TERMS OF REFERENCE
AGENCY FOR PUBLIC RELATIONSPHILIPPINE DEPARTMENT OF TOURISM
BRANDING AND MARKETING COMMUNICATIONS
I. Overview
The agency for local public relations will be working with the Department of Tourism increating and executing a public relations campaign, putting into consideration the challenges
brought about by the novel Coronavirus (COVID-19) pandemic.
The outbreak of the COVID-19 has profoundly affected the tourism industry in the Philippines
and in the world. It has not only interrupted tourism activities but has also stalled the sector’s
contribution to the country’s economic growth. More importantly, this global pandemic crisishas disrupted the lives of more than 5.4 million Filipinos that rely on tourism to provide them
livelihood and security.
While no one can predict how long it will take to get the pandemic under control, it is vital to
execute a public relations campaign that will proactively address the crisis while acting upon
public relations opportunities that will contribute to its recovery.
II. Scope of Work, Deliverables and Budget Allocation
SCOPE OF WORKPHASE 1: Research
A. Analyze the situation

DELIVERABLESA comprehensive report that will be the basis of
the public relations campaign. This should haveboth an electronic and hard copy.

⇴general overview of the performance of the The report must fulfill all the items under scopeof work and must serve as a guide to explain
local and global tourism industry amidst the and justify the agency’s plan of action/strategy.
COVID-19 crisis⇴ (1) research the background; (2) impact on This will be formally presented to DOT
the economy and people; (3) consequence; (4) management and has to be approved before it
forecast for the next six months; (5) a matrix on can be accepted as the final output.
how other countries are dealing with the crisis;(6) identify the opportunities available⇴a portion of the research should focus on
the effects of the crisis on women in thetourism sector

B. Public and Media Relations⇴identify and analyze the key publics we wantto engage in and the various groups of people
who interact with DOT⇴assess standing with media beat reporters,editors, columnists, publishers, thoughtleaders, and digital influencers to determinehow to further engage the media⇴analysis of each public segment in terms of
their wants, needs and expectations about thecurrent issues, their relationship to theorganization,
theirinvolvement
incommunication and with various media, and avariety of social, economic, political, culturaland technological trends that may affect them⇴*The agency is expected to be proactive andinclude other items not specified above but arenecessary to include in the research.

PHASE 2: Strategy

A detailed and comprehensive public relations
strategy.

⇴create a public relations strategy
This will be formally presented to DOT⇴establish goals and objectives
management and has to be approved before it⇴formulate action and response⇴indicate strategic implications or how each can be accepted as the final output.
action will impact the organization⇴design an effective communication plan thatindicates specific deliverables and key
performance indicators⇴include the process for its implementation
including scheduling⇴breakdown of budget and costing for each
item⇴*The agency is expected to be proactive andinclude other items not specified above but arenecessary to include in the strategyPHASE 3: Implementation of Strategic Plan The following are the minimum requirementsof DOT and can be adjusted based on theThe agency must implement each approved approved public relations strategy.
plan of action and deliverables proposed by theagency and approved by DOT.
1. At least 10 project activations with media
coverage, whether digital or in-person event.
The activation must be covered and publishedin 5 media platform.
2. At least 60 press releases, or multimedia
content to support of the approved PR plan,with each press release picked-up in at least 3major news publication.
3. At least 35 media and stakeholder’sengagement, whether digital or in-person event.
This includes media roundtable, TV and radio
guesting, one-on-one interviews
4. A comprehensive pr campaign plan andimplementation for the following:a. Pilipinas 500
b. Heritage Campaignc. Sustainable tourism
d. DOT efforts in Western Europe,
Southeast Asia, Mediterranean, Middle Eastand Russia

PHASE 4: News, social media and sentiment Weekly reports on traditional and social media
monitoring
news, issues and sentiments
Recommended actions to be takenPHASE 5: Communications Training
Conduct two (2) whole day trainings to equip
The agency must present a program for this designated spokespersons with skills onincluding venue and the speakers.
effective ways to engage with the media andother influential personalities.
The training must accommodate amaximum of 20 DOT staff.
This should be included in the budget
breakdown.

PHASE 6: Workshop

Provide at no cost to the DOT upon thecompletion of the contract, a full-day workshop
Towards the completion of the engagement, with a marketing consultant to be nominated byassess the outcome of the campaign and aid the the chosen creative agency with select DOT
DOT in the crafting of the succeeding employees. The objective of which is to initiate
campaign incorporating the insights and the development and set guidelines ofrecommendations from the evaluation of subsequent public relations campaigns based
creative materials made during the period of on recent data, new learnings, and bestengagement.
practices. The expected output of this workshop
may be used as the basis for the next PR TOR.
The agency must present a program for thisincluding the possible venue.
The training will be for at the maximum 25
DOT staff.

V. Project Duration and Budget Allocation
1. The campaign shall be for a period of five (5) months, to commence upon the receipt ofConsultant of the Notice to Proceed.
2. The Approved Budget of Contract (ABC) for the project is Twenty-Eight Million Eight
Hundred Seventy-Seven Thousand and Five Hundred Pesos (PhpP28,877,500.00) inclusive of
all applicable taxes, agency service fees, bank charges, and other fees as may be incurred inthe process.
3. The proposed payment scheme for the campaign will be billed progressively uponcompletion of the following milestones:3. Other qualifications of the required media agency for this project are stated in the Bid Data
Sheet (BDS).
VII. Minimum Required Personnel
Required Personnel

Minimum Years of Experience in handling
related campaign/s required by DOT under
this project

1. Managing Director (Project Lead)

10 years

2. Account Manager

10 years

3. PR Strategist

10 years

4. Media Liaison 8 years

8 years

5. Digital Operator 5 years

5 years

6. Social Media Strategist 5 years

5 years

7. Stakeholder Relations (Community)
Manager

5 years8. Researcher

8 years

9. Data Analyst

8 years

10. PR writer

10 years

11. Copywriter

5 years

Note: Bidders may recommend additional personnel deemed fit for the team
VIII. Criteria for Rating
Stage 1- Submission of eligibility documents

Stage 2- For short-listed bidders, submit brief credentials and the proposed media plan
1. Short listed bidders who will be declared compliant with the technical requirements on theopening of bids may be required to present their proposed campaign to the members of theBids and Awards Committee (BAC), and the Technical Working Group (TWG), DOT officials
and other tourism stakeholders that the DOT will invite during the pitch presentation ifnecessary.
2. A maximum of thirty minutes (30 minutes) will be given to each agency for their presentation
to BAC and TWG Members and such other individuals to be invited by the DOT. The allottedtime excludes the question and answer portion.
3. The presentation will be rated by BAC and TWG members individually, and ratings will beaveraged to arrive at a final score per agency. Rating will be done based on the scores.
A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)
APPLICABLE EXPERIENCE OF THE CONSULTANT

60%

Appropriateness of the agency for the assignment

15%

Public Relations Firm/Agency

15%

Full-service creative Agency with PR services

10%Media Planning and Buying Agency with PR services

5%

Extent of partnered network of the agency

15%

Nationwide reach15%

Regional reach or less10%

Similar Projects Completed in the last 3 years

10%

At least 4 completed publicity campaigns

10%

1-3 completed publicity campaigns

5%

II.

III.

Years in Existence as Public Relations Agency

10%

8 years & above

10%

Below 5-7 years

5%

Contract cost of Completed Projects in the last 3 years

10%

At least one project with contract cost equal or greater than
10M PHP 10%

10%

All projects cost less than 10M PHP5%QUALIFICATION OF PERSONNEL WHO MAY BE
ASSIGNED TO THE JOB (refer to VII. Minimum RequiredPersonnel)

20%

Required number and positions of personnel with minimum
years of experience is exceeded

20%

Required number and positions of personnel with minimum
years of experience is met

15%

CURRENT WORKLOAD RELATIVE TO CAPACITY

20%

Number of on-going similar and related projects relative tocapacity
None

5%

5 or more projects with contract cost equal or greater than 20M 10%PHP
3-4 projects with contract cost equal or greater than 20M PHP

20%

1-2 project with contract cost equal or greater than 20M PHP

15%

B. Technical Bid/Proposal Criteria and Rating (70% passing score)
CRITERIA

Quality of Personnel to be assigned to the project

A.

B.

RATING

20%

Similar public relations projects handled for the Philippine
government agencies and/or organizations in the tourism sector

10%

Similar public relations projects handled for a company with morethan 100 employees but are not necessarily government agencies of
the tourism sector as client5%

At least 5 years’ worth of experience with similar nature of work
dealing with the news media, publicity and public relations projects

5%

Expertise and Capability of the Firm

30%

Services rendered in completed projects in the past 3 years
Public Relations

10%

Crisis Management

5%

Data Analytics and Monitoring

5%

Experience and Credentials
At least three (3) completed campaigns related to Public Relations,5%validated by previous clients, the agency has launched within 3 years

At least one (1) international (outside Philippines) or local award
related to Public Relations in the last 3 years by an award-giving
body in existence for at least 10 years
C.

Plan of Approach and Methodology

Public Relations Plan

5%

50%

Tactics for effective reach and engagement

20%

Messaging and content conceptualization

10%

Additional services provided (within project budget)

10%Over-all Impact

10%

TOTAL

100%

IX. Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shall berevised/modified by the international network/s at no cost on the part of DOT for the purposeof translating said segment(s) or phase(s) for future implementation.
2. All advertising and creative concepts and original materials (raw and edited) formulated anddesigned in conjunction with this campaign shall be owned by DOT, with full and exclusive
rights, relative to the future use thereof both in the Philippines and internationally. This should
be submitted to the DOT in a sturdy hard drive/s;
3. The selected agency shall be subject to assessment of the DOT as to the effectiveness of any
phase of the media campaign launched.
4. The firm shall submit regular reports detailing work progress, issues and concerns, andrecommend next steps in relation to the project as part of the deliverables.
5. Any excess remuneration or compensation in the form of rebate from the international
network/s shall be negotiated with the DOT in the form of additional advertising materials
and/or extended media placements, in order to maximize the effect and benefit of the campaign.
X. Contact Person
Karen Capino
8-459-5200 loc 302