Request for Proposal
THEME: PROMOTING ADHERENCE TO RULES DURING CORONAVIRUS PANDEMIC THROUGH PUBLIC COMMUNICATION
Through this Request for Proposal (RFP), the Manoogian Simone Research Fund seeks an established researcher based in an Armenian university and/or team of researchers (with the project leader based in an Armenian university) with proven experience and ability to analyze public behavior and communication. A strong research background reflected by a record of publications and/or practical past experience with communication, sociology, psychology, as well as experience in general public policy advisory is highly desirable.
Public communication of any reforms and government actions is believed to be the core of their success. This is especially true in times of emergency when the authorities expect from the fellow citizens a specific response. For this reason, rules and procedures of conduct are being developed. Yet, they need to be communicated in a way to evoke desired behavior among the target audience. Hence, the messaging should consider national characteristics, sentiments, and values of the population.
The ongoing coronavirus pandemic has proved once again the importance of coherent and effective public communication in terms of encouraging the population to follow the rules (keeping social distancing, washing hands, wearing masks, etc.
Since early March, when Armenia reported its first cases, the Government has established official channels of communication. Public authorities have been interacting with citizens through social media, interviews, press conferences, and briefings. Further, other communication means and channels, such as billboards, posters, informative video clips, have been widely used. However, public adherence to the promoted rules is still insufficient.
The objective is to assist Government of Armenia to develop effective and targeted communication policy to promote public adherence to the rules during the ongoing pandemic.
3. SCOPE OF THE WORK, TASKS AND DELIVERABLES
The research is expected to bring evidence to answer the following question:
What should be the messaging of the government of Armenia to promote social distancing, hand washing, and mask wearing among general public?
Tasks and deliverables
Task 1. Study of the best international practice
Through desk research the Researcher(s) explore the best international practice of public communication during the coronavirus pandemic, with a particular focus on the countries with similar social-demographic and epidemiological situation.
Task 2. Assessment of the public perception of pandemic in Armenia
Within the study, the Researcher(s) should present a snapshot on how the general public perceives the coronavirus pandemic, reveal common misperceptions and prejudices, explore their causes, discuss how they might affect government policies (e.g., vaccination) and indicate how to mitigate them.
Task 3. Evaluation of the effectiveness of public communication policy of Armenia
Through primary and secondary data collection the Researcher(s) are expected to briefly assess the effectiveness of already developed communication policy in terms of the quality of messaging, its consistency, the choice of communication channels and the spokespersons.
Task 3. Recommendations for effective public communication
Through primary data collection the Researcher(s) should explore and identify the messages and channels of public communication that may be the most effective for the Armenian population to promote social distancing, hand washing, and mask wearing wherever advised. Clear recommendations are expected.
4. LOGISTICS AND TIMING
The research team will be responsible for its own logistics (including getting to/from meetings and site visit locations as required.).
The first draft is due in two months from the starting day of the research.
5. EXPERTS REQUIRED QUALIFICATIONS AND EXPERIENCE
Outstanding research background reflected by a record of publications and/or practical past experience with public communication, sociology, psychology and public policy.
Funds are awarded on the basis of a competitive selection process that ranks applicants according to their research price/outputs/methodology and relevant professional experience).
- The MSRF funding is administered by the American University of Armenia in collaboration with the Armenian Government. MSRF Committee ranks all applications in accordance with their experience and ability to perform.