BOARD MEETING DATE: September 10, 2010
AGENDA NO. 3

PROPOSAL:

Execute Contract for Media Relations Services

SYNOPSIS:

On March 5, 2010, the Board approved release of RFP #2010-16 for Media and Public Relations Services. Thirteen proposals were received by the RFP deadline and were evaluated based on the criteria stated in the RFP. The Administrative Committee reviewed this item on July 16, 2010, interviewed the top four candidate firms and recommended executing a one-year contract with Valencia & Co. for $ 152,625, with an option to renew for two additional one-year terms at the discretion of the Board.

COMMITTEE:

Administrative, July 16, 2010, Recommended for Approval

RECOMMENDED ACTION:

Authorize the Chairman to execute a one-year contract for media and public relations services with Valencia & Co. for $152,625 with an option to renew for two additional one-year terms.

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 media consultants also coordinate and implement special public outreach projects, including the Board’s recently completed “State of the Air” video. 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; continued promotion of the agency’s Healthy Hearths program; created AQMD’s “Air News Network” on YouTube and produced a video on smog season for it.

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 and public relations services to assist the Media Office with proactive campaigns as well to provide strategic counsel on 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. Media Office staff recommends continuing this outside assistance in order to maintain the level of service and activities in the office. 

Proposal

It is proposed that AQMD contract with a media and public relations consulting firm to assist with proactive programs such as media events and media/public outreach campaigns. Specifically, the firm would assist with AQMD’s CBS2 weather report sponsorship, minority advertising and outreach program, the Air Quality Index initiative, and other programs and events as they occur. The firm would be fully capable of advising AQMD on proactive media and 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 with an option to renew for two additional one-year terms at the discretion of the Board.

Bid Evaluation

Thirteen proposals were received before the bidding closed at 9 a.m. on April 6, 2010. The bids were reviewed by a diverse panel in accordance with criteria contained in the RFP. The panel was composed of three AQMD employees – a Principal Deputy District Counsel, the Media Relations Manager and a Program Supervisor -- as well as one outside expert, a Communications Director with the Port of Long Beach. The panel breakdown was as follows: one Asian/Pacific Islander, two Caucasian and one Hispanic; all male. The panel scored the proposals according to criteria outlined in the RFP, without an oral interview, and forwarded the four highest-ranking proposals to the Administrative Committee for review. The Administrative Committee interviewed representatives of Westbound Communications; Valencia & Co.; MS&L-Los Angeles; and Forde and Mollrich/Maryann Maloney & Associates at its meeting on July 16, 2010. The committee is recommending the award of the contract to Valencia & Co. and is forwarding this recommendation to the full Board for consideration.

Attachment A reflects the listing of the top four proposals, ranked by the panel in order by score.

Resource Impacts

Funding for these services is provided for in AQMD's FY 2010-11 Budget and will be requested in the FY 2011-12 Budget, subject to Board approval.

Attachment (DOC, 28k)

A – Evaluation of Four Proposals for Administrative Committee Review for RFP #P2010-16