Media_monitoring_SOW_8-22.pdf

STATEMENT OF WORK:

Media Monitoring and Analysis Contract

BACKGROUND

The Drug Enforcement Administration (DEA) is a law enforcement agency responsible for enforcing the controlled substances laws and regulations of the United States. It disrupts and dismantles large-scale drug trafficking organizations that produce and sell illicit drugs in America. The DEA also supports and develops non-enforcement programs aimed at reducing the availability and impact of these substances on America’s communities and families. In addition, DEA regulates the manufacture, distribution, sale, prescribing, dispensing, and disposal of controlled prescription drugs in America and develops and administers programs and initiatives that raise awareness of and reduce the diversion, abuse, and misuse of these drugs.

DEA’s Office of National Media Affairs (CPN) exists to promote and amplify the mission and accomplishments of the DEA. CPN works to bring public awareness of controlled substances laws and regulations of the United States and their consequences through the media. CPN routinely fields phone calls from the media and speaks on important issues that affect DEA and the communities DEA protects.

In order for DEA to be effective when engaging media, its employees must have general awareness of and be knowledgeable on the relevant issues trending in media coverage. It is essential for DEA employees to have an understanding of the agency’s image as portrayed through the media. The most effective way to achieve awareness of what is being reported is to consume pertinent news in a concise format delivered to employees daily. This is a common practice throughout federal government as well as in the private sector.

It is also important that CPN quantitatively evaluate the reach and impact of its media engagement to better shape its media relations strategy. Commonly used by federal agencies and private companies alike, CPN requires a monthly service that analyzes national and international media relevant to DEA.

PURPOSE

The purpose of this Statement of Work is to obtain media monitoring services to promote broad awareness of media reporting trends for the internal DEA audience and obtain analytics in support of a strong media engagement strategy. The media monitoring services being sought are:

• Daily news briefings – A daily package of news clips that includes summaries and links to press coverage of DEA-related and other relevant drug media coverage.

• Monthly media messaging report – A monthly report analyzing coverage of DEA in the media.

GOAL

The goal of the contract(s) is to enhance DEA’s awareness of public perception and discussion relative to topics pertinent to DEA. DEA also seeks to better understand the effects and reception of DEA’s interaction with the media by tracking and analyzing coverage. These services will allow DEA Leadership and CPN to determine the effectiveness of DEA’s messaging and reach in national and international media stories.

These services are not intended to analyze social media or the tone of media coverage.

SCOPE OF WORK

The services required by the contract(s) for the two sets of media monitoring products includes daily news briefings and monthly media messaging reports. More specifically:

DELIVERABLES

Task 1: Daily News Briefings

The vendor shall create and provide daily service and perform the functions stated herein. The product shall be delivered electronically to CPN by 9:00 a.m. ET each federal business day. The product will then be redistributed to DEA employees by CPN. The contractor shall compile and provide national and local media articles in accordance with general requirements as outlined.

The vendor shall compile national and local media stories from domestic and international media outlets that have been published since the delivery of the last product. This will result in the content containing media publications within the last 24 business hours. Any product delivered following a weekend or federal holiday should include any articles published after the previous package was generated.

The vendor shall compile a product containing summaries of approximately 25 articles. The summaries shall be three to four sentences summarizing the content of the full article and highlighting important points pertinent to DEA. The vendor shall use human analysis to provide human quality-assured content when summarizing articles and determining which articles are most pertinent to DEA, rather than solely using software or keyword searches. The contractor shall read the full article and summarize the article so DEA can consume the news in an efficient manner each day. The summary shall outline key messaging, influential content, and trending themes contained within each article. The product shall also include hyperlinks to the full articles.

The vendor shall highlight the top five articles each day that are most pertinent to DEA at the top of the product. These articles should be the most pressing issues being reported in the news that day. The remaining articles shall be organized into categories: DEA News, Federal Government News, National News, International News, and Criminal Justice and Policing News. The vendor shall organize the articles and categories as desired by DEA and shall work with CPN to determine the best way to organize and categorize the articles.

The vendor shall include any relevant foreign media articles specifically referencing the DEA or a DEA official and will provide a translated summary.

Inclusion criteria:

• DEA/CPN should have the ability to tailor and customize the content and topics of articles included in the daily news clips as needed.

• Daily news packages should be delivered directly to CPN for final review, with further distribution at CPN’s discretion; packages shall not be delivered directly to all DEA recipients.

• Daily news packages shall include summaries of each article rather than full text.

• Daily news packages shall include approximately 25 articles per day, subject to change depending on time between packages and news volume.

Exclusion criteria:

• Daily news packages shall not arrive later than 9:00 a.m. ET.

• Articles should not contain full text if that would increase cost as opposed to a short summary under the article due to copyright laws. Summaries should include links to full articles.

Task 2: Monthly Media Messaging Reports

The vendor shall create and provide service each month and perform the functions stated herein.

The vendor shall present data and information in accordance with general requirements listed below. The product shall be delivered electronically to CPN each month.

The vendor shall compile a monthly report containing data benchmarking DEA’s presence in the media. The report should contain analysis of key messaging, reach of messaging, and trending themes. The product shall present the data in an effective and efficient manner including graphics, maps, or other presentations which make the analysis easy to consume and understand.

The product’s analysis should allow DEA to observe when certain topics are trending in the media and the geographic regions most affected by the topic. The product shall compare DEA’s exposure in the media to other comparable federal agencies to determine the effectiveness of DEA’s messaging on topics most pertinent to DEA. This content should be reviewed for quality control by human professionals rather than solely relying upon software or keyword searches.

The product shall be formatted in an easy-to-consume manner with high-level highlights from the previous month at the top; then, delve into a more detailed analysis below. Charts, graphics, timelines, and geographic visuals should all be used to present data. The product should end with a human-generated summary of the report to ensure the data contained within the report is understood by the reader.

Inclusion criteria:

• Human analysis

• A completed report delivered monthly

• Timeline outlining DEA’s exposure over the course of the month in the media

• Top publications that cover news related to DEA

• How DEA compares to other similar agencies (FBI, HIS, CBP, ATF, FDA, etc.)

• A list of key words and/or messages mentioned in articles related to DEA (for example:

drug trafficking, prescription drugs, indictments, Chapo Guzman, etc.)

• A geographical map indicating areas of the country with the most coverage of DEA

• A list of top journalists writing articles covering DEA news

• The ability to provide feedback and further tailor reports based on DEA leadership priorities

• The ability to adjust reports to focus on areas/issues that may arise over time

Exclusion criteria:

• DEA/CPN will not purchase software or database access to aggregate data and generate reports independently.

• DEA/CPN is not seeking analysis on “sentiment” by the public.

• DEA/CPN is not seeking social media monitoring. Media monitoring services should only apply to digital and print press from legitimate media outlets.

PERIOD OF PERFORMANCE

The media monitoring service contract(s) will cover one calendar year. The period of performance for these two services is September 1, 2019 – August 31, 2020.

INSTRUCTIONS TO OFFERORS

This is an all-or-none procurement. Award is based on lowest price, technically acceptable.

QUESTIONS/COMMUNICATIONS- All communications concerning the solicitation, including Any of a technical nature, shall be made through the Contract Support Specialist. All questions, technical or otherwise, shall be in writing and received by August 26, 2019 at 10:00AM EST to Nina Montgomery at Nina.M.Montgomery@usdoj.gov. All questions and answers will be provided to offerors as an amendment to the solicitation prior to the quote due date. All Quotes are shall be received by August 30, 2019 at 10:00AM EST to Nina Montgomery at Nina.M.Montgomery@usdoj.gov.

mailto:Nina.M.Montgomery@usdoj.gov mailto:Nina.M.Montgomery@usdoj.gov

GENERAL INSTRUCTIONS

All quotes received will be subject to technical evaluation. The Government reserves the right to award without discussion. The following factors will be considered:

FACTOR 1: TECHNICAL APPROACH

The offeror shall demonstrate understanding of the requirements as stated in the SOW by providing detailed narratives as to how each task will be prepared, structured, and executed. For both Tasks, the offeror shall provide product samples for review.

• TASK 1: The offeror’s narrative for Task 1 should include scope of searches for news stories and any and all limitations (i.e., outlets that cannot be included), layout, format, and delivery method.

• TASK 2: The offeror’s narrative for Task 2 should include scope and source of data, layout, format, and delivery method.

FACTOR 2: QUALIFICATIONS OF KEY PERSONNEL

The offeror will be evaluated on their ability to provide qualified, competent personnel for the project. Offerors shall demonstrate they have qualified personnel who can perform the duties outlined in Tasks 1 and 2 of the SOW to include:

• Task 1: Experience researching, compiling, and curating a compendium of news coverage for a large, complex organization. Experience should illustrate an unbiased, objective approach to media monitoring, circumspection in selecting appropriate news articles to highlight, and a track record of producing reliable, comprehensive media monitoring products.

• Task 2: Experience collecting, analyzing, and graphing news coverage data for a large, complex organization. Experience should illustrate an unbiased, objective approach to data analysis, circumspection in selecting sources of data, and a track record of producing reliable, comprehensive products presenting data in a user-friendly, understandable format.

FACTOR 3: PAST PERFORMANCE

The offeror shall provide a minimum of three (3) references to establish previous relevant experiences in performance for technical projects similar in size, scope, and complexity to the requirement being competed. The offeror shall reference all projects performed as a prime contractor within the last three (3) years. The offeror shall also provide one self-assessment of its own past performance and specifically address its resilience in the face of trouble, resourcefulness, and management determination to see that the organization lived up to the commitments or standards. The offeror shall provide examples of accomplishments to indicate an ability to implement the proposed methods and techniques for solving problems (examples should cite specific situations which occurred and how resolution was reached). To facilitate the evaluation of the offeror’s past performance, the offeror shall present the following information:

• Customer Name and Address

• Contract Number/Contract Title

• Contract Value

• Delivery Schedule/Period of Performance

• Description of the Work Performed

• Unique or Complex Characteristics of the Project

• Customer Point of Contract (Name, Telephone Number, and Address)

The Government will supplement the information provided by the offeror with information the Government obtains through reference checks, its own knowledge/experience, and/or from other sources. These sources may include, but not necessarily be limited to, other Government contracting offices, the Contractor Performance Assessment Reporting System (CPARS), and the Past Performance Information Retrieval System (PPIRS).