BOARD MEETING DATE: April 4, 2008
AGENDA NO. 3

PROPOSAL: 

Amend Media Services Contract with Westbound Communications, Inc.

SYNOPSIS:

On June 1 2007, the Board approved a one-year contract for Media Relations/Public Relations Services with Westbound Communications for $12,916 per month. This action is to exercise the option to renew the contract for an additional year.

COMMITTEE:

Administrative, March 14, 2008, Recommended for Approval

Recommended Action:

Authorize the Executive Officer to exercise the option to amend the contract for Media Relations/Public Relations Services with Westbound Communications for $12,916 per month 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.  In 2007, the office and its media consultant publicized AQMD’s High Emitter Repair or Scrap (HEROS) program and executed numerous media events including those promoting AQMD’s leaf blower exchange program.

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 secretary).  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

Staff recommends renewing the Westbound Communications contract for one year in the amount of $12,916 per month.

During the past 12 months, Westbound Communications helped plan and execute media events that significantly contributed to the success of AQMD’s leaf blower exchange program. Westbound helped to secure numerous print, radio and television stories on HEROS that raised the public’s awareness of this voluntary program. The firm developed the concept and marketing strategy for AQMD’s “Healthy Hearths” program to promote cleaner alternatives to residential wood burning. Westbound is now working with the Angels Major League Baseball team on a potential joint promotion of AQMD’s “Mow Down Air Pollution” lawn mower exchange.

Staff is extremely pleased with the work being done by Westbound Communications, and feels the AQMD would benefit by maintaining the momentum of its work efforts in developing innovative programs for the Media Office.

Resource Impacts

Funding for this contract is included in the FY 2007-08 Executive Office Budget.