PWS Comm Workshop.doc

PEFORMANCE-BASED WORK STATEMENT

AIR FORCE COMMUNICATION WORKSHOPS

2010-2011

TABLE OF CONTENTS

PAGE

1.0 DESCRIPTION OF SERVICES

1.1 Mission

1.2 Need for Services

1.3 Acronyms

2.0

SUMMARY OF REQUIREMENTS

2.1 Overall Requirements

2.2 Service Summary

2.3 Payment Requirements

3.0

DELIVERABLES

4.0 NON-PERSONAL SERVICES

5.0

IDENTIFICATION

6.0 QUALITY ASSURANCE

7.0

SECURITY

8.0

GOVERNMENT FURNISHED PROPERTY AND SERVICES

1.0 DESCRIPTION OF SERVICES

1.1 Mission

The Secretary of the Air Force Office of Public Affairs (SAF/PA) is responsible for planning, organizing, conducting, and evaluating public affairs (PA) operations to communicate timely, truthful, and accurate information about Air Force (AF) activities to internal and external military and civilian domestic and international audiences. This responsibility requires SAF/PA to ensure Air Force leadership is familiar with the role of strategic communication and the most current theory and practices regarding its employment.

1.2 Need for Services

To effectively meet this responsibility, SAF/PA requires the services of a contractor to plan and conduct three five-day (Monday-Friday) training workshops for 15 participants each focusing on the development (research and planning), execution, and evaluation of internal and external communication activities for targeted audiences. The participants in these workshops will include mid-level Air Force management from fields outside of communication. Each of the sessions will highlight theoretical and practical issues of public communication, with specific attention to the challenges faced in the modern information age. Instructional methods such as case studies, team exercises, practical applications, seminar discussions, lectures and will be used to give an overview of the field of strategic communication. Optimal months for workshops are May, September and October 2010, and January, April and September 2011. These dates are negotiable, subject to SAF/PA approval.

1.3 Acronyms

AF

Air Force

AV

Audiovisual

CO

Contracting Officer

FAR

Federal Acquisition Regulation

GTC

Government Travel Card

IT

Information Technology

PA

Public Affairs

PWS

Performance Work Statement

Q&A

Question and Answer Session

SAF/PA

Secretary of the Air Force Office of Public Affairs

2.0 SUMMARY OF REQUIREMENTS

2.1 Overall Requirements

The contractor shall provide appropriate curriculum and instruction, appoint faculty and non-faculty resource persons as necessary to deliver the workshop, and prepare course materials including readings, visual aids, case studies/in-class activities and tent cards. Additionally, the contractor shall host the workshop in the DC metro area, providing all logistical and administrative support necessary, from planning through execution, including (but not limited to) audiovisual (AV) and information technology (IT) support and coordination; speaker support and coordination; and professional consultation, advice, and research.

2.2 Services Summary

2.2.1. Workshop curriculum will be tailored for mid-level management from non-communication backgrounds and will include (at a minimum):

2.2.1.1. Major theoretical and practical issues in communication research, planning and execution, focusing on communicating for impact.

2.2.1.2. Basic crisis communication and reputation management concepts and the steps in developing a response strategy for crises.

2.2.1.3. Interpersonal and organizational issues in effective communication planning, specifically, the relationships between organizational identity and image, leadership, culture, and management practices.

2.2.1.4. Best practices in communication assessment and measurement.

2.2.1.5. Integration of online and traditional media content and services.

2.2.1.6. Media panel discussion (including traditional and social media subject-matter experts).

2.2.1.7. Exploration of the relationship between the public and contemporary media outlets, including media use patterns among the American public, and differences in coverage between differing types of media.

2.2.2. Process all registrations provided by SAF/PA and maintain a record of registrations.

2.2.3. At least two weeks prior to the start of each workshop, provide an electronic orientation kit to include: welcome letter, course syllabus, instructor biographies, map of campus, driving and Metro directions to the classroom, information on meal options, staff contact information, student list and background information, and any advance recommended readings.

2.2.4. Distribute and summarize the standard participant evaluation form, and provide the results to SAF/PA no later than two weeks following the conclusion of the course. Feedback will allow for student comments and should rate the perceived value of each session.

2.2.5. Contractor will produce certificates of attendance for participants and award continuing education credit (if applicable).

2.2.6. Contractor will provide parking for course participants on site at no additional cost to the individual or government.

2.3. Payment Requirements

2.5.1. The contractor shall accept direct billing for workshop services.

3.0 DELIVERABLES

The contractor shall provide the following deliverables in draft form mutually agreed upon by SAF/PA and the contractor. SAF/PA reserves the right to make changes on delivery dates:

4.0 NON-PERSONAL SERVICES

SAF/PA will neither supervise contractor employees nor control the method by which the contractor performs the required tasks. Under no circumstances will the Government assign tasks to, or prepare work schedules for, individual contractor employees. It shall be the responsibility of the contractor to manage its employees and to guard against any actions that are of the nature of personal services, or give the perception of personal services. If the contractor feels that any actions constitute, or are perceived to constitute personal services, it shall be the contractor’s responsibility to notify the CO immediately. These services shall not be used to perform work of a policy/decision making or management nature, i.e., inherently Governmental functions. All decisions relative to programs supported by the contractor shall be the sole responsibility of the Government.

5.0 IDENTIFICATION

All contractor/subcontractor personnel shall wear organizational identification badges so as to distinguish themselves from SAF/PA members or seminar attendees. When conversing with SAF/PA personnel during business meetings, over the telephone or via electronic mail, contractor/subcontractor personnel shall identify themselves as such to avoid situations arising where sensitive topics might be better discussed solely between SAF/PA members. Contractors/subcontractors shall identify themselves on any attendance sheet or any coordination documents they may review. Electronic mail signature blocks shall identify their company affiliation.

6.0 QUALITY ASSURANCE

The contractor shall ensure services are performed under commonly accepted commercial practices. The contractor shall identify, prevent, and ensure non-recurrence of defective services. SAF/PA may exercise the option to send a quality control inspector to the seminar site (in addition to the 15 participations) to notify in case of complaints. Otherwise, a SAF/PA quality control inspector will be available via phone or e-mail. Participant evaluations will be used to improve subsequent workshops.

7.0 SECURITY

Not applicable. All seminar activities will be unclassified.

8.0 GOVERNMENT FURNISHED PROPERTY AND SERVICES

Not applicable.

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