BOARD MEETING DATE: January 9, 2004
AGENDA NO. 4

Issue RFP for Media Relations/Public Relations Services

SYNOPSIS:

At a time of heightened AQMD activity in the areas of environmental justice, mobile source programs and rulemaking, AQMD’s Media Office is seeking to solicit bids from qualified media relations/public relations firms to assist with media outreach programs. A firm or firms are needed to assist the office, which handles day-to-day media communications services and programs, with proactive media outreach activities. This includes press conferences, media campaigns and execution of AQMD’s Clean Air Choice program. This RFP will cover a one-year period for an amount not to exceed $250,000, with an option to renew.

COMMITTEE:

Administrative, December 12, 2003, Recommended for Approval

RECOMMENDED ACTION:

Authorize the issuance of RFP #P2004-17 for Media Relations/Public Relations Services for a period of one year in an amount not to exceed $250,000, with an option to renew for an additional 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 Governing Board policies and adopted regulations. Many of these topics are of a sensitive nature and require extensive 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 Governing Board initiatives and agency programs. In 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.

Proposal

It is proposed that AQMD contract with a media relations/public relations consulting firm(s) to assist with special projects that are proactive, such as press conferences, publicity for special events and media campaigns. In addition, the firm(s) would carry out and expand AQMD’s Clean Air Choice program. The firm(s) would be fully capable of advising AQMD on proactive media outreach opportunities and organizing and executing these projects under direction of the Media Office Manager in consultation with the Executive Officer. The proposed contract would run for one calendar year.

Outreach

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

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

Bid Evaluation

Proposals will be reviewed and evaluated by a diverse, technically qualified panel in accordance with criteria contained in the attached RFP. In addition, the most qualified firms will be interviewed by the Administrative Committee of the Board for the purpose of final recommendation.

Consultant Selection Process

Staff recommends that a consultant or consultants be selected through an open bidding process, according to the AQMD’s Consultant Selection Policy and Procedure, Section I (B): Due to the nature of the work to be performed or the staffing level required, it may, from time to time, be necessary to utilize the services of outside contractors/consultants who are not employees of AQMD.

Proposed Budget

The total funding from the AQMD for this RFP will not exceed $250,000.

Resource Impacts

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

Attachment

1. RFP #P2004-17
2. List of Current Media Services Contracts

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