Note to ambitious PR firms with experience developing PSAs “designed to inspire change”: This week The Federal Emergency Management Agency, or FEMA, let everyone know that it would like a little help creating campaigns that actually serve the public instead of passing into the digital ether unnoticed like so many white-bread press releases.

The problem stems from the fact that the agency’s current campaign, with the super-creative name “Ready“, just doesn’t have the right amount of zip, or zing, or pizazz that the public demands of its government relations initiatives! It’s also a little scary!

FEMA specifically wants a firm experienced in pushing the message via social media; we have to say we’re a little impressed by the agency’s extensive multimedia Facebook page and Al Roker‘s willingness to make fun of himself for the public good. The winning bidder, which “must be adept at managing communications across interactive websites, social media, blogging, texting, gaming, grass roots marketing, social experimenting and other means”, could receive as many as four year-long contracts with the agency.

Do you think you have what it takes to remind the public that FEMA is actually a very useful organization, not a One World Government cabal best judged on the PR disaster that was Hurricane Katrina? Submit your questions and ideas by next Tuesday!

Many news outlets this afternoon are declaring the first national test of the Emergency Alert System a failure.

All TV and radio stations were meant to have a 30-second break at 2pm ET for the test. (Usually these tests, which most people are familiar with, are administered on a local level.) For many, that happened. But according to ABC News, some said they never saw anything, others said the audio was “distorted,” and some DirecTV customers said they heard Lady Gaga’s “Paparazzi” instead. For some reason, this is giving us massive giggles right now. Seriously people, you’re making that up!**

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McDonald’s has hired MWW Group’s Cheryll Forsatz as director of PR for the New York region, a new position. Forsatz was head of consumer PR at MWW. The move continues the evolution of McDonald’s decentralized model, according to PRWeek.

Burson-Marsteller has appointed Jay Leveton as worldwide EVP. He’s currently CEO of Proof Integrated Communications and an MD with Penn Schoen Berland. He will work with senior management on U.S. growth, continue in his lead role at Proof, and serve as interim chair of the U.S. brand marketing practice.

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