PROPOSAL:
Issue RFP for Media Relations Services
SYNOPSIS:
At a time of heightened AQMD activity in the areas of the Mobile Source
emissions, the 2007 AQMP and goods movement issues, 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 strategic planning, news conferences and media campaigns. This
action is to issue an RFP for Media Relations Services that will cover a
one-year period with an option to renew for an additional year.
COMMITTEE:
Not Applicable
RECOMMENDED ACTION:
Authorize the issuance of RFP #2007-25 for Media 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
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 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 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(s) to assist with proactive programs such as news
conferences, publicity for special events and media campaigns. In addition,
the firm(s) would assist in the areas of the Mobile Source Fair Initiative,
the 2007 AQMP and goods movement. 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 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, the State of
California Contracts Register website, 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 2006-07 Budget
and the FY 2007-08 Budget, if subsequently approved by the Board.
Attachment
(DOC 800kb)
RFP #2007-25
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