Tough Case

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Language: English

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The communications function, under the stewardship of heads of communications in all institutions of the Government of Canada, includes the following: providing leadership, support and advice to ensure that communications are integrated in all phases of policy and program planning, development, implementation, marketing and management; applying the principles and practices of good management to the co‑ordination of research, analysis, advice and planning, and to the organization and implementation of communication programs and activities; preparing and implementing communication plans and strategies – including analyses of the internal and external environments – in support of policies, programs, services and initiatives; assessing performance and evaluating results, learning, and adjusting processes and activities to enhance effectiveness; providing effective resource and expenditure management; ensuring appropriate accountability and reporting mechanisms to Parliament and central agencies for the administration of all communication activities; ensuring the inclusion of communication plans, and the identification of dedicated resources, in memoranda to Cabinet and in Treasury Board submissions; co‑ordinating activities with ministers' offices to advance the communication goals and priorities of the government; providing communications support and advice to ministers and senior officials on (non‑partisan) government matters, including the preparation of speeches, news releases, briefing notes, presentations, memoranda and correspondence; collaborating with other Government of Canada institutions to promote common communication objectives; providing advice and support in the establishment and management of collaborative arrangements and sponsorships; integrating corporate communication planning with annual business planning and budgeting cycles; ensuring coherence and consistency of communications across all channels – telephone, in‑person, mail, publications, Web sites, and so forth; integrating all communication activities, including Internet applications, marketing, advertising, public opinion research and media relations to promote consistent and well co‑ordinated communications with the public; advising on and assisting in the development of internal communication strategies and activities that recognize and support the role all employees have in communicating with the public; supporting an open, co‑operative and consultative culture throughout the workplace, which includes being open to the views and concerns of employee unions, representatives and associations regarding workplace issues; advising on information management to ensure effective use of information technologies and electronic communications; advising on and assisting in risk communication; advising on and assisting in crisis and emergency communications. informing the public about policies, programs, services and initiatives in an accountable, non‑partisan fashion consistent with the principles of Canadian parliamentary democracy and ministerial responsibility; communicating in a manner that affirms Canadian values of freedom, openness, security, caring and respect; ensuring that public trust and confidence in the impartiality and integrity of the Public Service of Canada are upheld; honouring the value and reputation of the government and public institutions in all communication activities; working collaboratively with institutions to serve the public interest; providing useful, timely, accurate, clear, objective and complete information to the public in both official languages; respecting privacy rights, security needs and matters before the courts; avoiding conflicts of interest and the appearance or public perception of endorsing, or providing a marketing subsidy or an unfair competitive advantage to, any person, organization or entity outside of government. researching and analyzing public issues and the public environment to help identify and assess the wants, needs and views of Canadians with respect to existing or proposed policies, programs, services and initiatives; maintaining open communications with the public and developing proactive strategies for assessing and addressing public concerns; learning about the views, priorities, needs and expectations of Canadians through various means, including enquiry analysis, citizen feedback, media coverage and opinion research; advising on and assisting in public consultations and citizen engagement; planning, conducting or contracting and analyzing public opinion research; providing, co‑ordinating or contracting media monitoring services; evaluating communication programs and activities against planned objectives and professional standards, and making adjustments or improvements as needed; monitoring and evaluating the degree to which management practices comply with the requirements of this policy. preparing, producing and disseminating information using all forms of media and graphic arts, including electronic publishing; advocating on behalf of those who will or should receive information to ensure its clarity and utility for the end user; communicating in English and French – complying with official language requirements in all communications; communicating with the public and providing information services through the Internet and other electronic media while ensuring more traditional or alternative forms of communication are available to meet the needs of all Canadians; recognizing the special needs of many Canadians, including literacy levels and perceptual or physical challenges, and designing and delivering communication tools to respond to those needs; recognizing the diverse nature of Canadian society and ensuring that communications are fair, balanced and representative. applying marketing, citizen engagement and consultation techniques to foster citizen feedback or to enhance public access to, awareness and use of government policies, programs, services and initiatives; planning, co‑ordinating and implementing regional, national and international activities that integrate major objectives of the government, ministers and institutions; planning, co‑ordinating, implementing and evaluating advertising, publishing and public awareness programs and campaigns; building and maintaining communication partnerships with various sectors of society to help meet the diverse information needs of Canadians and to achieve government objectives; building and maintaining effective relations with journalists and other communicators; planning, co‑ordinating and promoting the government's participation in public events, including fairs and exhibitions. enabling the public to recognize clearly the activities of the Government of Canada and its institutions by means of consistent identification; applying the requirements of the Federal Identity Program Policy in all presentations, and promoting a common look in all communication activities, to ensure accountability and public recognition of the Government of Canada; ensuring appropriate use of the official symbols and signatures of the Government of Canada in all media applications, as prescribed by the Federal Identity Program Policy; ensuring effective management of an institution's identity consistent with government‑wide priorities; promoting sound management practices related to information design and identification; ensuring appropriate identification of government participation in public events, including fairs and exhibitions; ensuring appropriate identification of government participation in sponsorships and collaborative arrangements; reflecting key government themes and messages in information and communication materials so that overarching goals and the government's priorities for the country are consistently identified and communicated to the public and among employees.

Pages: 96

Publisher: Playwrights Canada Press (February 20, 2015)


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