Vendor needs to provide comprehensive media relations management software, which will give agency the ability to improve its press release and media advisory distribution, evaluate the impact of media relation projects and efforts, monitor social media sites for agency presence and impact, and integrate users. – Comprehensive media database with contacts at the local, regional and national levels. – This should include contact information for local, regional and national journalists who work for print and online publications. – This database should be updated on a regular basis to ensure accuracy and reliability. – This database should include a thorough Media Search Function. – This database should not block contacts from users. – Customizable journalist and publication profiles. – There profiles should be available online with multiple user access and should include ample space for notes and inquiry updates – Integrated activity and project management, including the ability to track project updates and status and share users' project activity in one location – User–friendly clipping system for media hits and radio. – Automatic tracking for emails open/reads. – Users should be able to track who has opened and read emailed press releases and other announcements – Near real–time social media monitoring should measure prominence, impact and sentiment of blog posts and comments and mentions/comments on Facebook, YouTube, Flickr, X, and other social media sites. – Analysis should be able to generate accurate reports illustrating social media and news media monitoring metrics.