1. Target audience

The domestic public-narrative and advocacy campaign is designed around the following priority audience groups, each requiring tailored messaging, tone and channels:

2. Planned activities

Assignment preparation

•     Review existing documents and prior communication on privatization developed by the Ministry, SPFU and other State institutions; assess coherence and identify communication gaps.

•     Map the key problems, public concerns, myths, objections and communication gaps surrounding privatisation, across the target audiences above.

•     Develop the core privatization narrative and the three-month editorial plan; present it to Expertise France and the Ministry.

Phase I — Narrative development and editorial planning

•     Develop an overarching privatization narrative and specific narratives for: full and partial privatisation, distressed assets, investor attraction, post-privatization support, and State ownership.

•     Maintain a rolling editorial plan identifying topics, hooks, formats, channels, authors and deadlines.

•     Independently propose new topics and formats in response to the political and information environment, rather than only responding to individual requests.

Phase II — Content production and placement

•     Personally draft posts, articles, opinion pieces, analytical publications, Q&A, speeches, talking points and expert explainers.

•     Take products through to actual publication — not only through official Ministry channels, but through partner, expert, business association and media platforms.

•     Deliver at least four substantive public communication outputs on privatization each month.

Phase III — Coordination and advocacy

•     Coordinate key messages among the main public-sector stakeholders (Ministry of Economy, SPFU, and other relevant institutions).

•     Hold regular coordination calls with the SPFU-side Communication Support Expert on Privatization to keep messaging consistent and avoid duplication.

•     Support advocacy for legislative, regulatory and institutional decisions related to privatisation.

Phase IV — Monitoring and risk management

•     Monitor public and expert reaction, information risks and resistance to reform.

•     Maintain and regularly update the information-risk map, with recommendations on the next communication actions.

•     Rapidly adjust topics, messages and formats in response to monitoring findings.

3. Anticipated deliverables

The service provider shall designate a single contact person for project implementation purposes.

Clement Lapointe will be the service provider’s sole contact person for Expertise France.

E-mail: clement.lapointe@expertisefrance.fr

A launch meeting shall be held 5 days after the contract award has been notified.

Bi-monthly coordination meeting must take place with Milena Komar, Component Coordinator for

Expertise France from assignment preparation right up to completion, alongside with SPFU’s team

and the liaison experts. Furthermore, regular exchanges must take place on assignment progress and

any difficulties that may be encountered. Weekly coordination calls with Privatization Communication

expert from MoE must take place in order to ensure alignment in messaging, activities and

deliverables.

Monthly report to Expertise France is required, highlighting main activities carried out during the

month, objectives and plan for the next; aggregate of data and analysis on public outreach and media

visibility.

VI. Place, duration and terms of performance

•     1) Implementation period: 24 months

•     2) Start date: upon signing date.

•     3) End date: September 1, 2028

•     4) Number of working days: 170.

•     7) Payment terms: Monthly payment upon approval of the monthly report. Reimbursement of

expenses based on invoices.

Monitoring and evaluation

Performance indicators