Kenya: Request for Consultancy Services to Implement the Communication Strategies within the Animal Production Unit

Introduction

Background Information

The role of communication, as a key component of reaching out targets groups for maximum impact is often not well considered in the inception stage when implementing a project. When asked about communication practices and the frequency of communications, it appears that project teams tend to communicate less frequently than they thought they should have during the project. Usually communication is considered only after plans or projects are prepared. The experience shows that this is a pitfall and strongly reduces the potential for successful project implementation.

Animal resources issues are often complex as there are often many actors with different interests and viewpoints involved. Animal resources require changes in people’s knowledge, attitudes and practices. People weigh up the benefits and disadvantages before making changes in their behaviour. The desired changes may benefit or disadvantage the different parties involved. In these cases communication alone cannot solve the problem. When the desired change of behaviour for Animal resources does not benefit the people involved, then other instruments need to be used. The most important messages to communicate to impacted targets groups fall into two categories: the messages about the change, and the messages about how the change will impact the targets groups. As the central aim is to spread information and raise awareness and so change targets group’s attitudes, materials and tools should be produced. As in any strategic communications planning, there is a need to identify the communication aims, the key messages and the tactics. The media are part of the lives of the targets group’s, they can have an immense educating impact on the public opinion and behavior. Also, the media can influence the decision makers indirectly, when the public gets aware of a topic and applies pressure. The media play also an important role in advocacy work, change public attitudes and behaviour, inform the public about the different issues and proposed solutions, and influence decision makers and opinion leaders. Key messages are essential tools in all communications work and are created to help achieve the objectives set out in the strategic development plans. By choosing few of them, or prioritising them, we can ensure that all of the stories provide an opportunity to deliver key messages and influence actions and culture change.

The African Union Interafrican Bureau for Animal Resources (AU-IBAR) provides leadership in the development of animal resources in a sustainable way in order to meet the needs of African Member States for animal products and services as well as to ensure adequate supply to inter-African and external markets. During the past year, the activities implemented within the Animal Production Unit have contributed to the AU-IBAR strategic Plan under the Strategic Program “Animal Resource Production Systems and Ecosystem Management”. These efforts focus on improved animal genetic and feed resources, natural resources management, fisheries and aquaculture and exploitation of synergies from crop-livestock integration.

The Animal Production Unit is currently implementing the following projects:

• African reference laboratory for the management of pollinator bee diseases and pests for food security
• Strengthening the Capacity of African Countries to Conservation and Sustainable Utilization of African Animal Genetic Resources
• Strengthening institutional capacity to enhance governance of the fisheries sector in Africa
• Fish Trade for a Better Future
• Promotion of Pastoral Development and Empowerment: East, West and Central Africa
• Climate Change adaptation in animal resources sector in Africa

All these programmes, projects and actions, have developed comprehensive and coherent communication strategy that aim at: raising the public profile of the programmes, projects and actions nationally, regionally and continentally, with identified audiences; ensuring effective lobbying and advocacy with critical stakeholders; and supporting and further the effectiveness of the activities identified in the Unit Annual Work Plan.

To fill the communication gaps, to make sure that the different communication strategies developed are adequately implemented, and to ensure visibility to all targets groups, the Unit has expressed the desires to have communication materials and tools developed. Communication materials and tools which contain evidence based information useful to share with stakeholders and which can easily be used by the stakeholders in order to improve the management of animal resources.

AU-IBAR, is through due diligence, seeking to identify and engage the services of a Communication Consultant to assist through the provision of technical communication inputs and capacity building regarding the implementation of the communication strategies, as well as related awareness raising, advocacy and outreach activities.

Overall Objective

The objective of this consultancy is to implement the communication strategies of the different projects programmes and actions.

Specific objectives are to:

1. Conduct a communication analysis of the different projects
2. Conduct a stakeholders analysis
3. Communication needs assessments
4. Identify and develop communication materials and tools as well as related awareness raising, advocacy and outreach (Social media) activities based on the targets groups
5. Enhance the navigation and features of the existing project webpages and put in place standard operating procedures for updating the contents.

Expected Results

Working closely with the different projects teams and building on the above, the expected outputs of the consultancy will be:
A consultancy report including:

1. The communication analysis of the different projects
2. A stakeholders analysis
3. The communication needs assessments
4. Communication materials and tools as well as related awareness raising, advocacy (in soft copies, the hard copies will be printed by AU-IBAR) and outreach (Social media) activities based on the targets groups are developed
5. Standard operating procedures for updating the contents of the existing project webpages, and enhance the navigation

Reports

The Consultant is required to prepare the following technical reports in English/French:

Inception Report (IcTR)

An Inception Report (IcTR) within 5 days of commencing duty. The IcTR of not more than 10 pages should include the proposed methodology, the timeline/calendar and programme of activities, places to visit, people to meet and an outline of the contents of the Final Technical Report.

Interim Technical Report (InTR)

The interim Technical Report is perceived to be the First Draft of the Final Technical Report (FTR), before a final clean copy of the FTR is formally and officially submitted to and for acceptance by AU-IBAR

Final Technical Report (FTR)

The Final Technical Report (FTR), should take into account contributions and comments from the relevant stakeholders and AU-IBAR. The draft final report must be submitted at the end of the period of implementation of the tasks. The duration of the consultancy will be not more than 2 calendar months from the day of signature of the contract.

Submission & Approval of Progress Reports

Three copies of the progress reports referred to above must be submitted to AU-IBAR. The progress reports must be written in English/French. AU-IBAR is responsible for approving the progress reports.

Requirements

Qualification

The position requires a qualified person in mass communication, public relations, advertising, communication analysis, social development communication or marketing.

Experience

General experience

The candidate should have:

1. A university degree, preferably in communications, journalism, public relations mass communication, advertising, communication analysis and planning, marketing or other related field. Computer/software training would be an asset.

Specific experience

1. Minimum of three years of progressively responsible experience in journalism, communications, public or international relations, including minimum two years working experience at the international level.
2. Highly developed communication skills, including ability to draft/edit texts and to articulate ideas in a clear, concise style to a variety of audiences. Ability to identify strategic issues, opportunities and risks, and communicate broad and compelling organizational direction;
3. Demonstrated experience in working with social media tools, such as Facebook and Twitter;
4. Demonstrated experience in conducting communications needs analysis and strategic design as well as in managing communication campaigns;
5. Ability to relate and work well with a diverse range of stakeholders at local, national and regional levels; and,
6. Excellent coordination, facilitation and communication skills.
7. Proficient in English/French language, spoken and written. Ability to write, reviews, and edit reports. Also ability to prepare and conduct a presentation.

Budget

The maximum budget for this consultancy is USD 300 per day for 25 days all inclusive (consultancy fees, travel costs and DSA for field visits if necessary, incidental expenses) the printing of communication materials will be paid by IBAR.

Submission of proposals

Applications should be sent to procurement@au-ibar.org with mention
“CONSULTANCY SERVICES TO IMPLEMENT THE COMMUNICATION STRATEGIES WITHIN THE ANIMAL PRODUCTION UNIT”

The deadline for application is 23 December 2015 at 15h00 (Nairobi time).