The URL can be used to link to this page

Home My WebLink AboutCC 11 PR FIRM 10-18-04 A G END A REPORT Agenda Item Reviewed: fIlij City Manager Finance Director .- (?IV' 11 MEETING DATE: OCTOBER 18, 2004 FROM: HONORABLE MAYOR AND MEMBERS OF CITY COUNCil WilLIAM A. HUSTON, CITY MANAGER ~ PUBLIC RELATIONS FIRM TO: SUBJECT: RECOMMENDATION That the City Council select Frank Wilson & Associates as the firm to provide public relations services for the City subject to a Professional Services Agreement to be prepared by the City Attorney. DISCUSSION During the 2004-05 budget workshops, the City Council discussed the need to retain a firm for public relations services. The City does not have a staff member trained or assigned to public relations/information services. The City Council decided that given the number of large capital improvement projects coming on line, development activity at Tustin legacy and other ongoing programs, the City needs to do a better job of keeping the community informed. Proposals were solicited from 18 firms located in Orange County. Twelve firms submitted proposals, and three were interviewed by a committee consisting of Mayor Kawashima, Councilmember Davert and the City Manager. The committee is recommending that Frank Wilson & Associates be retained. A copy of the firm's proposal is attached. FISCAL IMPACT The monthly retainer for press releases, media relations and preparation of feature articles would be $3,000. Additional services such as special events, training, etc., would be billed at an hourly rate of $150-175. Funds are included in the fiscal year 2004-05 General Fund budget. \. ~ 3D900 Rancho Viejo Road. Suite 2DO San Juan Capis'rano. Califom'a 92675 Frank Wilson [.r Associatcs. Inc. "4".218.1S5U lVlarketing Co~~unications Public Affairs 800.556.0113 949.2>8.185> Fax August 23, 2004 City of Tustin City Manager's Office Attention: Patty Estrella 300 Centennial Way Tustin, CA 92780 Dear Ms, Estrella: I would like to thank you and the City Manager for giving us this opportunity to respond to your Request for Proposals for Public Relations Services, Frank Wilson & Associates is a full service public affairs and public relations agency with 20 years of experience serving the needs of Southern California municipal governments, Our work encompasses the full range of professional services from branding to persuasion. I would like to clarify our understanding of your needs to this point and have prepared a brief proposal for your review. Desired Situation The City of Tustin would like to take an integrated approach to public and media relations and desires to obtain the services of an experienced and qualified firm to manage its public information and media relations functions. Ideally, you would like to retain a firm with experience and a track record of successfully assisting other cities and public agencies to manage their public information needs. The role here would be to manage the public information and media relation functions and to work with the City Manager's team to highlight the City's agenda, accomplishments and special needs, You would like FW&A to provide the following services: 1. Prepare press releases or suggested feature articles to Orange County-based media and other media outlets as appropriate on a monthly basis, 2, Coordinate media relations for major city events as required, including groundbreakings and announcements of major projects such as civic facilities and major development projects, ""'nov. frank",' Ison.com. CityolTus!in Ms, Patty Es!relia August 23, 2004 Page 2 3. Assist with media relations to help manage a major disaster, high profile event such as litigation or major dispute that generates a high level of media attention and requires a timely response from City officials as well as other circumstances anticipated to generate media interest. Next Steps Based on this information, we have developed the attached proposal to design and implement a comprehensive and integrated public information function for the City of Tustin. The first item on our agenda is to provide a communications audit of the City and to assess the City's current and future public information needs, We will then develop and implement a plan under the City's direction. Please feel free to contact me by phone (949) 218-1850 ext. 235, or e-mail fwilson@frankwilson,com, . reIY'fL1) nk Wilson resident Attachment Proposal to Provide Public Relations Services to the City of Tustin Agency Background Frank Wilson & Associates, Inc. (FW&A) is a creative public affairs and public relations resource that specializes in high quality, rapid response communications projects for public agencies. Established in July 1985, FW&A serves a broad municipal and govemment client base. Current clients include: Minnesota Department of Transportation, Montana Department of Transportation, Illinois Tollway, City of Tustin (Willdan), Washington State Department of Transportation, University of California irvine, City of Lake Forest (Psomas) and the Orange County Transportation Authority. FW&A has a solid track record serving govemment agency clients in a dozen states with locally focused branding, marketing, public relations and community outreach campaigns. FW&A has done work for the cities of Alameda, Huntington Beach, Irvine, Los Angeles, Pasadena, Santa Clarita, San Clemente, Stanton, as well as a score of other local, county and state agencies. Working as a partner to cities, agencies and technical teams, FW&A: . Creates brands people know and trust; . Delivers high strength messaging that people remember; and Connects agencies with constituents, customers, stakeholders and the media. MissionNision and Values Our mission is to lead our customers to new opportunities through the use of creative branding and marketing solutions, There are a number of things that set us apart. Strategic Focus - We help our clients look at problems and opportunities from a unique perspective, Teamwork - FW&A assembles client focus teams for each engagement The team's job is to work in a strategic partnership with the client to discover and fulfill the client's needs. Branding and Messaging - We have expertise in brand and message direction with specific expertise in local government We develop brands people know and trust Integrated Communications - We're able to create comprehensive client-focused programs that stretch across a number of marketing communications disciplines, . Results - We want to impact your program in a positive way, and we want to be measured by your results. We guarantee satisfaction with our work, The FW&A Team Frank Wilson Project Director Frank Wilson is president of Frank Wilson & Associates, Inc" an innovative public affairs agency. Mr. Wilson has directed numerous award-winning campaigns for federal, state and local agencies and private companies. He is an expert in the following areas: ~ ~ ',/' Developing integrated communications programs to support the needs of municipal governments and local government agencies. Marketing of public projects and services. Branding and development of major development and infrastructure projects. Issues managements and crisis communications. Mr. Wilson has conducted numerous marketing, public relations, public awareness and outreach campaigns in a dozen states, including work for the several state govemments, Orange County Transportation Authority, Southem Califomia Association of Govemments, San Diego Association of Govemments, San Bemardino Associated Govemments, and numerous cities. These programs have reached public officials, corporate decision makers, business owners and millions of Califomians in their homes and workplaces. Mr, Wilson's exceptional leadership ability coupled with his seasoned skill and professionalism assure that every project meets the client's highest standards of excellence, creativity and service. Mr. Wilson holds a Bachelor of Political Science from Califomia State University, Fullerton, Lisa Woolery Public Relations Manager Ms, Woolery is a highly qualified public relations practitioner with more than a decade of experience working with clients in the both public and private sectors, She has initiated successful programs for members of the state assembly and senate, state agencies, cities, local school districts, public charter schools, advocacy associations, and community groups, Most recently Lisa managed public and media relations for the seventy-five charter schools, working with a local school districts and communicating the charter school concept to the media, communities, state officials, and the public. Ms. Woolery also has had wide experience in collaborating on local city needs when she served as Field Representative for the Speaker of the State Assembly. Ms. Woolery has a bachelor's degree in liberal arts from Concordia University in Irvine and is currently working toward her master's degree in communications from Califomia State University at Fullerton. She has eamed her APR professional certification from the Public Relations Society of America. She has served as an elected member of a local community college district for the past eight years, Julie Chay Community Relations Manager Julie Chay has more than 15 years experience in community affairs, both in the public and private sectors. She is a recognized expert in designing and implementing public participation and outreach strategies for input on key public policy decisions. She has developed community outreach and public participation programs for a variety of clients including, City of Huntington Beach, SCAG, Orange County Transportation Authority, Caltrans, Riverside County Fiood Control District, and The Irvine Company. Ms. Chay is currently serving as community and merchant outreach coordinator for construction projects in the cities of Tustin and Lake Forest. Before that she served as the Project Manager for the Public Outreach Program for Huntington Beach's Infrastructure Improvement Program, where she facilitated development of a consensus-based City of Tustin Proposai to Provide Public Relations Services Page 2 August 23, 2004 public outreach program to buiid support for infrastructure issues. The program resulted in two successful ballot measures on the March 2002 ballot that amended the city charter to ensure that at least 15% of the general fund be dedicated to infrastructure needs. In a Southern California region-wide outreach effort, Ms. Chay led the community outreach effort related to SCAG's proposed $4 biliion high speed Magnetic levitation train (Magiev) project, where she planned and supervised six regional public workshops, developed and implemented a successful Speakers Bureau, and conducted stakeholder interviews and focus groups, Ms. Chay's outreach activities began at The Irvine Company, where, among several other programs, she developed and carried out a construction-related outreach program to see the Corona del Mar business community through a high-impact sewer construction project in the center of Pacific Coast Highway. OCSD completed the project ahead of schedule with unprecedented support from the business community despite access restrictions for the retailers. Ms. Chay eamed both her Bachelor's and Master's degrees in Linguistics from the University of Illinois. She completed the Coro Orange County Public Affairs Leadership Program and is a member of the International Association for Public Participation. She is fiuent in Spanish. Margaret Nathan Issues Management and Media Training Ms. Nathan has a 25-year track record of results and success in a wide range of communication disciplines, including corporate communications, strategic marketing, investor relations, mergers and acquisitions, retail and consumer products and crisis communications. She has served as public relations counsel to Exxon Corp, DF&R Restaurants, Chapparral Steel Company, Thai Airways Intemational, and Texas Monthly magazine, Baker Publications and PriceWaterhouse Coopers. She has represented leading law finms and investment houses including Haas, Wheat & Partners and Cardinal Investments. She was also a member of the litigation support team in Dow Chemical's breast implant tort litigation. Margaret is a native of Dallas, Texas, and holds a Bachelor of Arts degree in Fine Arts from Southern Methodist University. She is an honorary alumna of Texas A&M University in recognition of her charitable contributions. She is an author and a popular and respected national speaker on public relations trends. CityofTustin Proposai to Provide Pubiic Reiatlons Services Page 3 August 23, 2004 Work Plan - Our Approach to Assisting the City of Tustin We believe the most effective public relations strategy for municipalities is to become proactive in its public posture and continually plan for the management scenarios that are likely to generate media interest. To achieve the City's objectives, FW&A proposes to accomplish the desired work as follows: Task 1. Provide Experienced Management and Team Staff Involved: Frank Wilson, Lisa Woolery, Margaret Nathan, Julie Char We will provide a qualified and experienced public affairs team that will assist the City of Tustin to meet its public infonmation needs. This team will provide an integrated capability needed to plan an effective public affairs, public infonmation, special events and crisis communication program for the city. The team includes the following individuals and capabilities. Frank Wilson - Public affairs executive with 20 years experience assisting municipalities and govemment clients to manage their public and community relations projects and crisis management situations. Lisa Woolery - Public relations manager with 12 years experience meeting public media relations and event management needs of governmental, commercial and institutional clients. Margaret Nathan - Crisis communications expert and media trainer with 25 years experience helping clients plan for and manage their media environment and crisis situations. Julie Chay - Community relations manager with 15 years experience assisting municipalities to effectively manage relationships with residents, merchants and other city stakeholders and to organize and manage special events that highlight city programs and accomplishments. Optional: Depending on the City's needs, the Public Infonmation function can be staffed to provide 24f7 service if required. Deliverables Staffing Plan Task 2. Perform a Communications Audit and Develop a Plan to Manage the City's Public Information Function. Staff Involved: Frank Wilson, Lisa Woolery, Julie Char FW&A will review the city's current public environment and public infonmation capability and needs. This will be accomplished through a series of structured interviews with City staff and key stakeholders, Deliverables . Communications audit and ascertainment of current situation, Comprehensive plan and options for public information and media relations. Create a unique City 'brand", positioning and messaging platform. CityotTustin Proposal to Provide Public Relations Services Page 4 August 23, 2004 @ Task 3. Develop and Manage a News Bureau to Plan for and Manage the City's Public Information, Media and Public Relations Program. Staff Involved: Usa Woo/el}', Frank Wilson, Julie Char Based on the planning described above, FW&A will implement a comprehensive and integrated City of Tustin News Bureau to support the City's media reiations and public information needs. The News Bureau will maintain a steady flow of useful and interesting press releases on a regular weekly and daily basis as needed. The News Bureau will also be responsible for developing story ideas, placement of feature articles and planning of special events to highlight initiatives and accomplishments. The News Bureau will serve the City's public information function and be responsible for the following: A. Implement a two-tiered information campaign utilizing: (1) An ongoing umbrella initiative that positions in a positive manner across the entire front of the City's current agenda, and (2) A tactical program comprised of targeted messages and muitiple communications strategies timed to coincide with specific announcements, initiatives, events such as groundbreakings and the commencement of projects and local community events. This program will be focused on the following audiences: Residents Merchants and property owners Media Other govemment agencies Prospective businesses Other stakeholders B. Develop and implement a special-events plan to highlight city milestones and key messages. Approach to Working with Editors and Reporters, In America, the media provides an important and protected role and it is important to understand how the media views its role when covering the work of govemments and elected officials. Accountability. The media's primary function in American society is to hold govemment accountable for its policies, regulations and use of public funds. . Opinion. Another primary role of media is to weigh in on issues that concern their editorial committees and to support, oppose or urge action on specific governmental initiatives, Public information. An important but secondary role is to inform audiences of important events, policies and legislation of interest to the community, Education. Another very secondary role is to educate the public about the workings of government, the impact of decisions and trends. Working with Local Media. Media outlets covering the City of Tustin do so from different and unique perspectives. They provide local coverage as much for marketing objectives as to fulfill their accountability and public information needs. The media often uses rookie reporters to cover their local government beats and the rookie must often find a way to break out ot the mold to move up the reporter ladder, This entry level assignment can present enormous challenges for the city that is being covered. in general, the right time-tested approach to working with the media is to be forthright and factual. The following are some general guidelines that we use in our media training. Anticipate and be prepared. Our approach to planning is to understand the situations and scenarios that are likely to confront the client over time and prepare for them. City of Tustin Proposai to Provide Public Relations Services Page 5 August 23, 2004 Tell the truth. Sometimes the truth hurts, But always tell the truth. Use the printed word. Prepare information packets that explain the project or issue in easy to understand terms. Reporters are busy people. Do as much of the fact gathering as possible for them in advance. Get to know the reporter and be accessible. Establishing an open relationship and remaining accessible usually pays off in the long run. Think of the reader, viewer or listener. The reporter is the conduit to the public. Always put yourself in the audience's shoes when preparing for or giving an interview, Be sensitive to deadlines. Old news is not news, Reporters work on deadlines and they can do their job better if we cooperate. Do not play favorites. The news business is competitive. Giving preferential treatment to one reporter over another can lead to a loss of credibility. Deliverables Yearly and monthly media and special events plan; Media kit; "Media Room" on City website; News releases and story development and pitching; Input to city newsletter; Collateral materials design, copy production, printing and distribution; Media relations counseL Task 4. Develop a System for Identifying and Managing Issues and Responding to Crisis. Provide Issue Management and Media Training. Staff Involved: Margaret Nathan, Frank Wilson, Lisa Woolery FW&A will provide the City with issue and crisis management assistance, message development and media training needed to manage a major disaster, high profile event such as litigation or major dispute, or other matter that generates a high level of media attention and requires a timely response from City officials. Issue Management and Media Training Need. The City ot Tustin is always in the public eye. Preparing for a number of reactions (scenarios) and the messages needed to explain andiorease concems takes research, skill and local knowledge, but most of all, it requires preparation. Process and Program. The Communications audit and Situation Analysis delivered under Task 1 will yield two key pieces of information: (1) Protocol for currently handiing issues and crises. (2) The key issues that will likely confront the City in the coming year. Strategy, tactics and messaging for each issue can then be constructed based upon a consensus on the key issues, tactics and messages that will be addressed. That, in turn, requires a two-day brainstorming session. FW&A will review the issue management protocol andior crisis communications plan and make recommendations for any needed improvements. We will organize a two-day Scenario and Message Development training session that will be managed by our talented facilitator, Margaret Nathan, On the first CityofTustin Proposal to Provide Pubiic Relations Services Page 6 August 23. 2004 day, a group selected by the City and FW&A will meet to discuss and brainstorm a set of likely scenarios. The scenarios that are developed and agreed to at this session will be refined and presented at a second daylong message and media training session, This media training session will focus on preparing and conducting the interview and mastering the bridging technique. The techniques presented in this session can be used to frame a response to any issue or crisis. Deliverables Two-day media and message training session Annual scenario planning review. Task 5. Track Media Coverage of the City of Tustin Staff Involved: Lisa Woo/e¡y Tracking is essential to the success of any public information project FW&A will provide a tracking service to provide video and audio clips, full text articles, summaries, tear sheets and logs for all paid and earned media and to monitor what the media is saying about the city. As part of our monthly reports we will analyze content and the extent of coverage for the city. Deliverables Media clips . Coverage and content analysis reports. Cost Retainer Fee for News Bureau: preparation of press releases andior feature articies. $3,000 mo. Hourly Rate Principai Associate $175 $150 Misc. Expenses We will bill for actual expenses incurred while working for the City of Tustin for items such as: telephone, postage, fax, mileage and messenger services, Advantages of Using FW&A FW&A brings experience, creativity, reliability and results to every client engagement: We have 20 years of experience in public affairs and public relations for government agencies. Our work follows a proven process that includes discovery of underlying public attitudes and values associated with a project, expression of a unique brand and positioning for the project, and connecting clients to constituents and stakeholders through creative communications. Our team includes members experienced in working with special populations from opinion leaders to ethnic communities. . The finm has earned a reputation for discovering and shaping innovative solutions for complex public affairs challenges. . We are conscious of schedule and budgetary requirements and operate in a cost efficient manner. City ofTustin Proposai to Provide Public Relations Services ~ Page 7 August 23, 2004