BOARD MEETING DATE: March 5, 2010
AGENDA NO. 14

PROPOSAL:

Issue RFP for Media & Public Relations Services

SYNOPSIS:

With a continuing need for a high level of media and public outreach, AQMD’s Media Office is seeking to solicit bids from qualified media/public relations firms to assist with media and public outreach programs. A firm or firms are needed to assist the office, which handles day-to-day media relations services and programs, with proactive media and public outreach activities including the minority advertising and outreach program and AQMD’s Air Quality Index initiative. This action is to issue an RFP for Media and Public Relations Services for a one-year period with an option to renew for two additional one-year contracts upon satisfactory performance and at the discretion of the Board.

COMMITTEE:

Administrative, Feb. 12, 2010, Recommended for Approval

RECOMMENDED ACTION:

Authorize the issuance of RFP #2010-16 for Media and Public Relations Services for a period of one year in an amount not to exceed $180,000, with an option to renew for two additional one-year contracts.
 

Barry R. Wallerstein, D.Env.
Executive Officer

Background

AQMD’s Media Office handles all news media inquiries and interviews with AQMD and conducts news briefings and media events on special AQMD programs and high-profile issues. The office and its consultant also coordinate and implement special public outreach projects. For example it recently completed the Board’s “State of the Air” video. The media team is now implementing a comprehensive minority advertising and outreach program, as well as a multi-faceted Air Quality Index initiative to encourage residents to sign up for daily “Air Alerts.” During 2009, AQMD’s Media Office and its consultant planned and executed numerous media and public outreach activities including those promoting AQMD’s lawn mower and leaf-blower exchange programs. It also negotiated and coordinated media partnerships with ABC7 and KPCC for the South Pasadena Clean Car Show and Green Living Expo; continued promotion of the agencies’ Healthy Hearths program; created AQMD’s “Air News Network” on YouTube and produced a video on smog season for it; secured talk show appearances for AQMD; and recruited local celebrity emcees for the Green Tech Connect forum and the annual Clean Air Awards.

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 secretary).  AQMD receives media inquiries on a daily basis as well as on weekends and off-hours, from print, broadcast and online 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 media inquiries, AQMD’s Media Office engages in a number of proactive media and public outreach campaigns to raise public awareness of Board initiatives and agency programs. Since 2001, AQMD has issued RFPs and awarded contracts for media/public relations consultants to assist the Media Office with proactive 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/public relations consulting firm(s) to assist with proactive programs such as media events and media/public outreach campaigns. Specifically, the firm(s) would assist with the minority advertising and outreach program, the Air Quality Index initiative and other programs and events as they occur. The firm(s) would be fully capable of advising AQMD on proactive media/public outreach opportunities and organizing and executing these projects under direction of the Media Relations Manager in consultation with the Executive Officer. The proposed contract would run for 12 months.

This year’s RFP represents a $10,000 increase from the previous 2007 RFP to cover increased resources needed to implement the minority advertising and outreach program and other initiatives. Implementing this program represents a significant additional amount of work in addition to the AQI initiative and ongoing outreach tasks. In order to maximize the advertising investment, the contractor will be expected to research publications, analyzing their reach and market share; develop an advertising plan including budget allocations, schedules and desired placement; negotiate for the best advertising rates; secure agreements; gather clippings of ads; and analyze and evaluate the effectiveness of the advertising program.

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 the Riverside 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 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 1 (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 $180,000. 

Resource Impacts

Funding for these services is provided for in AQMD’s FY 2009-10 Budget and the FY 2010-11 Budget, if subsequently approved by the Board.

Attachment (DOC, 805k)

RFP #2010-16