Liquor Commission hires
public relations firms

2 companies will receive a
combined fee of up to $50,000

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Star-Bulletin staff

The Honolulu Liquor Commission has hired two companies at a cost of up to $50,000 a year to perform public relations tasks previously handled by the liquor control administrator, as well as additional projects.

The contracts, issued in May, run from July 2001 until June 2002.

Mana Means Advertising is being paid $2,000 a month to issue press releases on weekly Liquor Commission hearings and to monitor matters in the media.

They are also putting together a historical account of the commission, designing a media training session for commissioners and writing a regular column in a local business publication.

PRWorks, which charges by the assignment, was hired to publish a quarterly newsletter and to work on several projects including preparing a booklet to be used by law enforcement agencies for education and enforcement of liquor laws and rules, creating a press kit and a standard speech presentation for community outreach functions, and developing a five-year public relations plan and a public service announcement.

Administrator Wallace Weatherwax said the cost for each of the companies cannot exceed $25,000 per fiscal year. Thus far, the two firms have incurred about $10,000 each, he said.

Weatherwax said the use of the firms allows him to be free to do other tasks, although he still handles a lot of media calls.

"PR firms have a limited capability, but the function they do perform is something that's beneficial for us," he said. "They bring their expertise to the table and give us new ideas."

Using the firms is experimental, and whether to have a permanent public relations person may be considered, Weatherwax said.

The Star-Bulletin had requested the information in July, but Weatherwax said no response had been given because it was never in writing and verbal requests are sometimes forgotten.

The response to the written request took 10 days, he said, because of the many other requests the commission receives and staff holiday time.