BOARD MEETING DATE: April 7, 2006
AGENDA NO. 3

Execute Contract for Media Relations Services

SYNOPSIS:

On January 6, 2006, the Board approved release of RFP #2006-14 for Media Relations/Public Relations Services.  Three proposals were received by the RFP deadline and were evaluated based on the criteria stated in the RFP.  The Administrative Committee reviewed this item on March 10, 2006, interviewed the top two candidate firms and recommended executing a one-year contract with O’Rorke, Inc. for an amount not to exceed $170,000, with an option to renew for one year.

COMMITTEE:

Administrative, March 10, 2006, Recommended for Approval

RECOMMENDED ACTION:

Authorize the Chairman of the Board to execute a one-year contract with O’Rorke, Inc. in an amount not to exceed $170,000 with an option to renew for an additional year.

Barry R. Wallerstein, D.Env.
Executive Officer

Background

AQMD’s Media Office handles all local, national and international media inquiries and interviews with AQMD, and conducts numerous news conferences on special AQMD programs and high-profile issues.  The office and its media consultant planned and executed the successful November 2005 “Mobile Board Meeting” and assisted with developing the Chairman’s Clean Port Initiative.  The Media Office and its media consultant also direct 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.  Since 2001, AQMD has issued RFPs and awarded contracts for media consultants to assist the Media Office with proactive media campaigns, the Clean Air Choice program and responses to high-profile, sensitive media inquiries.  AQMD has found these consultant services to be cost-effective and extremely valuable in communicating the agency’s policies and goals to the media and the public.  AQMD’s Media Office needs to continue this 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 to assist with proactive programs such as news conferences, publicity for special events and media campaigns.  In addition, the firm would carry out and expand AQMD’s Clean Air Choice program, and assist in the areas of Goods Movement Initiatives and the 2006 AQMP.  The firm 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 12 months. 

Outreach

In accordance with AQMD’s Procurement Policy and Procedure, a public notice advertising the RFP/RFQ and inviting bids was published in the Los Angeles Times, the Orange County Register, the San Bernardino Sun, and Riverside County Press Enterprise newspapers to leverage the most cost-effective method of outreach to the entire South Coast Basin.

Additionally, potential bidders may have been notified utilizing the Los Angeles County MTA Directory of Certified Firms, the Inland Area Opportunity Pages Ethnic/Women Business & Professional Directory; and AQMD’s own electronic listing of certified minority vendors.  Notice of the RFP/RFQ was mailed to the Black and Latino Legislative Caucuses and various minority chambers of commerce and business associations, and placed on the Internet at AQMD’s Web site (http://www.aqmd.gov/).  Information was also available on AQMD’s bidder’s 24-hour telephone message line (909) 396-2724.

Bid Evaluation

Three proposals were received before the bidding closed at 9 a.m. on February 7, 2006.  The bids were reviewed by an ethnically and gender-diverse panel of three (3) AQMD employees:  a Media Office Manager, a Community Relations Manager and a Senior Deputy District Counsel; and one outside expert, the Director of Communications for Waste Management’s western division.  The panel scored the proposals according to criteria outlined in the RFP, without an oral interview, and forwarded the two highest-ranking proposals to the Administrative Committee for review.  The Administrative Committee interviewed representatives of O’Rorke, Inc., and Valencia, Perez & Echeveste at its meeting on March 10, 2006.  During the interview, Valencia, Perez and Echeveste representatives noted that a separate but related company comprised of some of their partners represent BNSF Railroad relative to the proposed North Long Beach International Railyards.  Some of the Committee members expressed significant concerns about potential conflict of interest.   The committee, on a vote of 2 in favor and 1 opposed, is recommending the award of the contract to O’Rorke, Inc. and is forwarding this recommendation to the full Board for consideration.

Attachment A reflects the evaluation of the three proposals received, ranked by panel scoring.

Resource Impacts

Funding for these services is provided for in AQMD's FY 2005-06 Budget and the FY 2006-07 Budget, if subsequently approved by the Board.

Attachment

A – Evaluation of Three Proposals for Administrative Committee Review for RFP #P2006-14

ATTACHMENT A

EVALUATION OF TOP THREE PROPOSALS
PRIOR TO ADMINISTRATIVE COMMITTEE REVIEW
FOR RFP #P2006-14