Background

Effective communications strategy is critical for achieving strategic goals of the organisation. It provides useful guidelines for clear, precise, and timely information dissemination to the key stakeholders for any organisation. A robust communications strategy improves the overall productivity of the staff, creates a positive presence for the organisation in the market and instill a sense of trust among employees leading to the success of the organisation.

Working as a sector developer, Pakistan Poverty Alleviation Fund plays a crucial role of fostering partnerships with other players in the sector to reach out to the marginalised communities for generating opportunities leading to their better lives and livelihoods. To take forward its mission of transforming the lives of the poor to create a more equitable and prosperous Pakistan. To take this mission forward, Communications & Media unit of PPAF engages with diverse set of stakeholders and uses multiple tools to develop products and disseminate them using conventional and digital media platforms. However, this can be managed more systematically using a communications strategy that is agile, engaging and purpose driven.

The subject consultancy assignment therefore aims at seeking services of an expert for updating and developing a detailed communications strategy aligned with the objectives of the organisation and outlining clear guidelines to achieve the abovementioned purpose.

Objectives of the Consultancy

1. To re-align the goals and objectives of communications to align with the PPAF 2020-2025 strategy, and to reach out to the key stakeholders more effectively
2. To develop and design clear guidelines for branding and visibility of PPAF’s initiatives and their impact using traditional and social media
3. To develop an advocacy action-plan for one-year as part of the communications strategy

Scope of work

• Analysis of the overall media and communications landscape for the development sector in Pakistan
• Analysis of strategic stakeholders and methodology to engage with them
• Aligning communications goals and objectives with the PPAF Strategy (2021-2025)
• Identifying key audience and updating top line messages
• Identifying key advocacy objectives and an action plan
• Recommendations for potential strategic partnerships with development and corporate partners to achieve PPAF strategy goals
• Embedding the principles of social inclusion in the communications strategy for PPAF
• Methodology to cultivate thought leadership to place PPAF as a sector develop for poverty alleviation
• Approaches and action plan for achieving digital and conventional media outputs, behavioral change communications
• Identify metrics to measure success and areas of improvement
• Suggesting channels for communication, do’s and dont’s and top line messages for effective communication with relevant stakeholders
• Specify processes for quality assurance and review protocols for communications and media products

Deliverables:

Regular discussion and consultation with the communications team, GH-QARD, key programme and senior management team members is expected by the consultant to lead an inclusive process for delivering this assignment.

1. Meet with the PPAF coordinator to discuss the assignment and submit a detailed strategy template of key sections and headings, and the action plan for developing it (within 7 working days after signing of the contract)
2. Submit 1^st draft of the communications strategy within 25 working days of submission and approval of the action plan
3. Submit the final draft within 10 working days of review of the 1^st draft

Target Audience (for the strategy document)

• PPAF staff
• PPAF implementing organisations/partner organisations
• Entities with whom PPAF has signed an MoU

Qualification and Experience:

Required

• Masters' degree in Communications, Journalism, Public Relations, social science, or other relevant area
• 10 years of experience in communications, with a relevant experience of atleast 8 years in development communications, delivery of creative communications strategies, designing and implementing communications campaigns.

• Demonstrated understanding and experience of the monitoring metrics for communications, especially in the development sector
• Solid understanding of the development, public policies and the media landscape in Pakistan
• Strong analytical skills, sound judgement, the capacity to think strategically, including the ability to produce high quality policy materials, high level strategic documents and advice for development implementation
• Excellent communication and written skills in English

Duration:

The assignment to be completed with 60 days of signing of the contract

Payment Schedule

Deliverables based:

-          10% on the submission of deliverable 1

-          20% on the submission of draft communications strategy

-          70% on the formal submission of the final and approved communications strategy

Coordinator

The assignment will be coordinated by the GM Communications & Media from the Communications & Media Unit who will be responsible for convening all necessary meetings and provision of relevant data as decided in the initial meeting with the consultant

Selection Method

As per PPAF Procurement Guidelines