Strategic Communications Expert

Background

The “Human Rights for Ukraine” project is being implemented to foster inclusive and sustainable human development in Ukraine and to further promote ongoing democratization processes in the country, focusing on human rights and access to justice for all. Through the project, UNDP prioritizes its work with key national partners and stakeholders, - such as the National Human Rights Institution, national and local authorities, civil society, and human rights defenders – joining efforts to promote human rights across Ukraine and improve access to justice, especially for vulnerable groups. Launched in January 2019, the project will run until the end of 2023.

The project provides support to the Ombudsperson’s Office to enhance its capacities in promoting human rights in Ukraine, and ensuring access to the Ombudsperson’s Office for people living in the remote areas.

The Ombudsperson’s Office has worked in Ukraine since 1997. Since its establishment, the Ombudsperson’s mandates as well as its regional presence have expanded. As of today, the Ombudsperson’s regional network covers all oblasts of Ukraine and works in the Ombudsman+ model.

Since establishment, the Ombudsperson Office hasn’t had a communication strategy. The lack of this strategic document leads to communication gaps and requires specific attention. The Strategic Communication Expert will evaluate current communication activities of the office to identify strengths and weaknesses, develop a communication methodology for communication strategy, and following the approval from the Ombudsperson’s Office will develop a communication strategy.

Duties and Responsibilities

2. OBJECTIVE

To enhance communication capacities of the Ombudsperson’s Office by developing a communication strategy for the Institution.

 

3. SCOPE OF WORK

Under the supervision of the Human Rights for Ukraine Project Manager, Human Rights for Ukraine Communication and Knowledge Management Specialist, and under the direct supervision of the Head of the Secretariat of the Ombudsperson’s Office, and Communication Advisor of the Ombudsperson Office,  the Consultant will be responsible for the following key tasks:

 

1) Comprehensive assessment of the current communication model of the Ukrainian Parliament Commissioner for Human Rights. In terms of the assignment the consultant must assess the current communication framework of the institution specifically:

• SWOT-analysis of the current communication model of the institution;
• Assessment of the current aims and tasks of the institution’s communication activities;
• Assessment of the stakeholders engagement, of the target audience and their needs;
• Assessment of the key messages and their relevance for the target audience;
• Assessment of communication channels:

1. Website: its structure, content, usability.
2. Social media: analyses of the Ombudsperson Office profiles on social media platforms, key messages, and target audience;
3. National and local media;

• Media analysis:

1. The NHRI presence in national media;
2. The tone of the messages;
3. Assessment of the institution’s media relations (how the NHRI communicates with media, how often, how the NHRI responds to the media enquires).

• Assessment of the branding strategy of the NHRI:

1. Assessment of the branding policies;
2. Branding of the communication products;
3. Existence of branding policies and guidelines and assessment of their implementation/following;

• Assessment of crisis communication and reputation management:

1. Existence of clear strategy of identifying and addressing potential crisis situation;
2. Assessment of key messages;

• Assessment of how the communication model is reflected in the working plans of the NHRI and its departments.

2) Development of the methodology of the communication strategy. This document will help to outline the key communication approaches and tools which will be used as a background for development of the communication strategy. The methodology should suggest the comprehensive solutions for effective communications of the NHRI with key stakeholders, public, and target audiences.

The methodology should contain:

• Situational analysis;
• Suggested approaches for communication strategy;
• Key stages of the strategy implementation;
• Suggested approach to measure effectiveness of the strategy: suggested indicators, monitoring and evaluation.

3) Development of the communication strategy. Following the approval of the Methodology, the consultant will develop a communication strategy for the NHRI and in cooperation with HR4U Project team will arrange a discussion for further approval by the OO.

The communication strategy should be SMART (specific, measurable, attainable and define specific tasks and staff-members of the NHRI responsible for implementation, relevant and time-bound).

The communication strategy should be a comprehensive document, which covers the activities of the Institution and all its departments, including regional offices of the Ombudsperson Office and should cover the next five years.

The strategy should include the following:

• Specific goals and tasks,
• Stakeholders’ mapping and defined target audiences;
• Key messages, designed to address specific target audiences, and stakeholders;
• Communication channels
• The strategy of engagement of the NHRI’ regional offices to the implementation of the communication tasks to promote awareness about regional network at the local level.   
• Internal communications strategy;
• Brand strategy;
• Reputation and crisis management strategy.

4. EXPECTED OUTPUTS AND DELIVERABLES

Consultant will be responsible to deliver the following outputs:

 

Deliverable	Task description	Breakdown in %	Deadline
Deliverable 1	A comprehensive report on the assessment of the current communication framework of the institution specifically (up to 6,000 words): SWOT-analysis of the current communication model of the institution; Assessment of the current aims and tasks of the institution’s communication activities; Assessment of the stakeholders engagement, of the target audience and their needs; Assessment of the key messages and their relevance for the target audience; Assessment of communication channels: Website: its structure, content, usability. Social media: analyses of the Ombudsperson’s Office profiles on social media platforms, key messages, and target audience; National and local media; Media analysis: The NHRI presence in national media; The tone of the messages; Assessment of the institution’s media relations (how the NHRI communicates with media, how often, how the NHRI responds to the media enquires). Assessment of the branding strategy of the NHRI: Assessment of the branding policies; Branding of the communication products; Existence of branding policies and guidelines and assessment of their implementation/following; Assessment of crisis communication and reputation management: 4. Existence of clear strategy of identifying and addressing potential crisis situation; 5. Assessment of key messages; Assessment of how the communication model is reflected in the working plans of the NHRI and its departments.	30	By 7 November 2020
Deliverable 2	Methodology of the communication strategy which defines the key communication approaches and tools which will be used as a background for development of the communication strategy – up to 4,000 words. The methodology should contain: Situational analysis; Suggested approaches for communication strategy; Key stages of the strategy implementation; Suggested approach to measure effectiveness of the strategy: suggested indicators, monitoring and evaluation.	20%	By 10 December 2020
Deliverable 3	Development of the communication strategy – up to 15,000 -20,000 words The Strategy should include: Specific goals and tasks, Stakeholders’ mapping and defined target audiences; Key messages, designed to address specific target audiences, and stakeholders; Communication channels The strategy of engagement of the NHRI’ regional offices to the implementation of the communication tasks to promote awareness about regional network at the local level.    Internal communications strategy; Brand strategy; Reputation and crisis management strategy.	50%	By 31 January 2021

 

5. REQUIREMENTS FOR MONITORING/REPORTING:

The Communication Expert will work in close cooperation with the Ombudsperson Office and will report on a regular basis directly to the UNDP representative in close coordination with Advisor on Communication Issues of the Ukrainian Parliamentary Commissioner for Human Rights. It is envisaged, that the Strategic Communication Expert will work at the NHRI office. The working premises will be provided. Upon completion of each deliverable, the Strategic Communication Expert will submit required documents to the NHRI for review and approval. The NHRI Advisor on Communication Issues can request midterm or ad hoc reports or consultations to check on the progress. UNDP will be the final authority to control the quality and evaluate the work. No reports, documents, communications should be published or distributed to third parties without prior approval of the NHRI and UNDP. Should any travel be needed for the assignment which is not envisaged at this stage, the related costs will be covered additionally, therefore, the incumbent should not include this cost in its financial proposal.

Competencies

• Excellent written and verbal communication skills, ability to present information logically, clearly, and concisely;
• Ability to think creatively, to develop and implement innovative solutions in a challenging environment;
• Ability to achieve results and meet strict deadlines in an effective manner, maintaining a high-quality standard throughout;
• Very good knowledge of office software packages, ability of handling web-based and social media platforms;
• Excellent organizational, inter-personal skills.

Required Skills and Experience

6. EXPERIENCE AND MINIMUM QUALIFICATIONS REQUIREMENTS 

Corporate Competencies

• Demonstrates integrity by modelling the UN’s values and ethical standards
• Share the vision, mission, and strategic goals of UNDP
• Displays cultural, gender, religion, race, nationality and age sensitivity and adaptability
• Treats all people fairly without favouritism
• Fulfils all obligations to gender sensitivity and zero tolerance for sexual harassment

 

Required Skills and Experience

Education:

• Advanced university degree in communications, public relations, social sciences, political science or related field.

Experience:

• At least 10 years of progressive experience in communication and outreach with a specific focus on developing communication strategies for public sector;
• A proven portfolio of at least 5 recent strategic documents developed for the public institutions, NGOs, or private sector during the last 2 years;
• Demonstrated awareness of human rights issues as elicited from previous professional experience is a great asset
• Ukrainian– native level, English – working level.

 

7. DOCUMENTS TO BE INCLUDED WHEN SUBMITTING THE PROPOSALS 

Applicants shall submit the following documents: 

Required 

• Letter of interest, explaining why they are the most suitable for the work including relevant past experience
• Portfolio of at least 5 recent strategic documents developed for the public institutions, NGOs, or private sector during the last 2 years; 
• Personal CV / Personal History Form P11, including information about past experience in similar projects and contact details of at least 2 referees; 
• Financial proposal.

 

8. FINANCIAL PROPOSAL 

The financial proposal shall specify the cost of professional services of the NHRI Communication Expert. Payments are made in three tranches: each made upon completion and UNDP’s acceptance of the respective deliverable. 

Lump sum contract 

The financial proposal shall specify a total lump sum amount, and payment terms around specific and measurable (qualitative and quantitative) deliverables (i.e. whether payments fall in installments or upon completion of the entire contract). Payments are based upon output, i.e. upon delivery of the services specified in the ToR. In order to assist the requesting unit in the comparison of financial proposals, the financial proposal will include a breakdown of this lump sum amount. 

 

9. EVALUATION OF APPLICANTS

Advanced degree – 10 points max

10 pts – PhD degree

9 pts – Master’s degree

8 pts – Specialist degree

Progressive experience in communications and outreach – 20 points max

20 pts – 10 or more years of experience with relevance to human rights

15 pts – 10 or more years of experience

•             A proven portfolio of at least 5 recent strategic documents developed for the public institutions, NGOs, or private sector during the last 2 years – 10 points max

10 pts – 5 or more recently developed strategic documents

5 pts – 1-4 recently developed strategic documents

Fluency in English, Ukrainian – 10 points max

10 pts – Fluency in English, native - Ukrainian;

Maximum available technical score – 50 points.

 

10. EVALUATION METHOD

Cumulative analysis

Contract award shall be made to the incumbent whose offer has been evaluated and determined as:

a) responsive/compliant/acceptable, and

b) having received the cumulative highest score out of a pre-determined set of weighted technical and financial criteria specific to the solicitation.

* Technical Criteria weight: 70%

* Financial Criteria weight: 30%

Only candidates obtaining a minimum 70% from the maximum available technical score (49 points) would be considered for the interview.

The maximum number of points assigned to the financial proposal is allocated to the lowest price proposal and will equal to 30. All other price proposals will be evaluated and assigned points, as per below formula:

30 points [max points available for financial part] x [lowest of all evaluated offered prices among responsive offers] / [evaluated price].

The proposal obtaining the overall cumulatively highest score after adding the score of the technical proposal and the financial proposal will be considered as the most compliant offer.