A. Background
The Kolkata Environmental Improvement Project (KEIP) is a multi-agency endeavour (Asian Development Bank, Government of West Bengal and the Kolkata Municipal Corporation) to arrest environmental degradation and improve the quality of life in Kolkata. Its work is mainly in the outer areas of the city where the sewerage and drainage infrastructure is grossly inadequate and the drainage canals are choked by silt.
KEIP objectives are to reduce pollution by providing affordable access to basic urban services in slums, revamp and upgrade the sewerage and drainage system, make solid waste management system efficient, restore the city's drainage canals, and improve outdoor recreation facilities in parks and water-bodies. It also has a capacity building component funded by DFID. The total Project cost is around Rs. 2000 Crore.
As per agreement with the Asian Development Bank, a Public Relation Consultant (PRC) can be engaged for i) professional media management ii) and stakeholder consultative processes.
B. Requirements
KEIP started work in 2002. The Project is scheduled to close in December 2010. At present, the project physically is only about half-way through. Various work packages are at different levels of completion. Upgrading the sewerage and drainage systems, restoring the Kolkata drainage canals, construction of new pumping stations and other allied works of the project impinge on the daily lives of the citizens. Though the KEIP initiatives are appreciated by all in general, occasional impatient outbursts by the citizens affected by the engineering works and media are not uncommon. Whereas the project is earnest to operate in the most frictionless and effective manner, daily-day circumstantial realities like traffic compulsions, public negotiations, vagaries of the monsoon, social commitments like Pujas, examinations do interfere with the pace of progress of the project. Inevitably, long term gains entail some short term inconveniences.
The project feels that a professional PRC, through effective media management and stakeholder consultative processes (SCP), should be able to address these delicate issues.
C. Methodology
he PRC in KEIP is expected to adopt a Stakeholder Consultative Process (SCP) approach. This approach is to be utilized and encouraged under the project to create a wide awareness of the proposed facilities and the implications for all stakeholders and to promote stakeholder involvement in the planning and implementation of the Project. The SCP activities are intended to be the focus of the PRC in the KEIP to improve the planning and delivery of urban services. Under the SCP, PRC will convey information about the Project to the target groups, setting out the benefits and responsibilities for all stakeholders, including issues such as water service charges and property tax reform. Simultaneously, information will flow back to the KEIP with the help of Social Development Unit (SDU) in terms of the stakeholders’ needs and expectations from urban services. For SCP to be truly effective, the stakeholders and KEIP will need to develop a two-way interaction to foster trust and a positive attitude.
The SCP should be regarded as an integral part of the Project, covering all components, which are:
* Sewerage and Drainage Improvements
* Solid Waste Management
* Slum Improvement
* Canal Improvements and
* Resettlement of informal canal bank dwellers
As well as:
* Implementation of Water Service Charges
* Unit Area method of assessment of Property Taxes
* Implementation Assistance and Capacity building
The PRC will design mechanisms and processes to disseminate information and design campaigns to educate and make all stakeholders fully aware of the Project. Media tools such as web pages, videos, television, and leaflets will be used. Feedback will be invited from all stakeholders, and processes will be designed and implemented to ensure this is achieved.
D. Objectives
The SCP is to be designed and operated by the PRC in such a way so as to achieve the following objectives -
* To ensure City, State and National level wide coverage of the Project activities, dissemination of project information and promotion of project policy agenda in order to support the policy dialogue with the beneficiaries, public and other stake-holders;
* To inform and make all stakeholders aware of the broad scope and nature of the Project, thus ensuring greater ownership of the facilities and a greater responsibility;
* To contribute to a sustainable delivery of urban services by promoting user fees and charges, domestic savings, and supporting the efforts of the KMC to recover costs and improve the quality of their services;
* To educate stakeholders on the linkages between hygiene, environmental sanitation, and help and therefore, the need for the project and the attendant user charges; Disseminate information regarding slum improvements.
* Make the stakeholders aware of the temporary adverse socio-economic impacts during project implementation to be followed by permanent improvement of environmental sanitation and socio-economic conditions.
* Make the beneficiary aware of the existing facilities, their usage and how to make best use of the same.
* Make the beneficiaries aware of their rights and responsibilities under the project.
E. Scope of Work
1. Information, Education and Communication (IEC) materials will be developed using mass-media techniques. Design of the systems and delivery of the messages will be responsibility of the PRC with the assistance of SDU where appropriate. The process will include:
i) Education and awareness materials such as posters, billboards and streamers for community display;
ii) Leaflets and stickers
iii) Television spots/messages of about 30 seconds duration;
iv) Setting and maintaining a website.
v) Videos
vi) Newspaper advertisements
vii) Any other suitable modern techniques
2. Powerful creative development of the brand communication elements and identity, and making the footprint ‘come alive’ through an invigorated and distinctive look and feel.
3. Strategic advice on the on-going development and communication of the project to achieve maximum impact among wider and different target audiences, both internal and external.
4. Overseeing and coordinating implementation of communication.
5. Visualizing, conceptualization and fine tuning of communication strategies as well as materials.
6. Identification of ways that can inspire creativity among users in the way the brand is delivered to audiences and to suggest practical ways of developing understanding of the value and potential power of the brand.
7. Contributing to the development of a communications plan by providing advice on communications resources for delivery and how to achieve maximum impact in communicating through various channels available for maximum return, e.g. print, web, etc.
8. Capacity building of PMU on strategic communication and PR.
F Deliverables
1. A clear-cut PR strategy, based on the SCP approach, delivered within a month of commencement of services by the Consultant in dealing with the media and media interactions arranged at regular intervals.
2. Preparation of information, education and communication materials, advertisement clippings.
3. Promotion of Project Policy Agenda.
4. Awareness campaign on scope of project, Social & Environmental issues including resettlement entitlements through various media means.
5. Transfer of information about the Project to the Target Group.
6. Make the stakeholders aware of the long term benefits and short term inconveniences of the Project in order to gain full support of the beneficiaries towards the Project.
7. Make the beneficiaries aware of preventive care to avoid any health related hazards.
8. Make the beneficiaries aware of their responsibilities, including issues such as user charges and property tax reform etc. for achieving the goal of the project.
9. Make the beneficiaries aware of the existing health care facilities and how to make optimal use of the same.
10. Updated material on the Project supplied daily for maintenance of website.
11. Comments/suggestions/grievances from the Project’s website downloaded daily and placed before Project Director.
12. Newspaper clippings section maintained on a daily basis on matters related to the Project.
13. Project overview document updated half-yearly.
14. Standardized PowerPoint presentations made for all components of the Project within two months of commencement of services by the Consultant.
15. PowerPoint presentations updated on tri-monthly basis.
16. Standardized presentations created for forums outside the Project.
17. Editing support provided for all project reports.
18. Designing and artwork support provided to all reports generated by the Project.
19. Fine tuning done to all communication strategies.
20. Designing support provided for all outdoor hoardings.
21. Support provided to radio jingle concept.
22. Support provided to web film concepts and their production.
23. Quarterly workshops conducted for capacity building of PMU on strategic communication and PR activities.
24. Liaison with the media (all form) for any job related to the project.
In addition, it is expected that the PR activities of the Consultant will result in positive media coverage about the Project.
G Organization
A full-time stakeholder liaison officer (SLO) will be appointed within the project management unit (PMU). The SLO will facilitate interaction between the KMC and the stakeholders. The PRC shall report to the SLO.
The PRC will be responsible for the preparation of the PR strategy and implementation of the mass-media components of the strategy. Community-level PR and awareness activities will be carried out through the PMU by NGO’s contracted by the Project.
H Reporting
Implementation of the activities described above will be taken up in accordance with the approved work plan over a PRC contract direction, may be in an intermittent fashion. Firms should provide, in this regard, a schedule of deliverables and activities within this time frame.
The following reports shall be submitted:
* A draft Inception Report to be submitted within one month of contract inception. Within fifteen working days after submission of the Inception Report, the PRC shall conduct a seminar/workshop for KEIP staff and consultants to present its findings and recommendations, and to receive comments on the proposed program(s). The PRC will incorporate the comments of the PMU and the recommendations and agreements reached during the seminar/workshop into its report and submit the final Inception Report.
* The draft design of the PR Strategy will be submitted together with the draft Inception Report. The PRC will then conduct seminars/ workshops with concerned officials, policy makers, NGOs and the general public to receive comments and suggestions on the proposed strategies, and will submit the final report.
* The final version of the PR Strategy, including an item-wise implementation and expenditure plan for PR-related activities, will be submitted along with the final Inception Report.
* The draft Policy and Strategic Approach Paper on Community Participation in Urban Areas will be submitted within three months of contract inception, and a draft final report, which incorporates the comments and suggestions of the Government, will be submitted within 30 days of receipt of comments from the PMU.
* Monthly Progress Reports will be submitted by the tenth day of each month. These will provide a brief summary of activities taken up, progress achieved and problems encountered during the preceding month. A standard format for the monthly report will be submitted to the PMU for approval two weeks prior to the submission of the first monthly report and all subsequent monthly reports will adhere to the approved format.
* Quarterly Progress Reports which provide detailed assessments of the progress achieved, problems encountered and results of the programs taken up during the prior three month period will be submitted by the tenth day of each month following the end of the quarter. Copies of all program modules, training programs, media materials, etc., will be submitted along with the quarterly progress reports. Based on the assessments contained in the reports, the PRC will recommend on any modifications or changes to the approved programs which it feels will help improve the effectiveness of the PR Strategy in achieving its objectives. A suggested format for the Quarterly Reports will be submitted for the approval of the PMU two weeks prior to the submission date of the first Quarterly Report and all subsequent Quarterly Reports will adhere to the agreed format.
* Individual Training Report will be submitted within ten working days subsequent to the completion of each training program, which will describe the nature of the training, the target population(s), the specific training interventions provided, an assessment of the training results/outcomes, and recommendations for future actions related to such training program (i.e., extend the program to larger beneficiary groups, or cancel it).
* An Exit Strategy Report will be submitted three months prior to completion of the Services which sets forth the PRC’s recommendations on the best ways and means of ensuring that the initiatives taken up under the PR Strategy can be carried on by others after the project is completed.
* A Draft Final Report describing the PR Strategy components, activities, implementation and the outcomes will be submitted three months prior to the end of the contract.
* A Final Report, which incorporates suggestions agreed between the PMU and the PRC will be submitted by the final day of the contract.
* Special Reports as required by the PMU and agreed by the PRC will be submitted within time frame agreed between the PMU and the firm.
I Resources
The Consultant will provide regular expert support to the Project by a combination of personnel dedicated to the Services and personnel not fully dedicated to this project.
The consultant / firm shall have an established office in Kolkata.
The consultant must demonstrate adequate experience in developing Public Relations and Communication Strategy of other organizations. The consultant should also have experience in urban management and governance. Preference will be given to consultants with an experience of working in local bodies / government organizations.
The core consultant team will ideally comprise of:
* An expert in public relation and image building, with at least 10 years of experience in the field;
* An experienced media liaison officer
The consultant shall as and when required, engage experts to support the specialist interventions such as website communication, public participation, urban governance and citizen’s charter.
The Team Leader will coordinate team inputs and be responsible for finalizing all reports for submission. The consultant is free to propose other experts / support staff if required.
In addition to those services required by the activities, the PRC will be responsible for provision of the following:
1. Local transportation within Kolkata.
2. Local support staff if required for carrying out the required services.
3. Computer and desktop publishing equipment. It is expected that the consultant uses his home-office facilities for these purposes, including related consumables.
4. Sufficient computer-related and other consumable materials to accommodate the needs of its proposed staff in the project office.
The Client will provide modest office space for the consultant in the Project office with basic office furniture and equipment (desk top office computers, printer) including communication facilities.
The contract will include a Provisional Sum to be used for information and communication materials, PR activities and campaigns such as:
* Surveys
* Multimedia Presentations,
* Print media advertising,
* Electronic Media Advertising,
* Television and Radio PR campaigns,
* Outdoor Advertising (Billboard, Kiosk, Tram, Panels, Bus shelters etc.),
* Print & Display Cost (Posters, Handbills, leaflet etc.),
* Production Cost,
* Print Advertising material,
* Television Commercial shooting,
* Radio jingles,
* Launching Press Advertisement (National & Regional),
* Press Conferences,
* Press Visits
* Website hosting, design, content.
K Tenure of Engagement
The tenure of the consultant’s services shall be from the date of award of the contract till December 2010, i.e. for 25 months.
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