Media monitoring and distribution service

The National Aeronautics and Space Administration (NASA) needs to reach a variety of critical audiences with its news and information products and to assess and report on the reach, outcomes and return on investment for its news and information dissemination efforts.

The contractor shall provide tools and services that enable NASA to 1) assess the volume, popularity, reach and tone of coverage about NASA issues and events, gauge the pace and quality of social conversations, and to understand the impact of communications campaigns at aggregated and granular levels; 2) distribute up-to-the-minute full-text news and information products to audiences including the news media, the investment community, government decision-makers, and the general public; 3) establish contact and manage relationships with representatives of the news and information media, and enable strategic communicators to target specific media audiences; 4) obtain media intelligence to aid assessment of crisis situations, quick response across time zones, and leveraging of coverage by communication campaigns, events or spokespersons; and 5) distribute news and information electronically to knowledge workers across the agency.

The contractor shall provide capabilities including, but not limited to, traditional and social media measurement with analysis to understand reach, obtain insight about audiences, and gauge return on investment; news wire distribution; contact and customer relationship management database of journalists and news media outlets; executive news briefing; and electronic clipping.

These tools and services will assist NASA's associate administrator for communications and Office of Communications staff in fulfilling their responsibilities as outlined in NASA Policy Directive 1000.3, Chapter 4, Section 2.1, including, but not limited to, developing and implementing plans that address objectives, metrics and actions needed to execute the strategic goals and outcomes in the NASA Strategic Plan; monitoring communications performance and metrics, as well as effectiveness and efficiency of programs and processes; and building and maintaining the NASA brand.