Communications Agency: Terms of Reference

Communications Agency: Terms of Reference1. Purpose of EngagementWRI India’s Energy Program works across multiple states and sectors to support India’s energy transition. We are seeking a communications partner who can translate complex, systems-oriented work into clear, compelling narratives that strengthen WRI India’s position in the national energy ecosystem. The emphasis is on impact articulation, ecosystem visibility, and state-specific narratives.The partner will help develop a coherent narrative for the program, produce high-quality impact stories, and create tools that make our work legible to policymakers, sectoral peers, funders, private-sector collaborators, and internal WRI teams.2. ObjectivesThe engagement will support WRI India’s Energy Program to:Strengthen its position and voice in India’s energy transition through communication outputs that reflect analytical depth, institutional credibility, and sectoral relevanceDevelop impact-oriented narratives that make WRI India’s interventions visible, comprehensible, and valuable to external counterparts.Ensure narrative coherence across pillars, without oversimplifying technical work.Produce state-specific energy transition stories that capture the political, institutional, and developmental realities of key geographies.Equip teams with repeatable tools for communication, synthesis, and external engagement.3. Target AudiencesThe partner’s communication outputs should primarily address:State government counterparts and policymakersTechnical agencies, research institutions, and sectoral peersPrivate-sector collaborators engaged in energy transitionPhilanthropic and institutional fundersInternal WRI India and WRI Global teams4. Scope of Work and Deliverables4A. Narrative Blueprint (Program-wide)A concise, 3–5 page articulation of:The Energy Program’s narrative positioning within India’s energy ecosystemCore messages that reflect WRI India’s institutional strengthsCross-pillar message anchors that maintain technical integrity and coherenceDeliverable: Energy Program Narrative Blueprint4B. Impact StorytellingDevelop clear, analytically strong stories that communicate the significance and outcomes of WRI India’s interventions by:Identifying 6–8 high-value stories across states and thematic areasConducting interviews, reviewing internal documentation, and gathering dataWriting stories that reflect:The problem and its political-economy dynamicsWRI’s intervention and methodological valueEarly signals of system or institutional changeDistributional and equity implications where relevantDeliverables:6–8 written impact stories (700–900 words each)One 2–3 minute script for a flagship storyVisual briefs for each story4C. Communication Tools for Ecosystem PositioningA set of adaptable assets that support external engagement.Deliverables:Program explainer deck (12–15 slides: problem – approach – value – shifts we influence)3–4 short-form briefs (3–4 pages each) on selected themes or pillars8–10 visual explainers or infographicsA small set of social-media-ready modules 4D. State Energy Transition StorytellingDevelop storytelling outputs for 3–4 priority states to capture WRI India’s role and influence by:Assessing the transition landscape in each selected stateIdentifying institutional, political, and developmental conditions shaping transitionsMapping WRI India’s contributions and significanceHighlighting early signals of change and future opportunitiesDeliverables: 3–4 State Energy Transition Stories (3–4 pages each)4E. Internal Guidance ToolsDevelop simple, reusable tools to help teams maintain quality and coherence in communication.Deliverables:Story-mining guideTemplates (impact story, 1-pager, deck)Short guidance note on cross-pillar narrative coherence4F. Refinement and Final ConsolidationDeliverables:Master Communications Pack (all final assets + guidance)One orientation session for staff5. Mode of WorkingThe partner will be expected to:Participate in a structured kickoffConduct interviews with technical leads and state teamsShare iterative drafts for reviewAttend weekly check-insMaintain clear documentation of insights, decisions, and revisionsAll outputs must maintain factual accuracy, evidence-backed claims, and fidelity to WRI India’s institutional voice. WRI India may request revisions where outputs do not meet these standards.6. TimelineThe total engagement will be 12–14 weeks. Vendors should propose a detailed workplan with milestones, sequencing, and review points aligned to the required deliverables.7. Expected Competencies of the AgencyStrong capability in strategic communication for technical or research organizationsAbility to translate complex analytical work into clear, compelling narrativesExperience developing impact stories grounded in evidence and institutional realityFamiliarity with state-level governance and energy transition discourseSensitivity to political-economy dynamics and equity considerations8. Submission RequirementsInterested agencies should submit the following by 2nd January, 2025:Statement of Interest: Understanding of the assignment, proposed approach and working methodProposed Workplan: Timeline, milestones, and review structure, along with roles and responsibilities of team membersTeam Profile: Bios of key team members who will be working on the assignment and relevant expertisePortfolio of Relevant Work: Examples of strategic communication outputs, impact stories, narrative toolkits, or state-level storytellingTechnical ProposalApproach to narrative blueprintingApproach to story development and data gatheringApproach to state-level storytellingApproach to design and communication tools6.Financial Proposal: Detailed cost breakdown including assumptions and exclusions7.References of 2–3 previous clients

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