at 5:00 PM (PST).

9. Selection The purpose of the proposal evaluation process is twofold:

(1) to assess the responses for compliance with the RFP’s minimum qualifications, content and format requirements; and (2) to identify firms that have the highest probability of satisfactorily performing the services requested by CIRM at the best value. The evaluation process will be conducted in a comprehensive and impartial manner as set forth herein.

Proposals will undergo an evaluation process conducted by CIRM. In evaluating the proposals, CIRM will consider the perceived quality of the response, including the firm’s proposed scope of services, cost proposal, timeline, references, experience and qualifications. Evaluation will include consideration of the following factors:

A. Relevant experience and ability. Evaluation will include review of the firm’s overall experience, as well as the firm’s relevant experience. A factor under consideration will be whether the firm’s experience demonstrates its ability to successfully complete the requirements herein.

B. Responsiveness to project requirements. Evaluation will include consideration of responsiveness to client needs and requirements on previous projects, and the quality of the relationships maintained throughout the duration of these efforts. Attentiveness to and compliance with RFP instructions and other aspects of the selection process will be taken as an indication of responsiveness.

C. Qualifications of proposed personnel. Evaluation will include the particular experience, capabilities, and availability of specific personnel who will be available to provide services to CIRM.

D. Value. Range of services to be delivered within the proposed budget

10. Key action dates July 28, 2025 at 5:00 PM (PST) RFP available to prospective Firms Comment by Esteban Cortez: Update September 2, 2025 at 5:00 PM (PST) Final Date for Proposal Submission October 1, 2025 at 5:00 PM (PST) Award Date **Dates may be updated or changed based on the needs of CIRM

11. Contract terms CIRM’s standard contract terms are attached, and the selected firm will be expected to comply with its terms, including insurance requirements. Please review the contract terms before submitting your proposal.

CIRM expects the chosen firm will be able to start as soon as possible after the agreement is executed. CIRM anticipates entering a contract with an initial expiration date of 30 June 2026. All contracts will contain a cancellation clause at CIRM’s election per CIRM’s standard Consulting Agreement.

12. Additional information A. A proposal may be rejected if it is conditional or incomplete, or if it contains any alterations of form or other irregularities of any kind. CIRM may waive any immaterial deviation in a proposal. CIRM's waiver of an immaterial deviation shall in no way modify the RFP document or excuse the proposer from full compliance with all requirements if awarded the contract.

B. CIRM may reject any or all proposals.

C. Costs incurred for developing proposals and in anticipation of award of the agreement are entirely the responsibility of the proposer and shall not be charged to CIRM.

D. A proposer may withdraw its proposal by submitting a written withdrawal request to CIRM, signed by the proposer or an authorized agent. Proposals may not be withdrawn without cause subsequent to proposal submission deadline.

E. A proposer may not modify a proposal after its submission. If the submission deadline has not passed, a proposer may withdraw its original proposal and submit a new proposal. Proposal modifications offered in any other manner, oral or written, will not be considered.

F. CIRM may modify the RFP prior to the date fixed for submission of proposals by posting the modified RFP on its website. If you are preparing a proposal, you should check the CIRM website for modifications to the RFP.

G. CIRM will not consider more than one proposal from an individual, firm, partnership, corporation or association, under the same or different names.

H. No oral understanding or agreement shall be binding on either party.

13. Public release of proposals All documents submitted in response to this RFP will become the property of CIRM and will be regarded as public records under the California Public Records Act (Government Code Section 6250 et seq.) and subject to review by the public. Exhibit D to this RFP (Notice Regarding Public Release of Proposals) contains important details about the California Public Records Act and requirements for submitting any information in support of your proposal that you believe may legally be withheld from public disclosure. In order for your proposal to be considered, you must review and sign Exhibit D and return it to CIRM, along with your proposal.

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