Consultancy for Communications Strategy The African Union

TERMS OF REFERENCE FOR CONSULTANCY FOR THE COMMUNICATION STRATEGY OF THE AFRICAN UNION COMMISSION

2012 – 2016


1. Background

The African Union (AU) and its precursor the Organization of African Unity (OAU) were founded on the ideals of Pan Africanism. The main objective has always been to consolidate African unity and foster continental development and progress. To achieve this objective, the AU has embarked on a programme of integration using solidarity and the common will of Member States. In the same regard, the African Union has identified the Regional Economic Communities (RECs) as the building blocks for the union.

The African Union Commission as a publicly financed institution with a mandate entrusted to it by 53 Governments has a basic obligation towards all AU Member States and their peoples, as well as various stakeholders and partners, to keep them informed regarding its work. It is imperative, therefore, that the Commission should inform and communicate what it does, not only to foster accessibility and transparency, but also to consistently promote the AU’s achievements regularly and strategically to various stakeholders through different channels
.
This is especially important in the context of the relentlessly negative socio-economic and political forces buffeting the continent and its peoples. The more the AU’s work and achievements are publicized, the more it will “drown out’ the din of negativism and resignation that has hobbled most attempts to put Africans in charge of their own destiny.Clear and positive visibility results only from a deliberate and systematic strategy informed by a strong communications culture within the Commission and improvements in information and communications techniques, as well as conscious efforts aimed at building bridges to networks that could bring the AU closer to its citizens.In order to achieve the behavioural change, and to ensure the full participation of African peoples in the development and economic integration of the continent, the Commission must initiate in-depth changes at all levels of responsibilities while ensuring that, its communication and information policy is integrated into a logical and exhaustive strategy.A communication strategy is vital to enhance visibility, improve and promote the image of the institution, disseminate information and messages from the organisation to the wider public, influence decision making and knowledge sharing and strengthening cohesion of
the AU.

The African Union Commission, therefore seeks to engage the services of a Consultant according to the following terms and conditions


2. Overall objective

To valorise the mission of the Organisation by communicating constantly the true message and goals of its missions while disseminating detailed information about the activities and the role of the Commission, in a way to promote the leadership position of the organisation in Africa.

The Communication Strategy is also expected to mobilise more partnership and resources while strengthening the impact of the organisation in the area of peace and development.The African Union must be perceived and accepted by all the African citizens as well as the External Partners as the main, unique and credible voice of Africa.


3. Tasks

• The Consultant will have to work closely with the DIC. The main task will be to develop a communications strategy which takes into account the above mentioned mandate of the DIC focussing on the vision, missions and objectives of the AUC.

• Meet with department focal persons and stakeholders, meet at least one AU Organ; meet at least one AU regional Office and gather information to ensure that his strategy covers all the different communication needs of the AU.

• Consult with DIC Director on the expectations of the leadership

• Provide accurate data and information to inform the implementation of the communications function.

• Outline mechanisms to brand the AU internally and externally and enhance recognition of the AU identity.

• Advise and support the Commission in avoiding unnecessary risks to its reputation

• Defined priority lines of communication

• Orientate the missions of the DIC

• Multiply and diversify the products and information tools.

• Broaden the scope of the audiences and define ways to attract public interest on the AU;

• Harmonise the different communication actions: internal, social, institutional, marketing, crises, financial…and their contribution to the perceived real image.

• Coordinate and harmonize these actions to reflect the AU vision by elaborating key messages and efficient communication tools.

• Inculcate the communication strategy on the AU staff so as to master and use it well enough to attain the expected goal.

• Assess the successes and the weakness of the internal and external communication.


4. Expected outputs

The Consultant is expected to deliver the following outputs:

• Submit inception report and draft work plan after two weeks of the date of award of the consultancy

• First draft to be submitted after 4 weeks.

• Travel to two AU offices to access the Communication activities on the ground so as to tailor AU actual situation on the ground to what is relevant to the AU

• Review the draft after receiving in-puts from the DIC gathered from outcome of workshops with Press Attaches and Communication officer.

• Submit final report at the end of the consultancy


5. Profile of the Consultant

The successful consultant for this assignment must:

• Have good experience in the fields of Communication, Journalism, Public Relations, International Relations, Political Sciences, Marketing, and Branding among others

• Previous experience in developing an elaborate communication strategy for a multistakeholder clientele.

• Proven experience in dealing with diversified entities, especially multi-lateral organizations.

• Proven experience in dealing with African issues focusing on socio-economic and political development of the continent.

• Proven record of any previous work done not more than 5 years ago.

• Demonstrate at least 10 years experience in the area of strategic communication and international relations.

• Submit at least a copy of Communication Strategy produced for any competitive organization and explain how it was successful to achieving the goals of that institution.

• Provide documentary proof of professional and academic qualification and testimonials.

• Display cultural, gender, religion, race, nationality and age sensitivity and adaptability.


6. Remuneration:
It is a fixed budget of 20,000.00 USD
- 12.000 USD – for the expertise in providing the technical and practical content to be used as guiding communication principles for the AU.

- 3000 USD – for air fairs and perdiem for the two weeks stay in Addis Ababa

- 2500 USD – for air fairs for the one Regional office and one AU Organ to be visited. ( PAP in South Africa and AU Lilongwe office in Malawi.

- 2500 USD – perdiem for the two week, one week each per country office.


7. Education

A Masters degree in Information management, Knowledge Management, Communication and Journalism. A qualification /certificate in Communication.


8. Functional competencies

The Consultant must also demonstrate the following functional competencies:

• Ability to establish and maintain contacts with officers in the AUC and stakeholders

• Ability to communicate effectively, both orally and in writing, is required to obtain, evaluate and interpret factual data and to prepare accurate and complete reports and other documents

• Builds strong relationships with stakeholders and responds positively to feedback

• Demonstrate openness to change and ability to manage complexities

• Consistently approaches work with energy and a positive, constructive attitude and is able to handle pressure

• Ability to work well as part of a multi-disciplinary team

• Development and operational effectiveness

• Ability to understand a variety of specialized tasks related to communication and information activities.


9. Language requirement

Fluency in English and /or French as well as a good working knowledge of the other working languages of the African Union is an advantage.


10. Time frame
The estimated duration of the assignment is 60 consultancy days effective from the date of award of the consultancy.

• 30 days on the field for the research and information gathering to help in shaping the content of the strategy to be in accordance with the real needs of the DIC in terms of communication activities for the AU (2 weeks at the AU headquarters: consultation with all departments; one week in PAP and one week in AU Linlongwe regional office) .

• One month to put together all information and draft content of the communication strategy.

• Presentation of the first draft document will be after two months.

• The draft will be circulated for review and input by DIC staff and focal person for communication from departments.

• The DIC will collect inputs from outcome of workshops scheduled for March 2012.

• The consultant should be flexible to accept that after all the technical work is done in the 2 months agreed duration, the DIC can continue to keep in touch to send inputs for amendment online r until we get the final AU Strategy.


11. Facilities, services, and resources to be provided:
The AUC will provide a computer with internet connection and printing and photocopying facilities.

The DIC will provide a working space for the consultant


12. Supervision and reporting

The consultant will work closely with the Officer in charge in the DIC and shall have a primary accountability to the Director of Information and Communication.


13. Evaluation and award of consultancy
Evaluation of the proposals and award of the contract (consultancy) will be based on education background and technical competencies. AUC reserves the right to accept or reject any proposal received without offering any explanation.


14. Intellectual property rights
Any reports, documents graphics, or other materials, prepared by the consultant for this assignment shall belong to and remain the property of the African Union Commission.


15. Submission of Applications
The deadline for submission of detailed CVs and Certificates/testimonials is 30thNovember 2011. Applications must be submitted by post, email or fax to the address below:

The Head,
Procurement,
Travel & Stores Division
African Union Commission
P. O Box 3243
Addis Ababa
Ethiopia
Tel: 251-11-5517700, Ext 4321
Fax: +251 115 510442
Contact email: tender@africa-union.org