PROPOSAL:
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
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