Opportunity Information: Apply for SCAKAB 13 CA 034 SCA 07102013
Apply for SCAKAB 13 CA 034 SCA 07102013
- The U.S. Mission to Afghanistan in the other (see text field entitled explanation of other category of funding activity for clarification) sector is offering a public funding opportunity titled "Building Capacity of Afghan Government Media Outreach" and is now available to receive applicants.
- Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 19.501 Public Diplomacy Programs for Afghanistan and Pakistan.
- This funding opportunity was created on Jul 17, 2013 and posted on Jul 17, 2013.
- Applicants must submit their applications by Aug 17, 2013. (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
- The funding agency has allocated a total of $450,000.00 to eligible and selected applicants.
- Each selected applicant is eligible to receive up to $450,000.00 in funding.
- The number of recipients for this funding is limited to 1 candidate(s).
- Eligible applicants include: Others (see text field entitled Additional Information on Eligibility for clarification).
- Eligibility is open to all U.S., Afghan, and international organizations or companies with direct experience in strategic communications and media relations training and public relations work, with a proven track record of success implementing projects in Afghanistan with the Afghan government. Afghan organizations must have a current country registration license. All applicants must demonstrate competent programmatic ability and be able to meet reporting requirements. Non Afghan organizations or companies are required to partner with an Afghan organization or company.
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Opportunity Summary:
The grant opportunity titled "Building Capacity of Afghan Government Media Outreach" was issued by the Public Affairs Section (PAS) of the U.S. Embassy in Kabul as an open competition for a cooperative agreement aimed at improving how key Afghan government institutions communicate with the public. The central purpose is to strengthen and professionalize the media relations functions of three specific government press offices so they can conduct more frequent, more effective outreach and, in the process, help narrow the information and trust gap between Afghan citizens and their government. The project is designed around the idea that better public communication depends on ministries being able to engage media proactively, accurately, and credibly, rather than only reacting to events or relying on informal channels.
The program focuses on building capacity in the media relations offices of the Ministry of Agriculture, the Ministry of Public Health, and the Independent Directorate for Local Governance. Over a one-year performance period, the selected implementer would provide structured training and hands-on support that helps these offices improve core public affairs skills and outputs. The work is expected to be practical and production-oriented, not just classroom-based, with an emphasis on generating new stories and media products for a range of platforms. In other words, success is meant to show up both in improved staff capability and in tangible public-facing communications placed through Afghan media outlets.
A strong proposal under this opportunity would demonstrate deep experience in strategic communications, media relations training, and public relations in Afghanistan, including a proven ability to develop compelling storylines and successfully place them in Afghan public and private media. The Embassy is looking for an organization that understands the local media landscape and can help government spokespeople and press teams identify newsworthy progress, package it responsibly, and distribute it effectively. Just as important, applicants are expected to show solid project management capacity, including evidence they can plan and deliver against short- and long-term milestones and comply with grant reporting requirements.
The opportunity defines success using clear performance indicators tied to output, impact, and sustainability. Measures include the volume of media-related activities conducted, the number of stories placed, the reach or impact of those stories, and whether the ministry press offices can continue producing this kind of outreach after the grant ends. Sustainability is a key theme: the goal is not only to generate media coverage during the project year, but also to leave behind strengthened systems, skills, and routines that allow the press offices to maintain proactive engagement on their own.
From an administrative standpoint, the award was offered as a discretionary cooperative agreement under CFDA 19.501 (Public Diplomacy Programs for Afghanistan and Pakistan), with an estimated total funding amount of $450,000. The award ceiling was $450,000 and the floor was $100,000, and there was no cost-sharing or matching requirement. The competition anticipated making one award. The opportunity was posted on July 17, 2013, and closed on August 17, 2013, with an archive date of September 16, 2013.
Eligibility was open to U.S., Afghan, and international organizations or companies that have direct experience delivering strategic communications and media relations training and public relations work, along with a track record of successfully implementing projects in Afghanistan in partnership with the Afghan government. Afghan organizations were required to have a current country registration license. Non-Afghan organizations were required to partner with an Afghan organization or company, reinforcing the expectation that implementers will have strong local presence and contextual understanding. The listed point of contact for access issues with the full announcement was Pedro Palugyai, Grants Manager in the PAS at the U.S. Embassy in Kabul.
Frequently Asked Questions (FAQs)
1) What is the title of this grant opportunity?
The opportunity is titled "Building Capacity of Afghan Government Media Outreach".
2) Who issued this grant opportunity?
This opportunity was issued by the Public Affairs Section (PAS) of the U.S. Embassy in Kabul.
3) What type of award is being offered?
The award was offered as a discretionary cooperative agreement.
4) What is the central purpose of the program?
The central purpose is to strengthen and professionalize the media relations functions of key Afghan government press offices so they can conduct more frequent and more effective public outreach, helping narrow the information and trust gap between Afghan citizens and their government.
5) What is the program trying to change about how government institutions communicate?
The project is built around the idea that stronger public communication depends on ministries being able to engage media proactively, accurately, and credibly, rather than primarily reacting to events or relying on informal channels.
6) Which Afghan government institutions are targeted?
The program focuses on building capacity in the media relations offices of:
- the Ministry of Agriculture
- the Ministry of Public Health
- the Independent Directorate for Local Governance
7) What is the expected performance period?
The project is planned over a one-year performance period.
8) What kinds of activities are expected from the implementer?
The selected implementer is expected to provide structured training and hands-on support to help the targeted press offices improve core public affairs skills and outputs.
9) Is the program primarily classroom-based training?
No. The work is expected to be practical and production-oriented, not just classroom-based, with an emphasis on generating new stories and media products for a range of platforms.
10) What does "success" look like during the project?
Success is intended to show up in two ways: (1) improved staff capability in press offices, and (2) tangible public-facing communications that are placed through Afghan media outlets.
11) What experience is the Embassy looking for in applicants?
A strong proposal would demonstrate deep experience in strategic communications, media relations training, and public relations in Afghanistan, including an ability to develop compelling storylines and successfully place them in Afghan public and private media.
12) Why is local media knowledge important for this opportunity?
The Embassy is looking for an organization that understands the Afghan media landscape and can help government spokespeople and press teams identify newsworthy progress, package it responsibly, and distribute it effectively.
13) What project management capabilities are expected?
Applicants are expected to show solid project management capacity, including evidence they can plan and deliver against short- and long-term milestones and comply with grant reporting requirements.
14) How does the opportunity define performance and results?
The opportunity defines success using performance indicators tied to output, impact, and sustainability.
15) What kinds of performance indicators are mentioned?
Measures include:
- the volume of media-related activities conducted
- the number of stories placed
- the reach or impact of those stories
- whether the press offices can continue producing proactive outreach after the grant ends
16) How important is sustainability in this program?
Sustainability is a key theme. The goal is not only to generate media coverage during the project year, but also to leave behind strengthened systems, skills, and routines so the press offices can maintain proactive engagement on their own after the grant ends.
17) What is the CFDA number associated with this opportunity?
The CFDA number is 19.501, listed as Public Diplomacy Programs for Afghanistan and Pakistan.
18) What is the estimated total funding amount?
The estimated total funding amount is $450,000.
19) What are the award ceiling and floor?
The award ceiling was $450,000 and the award floor was $100,000.
20) Is cost sharing or matching required?
No. There was no cost-sharing or matching requirement.
21) How many awards were anticipated?
The competition anticipated making one award.
22) When was the opportunity posted and when did it close?
The opportunity was posted on July 17, 2013 and closed on August 17, 2013.
23) What is the archive date for the opportunity?
The archive date listed is September 16, 2013.
24) Who was eligible to apply?
Eligibility was open to U.S., Afghan, and international organizations or companies with direct experience delivering strategic communications and media relations training and public relations work, plus a track record of successfully implementing projects in Afghanistan in partnership with the Afghan government.
25) Are Afghan organizations required to have any specific documentation?
Yes. Afghan organizations were required to have a current country registration license.
26) Are non-Afghan organizations required to partner locally?
Yes. Non-Afghan organizations were required to partner with an Afghan organization or company, reinforcing the expectation of strong local presence and contextual understanding.
27) Who is the point of contact for access issues with the full announcement?
The listed point of contact was Pedro Palugyai, Grants Manager in the PAS at the U.S. Embassy in Kabul.
28) What is the overarching communications outcome the project aims to support?
The project aims to help the targeted institutions engage media in a way that is more consistent and credible, supporting improved public access to information and reducing the trust gap between citizens and government through stronger official communication.
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