BOARD MEETING DATE: June 1, 2007
AGENDA NO. 3

PROPOSAL:

Execute Contract for Media Relations Services

SYNOPSIS:

On February 2, 2007, the Board approved release of an RFP for Media Relations/Public Relations Services. Twelve 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 April 13, 2007, and May 11, 2007, interviewed the top candidate firms and recommended executing a month-by-month contract with Westbound Communications for $12,916 per month for a period of 12 months with an option to renew for an additional year.

COMMITTEE:

Administrative, April 13, 2007 and May 11, 2007, Recommended for Approval

RECOMMENDED ACTION:

Authorize the Chairman to execute a month-by-month contract with Westbound Communications, for $12,916 per month, from the Executive Office FY 2006-07 Budget, Professional and Special Services Account for a period of 12 months 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 consultants planned and executed the successful “Mobile Board Meetings” in 2005 and 2006 as well as numerous media events including those promoting AQMD’s lawn mower and leaf-blower exchange programs.

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 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 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 as well as 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 assist in the areas of the Mobile Source Fair Initiative, the 2007 AQMP, goods movement, and AQMD’s Proposed Rule 445, Wood Burning Appliances. 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 on a month-by-month basis with quarterly reports to the Administrative Committee. An annual workplan will be required at the end of month one of the contract.

Bid Evaluation

Twelve proposals were received before the bidding closed at 9 a.m. on March 6, 2007. The bids were reviewed by a diverse panel in accordance with criteria contained in the RFP. The panel was composed of three AQMD employees -- an Assistant Deputy Executive Officer, the Media Office Manager and a Senior Deputy District Counsel -- as well as one outside expert, an Air Quality Information Specialist with the Santa Barbara Air Pollution Control District. The panelists included one Asian/Pacific Islander, two Caucasians and one Hispanic; one female and three males. The panel scored the proposals according to criteria outlined in the RFP, without an oral interview, and forwarded the highest-ranking proposals to the Administrative Committee for review. One firm subsequently withdrew its proposal from consideration. The Administrative Committee interviewed representatives of TLC MediaWorks, Westbound Communications, and The Pollack PR Marketing Group at its meeting on April 13, 2007. At its May 11 meeting, the Committee recommended awarding the contract to Westbound Communications on a month-by-month basis for a period of 12 months with an option to review for an additional year, and is forwarding this recommendation to the full Board for its consideration.

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

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.

Resource Impacts

Funding for these services is provided for in AQMD's FY 2006-07 Budget and will be requested in the FY 2007-08 Budget.

Attachment

A – Evaluation of Proposals for Administrative Committee Review for RFP #P2007-25

ATTACHMENT A

EVALUATION OF TOP PROPOSALS
PRIOR TO ADMINISTRATIVE COMMITTEE REVIEW
FOR RFP #P2007-25