ISSUE DATE: November 11, 2020
SUBMISSION DATE: December 1, 2020

Summary
Women’s World Banking is looking for a PR agency of record to help the Communications team manage Executive profiling for the organization. This will be an initial one year contract and will incorporate speaker bureau for two executives, tier one media relations, and helping to create and manage our core messaging for speaking engagements and thought leadership pieces such as articles and blogs.

The successful partner will demonstrate a track record of tier one global events and media relations, ability to interact with and manage C-suite executives, and help us tell our story in compelling ways. The agency will work with the central Women’s World Banking Communications team, reporting to the Communications Manager for day to day activity.

Please note: this is an operational brief and does not need senior strategic input or a large team. We are looking for a contained service model of mid-to-junior level staff, with occasional oversight from a more senior agency manager.

About Women’s World Banking

Women’s World Banking is a global not-for-profit that designs and invests in the financial solutions, institutions, and policy environments in emerging markets to create greater economic stability and prosperity for women, their families and their communities. With a global reach of 53 partners in 32 countries serving more than 30 million women clients, Women’s World Banking drives impact through its scalable, market-driven solutions; gender-lens private equity fund; and its leadership and diversity programs.

About the Project

As governments around the world consider economic recovery strategies in the wake of COVID-19, arming more than a billion women with the tools they need to be active economic participants is increasingly vital to sustained growth. Indeed, building back better and fairer societies through women’s equal participation in the economy is both a moral and economic imperative, and there has never been a better time to do so than now. It is of fundamental importance that governments, regulators, financial service providers and fundraisers view women’s financial inclusion as the gateway to women’s empowerment. However, there are many other priorities among these stakeholder groups that threaten to sideline the issues around women’s financial inclusion. We want to raise the profile of Women’s World Banking and maintain a high focus on women’s financial inclusion and gender parity among our stakeholders.

Communications plays a central role in this aim. We want to formalize and create process around our Executive profiling, event and media engagement. We want to be intentional, targeted and systematic. With a small in-house team managing a myriad of other projects, we need an agency partner to help us manage this work.

Agency responsibilities will be to working with the Communications Manager (and occasionally the Global Head of Advocacy) to:

  • Identify the tier one global speaking opportunities for our CEO and Chief Investment Officer at events of significance where global elites gather and then successfully pitch their participation.
  • Identify the tier one reporters from global outlets such as CNN, BBC, FT, Economist, Wall Street Journal and others that matter most for our work and manage these executive’s interaction with them, with the aim of securing coverage in these outlets.
  • Throughout the course of this work, build up and refine our key messages and narratives so that they can be repurposed throughout the organization in the form of briefings, messaging platforms and presentations.

Other internal stakeholders within the Global Advocacy team the successful applicant will work with are:

  • Social Media and Marketing Manager – manages all of our social and digital assets, including our CEO’s social presence
  • Research and Advocacy Director – oversees all of our research and will be a source of content

Objectives & Responsibilities

The objective of this appointment is to raise awareness of Women’s World Banking and its work, and to ensure that the issue of Women’s Financial Inclusion remains prominent in the minds of senior leaders in government, financial service providers and funders. We aim to do this by position our executives in globally significant events and media. We want to measure this by percentage of identified tier one opportunities and outlets we engage with and drive an outcome.

Duration of Consultancy

This is an initial 12 month assignment from January to December 2021 with the option to continue into 2022 should deliverables be met and funding be available

Location of Work

The agency team should ideally be located in either New York or Washington DC but with capacity to support media and events engagement across key global centers – EG London, Singapore/HK, other locations such as India, Nigeria, South Africa (for example to support World Economic Forum Regional Meetings). Teams do not need to be located in these areas but must be able to liaise with opportunities located there.

Budget Range

9,000 – 10,000 USD per month

Preferred Qualifications

Proven track record of Executive profiling and media relations.

To Apply
Please submit your application, including the following components, by December 1, 2020 at 11:59 PM EST at the latest:

  • agency credentials,
  • proposed team,
  • two up to date client references (who have experience working with the team proposed),
  • a summary of your approach and any relevant (concise) case studies, and
  • monthly retainer cost.

Applicants may submit their question(s) in writing until November 24, 2020 to tn@womensworldbanking.org. Please include in the e-mail subject line “RFQ: Corporate PR Agency.” DO NOT EMAIL YOUR APPLICATIONS TO THIS LINK. Applications will only be accepted through the below link.

Apply Now!

This RFQ does not guarantee or commit Women’s World Banking to proceeding with the above described work. Due to overwhelming response, not all candidates will be contacted.

Women’s World Banking is an equal employment opportunity for all regardless of race, color, citizenship, religion, sex, sexual orientation, gender identity or expression, age, disability, veteran or reservist status or any other category protected by federal, state or local law.

 Women’s World Banking will be unable to contract with any individual who is US citizen or resident without an LLC or LP or similar structure.


Q: How many agencies are competing that you’re aware of?
A: Unfortunately, we cannot share that information.

Q: Is there a budget range available?
A: Yes, we’ve added it to the public-facing RFQ as $9,000 to $10,000 per month.

Q: How many hours do you anticipate the awarded agency to put against media pitching?
A: Please estimate that within the proposal as a recommendation for our organization and leadership team.

Q: The RFQ mentions tier 1 placements, does the organization have particular outlets in mind or you are open to recommendations?
A: We are open to recommendations but do have a list such as WSJ and FT, for example.

Q: Do you anticipate releasing any new reports, data, or outcomes for either the organization or with a partner in 2021?
A: Yes, we do plan to issue reports and data in 2021.

Q: Have you already created a communications plan for 2021 and would you be willing to share this in order to inform the tactics for the proposal?
A: Not yet, we are working toward that but currently we are without one.

Q: What are two or three themes, activities or results that you hope will garner Tier 1 media coverage in 2021?
A: Our Making Finance Work for Women Summit, Tier 1 speaking engagements, and positioning ourselves more within the frame of women’s economic empowerment and gender equality, not just financial inclusion.

Q: What are the organization’s overall strategic goals for which these communications activities would support and/or what are you hoping to ultimately accomplish with this outreach?
A: Ultimately to ensure that women’s FI is high on the public agenda as an issue for governments, partners and fundraisers. We also seek that WWB’s role is better known and understood to raise our profile, our thought leadership and expertise, and to facilitate fundraising

Q: Can you give examples of stories you have seen that you feel WWB should have been in but was not?
A: We want to be intentional, not reactive. Once our brand and role is better known, we expect influencers to seek our views when crafting stories about the issues we cover

Q: What speaking venues are you targeting and where has your CEO spoken since March?
A: We have a tier one conferences list (which we are always reviewing) but we have spoken at various UN forums, SALT, Greenwich Economic Forum etc. We want to up our game with WEF and tier one media

Q: For media outreach, is there an ability to tap people who have been impacted by WWB’s work in the field that could offer perspective for a news or feature story?
A: We operate through partners to reach end customers so each opportunity would need to be assessed

Q: Who do you consider your competitors in the field and/or organizations with a similar mission?
A: We don’t consider the development community to be competitors, we are all working towards the same common good. We want to show up in the same places as UN Women, BMGF etc

Q: For budget considerations, can you give us a sense of how often WWB targets overseas outreach and to which regions or countries?
A: We are building a global communication capability and so the global agency’s role is to target tier one engagements that relate the “corporate organization”, in particular CEO and Chief Investment Officer opportunities. This would typically mean WEF meetings in Africa, or an engagement with the FT out of London. We are looking at around three to four engagements a month, and a mix of media and speaking engagements.

Q: What are your strategic priorities for the next year? Next 3-5 years?
A: The communications team is interested in building out our executive profiles and ensuring we are seen within higher level media on a more regular basis along with top-tier speaking engagements. We have had recent refreshes of our organization’s strategic plans and can share our advocacy plans once we go through the selection process. We currently do not have a communications plan.

Q: What are your top 3 communications goals for 2021?
A: See above question.

Q: Who do you think your spokespeople are? Have they been formally media trained?
A: Our Leadership Team is who we will want to focus on in terms of the PR agency. You can view them on our web site. Mary Ellen, our CEO, is currently the most rigorous speaker and we would like to share more of that with other members of LT. We do not believe any have been formally trained.

Q: Do you have a target budget range for the plan development?
A: We have added a monthly estimate to the RFQ above.

Q: Can you rank your key stakeholder audiences in terms of priority – e.g., investors, the wider international development community etc.?
A: That is a deeper question to have in terms of our organizational goals and our communications goals, once we select the agency.

Q: What do you believe to be your strongest methods of communication with your priority stakeholders? What are your weaknesses?
A: Currently, we rely on heavy social media, blogs, press releases of our published materials from reports to white papers. We are ramping up our work with our Network with a new role but for the PR agency we want to focus on thought leadership and those goals outlined in question 1.

Q: What would you say are you strongest relationships with media outlets in your largest markets of interests as well as the wider policy and finance communities?
A: We are just hiring a Policy Director in early December so those will strengthen. Currently, our relationship with the media is through pitching and fielding requests that come in through speaking engagements, etc.

Q: How are you currently measuring communications reach and influence?
A: We measure our digital engagement far more than our traditional outreach.

Q: How much of your communications is tied to wider/global events or priorities and how much is self-generated?
A: Our communications is tied to our organization and we want to tie it more global events and days.

Q: How many other agencies have submitted questions?
A: Unfortunately, we cannot provide this information.