PUBLIC OUTREACH COMMITTEE

ITEM:		ACTION ITEMS
3.	CONSIDER DEVELOPMENT OF RECOMMENDATION TO THE BOARD RE PUBLIC OUTREACH CONSULTING SERVICES
Meeting Date:			February 14, 2013	Budgeted:	N/A
From:			David J. Stoldt	Program/
			General Manager	Line Item No.:
Prepared By:			David J. Stoldt	Cost Estimate:
General Counsel Approval: N/A
Committee Recommendation: N/A
CEQA Compliance: N/A

SUMMARY: At its January 23, 2013 meeting, the Committee directed staff to research potential public relations firms to assist the District with ongoing public outreach needs. To date several firms and individuals have been identified, as identified below. However, the Committee needs to consider what the desired scope of services should be, as well as whether a Request for Proposals (RFP) should be developed or if a qualified party can be identified and contracted.

RECOMMENDATION: The Committee should discuss and determine if it would like to recommend to the Board a course of action to proceed, including scope of services and method of procurement.

BACKGROUND: At its January 23, 2013 meeting the Committee did not determine the relevant scope of services it desires from a public relations consultant. Based on a review of several firms, staff has determined that traditional services fall into the following areas of expertise:

· Communications Audit · Community Relations · Crisis Communication · Event Management

· Fundraising · Marketing Communications · Media Relations · Media Training

· Perception Audit · Promotion · Public/Government Affairs · Website Development

Among these, a few are further described below.

Community Relations is a series of activities that collectively establish two-way communication with the public. The goal is to create an ongoing rapport with the community and raise and maintain an organization’s public relationships. Through activities such as organizing information events and community awareness projects, the PR firm helps to establish the client as a valuable and active member in the targeted community and improve the public’s understanding and perception of them.

Media Relations is an effort to deliver a client’s message to media contacts, to establish a presence in media outlets and to raise awareness about a company or organization. The PR firm succeeds in gaining media attention for clients through editorial reviews, press conferences, press releases, research, creation of media contact lists, acting as a spokesperson, acting as a facilitator for interviews and story pitching.

Marketing communications often weaves into a public relations plan to ensure consistent message delivery throughout all channels. Activities may include advertising and promotion, branding, the creation of printed marketing collateral, online marketing and direct marketing, primarily focused on positioning - and generating demand for - an organization's products and services. The PR firm approaches marketing communications by first identifying an organization's objectives and defining its target audience, then communicating messages powerfully and simply with clean graphic design, expert copywriting and strategic paid media opportunities.

An external perception audit can be performed by the PR firm to determine how a company's image, message or product is perceived by the public. The audit can use a variety of methods, including interviews, polling and focus groups to obtain information from the public, which are assessed to gauge the overall perception. The PR firm then advises its client on how to best achieve a more accurate or positive perception of the company's image, message or product.

The key to successful communications begins with an in-depth exploration of a company or organization’s current practices. A PR firm can perform a Communications Audits to measure the effectiveness of current communications methods, evaluate which areas need improvement and implement measures to enhance them. Information is collected through personalized interviews, customized questionnaires and surveys. Results are tabulated and presented in an analytical report with recommendations.

When built upon the fundamentals of public relations, websites can be a valuable strategic business and communication tool, serving to enhance public perception, establish credibility, develop brand awareness, build loyalty and create stronger relationships with an organization's most important audiences. A PR firm’s website services might include analyzing a company's existing website, writing and revising complete page content, and fine tuning navigation for clarity and consistency. Other firms we have previously identified also manage website design and revamping from start to finish, and could be brought in to collaborate with the PR firm.

Identified Potential Consultants:

· Armanasco Public Relations, Monterey · Brickman Marketing, Monterey · Communication Planners, Monterey

· Environmental Relations, Monterey · Lewis Leader, Carmel Valley · Peterson Communications, Carmel · Thomas Brand Consulting, Pacific Grove

EXHIBIT

None

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