BOARD MEETING DATE: January 6, 2006
AGENDA NO. 6

Issue RFP for Media Relations/Public Relations Services

SYNPOSIS:

At a time of heightened AQMD activity in the areas of Goods Movement, and the 2006 AQMP. 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 with an option to renew for an additional year.

COMMITTEE:

Administrative, December 9, 2005, Recommended for Approval

RECOMMENDED ACTIONS:

Authorize the issuance of RFP #2006-14 for Media Relations/Public Relations Services for a period of one year 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(s) to assist with proactive programs such as news conferences, publicity for special events and media campaigns. In addition, the firm(s) would carry out and expand AQMD’s Clean Air Choice program, and assist in the areas of Goods Movement and the 2006 AQMP. 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 12 months.

Outreach

In accordance with AQMD’s Procurement Policy and Procedure, a public notice advertising the RFP/RFQ and inviting bids will be 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 be 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 will be 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 where it can be viewed by making menu selections “Inside AQMD”/“Employment and Business Opportunities”/“Business Opportunities” or by going directly to http://www.aqmd.gov/rfp/index.html). Information is also available on AQMD’s bidder’s 24-hour telephone message line (909) 396-2724.

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 may 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 $170,000.

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(s) (EXE 843kb)

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