Beschreibung der Beschaffung
The service provider shall:
— develop an effective and impactful pan-EU media engagement strategy which aims to provide media exposure to every aspect of our organisation, its portfolio and its thought leadership efforts,
— develop a media calendar highlighting all the potential opportunities for media engagement based on planned events, activities and programme and business cycle milestones and outputs,
— develop all core media collateral, including releases, backgrounders, reactive and proactive positioning statements, master and topics Q&As, key messages, talking point documents, briefing materials, etc.:
—— innovation within this will be welcomed, e.g., multimedia press releases;
—— relevant core media materials to be shared with CLCs/Innostars, including template materials that can be adapted for local use.
— develop and cultivate relationships with key relevant above-country healthcare, innovation and associated media outlets across the EU (English speaking pan-EU outlets):
—— provide strategic (and if needed practical support on the ground) to CLC/Innostars, so an understanding of local media across the main regions (France, Spain, Germany, UK/Ireland, Sweden/Denmark Belgium/Netherlands and select countries in InnoStars (e.g., Poland, Portugal) will be helpful).
— define effective dissemination methods either through newswires, direct or indirect contact with pre-defined and identified media lists,
— pitch, brief and sell-in relevant EIT Health stories and newshooks to key EU media as well as provide interview opportunities for CEO and other relevant senior stakeholders,
— train and prepare internal staff for media engagement opportunities — i.e. development of briefing materials, key message and media training as needed,
— foster engagement strategies to maintain and cultivate relationships outside of news milestones,
— plan and execute press briefings where relevant and strategically sound to do so,
— provide clipping reports and media outreach analyses (quantitative) following media outreach efforts,
— strategically assess and analyse media monitoring reports.
Although media engagement is sought in a pan-EU capacity, if the service provider has capability to support the CLCs and Innostars with local media engagement strategies as subcontractors (any region, e.g. UK media or other), the tender has to be specified as to how this would be executed, whether this would be through a local networked agency footprint or similar. If this is intended, the tenderer shall demonstrate a coordinated approach between pan-EU outlets and relevant local top-tier outlets that may or may not have a pan-EU perspective.
Social media
Note: EIT Health has a separate contract with a social media agency maintaining and monitoring all of EIT Health's social media channels (priority: Facebook, Twitter, Instagram and LinkedIn).
Effective activity on social media will ensure the dissemination of EIT Health activity to a wider audience, contributing to the development of the EIT Health identity, but also importantly, the development of social communities across diverse audiences driven by the same objectives; to improve healthcare and well-being for all citizens and patients.
However, we also understand, given the necessity to ensure fully integrated channels across all communications activities, there will be occasions that the use of social media channels will be recommended and deployed in addition to the services already provided by the incumbent social media agency. We anticipate and expect, for example, that social media will be included in the channel mix for the effective dissemination of content generated as described earlier.
As such, the service provider, in alignment and coordination with the incumbent social media provider, shall provide the following services (not to overlap with existing services but to complement):
— strategic recommendations for effective social media channel mix — additional guidance.