TOR: Empowering Advocacy Practitioners; A Capacity Building Training for Staff on Effective Communication for Policy Advocacy Positioning

Introduction
Fairtrade Africa (FTA) is seeking to hire a qualified Policy Advocacy Communication Firm/Expert Consultant (s) to train staff in Advocacy Communication. This is a strategic investment whose objective is to equip staff supporting Product and Country Networks with the right skills, knowledge, and tools, to influence policy, engage stakeholders, and drive change in key development issues affecting Fairtrade certified farmers and workers at national level. Specifically.

Objective of the Training
To equip Fairtrade Africa staff with the skills to effectively support Fairtrade Product and Country Networks1 communicate policy advocacy positions to their target audience. This includes enhancing their ability to develop clear, concise, and compelling positions that reflect the collective stance of smallholder farmers and workers on key policy issues.

Key Advocacy Communication Tools essential for effectively conveying messages to influence policy, advocate, raise awareness, and engage stakeholders on specific issues, providing background, supporting evidence, and proposed solutions are Position Papers, Policy Briefs, Press Releases, Petitions, Roundtables and Workshops, Policy Dialogues etc. Tools are chosen based on the audience, message, and desired outcome, ensuring targeted and effective communication for advocacy efforts.
Communication in the development space is characterized by conceptual flexibility and diversity of communication techniques and tools that are suited to different stakeholders. One of the approaches in the “Tool Kit” of Development Communication is Advocacy. Advocacy Communication is a strategic approach used to influence policy, public opinion, and decision-making processes. It involves the deliberate use of communication tools and tactics to bring attention to key issues, propose solutions, and push for specific changes that improve the lives of people, especially marginalized or underserved populations.

Training Outcome
This training will strengthen producer-led advocacy. By applying the learned techniques, participants will be equipped with the right skills, knowledge, and tools and develop:
• A strong understanding of advocacy communication principles, including how to craft persuasive messages, frame issues, and influence decision-makers. Specifically,
• Skills to create targeted, strategic communication plans that align with advocacy goals, using evidence and data to support their arguments.
• Skills to articulate clear, well-researched policy positions, develop position papers, and present policy briefs effectively.

Target Audience
Fairtrade Africa Staff working with smallholder farmers and workers in Africa who are involved in policy advocacy efforts, supporting Product and Product Networks, government relations, and communication roles.

Training Duration
3 days Virtual Training days conducted for 2 different teams sitting in various countries in Africa (Ghana, Ivory Coast, Ethiopia, Uganda, Kenya, Rwanda, Malawi, South Africa, Madagascar).

Expertise and Qualifications
The ideal Policy Advocacy Communication Firm/Expert Consultant (s) should have the following expertise and or experience:

Expertise in Policy Advocacy
• Knowledge of Policy Advocacy Processes: Have a good understanding of how advocacy influences government policy decisions and how to navigate government systems.
• Experience with Advocacy Campaigns: Practical experience in organizing and leading successful advocacy campaigns, particularly those focused on policy changes.

Communication and Messaging Skills
• Strategic Communication: Ability to teach how to develop clear and impactful advocacy messages that resonate with different stakeholders, including policymakers, media, and the public.
• Media Relations: Expertise in using media to promote advocacy efforts, including how to craft press releases, media kits, and build relationships with journalists.

Position Paper and Policy Brief Development
• Technical Writing Skills: Strong skills in developing clear, well-structured, and persuasive position papers, policy briefs, and reports.
• Evidence-Based Advocacy: Ability to guide participants in using data, case studies, and research to back up their arguments in policy papers.
• Analytical Skills: Capability to break down complex issues into simple, actionable points that can be communicated effectively to policymakers.

Facilitation and Training Skills
• Interactive Training Techniques: experience and know how to engage participants through interactive methods such as group discussions, role-plays, and simulations.
• Virtual Training Experience: possess strong technical proficiency and essential skills for ensuring that virtual training is engaging effective and meets the needs of all participants.

Submission Requirements
Interested firms/candidates are invited to submit a cover letter expressing interest and attach a proposal not more than 5 pages describing the training methodology, training content and work plan and professional fees and a profile of the consultant(s) involved including relevant experience, certification and membership.

Evaluation Criteria
Proposals will be evaluated based on the following criteria:
• Relevance and depth of experience, qualifications and expertise of the consultant(s).
• Quality and feasibility of the proposed methodology, training content and work plan.
• Cost-effectiveness of the financial proposal (Professional Fees).