The selection of a PR & Strategic Communications Lead for the Education Modernization Office (EMO)

Terms of Reference: Education Modernization Office – PR & Strategic Communications Lead Background The Hashemite Kingdom of Jordan has embarked on extensive and ambitious reforms in 2022, by launching three pathways to modernization: political, economic, and administrative. Two of the three pathways, the Economic Modernization Vision (EMV) and the Public Sector Modernization (PSM), prioritize reforming the education sector to better prepare local talent to meet future skill requirements and enhance quality of life. To actualize this vision, the Public Sector Modernization Roadmap has specifically addressed restructuring the education sector under its “organizational structure and governance” pillar. The roadmap proposes centralizing educational policy-making alongside planning, programming, and educational services to support citizens’ lifelong learning trajectories across all phases - from early childhood development and education to primary and secondary education, higher education, and technical and vocational education and training (TVET). This will be done through establishing the Ministry of Education and Human Resources Development (MoEHRD), which will have a broader mandate, integrating the mandates of the Ministry of Education, the Ministry of Higher Education and Scientific Research, and partial mandates of other stakeholders in the ecosystem. The Government of Jordan has received financing from the World Bank through “The Modernizing Education, Skills, and Administrative Reforms” (MASAR) Program, which became effective in September 2024 and will continue until 2029. MASAR is a transformative, system-wide reform initiative anchored in Jordan’s EMV, and its operation is designed to support the Ministry of Education (which is the implementing agency) in addressing foundational bottlenecks in access, quality, and relevance of education, with a dual emphasis on equity and efficiency. The operation aims to strengthen institutional capacity while enabling measurable improvements in learning outcomes and employability, particularly through early childhood education and labor-market-aligned TVET. To drive and coordinate the transition of the education ecosystem, the Education Modernization Office (EMO) has been recently launched as part of Jordan’s broader public sector reform. It is a dedicated governmental unit established to oversee, coordinate, and drive the implementation of large-scale institutional reforms within the education sector. It functions as the central engine for alignment, execution, and coordination to ensure reforms are delivered effectively and in line with Jordan’s Public Sector Modernization Roadmap. The EMO provides central oversight, coordination, and governance to support the restructuring of the education ecosystem; ensures strategic alignment across mandates and systems; oversees change management and capacity-building efforts; facilitates evidence-based decision-making; and provides technical and operational support across legal, HR, operations, and policy domains to enable effective implementation. Job Overview The position holder will oversee all strategic communication and stakeholder engagement efforts supporting the education modernization in Jordan. The position holder will provide strategic leadership, oversight and quality assurance for all PR and communication activities delivered by the external agency, EMO teams and ministry counterparts. The position holder will ensure that all communication outputs, including the stakeholder engagement and communication plan, branding, messaging, media relations, public awareness campaigns and digital presence, are coherent, consistent and aligned with the objectives of the Public Sector Modernization roadmap and the broader Economic Modernization Vision. The position holder will act as the counterpart of the PR and Strategic Communication Firm that will be onboarded to support relevant activities under the education restructuring reform. Key Responsibilities Strategic Oversight & Advisory

• Provide strategic guidance and advisory support for the education ecosystem restructuring related activities within the PR and Communications function, ensuring alignment with the EMO objectives.
• Oversee the development and execution of a comprehensive communications and stakeholder engagement plan that supports the education restructuring and integration efforts and is aligned with the national modernization roadmap.
• Lead the strategic oversight and quality assurance of external communications agencies engaged in executing public awareness, stakeholder engagement, and reputation management campaigns.
• Oversee and monitor the modernization related communication activities within the education ecosystem in alignment with the national modernization roadmap, ensuring coordination between various stakeholders involved and achievement of the EMO objectives.
• Deliver regular and ad hoc reports to the EMO director, detailing progress, impact, and key developments across all PR and Communications activities within the Education Modernization Office.
• Oversee and support in planning and execution of EMO and new Ministry identity including branding, digital engagement and public outreach.

Stakeholder Engagement & Analysis

• Identify key internal and external stakeholders relevant to the education modernization efforts, including government entities development partners, media outlets, civil society organizations, and community leaders.
• Oversee the process of stakeholder mapping to identify influence levels, interests, and potential impact on education reform communications.
• Supervise the design of tailored engagement approaches for different stakeholder groups to foster collaboration, trust, and buy-in for education reform initiatives.
• Act as the central point of contact for stakeholder inquiries, ensuring timely and accurate responses that reflect the Ministry and Government’s position and reform priorities.
• Support the design and execution of inclusive outreach strategies that engage diverse audiences, including marginalized groups and regional communities.
• Supervise the PR agency while monitoring stakeholder sentiment through media tracking, social media listening, and direct feedback mechanisms.
• Advise on adaptive communication strategies based on evolving stakeholder perceptions and engagement outcomes.

Communication and Messaging

• Supervise the creation of inclusive, audience-specific content such as brochures, videos, social media posts, and press releases. This also includes supervising content creation to promote the EMO and the new ministry brand.
• Guide the integration of behavior change communication principles into campaigns targeting parents, students, and educators to encourage early childhood enrollment, literacy improvement, and vocational education uptake.
• Oversee the process of tracking reach, engagement, and sentiment of education restructuring related messaging. Use data to refine strategies and report on effectiveness to the Education Modernization Office.
• Track reach, engagement, and sentiment of MASAR-related messaging. Use data to refine strategies and report on effectiveness to the Education Modernization Office.
• Support and oversee efforts related to crafting clear, empathetic messages explaining structural changes, new roles, and HR policies to Ministry staff, educators, and field directorates.
• Ensure sensitive reforms are communicated with political tact, emphasizing benefits such as improved efficiency, transparency, and service delivery.
• Plan and support in implementation of protocols to address rumors or resistance related to restructuring. Ensure timely, factual responses that reinforce trust and clarity in coordination with the PR agency team.
• Prepare speeches, talking points, and media kits for senior officials to articulate reform rationale confidently in public forums and media appearances in coordination with the PR agency.
• Ensure all content materials including creative packages, public facing communications, internal messages, stakeholder engagement products, digital platforms, branding collateral, speeches and official publications, are reviewed for cultural appropriateness and alignment with Jordanian context and values. And consistency with the integration and reform narrative.

Branding & Digital Presence

• Lead the development of cohesive differentiated brand identities for EMO as the strategic nerve center of modernization and MoEHRD. Ensure each brand reflects its unique mission while remaining visually and narratively aligned under the broader “Learning to Earning” umbrella.
• Oversee the creation and dissemination of comprehensive branding toolkits, including logos, color palettes, typography, tone of voice, and usage protocols. Ensure consistent application across all platforms, campaigns, and stakeholder communications.
• Ensure that all public-facing materials—press releases, social media posts, videos, presentations, and event collateral—adhere to approved branding standards and reinforce the reform narrative.
• Manage and oversee the development of a unified digital engagement strategy for EMO, and MoEHRD, including content calendars, platform-specific tactics, and audience segmentation.
• Supervise the design, launch, and maintenance of dedicated digital platforms for MoEHRD.
• Lead the creation of engaging, inclusive content for social media channels. Monitor performance metrics (reach, engagement, sentiment) and adjust strategies to maximize visibility and impact.
• Oversee the curation and publishment of multimedia content (videos, infographics, testimonials) that showcase reform progress, human-interest stories, and leadership messages across digital platforms.
• Guarantee that all digital content is designed with accessibility in mind—e.g., alt text for images, screen-reader compatibility, and simplified language for broader comprehension.
• Track digital conversations and public sentiment around restructuring reforms. Coordinate timely responses to misinformation, questions, and feedback through official channels.

Campaigns and Outreach

• Lead and organize efforts of the planning and execution of national and regional campaigns that promote EMO initiatives and the new MoEHRD identity. Ensure campaigns are inclusive, culturally sensitive, and aligned with reform milestones.
• Supervise the deployment of campaigns across diverse platforms—TV, radio, print, social media, community events, and digital channels—to maximize reach and engagement.
• Facilitate and oversee the coordination efforts with field directorates and local education offices to implement grassroots outreach activities, including school visits, and parent engagement sessions.
• Prepare and manage public appearances, speeches, and community dialogues led by MoEHRD and EMO leadership to build trust and transparency.
• Collaborate with development partners, civil society organizations, and media outlets to co-host outreach events and extend campaign reach.

Monitoring and Reporting

• Compile and submit monthly and quarterly reports detailing communications activities, campaign performance, stakeholder engagement outcomes, and media coverage.
• Produce comprehensive annual reports summarizing achievements, challenges, and lessons learned across EMO and MoEHRD communications efforts.
• Prepare tailored briefing notes, dashboards, and talking points for EMO and Ministry leadership to inform decision-making and public engagements.
• Contribute to the publication of reform updates, success stories, and performance data through official channels, including the MASAR dashboard and Ministry website.
• Monitor progress against defined KPIs such as campaign reach, digital engagement, media sentiment, stakeholder participation, and behavior change outcomes.
• Analyze public and media sentiment around restructuring reforms using social listening tools and media tracking systems. Flag emerging risks or misinformation.
• In coordination with the PR agency, assess the impact of outreach and behavior change campaigns through surveys, focus groups, and analytics. Use findings to refine messaging and targeting strategies.
• Document all communications outputs—press releases, social media posts, stakeholder events, training sessions—in a centralized log for performance tracking purposes.
• Monitor and report on feedback received from stakeholders and the public via digital platforms, events, and direct inquiries. Ensure insights are integrated into future planning
• Qualifications & Experience
• Bachelor’s degree in Strategic Communication, Public Relations, or any related field is required.
• Proven experience (10+ years) in public sector strategic communications, public affairs, or PR leadership (Jordanian government or international organization preferred).
• Proven experience and knowledge in the Jordanian public sector.
• Demonstrated experience working with international PR & communications firms and delivering complex, multi‑stakeholder programs.
• Exceptional communication skills in Arabic and English, both written and verbal.
• Familiarity with the Jordanian government protocols and approvals and the wider political economy of the country.
• Strong analytical, negotiation, and problem-solving skills.
• Previous experience working with or within Jordanian government entities is highly desirable.
• Comprehensive understanding and capability of reporting on sentiment analysis (including on digital platforms) and behavioral change are also highly desirable.
• Master’s degree in Strategic Communication, Public Relations, Media Studies, Public Policy, or a related field is preferred.
• Fluent in Arabic and English (spoken and written).

Key Competencies

• Strategic communications & leadership
• Stakeholder engagement & relationship management
• Branding, messaging & content development
• Media relations & crisis communication
• Digital & social media management
• Analytical, monitoring & evaluation skills
• High integrity, discretion, and resilience under pressure.
• Collaborative team player who fosters alignment across ministries and with donors.
• Adaptability to manage evolving priorities in a dynamic reform context.

Reporting The PR & Strategic Communication Lead will report directly to the EMO Director. Duration and Location The assignment is considered as a full-time job, starting in January 2026 for a duration of one year, with the possibility of renewal based on performance. The PR & Communication Lead will be based in Amman, Jordan. For submission info, Please refer to: https://moe.gov.jo/ar/international-tenders Agency: Ministry of Education Procurement method: Individual Consultant Selection Notice type: Request for Expression of Interest Status: Published Value: 42500.0 USD