National Consultancy: Prepare and Conduct Media Engagement Training at UNICEF

Background and Justification

UNICEF Kenya seeks to increase the competency of key staff members in conducting media interviews in their area of expertise. Media requests often come to UNICEF Kenya for comment on complex subjects involving layers of cultural and political sensitivities. UNICEF staff need to be prepared to deal with these, so that we do not miss opportunities to raise the profile of UNICEF work and children’s issues.

The free flow of news and information is more essential than ever. As a trusted media source on matters that affect children and women, UNICEF Kenya plays an important role in bringing in credible experts, showing empathy with those affected, using appropriate language, and thoroughly and carefully explaining terminology to explain how children’s issues affects these vulnerable groups.

The vast knowledge and expertise of UNICEF Kenya staff is a resource that can be more actively shared with the media and the public. Media training should build the confidence of selected staff so that UNICEF Kenya is better able to deliver on interview requests and build the profile of UNICEF’s work in Kenya.

Purpose and Objective

UNICEF Kenya plans to organize and media training for key staff. This will be organized and led by the Communication team, but we need an experienced journalist to assist with this, especially to conduct mock interviews for the trainees.

This assignment therefore will support the preparation and conducting of one workshop-style training session on working with the media for selected UNICEF staff, so they can deliver clear and compelling answers that best represent UNICEF’s work for children.

Key outcomes of the training sessions include:

• Recognition of the importance of media interviews for the organization
• Understanding of the media interview preparation process with the Communication team, including short timelines and responsiveness
• Increased comfort of UNICEF staff with media interviews, including on sensitive issues
• Ability to develop key messages or a given subject and deliver these messages in a short-format interview, without using technical jargon
• Ability to deflect or avoid difficult/controversial questions.
• The Consultant will be supervised by the Communication Specialist in collaboration with the Media Relations Consultant. The training session will be conducted between September and November 2023 in Nairobi, Kenya, with in-person training at a date agreed with the selected consultant.

Scope of work

The training sessions can be structured according to the suggestions of the selected consultant, but a detailed agenda should deliver all the specific outcomes outlined in this document. This includes:

• Handling live radio and TV interviews
• Hand=ling print & digital media interviews
• Tips for online interviews (lighting & framing)
• Interviews during emergencies or breaking news
• Handling complex, sensitive issues and reputational risks
• Persuading and influencing with impact and authority.

The training should be highly interactive with lots of opportunities to practice. Activities should include mock interviews with recordings for analysis and feedback.

Qualifications and Specialized Knowledge/experience required.

• Significant and proven media experience
• Track record for media training
• Knowledge of African context and media
• Crisis communication and emergency experience.
• Demonstrated proficiency in training staff to deliver advocacy outcomes in media
• Working knowledge of English
• Experience with print and electronic media.

Work Assignment Overview

Tasks/Milestone:

• One training session with UNICEF Kenya Staff to be led by the consultant, alongside the UNICEF CAP team, to co- facilitate media engagement training.
• A concise user-friendly guide and presentations for reference that can be kept and used for future media requests, including a collection of resources for future learning and constant improvement.

Deliverables/ Outputs:

• Training session
• Handouts

Timeline

• By date of training

Knowledge/Expertise/Skills required:

• Bachelor's degree in communication, Media or any relevant field 
• Current or recent journalist with a major news organization in Kenya
• Experience across at least 2 of TV, radio, print and online.
• Experience of interviewing senior people for news and features
• Understanding of PR, Risk and Crisis Communication
• Developing country work experience and/or familiarity with emergency is considered an asset. 
• Fluency in English is required. Knowledge of another official UN language (Arabic, Chinese, French, Russian or Spanish) or a local language is an asset.