MINISTRY OF AGRICULTURE & LIVESTOCK DEVELOPMENT TENDERS OCTOBER 2024 

OPEN TENDER

REQUEST FOR EXPRESSION OF INTEREST (EOI) FOR PROCUREMENT OF A MEDIA, COMMUNICATION AND PUBLIC RELATION CONSULTANCY FIRM

TENDER NO.MOALD/SDA/OT/EOI/2024/025

To successfully implement its commitment to advancing Kenya’s Bottom-Up Economic Transformation Agenda for
food security and enhancing the capacity of farmers, Ministry of Agriculture and Livestock Development recognizes
the need for a strategic and comprehensive communication approach. Due to its wide mandate within the two state
departments, Agriculture and Livestock development, the ministry needs to be supported by a media and communication
firm to be able to provide capacity for managing communication in the ministry. A media and communication
consultancy firm will provide the expertise necessary to amplify the ministry’s initiatives, ensuring that key messages
reach the intended audiences effectively and resonate with stakeholders across the agricultural sector. The following
points outline the rationale for engaging a specialized media and communication consultancy:
1. Enhancing Visibility of Ministry Projects
The Ministry has been actively involved in numerous citizen-centered policies, programs, and projects aimed
at boosting agricultural productivity and ensuring food security. However, the visibility of these initiatives remains
a critical factor in gaining public support and stakeholder confidence. By onboarding a media and communication
consultancy, the Ministry aims to effectively showcase its achievements and milestones through
strategic media engagement and targeted communication campaigns. This will increase public awareness of
the Ministry’s efforts, helping to align stakeholders with its goals and fostering a supportive environment for
agricultural development.
2. Effective Information Dissemination
A key component of the Ministry’s mandate is to disseminate crucial agricultural information to farmers, stakeholders,
and the general public. Accurate and timely information on best practices, market trends, weather
patterns, and technological advancements can significantly improve decision-making at the grassroots level.
The consultancy firm will play a vital role in managing the flow of information through multiple channels,
including digital platforms, traditional media, and community outreach, thereby enhancing access to relevant
information and facilitating the adoption of best practices among farmers.
3. Supporting Technology Transfer and Backstopping Processes
Technology transfer and backstopping are essential in bridging the gap between agricultural research and
practical application in the field. The Ministry has implemented various initiatives such as the Galana-Kulalu
Food Security Projects, KIAMIS, KAMIS, e-voucher system, climate-smart agriculture promotion, and digital
platforms for agricultural extension, all of which rely on effective communication to achieve their goals. The
consultancy will support the Ministry in communicating these innovations to farmers, providing troubleshooting
and feedback mechanisms to ensure effective adoption. This approach will empower farmers with modern
agricultural technologies, enhancing productivity, resilience, and overall food security.
4. Creating a Community of Practice
The Ministry aims to foster collaboration and knowledge sharing among stakeholders through the creation of
communities of practice. This involves using digital platforms and in-person forums to facilitate continuous
dialogue and the exchange of innovative ideas in agriculture. The consultancy firm will be instrumental in
managing these platforms, ensuring active participation, and driving engagement that results in strengthened
networks and partnerships across the agricultural sector.
5. Facilitating Learning Events/Events Management
Organizing training, workshops, and learning events is vital for building capacity among farmers and agricultural
officers. These events provide opportunities to disseminate the latest knowledge, skills, and technologies,
directly contributing to improved productivity and innovation in farming practices. The consultancy will assist
the Ministry in planning and executing these learning engagements, providing logistical support, content development,
and post-event evaluations to maximize impact and communicate the same to the public.
6. Strengthening the Ministry’s Brand Visibility
Branding plays a critical role in shaping public perception and enhancing the visibility of the Ministry’s work.
A strong, consistent brand presence across all media platforms not only builds recognition but also reinforces
the Ministry’s commitment to agriculture and livestock development. The consultancy will develop and implement
a comprehensive branding strategy that aligns with the Ministry’s mission and vision, ensuring that its
initiatives are communicated effectively and resonate with stakeholders and the ministry’s strategic plan.
7. Proactive Social Media Management
In today’s digital age, an active social media presence is essential for engaging the public, disseminating information,
and responding to real-time feedback. The consultancy will develop a robust social media strategy,
manage platforms, and create engaging content to build a dynamic online presence for the Ministry. This
approach will enhance transparency, foster public trust, and enable direct communication with the agricultural
community and the wider public.
8. Mainstream Media Management and PR
Managing relationships with mainstream media is crucial for ensuring accurate and positive coverage of the
Ministry’s initiatives. The consultancy will coordinate media relations, develop press materials, and facilitate
media engagements to ensure that the Ministry’s narrative is consistently represented in the media. This
proactive media management and PR will help build a positive public image, manage reputational risks, and
ensure that the Ministry’s successes and innovations are highlighted to a broad audience locally and internationally.
Expected Positive Outcomes
Engaging a media and communication consultancy will result in increased agricultural output through the adoption
of modern farming techniques, reduced vulnerability to climate change, economic empowerment of farmers, and the
promotion of sustainable practices. These outcomes align with the Ministry’s broader goals of advancing food security,
driving economic growth in rural areas, and ensuring the long-term sustainability of Kenya’s agricultural sector.
By onboarding a media and communication consultancy, the Ministry of Agriculture and Livestock Development will
significantly enhance its capacity to communicate effectively, engage stakeholders, and drive forward its mission of
transforming Kenya’s agricultural landscape.

SECTION II: TERMS OF REFERENCE
1. Introduction
The Ministry of Agriculture and Livestock Development seeks to enhance its media visibility and improve its
corporate image both nationally and internationally. This initiative aims to highlight the ministry’s achievements
and milestones in key media outlets, manage its public narrative, and proactively address issues that
may affect its reputation.
2. Consultancy Services
The Ministry requires the expertise of a qualified consulting firm to provide technical and advisory support
for managing its public reputation and enhancing its stakeholder relationships. The consultancy will play a
pivotal role in communicating the ministry’s initiatives, including technology transfer to farmers, and creating
a cohesive narrative that aligns with the ministry’s mission of promoting food security and agricultural
development in Kenya.
3. Scope of Work
3.1. Crisis Communications
• Develop and implement a crisis communications protocol tailored to the ministry’s needs.
• Provide holding statements and other media collateral, including press releases.
• Coordinate editor briefings to address urgent issues and maintain a positive public image.
• Manage social media platforms to ensure accurate and timely dissemination of information during crises.
• Prepare for parliamentary hearings by supporting the ministry’s communication strategy.
• Facilitate stakeholder relations to mitigate potential reputational risks.
3.2. Strategic Communications and Stakeholder Relationship Management
• Analyze the ministry’s operational context and its impact on communication strategies.
• Monitor social media and manage sentiment to maintain a positive public perception.
• Deliver strategic communications services that align with the ministry’s objectives.
• Provide public affairs support to enhance the ministry’s engagement with various stakeholders.
• Oversee stakeholder relationship management to ensure cohesive and effective communication
across all platforms.
3.3. Content Production
• Produce weekly, monthly, and quarterly content that showcase success stories, milestones, and
testimonials from various projects.
• Develop creative messages for posters, blogs, and other digital content, designed to engage the
agricultural community.
• Create a comprehensive photography and media database, including images of ministry events,
technology transfer initiatives, and field activities.
3.4. The Ministry of Agriculture and Livestock Development Brand and Public Relation
• Consistently communicate the ministry’s milestones and successes through various media
channels.
• Foster engagement with stakeholders to strengthen the ministry’s public image.
• Highlight success stories and achievements in the media to maintain sustained visibility and
promote the ministry’s role in food security and technology transfer.
3.5. Social Media Engagement
• Develop a robust social media strategy that supports the ministry’s goals.
• Manage all social media platforms, ensuring regular and engaging content that aligns with the
ministry’s initiatives.
• Prepare and execute monthly social media calendars to maintain consistent communication.
• Engage interactively with the public to build a community of practice around agricultural innovation
and technology transfer.
• Analyze feedback and social media metrics to continuously improve engagement and communicationstrategies.
3.6. Media Engagement
Managing relationships with mainstream media is crucial for ensuring accurate and positive coverage
of the Ministry’s initiatives. The consultancy will coordinate media relations, develop press materials,
and facilitate media engagements to ensure that the Ministry’s narrative is consistently represented in
the media. This proactive media management and PR will help build a positive public image, manage
reputational risks, and ensure that the Ministry’s successes and innovations are highlighted to a broad
audience locally and internationally.
4. Timeframe and Deliverables
The consultancy is expected to provide long-term engagement with key stakeholder groups. Services will
be provided continuously, with an annual review of performance and deliverables to ensure alignment
with the ministry’s objectives and to assess the potential renewal of the contract. After evaluation of performance
annually, the contract will be renewed subject to approval by the process owner which is the
communication department at the ministry.
4.1. Crisis Communications
• Provide ongoing crisis communications support as required to protect the ministry’s reputation.
4.2. Strategic Communications and Stakeholder Relationship Management
• Enhance the ministry’s reputation through proactive communication and stakeholder relationship
management, minimizing risks of operational disruptions.

5. Consultancy Profile
The selected consultancy must meet specific criteria to ensure the successful execution of the assignment:
5.1. Public Affairs Specialist
• The consultancy should have extensive experience advising government organizations,
MDAs in Kenya or East Africa on public policy and managing complex relationships with key
audiences.
5.2. Corporate Communications Expertise
• Demonstrated experience in strategic communications, with a blend of project management
skills, consulting disciplines, and an in-depth understanding of Kenya’s political, media,
and business landscapes.
5.3. Content Production Expertise
• Proven record of accomplishment in producing high-impact communications content over
the past three years, including videos, photography, social media engagement and creative
messaging.
5.4. Brand Strategy Specialist
• Solid experience in brand strategy and management, particularly within the public sector
and non-profit organizations.
5.5. Kenyan Stakeholder Relationship Management
• The consultancy should have a strong track record in managing stakeholder relationships
with government, community, and investors in Kenya.
5.6. Corporate Strategy Competencies
• Expertise in advising on corporate strategy across both public and private sectors, with a
focus on the agricultural and rural development fields.
5.7. Consultancy Staff, Financial Requirements, and Reference Assignments
• The consultancy should have a local presence in Kenya, with a deep understanding of the
national context and qualified Kenyan management staff to lead the project.
6 (a) Preliminary Mandatory Requirements
a) Valid Tax compliance certificate from Kenya Revenue Authority (KRA)
b) Copy of Business Registration/Certificate of incorporation
c) Valid trading license/Business permit
d) Proof of physical address eg, lease/tenancy agreement.
e) CR12 for limited companies issued within the last one-year and the list of Directors and shareholding & copies of
Identification Cards (ID) for the listed Directors.
f) Provide evidence of experience in providing services (a minimum of 2) of similar nature, complexity, and magnitude
within the last five (5) years.
g) Demonstrate financial and organizational strength by attaching audited accounts for the last two (2) years.
h) Demonstrate the ability, capacity, and experience to undertake the assignment.
i) Provide signed Curriculum Vitae of at least five (5) personnel with capacity to undertake the assignment.
j) Submission of one original tender document and two copies of each.
Additional Evaluation Criteria
6 (b) The consultancy firm should provide a comprehensive proposal including:
a. Comments on the Terms of Reference
b Company profile and expertise description
c. Summary of relevant experience in strategic communications and stakeholder management
d. Methodology and schedule for the assignment
e. Proposed team composition and staff expertise
f. Detailed budget with fee structures
g. Additional relevant information
7. EOI SUBMISSION

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