Public Relations , Media Liaison, & Strategic Communications Consultant

Description

BACKGROUND

Heifer International (www.heifer.org) is a development organization working to end hunger and poverty and care for the Earth by using sustainable practices and engaging smallholder farmers in agricultural development. Heifer was founded on the simple belief that ending hunger begins with giving people the means to feed themselves, generate income and achieve sustainable livelihoods. With this strong foundation, Heifer focuses her pro-poor work by creating wealth through viable value chains that harness the social capital of communities to drive market development.

Heifer works in about 21 countries across the World, and these countries are managed under the 3 Regions of Asia, the Americas, and Africa. The Africa Regional office was fully established in January 2021 to deepen access and harness the inherent opportunities across the continent.

Heifer Project International – Zambia (HPI-Z), a branch of Heifer International, started its operation in Zambia in 1988. Since then, Heifer Zambia has supported smallholder farmers in the dairy, poultry, and horticulture value chains. HPI-Z is working with farmers to increase production and productivity by strengthening extension services and farmers’ cooperatives where they gain vital skills that enable them to scale and sustain their businesses.

Heifer Zambia current strategic focus is to consolidate its work in the existing projects and ensure their implementation reflect the goals and aspirations of the Africa Region and the Country Programme and strengthen its existing partnerships with donors, governments and key stakeholders to deliver on its commitments and ensure the desired benefits to the target communities.

Heifer Zambia’s current presence is in nine districts across 4 provinces in Zambia. Specifically under the Hunger Project in Vubwi district , Eastern Province, the Power Water and Internet Project in Vubwi District Eastern Province and the Women’s Economic Empowerment Project in 8 districts in Western, Eastern, Central and Southern Provinces. Heifer Zambia currently operates a Country Office in Lusaka and field offices in Choma, Southern Province and in Chipata, Eastern Province.

RATIONALE

Heifer Zambia recognizes the central role of communication in the realization of its vision, mission, goals, and objectives. For Heifer International to be more agile, innovative, and responsive to stakeholders’ expectations, internal and external communication are critical elements. Strategic communication reinforces Heifer’s position as a relevant, dynamic partner and a leader in the agriculture sector. For this purpose, Heifer International Zambia adopts communication as a strategy to mobilize the support of its clients (farmers) staff, partners, donors , opinion leaders, and decision-makers (National and Provincial Governments) among other stakeholders.

OBJECTIVES OF THIS CONSULTANCY

• To carry out an audit of Heifer Zambia’s internal and external communication which will inform the development of a Country Office (CO) public relations and communication strategy. The consultant will review internal processes and interact with the organization’s stakeholders with the view of determining the current image and communication needs and challenges. The gaps identified will form the basis of the development of the strategies for improvement of both internal and external communication.
• To manage the overall brand positioning and image of Heifer International Zambia to include but not limited to media management, public relations, events management, and digital media engagement.

SCOPE OF WORK/DUTIES AND RESPONSIBILITIES

Strategic Communications

• Conceptualize and implement a comprehensive strategy for outreach and positioning of Heifer International Zambia , including developing, coordinating, and generating external partnerships and support around key events and with multiple target audiences.
• Strengthen outreach and communication to key partners, and stakeholders in and outside the Heifer Zambia through strategic products and services.
• Identify and support opportunities to create visibility for Heifer International Zambia through its partner network, identification of ‘high-level champions’, relevant meetings, and relationships with like-minded organizations including media, government, NGOs, and private sector.
• Develop a plan to manage the brand positioning and image of Heifer International Zambia
• Identify and support opportunities to increase Heifer's visibility via its partner network, relevant events, and collaborations with key stakeholders.
• Develop key messages and publications around the current projects, identifying and documenting for dissemination key project impact and stories.
• Communications capacity development to empower staff with the knowledge and skills to communicate clearly and effectively with internal and external clients.

Media Management

• Provide communication advice and support for reputation management in line with Heifer Communication's corporate standards and guidelines.
• Advise and improve Heifer Zambia’s media coverage and visibility by developing and updating a target media list comprised of a comprehensive database of journalists, social media influencers, and high-profile contributors in the agriculture and innovation sector in Zambia and Africa.
• Identify and support opportunities to increase Heifer's visibility via its partner network, high-level relevant events, and collaborations with like-minded stakeholders.
• Linkage with key media at the global and country levels, advocating on key issues at the core of Heifer's mandate and raising awareness of Heifer Zambia’s activities, events, and initiatives increasing Heifer Zambia’s external presence on media outlets.
• Support media monitoring by scanning online media for relevant news, interviews, and articles mentioning Heifer International member companies and relevant topics.

Social Media Strategy

• Design and develop a social media management strategy that increases audience traffic to and engagement with Heifer Zambia
• Identify target audiences and create strategies to effectively engage them i.e., create cutting-edge social media content and campaigns on Facebook, Twitter, Instagram, and other relevant existing and emerging platforms.
• Design and deliver online communications campaigns, aligned to Heifer Zambia’s priority issues and themes, and activities.
• Analyze social media platforms’ digital metrics and provide a narrative monthly digital report to reflect the impact of the content.

Events Management/Activation

• Develop a standardized process to manage the logistics and event requirements.
• Visit sites and lead pre-event meetings to help staff make decisions about event designs.
• Plan and facilitate logistics for all events, including guest lists, invitations, bookings/registration venue preparation, presentation materials, security, catering, entertainment, transportation, equipment, decor, and marketing materials.
• Oversee client experiences from conception through post-event review, managing on-site preparations, production, and event breakdown while ensuring consistent, high-level service throughout all event phases.
• Manage all aspects of event planning, and coordination while meeting strict deadlines and troubleshooting any issues that arise during events.

APPROACH AND METHODOLOGY

• The consultant will also undertake a desk analysis to review any existing communication strategy and organizational strategy with the view of identifying and understanding the best practices to inform the outcome.
• A stakeholder analysis will be conducted through a thorough stakeholder communications assessment, this will be done through a literature review of similar programs, and an analysis of primary stakeholders’ data collected through the sector assessments.
• Analyses of primary and secondary data will form the basis of a series of proposed initiatives to address issues outlined in the consultancy objective. The recommended initiatives will be first internally validated amongst the Heifer team, before stakeholders’ validation through informal interviews, workshops, and focus groups as necessary.
• The consultant(s) will propose a methodology to collect and analyze stakeholder data while ensuring coverage of the CO programs and geographic areas most efficiently and effectively.

KEY DELIVERABLES

• Develop an inception report that details an appropriate and robust methodology that will be implemented to complete the assignment with a detailed work plan, communications audit, and recommendations.
• Develop an analysis of relevant stakeholders/target audiences and how to reach them.
• Develop a communications training outline indicating proposed training areas for staff.
• Prepare a one-year detailed work plan and an M&E Framework for the communication strategy.
• Prepare a detailed budget for the implementation and a one-year work plan.

SKILLS AND EXPERIENCE

• 10 years’ experience in public relations, strategic communication, media liaison, digital engagement event management, marketing, or related discipline.
• Experience in building and maintaining positive business relationships.
• Excellent organizational skills, including multitasking, time management, and attention to detail.
• Ability to handle pressure and make good decisions quickly.
• Knowledge of the development sector and in particular the work of INGOs, bilateral and multilateral institutions
• Experience in knowledge dissemination
• Demonstrated ability to create content that is persuasive, clear, and concise, while able to convey and engagingly present technical ideas/knowledge for varied audiences.
• Demonstrated experience in social media management and monitoring.

SUPERVISION AND COORDINATION

Implementation against this scope of work will be under the overall supervision of the Country Director. The consultant, under the duration of the contract, will also work closely with the Regional Communications focal point.

CONFIDENTIALITY

It should be noted that all the information and reports collected in the process of undertaking this exercise shall be the property of Heifer International.