BOARD MEETING DATE: April 1, 2005
AGENDA NO. 3
Renew Contract for Media Relations Services
SYNOPSIS:
On April 2, 2004, the Board approved a one-year contract with Valencia, Pérez and Echeveste for $114,000. This action is to exercise the option to renew the contract for an additional year. The proposed amount is $163,440 and includes a new assignment of staff support for the Clean Air Choice Program.
COMMITTEE:
Administrative, March 11, 2005, Recommended for Approval
RECOMMENDED ACTION:
Authorize the Executive Officer to exercise the option to renew the contract with Valencia, Pérez and Echeveste for one additional year for a total amount not to exceed $163,440.
Barry R. Wallerstein, D.Env.
Executive Officer
Background
AQMD’s Media 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 has the primary responsibility for executing the Chairman’s 2005 Initiative, "Clearing the Air," including several "mobile" Governing Board meetings, news conferences and talk show appearances. 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. In addition to outreach to new car dealers, the Media Office showcases Clean Air Choice vehicles and information at more than two dozen community events a year. In light of the extensive demands of these proactive media and public outreach programs, AQMD’s Media Office needs outside assistance to maintain the level of these activities.
Proposal
Staff recommends continuing the Valencia, Pérez and Echeveste (VPE) contract for one year for an amount not to exceed $114,000. The proposed contract includes an additional payment of $49,440 to cover the costs for an expansion of tasks relating to the Board’s Clean Air Choice Program, including increased staff support.
VPE also was integral in developing the implementation plan for the Chairman’s "Clearing the Air" initiative and its knowledge of and experience with this program’s media strategy will likewise help ensure its successful execution. In addition, during the past year VPE and its partner firms have significantly enhanced AQMD’s outreach to ethnic minorities by helping to secure numerous news stories in Asian, African-American and Latino newspapers, television, cable and radio stations. VPE and its partner firms have translated numerous AQMD news releases, flyers and other collateral into foreign languages including Spanish and Vietnamese. VPE’s media contacts and community credibility have been invaluable in expanding the visibility of AQMD activities at the local community level.
Staff is extremely pleased with the work being done by this contractor, and feels AQMD would benefit by maintaining the momentum of their work efforts in carrying out innovative programs for the Media Office. A summary of select activities during FY 2004-05 for this contractor is attached.
Resource Impacts
Funding for this contract will be included in the FY 2005-06 Executive Office Budget.
Selected Activities of AQMD Media Consultant
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