Steve’s breakdown: These folks seem like they have things figured out but when it comes to AORs they’re a bit fickle. Approach with care.

HENDERSON, NV: Online shoe and apparel retailer Zappos has issued an RFP for a PR AOR. The company also selected VaynerMedia as its first social media agency.

Zappos is looking for a PR agency to raise awareness of all the company’s offerings, said brand marketing manager Michelle Thomas.

“Where we’re at as a company right now is we’re still pigeon-holed as an online shoe retailer,” she explained. “Through this RFP, we’re hoping to leverage an agency that can help us . . .

That’s all we have but our advise is to contact the client directly.

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