BOARD MEETING DATE: February 6, 2009
AGENDA NO. 13
PROPOSAL:
Amend Contract for Media Relations Services
SYNOPSIS:
On April 4, 2008, the Board exercised the option to renew for an additional year the contract for Media Relations/Public Relations Services with Westbound Communications for $12,916 per month. The existing contract with the firm expires on May 31, 2009. This action is to amend the existing contract for one additional year.
COMMITTEE:
Administrative, January 16, 2009, Recommended for Approval
RECOMMENDED ACTIONS:
Authorize the Executive Officer to amend the contract for Media Relations/Public Relations Services with Westbound Communications for $12,916 per month for one additional year, ending on May 31, 2010.
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 2008, the office and its media consultant planned and implemented the successful launch of AQMD’s new “Healthy Hearths” program, including the development of the new website www.healthyhearths.org and an educational video on the program, and also executed numerous media events including those promoting AQMD’s leaf blower and lawn mower exchange programs.
Since the mid-1990s, AQMD’s Media Office has been downsized from 10 staff members to its current staffing of three full-time employees (one manager, one senior public information specialist 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
During the past two years, Westbound Communications has helped AQMD’s media office plan and execute numerous media events that significantly contributed to the success of AQMD’s programs, including those promoting AQMD’s lawn mower and leaf blower exchange events. In 2007, the firm helped secure numerous print, radio and television stories on AQMD’s HEROS program that raised the public’s awareness of this voluntary program and developed the concept and marketing strategy for AQMD’s new “Healthy Hearths” program, as well as planned and implemented the successful launch of the program in 2008, including the development of the new program website and educational video. The firm continues to assist with outreach on the “Healthy Hearths” program and is now working on outreach for AQMD’s mobile board meeting planned for March in Riverside, as well as a media outreach plan for Chairman Burke’s recently announced “Helping Hand” initiative.
The current contract with Westbound Communications expires on May 31, 2009. At the January 16, 2009 Administrative Committee meeting, Board Member Yates offered a motion to extend the existing contract with Westbound Communications for one additional year ending on May 31, 2010, and delay for one year the release of an RFP for media relations services. The motion was unanimously approved.
Resource Impacts
Funding for this contract is included in the FY 2008-09 Executive Office Budget.
Attachment (DOC, 76k)
Westbound Communications AQMD Activities - May 2007 – January 2009