Public Relation Services for the National Museum of Ireland

AI-generated analysis of the documents. Check the official notice and any amendments for current submission details.

1. At a glance

2. Scope of Work

This tender seeks to establish a single-operator framework agreement for the provision of strategic public relations and communications services to the National Museum of Ireland (NMI). The objective is to enhance the NMI's identity and positioning as a leading national cultural institution and visitor destination. The framework will cover all public relations services arising over its duration that fall within the defined scope.

The successful consultancy will provide expert strategic PR and communications services, including corporate communications. Key activities will involve:

• Promotional Support: Promoting the museum as a compelling visitor destination, highlighting relevant exhibitions and programmes for diverse local, national, and international audiences.
• Strategic Plan & Capital Programmes: Coordinating and leading public consultation processes associated with the NMI's upcoming strategic plan and capital programmes.
• Media Management:
• Targeting relevant media opportunities and partnerships.
• Providing media advice and training.
• Developing media communications and supporting overall messaging.
• Coordinating media events.
• Event & Exhibition Support: Managing communications and PR for NMI events, launches, and exhibition programmes, including event management, planning, messaging development, collateral creation, media engagement, and coverage reporting.
• Strategy Development: Developing a comprehensive communications strategy for the NMI.
• Public Affairs: Providing advice on the museum's public affairs strategy to maximise opportunities at local, national, EU, and international levels.
• Corporate Communications: Advising on the production of NMI corporate communications, annual reports, and other print and online materials.
• Query Management: Providing advice and support on Freedom of Information (FOI) releases, Parliamentary Questions (PQs), and press queries.
• Board Advice: Providing advice to the NMI Board as appropriate.
• Crisis Communications: Offering crisis communications, training, and management services.
• Media Monitoring: Conducting media monitoring and public affairs analysis across all media channels.
• Digital Engagement: Developing strategies to drive social media and online engagement.
• Media Partnering: Developing and implementing a media partnering strategy.
• Third-Party Engagement: Engaging third parties for specific PR activities, such as photography and videography.
• Public Consultation: Coordinating, developing, and leading public consultation programmes for strategic and capital programmes.
• Training: Providing bespoke training for Museum teams in areas like content creation and digital media.
• Research & Messaging: Conducting research and developing messaging and PR strategies for specific work strands.

The framework will cover specific upcoming events and projects, including:

• Ongoing promotion of the Changing Ireland galleries at Collins Barracks.
• Promotion related to the Dead Zoo Lab at Collins Barracks.
• The 150th Anniversary of the National Museum in 2027.
• The Year of the Normans in 2027, including a joint exhibition with the National Library.
• High-profile loans, such as a loan to the Swiss National Museum in 2027.
• The 100th Anniversary of the death of Countess Markievicz in 2027.
• The proposed new boat gallery ("Báid") in Turlough Park, due to open in 2028.
• The 150th Anniversary of the birth of Eileen Grey in 2028.
• The Museum’s five-year exhibition and public programme strategy.
• Communications and PR for the National Museum’s capital programme at Merrion Street, Kildare Street, the National Centre for Research and Remembrance, the Collections Resource Centre, and the proposed museum in Limerick.

The framework agreement will be for a maximum of four (4) years. Contracts awarded under the framework may extend beyond the agreement's expiry date.

3. Background & buyer context

The National Museum of Ireland (NMI) is procuring these public relations services to strengthen its identity and positioning as a leading national cultural institution and visitor destination. This initiative aligns with the NMI's strategic plan, "Increasing Accessibility – Engaging Community 2023 – 2028," which focuses on community, planet, and shared knowledge. The procurement also supports the NMI's Master Vision, outlining ambitions for its four sites over a fifteen-year period, coinciding with planned capital investment in the Merrion Street and Kildare Street locations, supported by Project 2040. The NMI operates across five primary locations: Collins Barracks, Kildare Street, Merrion Street, Turlough Park (Co. Mayo), and the Collections Resource Centre (Swords, Co. Dublin). The principal functions of the NMI Board, as set out in the National Cultural Institutions Act, 1997, involve maintaining, managing, protecting, preserving, researching, and enlarging its collections for public benefit and disseminating knowledge about Irish life and natural history.

4. Eligibility & selection criteria

Bidders must meet the following minimum requirements to be considered for evaluation. These are assessed on a pass/fail basis.

• Turnover requirement:
• Confirmation that the tendering party's turnover exceeded €135,000 during one of the last three years, or pro-rata for more recently established firms.
• The firm must have been in existence for at least 6 months.
• Confirmation of financial standing demonstrating the capacity to pay debts as they fall due, supported by a current statement of assets and liabilities.
• Insurance:
• Employer's Liability: €13 million (or nearest currency equivalent).
• Public Liability: €6.5 million.
• Professional Indemnity: €2.6 million.
• Certifications:
• Commitment to quality assurance, with details of policies and systems, and whether 3rd party certified.
• Demonstration of health & safety systems and procedures in line with relevant Safety, Health & Welfare at Work legislation.
• Past experience:
• Demonstration of successful delivery of three previous comparable projects.
• At least one project must be within the museum, arts, cultural, or heritage sector.
• All examples must include experience in: Media management, Communications, Public Affairs, Communications advice (including corporate and crisis communications), Media monitoring and public affairs, and Social media.
• Personnel:
• Access to a minimum number of skilled personnel:
• Senior Exec / Account Director: 2
• Account Manager: 2
• Account Executive: 2
• Geographic / facility constraints: Not specified for this tender.

Tenderers may rely on the resources of other entities to meet these requirements, provided they can prove these resources will be at their disposal.

5. Award criteria & scoring

The framework will be awarded based on the Most Economically Advantageous Tender (MEAT), considering the following criteria and weightings:

A minimum score of 50% is required for each qualitative criterion (B, C, D). Scores are interpreted as follows: 90-100% (Outstanding), 80-89% (Excellent), 70-79% (Very Good), 60-69% (Good), 50-59% (Acceptable). Less than 50% is unacceptable. The cost score is calculated by comparing the lowest cost tender to others, with the lowest cost receiving maximum points.

6. Submission requirements

Tenderers must submit their responses electronically via the eTenders postbox facility on www.etenders.gov.ie. The submission must be a ZIP file. Key components include:

• Tender Response Document (TRD): This mandatory template must be used for the response.
• Declarations:
• Declaration of Bona Fides.
• Declaration regarding compliance with relevant statutory obligations.
• Confirmation of tax compliance.
• Financial and Economic Standing:
• Confirmation of turnover and financial capacity.
• Confirmation of required insurance cover.
• Personnel and Skills: Information demonstrating access to the minimum required personnel.
• Previous Experience: Details of three comparable projects, including specific required features.
• Health & Safety: Information demonstrating operation of health & safety systems.
• Quality Assurance: Details of quality assurance policies and systems.
• CVs: Comprehensive CVs for each proposed team member must be provided, demonstrating expertise and relevant experience.
• Pricing Schedule: To be filled out as provided in the TRD.
• Sustainability Statement: A statement on how the contract will be carried out sustainably (max 2 A4 pages).
• Understanding of NMI Requirements: Response (max 4 A4 pages).
• Proposed Execution Methodology: Outline of approach, including contract management (max 4 A4 pages).
• Technical Merit of Proposed Team: Comprehensive information on the team and their contributions (max 4 A4 pages).

A mandatory site visit is not specified. Tenderers must familiarise themselves with the eTenders platform.

7. Key dates & process

These dates are estimates and cannot be guaranteed.

8. Contract terms that matter

• Duration: Maximum of four (4) years. Contracts awarded under the framework may extend beyond the expiry date.
• Payment Terms: Not specified in the provided extract.
• SLAs/KPIs: Not explicitly detailed, but contract management duties include providing regular performance reports and discussing efficiency improvements.
• Liquidated Damages: Not specified.
• Termination: The Contracting Authority may terminate the appointment if the Framework Member commits a material breach, fails to perform obligations, or enters into insolvency proceedings. Termination does not relieve the member of accrued obligations.
• IP Ownership: Not specified.
• Sub-contracting: Tenderers may rely on the resources of other entities, but if successful, a grouping must establish legal personality.
• Guarantees/Bonds: Not specified.

9. Risks, red flags & unusuals

• Single-Operator Framework: This structure means the successful bidder is the sole provider for all services within scope for the framework's duration. This concentrates risk and reward on one party.
• Indicative Value, No Guaranteed Spend: The €540,000 value is explicitly stated as indicative, with no guaranteed expenditure. Actual spend is subject to budgetary approval, creating uncertainty for the contractor.
• Tender Validity: A 12-month tender validity period is required, which is substantial and may tie up resources for bidders.
• Potential for Direct Award or Supplementary Tender: Contracts under the framework can be awarded directly based on the original tender or via consultation with the Framework Member, inviting a supplementary tender. This offers flexibility but requires ongoing engagement.
• Right to Procure Outside Framework: The NMI reserves the right to procure requirements outside the framework, meaning admission does not guarantee contract awards.
• Minimum Firm Existence: A requirement for firms to have been in existence for at least 6 months is noted.

10. SME fit assessment

This tender is structured as a single-operator framework, meaning only one entity will be appointed for the entire duration. The estimated value of €540,000 over four years suggests a moderate contract size.

• Credible Bidders: Viable bidders would be established PR and communications consultancies with a proven track record in media management, public affairs, and corporate communications. Crucially, they must demonstrate specific experience in the arts, cultural, or heritage sector, with at least one project in a museum or similar institution. The required insurance levels (€13m EL, €6.5m PL, €2.6m PI) and turnover requirement (€135k) are significant but achievable for established SMEs.
• Consortium/Sub-contracting: The tender explicitly encourages SMEs to form relationships with other SMEs or larger enterprises to meet capacity requirements. Consortiums are permitted, but if successful, they must establish legal personality. Tenderers can rely on the resources of other entities.
• Indicative Bid-Prep Effort: Preparing a comprehensive bid, including the Tender Response Document, detailed methodology, team profiles, and case studies, will likely require significant effort. Estimating 15-25 days of dedicated work for a small team, including senior input, is reasonable.
• Pwin Signal: The single-operator nature of the framework and the specific sector experience requirement suggest that incumbent PR firms with established relationships within the cultural sector may have an advantage. However, the emphasis on understanding NMI requirements and the proposed methodology allows new entrants with strong proposals to compete effectively. The requirement for specific sector experience is a key differentiator.

11. Where to dig deeper

• Source RFT Filename: NMI_03_RFT - Request for Tender Single-Operator Framework Open.pdf
• eTenders CFT ID: Not explicitly stated in the provided text.
• Contact for Queries: Questions and Answers facility on www.etenders.gov.ie. Email: [email protected], Phone: +353-818001459 (for eTenders platform support).
• Key Attachments:
• Tender Response Document (TRD) - separate document.
• Framework Terms and Conditions.
• Appendix B2 — Suitability Assessment (implied by reference to TRD structure).