City Council Agenda Report
February 18, 2025
TO: Honorable City Council
FROM: Jesus M. Gomez, City Manager
BY: Ozzie Ramos, Deputy City Manager
SUBJECT: PROFESSIONAL SERVICES AGREEMENT FOR CRISIS COMMUNICATIONS
SERVICES
Background:
Keeping the community informed is essential, especially in times of crisis when information spreads rapidly. Since August 2020, The Merino Group (TMG) has provided the City with daily media tracking, crisis management, and strategic messaging to ensure clear and effective public communication.
Under this proposed agreement, TMG will offer specialized "crisis communications" services that are activated during emergencies or unforeseen events. These services will focus on effectively managing crises, particularly in relation to:
•Public Safety Initiatives: Maintaining critical contact databases, coordinating closely with the Public Safety Department, and enhancing emergency preparedness through targeted messaging and effective crisis response strategies.
•Community Improvement Projects: The communicating of City-led initiatives on housing density, parking solutions, and traffic mitigation to keep residents informed about new developments and their impact.
•Public Engagement: The implementation of outreach programs, including surveys and focus groups, to provide City officials with community-driven insights on public safety and municipal services.
•Litigation Communications: Development of a strategic messaging framework to align public communications with the City’s legal strategy regarding ongoing litigation with the state of California.
City Council February 18, 2025
Crisis Communications Services Agreement Page No. 2
1 2
4 1
•Housing Element Outreach: The execution of a public information campaign to educate residents on state-mandated housing requirements, local concerns, and responsible planning efforts.
During a crisis, the priority is to provide urgent, accurate information to manage the narrative, address public concerns, and connect residents to resources.
As a sole-source provider, TMG is uniquely positioned to offer crisis communications services, demonstrating a deep understanding of the City's challenges and a proven history of successfully managing city-led initiatives during past crises. Additionally, their ability to effectively conduct communication campaigns for the City, including outreach to our mono- lingual Spanish speakers, while leveraging connections in Spanish-language media is noteworthy. Furthermore, TMG's team of consultants has experience in conducting local focus groups and public surveys that have assisted the City in identifying effective outreach strategies.
Clear, timely communication prevents confusion and ensures smooth crisis management.
Partnering with TMG allows City staff to focus on core duties while strengthening public engagement. TMG enhances the effectiveness of the City’s Communications and Public Affairs and Public Safety departments, ensuring vital information is shared, including on weekends and off-hours.
TMG will also monitor, assess, and respond to crises related to homelessness, crime, and environmental disasters. Their services include 24/7 crisis response, Spanish-language media support, and rapid message deployment on urgent city matters.
This contract runs through June 30, 2025, with an option for a one-year extension.
Fiscal Impact:
This agreement with The Merino Group is in an amount not to exceed $127,680. This amount was budgeted and will encompass expenses for the Fiscal Year 2024/25.
Citizens Advised:
N/A
Strategic Plan 2023 Implementation:
The recommended action will further the City’s Strategic Plan Goal 2: Work in partnership with our community to achieve safe and livable neighborhoods Recommended Action:
Staff recommends City Council approve the crisis communication consulting services agreement with The Merino Group DBA, TMG Strategies through June 30, 2025 with an option to extend for a one-year period, not to exceed $127,680; and authorize the City Manager to execute this City Council February 18, 2025
Crisis Communications Services Agreement Page No. 3
1 2
4 1
agreement, and any amendments provided there is funding in the budget and it is within the City Manager’s signing authority, on behalf of the City, in a form approved by the City Attorney.
Attachments:
Scope of Work: Strategic Communications & Crisis Management Services