PR Around Public Sector Partnerships

PR Around Public Sector Partnerships

Public sector partnerships can offer a brand serious legitimacy — but they also bring unique challenges when it comes to PR. Whether you’re working with a city government, federal agency, public university, or school district, how you tell the story matters. These aren’t just contracts — they’re proof points. And in today’s trust-based marketing landscape, partnerships with the public sector can move the needle for media, investors, and consumers alike.

At TAG Collective, we’ve helped brands navigate the nuanced world of public-private storytelling. Here’s how to approach PR around public sector partnerships in a way that’s credible, compliant, and compelling.

1. Lead With the Impact, Not the Institution
Journalists and audiences aren’t interested in your partnership just because it’s with the government. What they care about is why it matters. What problem does the partnership solve? Who benefits? What’s the measurable outcome?

Instead of “Company X awarded state contract,” frame it as: “Company X to help expand clean water access to 100,000 rural residents.” It’s not about the paperwork — it’s about the people.

2. Translate Bureaucracy Into Narrative
Government lingo doesn’t translate well to press releases. Make sure your messaging strips out procurement speak and reframes the story for a lay audience. No one’s going to share a headline with the phrase “RFP deliverables.”

Instead, focus on mission, human impact, and relevance to broader societal trends (public health, education equity, sustainability, etc.).

3. Know the Approval Process
Before going public, know what the public partner requires. Some government entities must approve all press materials. Others may limit use of logos or quotes. Get aligned early so you don’t craft a campaign that gets blocked by red tape.

We recommend building in extra lead time for approvals and preparing multiple versions of your announcement (internal, B2B, media-facing, etc.).

4. Choose the Right Spokesperson
Not every public partner will want to go on record. If they do, make sure the quote is substantive, not boilerplate. “We’re thrilled to partner with Company X” doesn’t add value. A strong quote explains why they chose you and what impact they expect.

If no spokesperson is available, consider telling the story through community voices, educators, or end users affected by the program.

5. Leverage Local and Trade Press First
While national outlets love public-private innovation, local and trade media often provide the most fertile ground for initial coverage. Local newspapers, education weeklies, or civic technology publications can be strong entry points — especially if the story ladders up to broader relevance later.

Plus, local press often has deeper ties to the community you’re serving — and can help validate your intentions early on.

6. Prepare for Scrutiny — And Welcome It
Public partnerships invite questions: about transparency, contracts, and outcomes. Your messaging should anticipate this. Be ready to share how the partnership was awarded, what oversight exists, and how success will be measured.

Handled well, these questions can become assets. Accountability reinforces credibility. If you’ve done the work, let it show.

7. Show Long-Term Commitment
Public sector PR isn’t about splashy launches. It’s about sustained impact. Think beyond the initial announcement. Can you share milestone updates, data reports, community testimonials, or behind-the-scenes case studies?

Ongoing visibility reinforces that your brand isn’t just checking a box — it’s committed to change.

Case Study: Framing a Smart Cities Partnership
We helped a mobility tech company announce a partnership with a major U.S. city to provide adaptive transit services for aging populations. Instead of leading with the RFP win, we told the story of a 78-year-old resident who now uses the service to visit her grandkids. That story earned local TV coverage, social sharing, and led to a profile in a national policy magazine. We brought the impact forward — and let the contract follow.

Final Thought: It’s Not Just a Contract — It’s a Credibility Signal
Working with the public sector means you’ve earned a certain level of trust. Your PR should reflect that. At TAG Collective, we help brands tell partnership stories that are grounded in purpose, executed with clarity, and designed to build lasting public confidence. Because when you serve the public — the public deserves to hear about it.