BOARD MEETING DATE: April 2, 2004
AGENDA NO. 3

Execute Contract for Media Relations Services

SYNOPSIS:

On January 9, 2004, the Board approved release of RFP #2004-17 for Media Relations/Public Relations Services. Proposals were received by the RFP deadline and were evaluated based on the criteria stated in the RFP. Staff recommends executing a one-year contract with TLC MediaWorks for $135,000, and a one-year contract with Valencia, Perez and Echeveste for $114,000, with an option to renew each one for one year.

COMMITTEE:

Administrative, March 12, 2004, Recommended for Approval

RECOMMENDED ACTION:

Authorize the Executive Officer to execute a one-year contract with TLC MediaWorks for $135,000, and a one-year contract with Valencia, Perez and Echeveste for $114,000, with an option to renew each one for one year.

Barry R. Wallerstein, D.Env.
Executive Officer

Background

AQMD’s Media Communications Office handles all local, national and international media contacts with AQMD, and conducts numerous news conferences on special AQMD programs and high-profile issues. The office also directs AQMD’s Clean Air Choice program, a new-car labeling initiative aimed at assisting consumers to find the cleanest vehicles available for purchase. Since the mid-1990s, AQMD’s Media Office has been downsized from 10 staff members to its current staffing of three (one manager, one spokesperson and one clerical staff). AQMD receives a large volume of media calls daily, as well as on weekends and off-hours, from print and broadcast media on a wide range of topics, including Board policies and adopted regulations. Many of these topics are of a sensitive nature and require research to provide accurate information to the media. In addition to daily media inquiries, AQMD’s Media Office engages in a number of proactive media campaigns to raise public awareness of Board initiatives and agency programs. In December 2000, AQMD issued an RFP for media consultants to assist the Media Office with proactive media outreach as well as responses to high-profile, sensitive media inquiries. AQMD has found these consultant services to be cost-effective and extremely helpful to the Media Office operation. AQMD’s Media Office needs to continue outside assistance to maintain the level of service and activities in the office.

Outreach

In accordance with AQMD's consulting and contracting policies, a public notice advertising the RFP and inviting proposals was published in the following publications:
 

1.	Antelope Valley Press	10.	La Opinion	19.	Precinct Reporter
2.	Black Voice News	11.	La Voz	20.	Rafu Shimpo
3.	Chinese Daily News	12.	Los Angeles Daily News	21.	Riverside Press Enterprise
4.	Eastern Group Publications	13.	Los Angeles Sentinel	22.	San Bernardino Sun
5.	El Chicano	14.	Los Angeles Times	23.	Santa Clarita Signal
6.	The Excelsior	15.	El Informador	24.	State of California Contracts Register
7.	Inland Empire Hispanic News	16.	Orange County Register	25.	LA Daily Journal
8.	Inland Valley Daily Bulletin	17.	Palm Springs Desert Sun	26.	La Prensa
9.	Korea Central Daily	18.	Philippine News	27.	Daily Breeze

In addition, the RFP was listed on the Internet, the District’s Bidder Hotline and mailed to the Latino Caucuses, Black Caucuses and Chambers. It was sent to approximately 75 media and public relations firms from the AQMD vendors’ database and the Public Relations Society of America – Los Angeles Referral Program. This is routine for all Request for Proposals and Request for Quotations.

Bid Evaluation

Eleven proposals were received before the bidding closed at 10 a.m. on February 13, 2004. The bids were reviewed by an ethnically and gender-diverse panel of three (3) AQMD employees: the Media Office Manager, the Senior Policy Advisor and a Senior Public Information Specialist and one outside expert, the Communications Manager for Sempra Energy; one African-American, two Caucasian, and one Hispanic; one female and three male. The panel scored the proposals according to criteria outlined in the RFP, without an oral interview, and forwarded the three highest-ranking proposals to the Administrative Committee for review. The Administrative Committee interviewed representatives from TLC MediaWorks, Strategy Workshop, Inc. and Valencia, Perez & Echeveste at its meeting on March 12, 2004. The committee unanimously recommended award of contracts to TLC MediaWorks and Valencia, Perez and Echeveste and is forwarding this recommendation to the full Board for consideration. The committee requested that TLC MediaWorks be used in a lead capacity and directed the Executive Officer to negotiate contracts reflecting the committee’s deliberation as close as possible.

Attachment A reflects the listing of top three proposals, ranked by the panel in order by score.

Resource Impacts

Funding for these services is provided for in AQMD's FY 2003-04 Budget.

Attachment

Attachment A – Evaluation of Top Three Proposals for Administrative Committee Review for RFP #P2004-17
 

ATTACHMENT A
EVALUATION OF TOP THREE PROPOSALS
PRIOR TO ADMINISTRATIVE COMMITTEE REVIEW
FOR RFP #P2004-17

¹ Assumes that only one contract is issued for outside consultant services.

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