Consultant on Outreach Strategy and Public Campaign (Project Public Relations and Communications)


The “Armenian Association of Social Workers” non-governmental organization (hereafter AASW) announces a competition for the selection of the “Consultant on Outreach Strategy and Public Campaign (Public Relations and Communication Consultant) ” assignment within the framework of the “Promoting Social Inclusion and Self-Reliant Livelihood Activities in Armenia” Project (hereinafter Project). The assignment will be implemented in November 2022 – June 2023 period.

The “Armenian Association of Social Workers” non-governmental organization (hereafter AASW) announces a competition for the selection of the “Consultant on Outreach Strategy and Public Campaign (Public Relations and Communication Consultant) ” assignment within the framework of the “Promoting Social Inclusion and Self-Reliant Livelihood Activities in Armenia” Project (hereinafter Project).

The main objective of this consultancy is to lead the Project communication campaign, specifically to provide efficient implementation policy-level and project implementation communication campaign (conferences, round-table discussions, communication with mass media, closing event, etc.) in accordance of the Project Operational Manual (POM) and in compliance with provided communication and donor visibility (JSDF and World Bank) guidelines.

The assignment will be implemented in November 2022 – June 2023 period.



Job responsibilities


Scope of work

The Consultant on Project Public Relations and Communications (Consultant) will provide effective Public Relations (PR) and communication during the Project activities, support in organization of relevant events, ensure timely update of the website and social media through posts and publications, cooperate with mass media representatives, colleagues from MLSA and USS, and NGOs. The Consultant will work under the direct supervision of the Project Manager (PM).

To effectively implement on Project Public Relations and Communications, the Consultant will:

  • Implement Project Public Relations (PR) and communication in accordance with Project implementation activities, prepare materials for project publication activities (leaflets, info-sheets, project visibility materials, etc.)
  • Carry out on-going content development (announcements for project activities, articles, update of video gallery, photos, etc.) and technical administration of the Project website and pages in social media networks (Facebook and Instagram), as well as follow-up with the messages received through these communication channels.
  • Participate in planning and support in organization of the policy-level and project implementation communication campaign events (conference, round-table discussions, closing event, etc.).
  • Provide PR coverage of the Project including at least 10 publications on social workers and their engagement in thin the project; 20 success stories on sub-grant project implementation and 5 publications on trade fair exhibitions presented by the Project website and/or mass media, etc). This coverage must include information from all the 5 project target marzes.
  • Support in organization of press-conferences and preparation of relevant press & post-releases.
  • Contribute in the preparation of the quarterly progress reports on Project communication campaign,
  • Ensure the strict provision of communication and donor visibility (JSDF and World Bank) guidelines and collaboration with the WB CO Communication team,
  • Carry out regular visits to Project target sites in close communication with the Project Component Coordinators,
  • Provide verbal or written presentations on the Project (as per project needs)
  • Participate in regular implementation support missions undertaken by the World Bank;
  • Perform administrative duties related to the Project communication (as per project needs)
  • Carry out other duties as per need of the Project.


Required qualifications


The PR Consultant should satisfy the following qualifications and requirements

  • University degree in communications, journalism, public relations (PR) or a related field;
  • At least 3 years of working experience related to the PR,
  • Good understanding of the mass media sector of Armenia,
  • Capability and proven experience in drafting messages in various formats (articles, press releases, websites, success stories, blog entries, FB posts, etc.) targeting a variety of audiences,
  • Experience in social media management,
  • Experience of PR activities in the social sector, especially to audience that include poor and vulnerable families or individuals (is an advantage)
  • High motivation to be involved in the implementation of the Project, ability to work effectively as a team player in a dynamic environment,
  • Flexibility to travel in Project target marzes,
  • Excellent knowledge of Armenian, working level knowledge of English (verbal/writing),
  • Good computer and ICT skills (web site administration, social media, multimedia, etc.).


Required candidate level: Senior

Additional information


The assignment envisaged by this Terms of Reference (ToR) will be provided within the framework of the “Promoting Social Inclusion and Self-Reliant Livelihood Activities in Armenia” Project (hereinafter PSISLA or the Project) implemented under the Grant Agreement (JSDF Grant No. TF0B2613) signed between the “Armenian Association of Social Workers” Non-Governmental Organization (AASW) and the International Bank for Reconstruction and Development/International Development Association (hereinafter World Bank), acting as administrator of grant funds, on May 06, 2020.

The grant was received under the Japan Social Development Fund (JSDF) which is financed by the Governmet of Japan.

The Project is planned to be implemented within 2020-2023 time period.  

The Project Development Objective (PDO) is to increase access to social assistance benefits and services, and provide self-employment support for about 11,000 extremely vulnerable individuals in selected regions in Armenia. The PDO will be achieved by strengthening the role of existing community and state (territorial) social workers as connectors between the households and available social assistance benefits and services and by providing entrepreneurship support to FBP beneficiaries as a pathway to graduate out of the program.

The project is expected to reach about 11,200 beneficiaries in five marzes of Armenia: Armavir, Ararat, Shirak, Lori, and Kotayk. The project beneficiaries will consist of two groups: 1) members of selected FBP recipient households who will receive (i) self-employment support or (ii) access to other social assistance benefits or services according to their needs as assessed by social case managers; and 2) social workers trained by the project.

The Project includes three components:

(i)        Component 1. Development and implementation of a pilot counseling program:

This component will support the country’s efforts to design and implement a structured social case management approach that can serve as a tool to enhance the internal cohesion of services and benefits in the country’s social protection and labor system. The objective of the Component-1 is twofold: a) to increase the accessibility of social services for the most vulnerable populations (FBP beneficiaries) in Armenia, and b) to activate those FBP beneficiaries with spare labor to become self-reliant by providing a number of (self-) employment opportunities. These objectives will be achieved by policy and technical support to the development of a social case management system and through development of operational procedures for identification, registration, enrollment and targeting beneficiaries as well as procedures for grievance redress, monitoring, community outreach, information campaign and capacity building.

The specific activities within the “Outreach Strategy/Plan and Public Campaign” Sub-Component-3 of the Component-1 includes the development of plans aiming to reach out poor and vulnerable households living in the project implementation areas, as well as the rollout of public campaigns to ensure a smooth project implementation.   The outreach and public campaigns will be comprised of the following two main interconnected working dimensions: 1) Beneficiary outreach campaign; 2) Policy-level and Project implementation communication campaign.

(ii)       Component 2. Capacity building and entrepreneurship support:

This component will strengthen the supply of programs supporting entrepreneurship by testing the provision of small business grants and the accompanying business training/coaching to FBP beneficiary households with spare labor to support their “graduation” out of the program. Based on lessons learned, including from the previous JSDF project, the project will emphasize strong screening, comprehensive evaluation and continuous capacity building (including training, mentoring, and coaching) to ensure sustainability of project outcomes.

(iii)      Component 3: Project management and administration; monitoring and evaluation; and knowledge dissemination.

This component will ensure proper implementation and monitoring of the grant activities, including various monitoring and evaluation (M&E) activities aimed at assessing project performance and outcomes, as well as, knowledge dissemination activities. The AASW will be responsible for overall Project coordination, activity implementation, procurement, financial management, disbursement, monitoring, technical coordination, evaluation, and reporting to the World Bank.

The Ministry of Labor and Social Affairs of the Republic of Armenia (MLSA) is the main project partner institution.  The “Armenian Association of Social Workers” NGO, the JSDF grant recipient and Project Implementing Agency (PIA) is the contracting body for the assignment specified under this ToR. The AASW (founded in 2004) as the primary professional representative body of social workers in Armenia aims to advocate for the improvement of social policies and programs and strengthening standards of social work practice.

Professional skills

PR campaign

Soft skills


You can apply for this job just by following Application procedure.

Application procedures

The attention of interested Consultants is drawn to paragraph 1.9 of the World Bank’s Guidelines: Selection and Employment of Consultants [under IBRD Loans and IDA Credits & Grants] by World Bank Borrowers (2016) (“Consultant Guidelines”), setting forth the World Bank’s policy on conflict of interest

A Consultant will be selected in accordance with the (Selection of Individual Consultant) method set out in the Consultant Guidelines.

Further information can be obtained at the address below during office hours 10:00 to 18:00.

Expressions of interest must be delivered in a written form to the below e-mail address by October 31, 2022

The “Armenian Association of Social Workers” non-governmental organization

Paruyr Sevak 30, 43/1, Yerevan, Armenia

Tel: 374 93 514499




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