Public relations (PR) Agency

Introduction/ Background of Tiko

Tiko is a non-profit organisation leveraging the power of a tech-responsive world to deliver sexual and reproductive health impacts to underserved adolescent girls and young women in urban and peri-urban Africa. We use our tech-powered model to connect otherwise fragmented stakeholders on the ground, such as private and public medical service providers, community-based organisations (CBOs) and pharmacies, so that adolescent girls have access to high-quality sexual reproductive health services and products, at no cost to them. Our model removes social and financial barriers to care, ultimately empowering girls as agents in their sexual and reproductive health journey.

Tiko has operations in the following countries either by having offices or by working through local partners in Kenya, Uganda, Ethiopia, Burkina Faso, South Africa and Zambia. Tiko relies on donor funding, primarily from organisations based within Europe and the USA.

Tiko is searching for a top-tier PR firm to partner with the organisation on a long-term basis to grow its reputation among potential donors as a leading provider of sexual and reproductive health impact for adolescent girls and young women in sub-Saharan Africa.

Tiko’s Target Audience

Tiko’s PR strategy will aim to engage with current and potential donors, primarily based across Europe and the US. Donor types include:

• Trusts and foundations
• Governments
• Corporates
• High net worth individuals

Scope of work

The selected PR firm will partner with Tiko on a long-term basis, working through a monthly retainer. The primary objectives of this partnership are two-fold:

1. Tiko media coverage: Promote the Tiko brand within key media outlets and forums by securing coverage showcasing Tiko’s expertise, activities and impact
2. Executive thought leadership: Promote Tiko’s Executive Suite and build their brands as thought-leaders, trusted experts and Tiko ambassadors

This will be achieved through developing and executing a comprehensive, strategic and joined-up media relations strategy with key KPIs and timelines.

The scope of work will cover the below:

1.Strategy

Strategic Media Planning and Consultation

• Develop a comprehensive media relations strategy aligned with Tiko’s goals
• Conduct market research and competitor analysis to identify media opportunities
• Provide ongoing strategic counsel on media relations, messaging and positioning

Monitoring and Reporting

• Track media coverage and compile reports on PR performance and outcomes
• Provide insights and analytics, including media impressions, audience reach, sentiment analysis, and ROI
• Offer recommendations based on performance data for optimising future campaigns

2. Tiko media coverage

Media Relations

• Draft and distribute press releases
• Write and pitch op-eds to local, national, and international media outlets
• Secure media coverage with a focus on leading outlets in Europe and the US
• Organise media briefings, interviews, and press conferences
• Promote Tiko thought leaders and their expertise to media and secure commentary coverage
• Secure podcast opportunities and panel speaking opportunities
• Craft media kits, FAQs, fact sheets, and other supporting PR materials, as needed

Crisis Communication

• Provide 24/7 support during crises, including drafting statements and handling media inquiries
• Manage communication to mitigate damage to brand reputation

3. Executive Thought Leadership

• Build profiles of Tiko managing directors/executive suites
• Mange media relations of these individuals – strategically profiling them in key publications/key conferences
• General brand management of these individuals

Add on: Content Creation

• Write and edit content such as newsletters, blogs, articles, and speeches, as needed

Add on: Influencer Engagement

• Identify and collaborate with influencers aligned with the brand
• Develop influencer-driven campaigns and track their effectiveness
• Negotiate partnerships and manage contracts with influencers

Add on: Report development and communications

• Support Tiko with the development of reports, such as its Annual/Impact Report or academic reports
• Develop comms plan to launch reports and obtain media coverage

Evaluation criteria

Proposals will be evaluated in two parts. The experience, technical proposal and financial quotation shall bear 70% of the total marks while the references and financial capacity shall bear 30% of the total marks.

• Proposals should make clear about the relevant skills, experience and capacity of the participant, in respect of this particular SOW.
• Proposals must contain the details of the proposed approach to be adopted in order to deliver the service in accordance with the SOW.
• Proposals should clearly indicate whether or not bid participants have the capacity to meet the requirements of the SOW.
• Proposal should clearly indicate compliance with the appropriate data protection, privacy, legal, social, tax and ethical issues applicable to the country – please provide registration documents and tax information
• Must be a registered firm in the country where they seek to provide the services
• The firm is required to provide their registration certificate and tax identification documents

Submission of quotation timeline and mode

The agency partner will be selected through a two-phase process:

1. Initial proposal which addresses the selection criteria above, any format
2. Credentials, approach and chemistry session

• A 2-hour session during which the short-listed pitching agencies will need to share their credentials, how they would approach this brief and introduce the team to assess a chemistry fit
• Agencies would need to share their rate card/quotation for monthly retainer and add-on services as listed above in Section 2