This policy takes effect on November 29, 2004. It amends and replaces the
former Communications Policy of the Government of Canada that went into
effect on April 1, 2002.
The purpose of this policy is to ensure that communications across the
Government of Canada are well co‑ordinated, effectively managed and
responsive to the diverse information needs of the public.
It is the policy of the Government of Canada to:
- Provide the public with timely, accurate,
clear, objective and complete information about its policies, programs, services
and initiatives. In the Canadian system of parliamentary democracy and
responsible government, the government has a duty to explain its policies and
decisions, and to inform the public of its priorities for the country. Information
is necessary for Canadians individually or through representative groups or
Members of Parliament to participate actively and meaningfully in the
democratic process. It is required for access to government programs and services.
The public has a right to such information.
- Communicate in English and in French.
The Canadian Charter of Rights and Freedoms establishes the equal status of
English and French as the two official languages of Canada. It enshrines the right
of the public to communicate with the Government of Canada in either language.
Communications with the public and services to the public must be provided in both
languages as required by the Official Languages Act. The Act affirms
the government's commitment to enhance the vitality of the English and French
linguistic minority communities in Canada supporting and assisting their
development and to foster the full recognition and use of both English and
French in Canadian society.
- Ensure that institutions of the Government
of Canada are visible, accessible and accountable to the public they serve. To
be accessible and accountable, the government and its institutions must be visible
and recognizable wherever they are present. Clear identification allows the public
to see the government at work, to access its programs and services, and to assess
its activities. Communicating through many channels from service centres, the
telephone and mail to print and broadcast media, the Internet and World Wide Web
the government must identify itself in a distinct, consistent way the public
can recognize in all circumstances.
- Employ a variety of ways and means to
communicate, and provide information in multiple formats to accommodate diverse
needs. Government information must be broadly accessible throughout society.
The needs of all Canadians, whose perceptual or physical abilities and language
skills are diverse, must be recognized and accommodated. Information must be
accessible so citizens, as responsible members of a democratic community, may be
aware of, understand, respond to and influence the development and implementation
of policies, programs, services and initiatives. Information must be available in
multiple formats to ensure equal access. All means of communication from
traditional methods to new technologies must be used to reach and communicate
with Canadians wherever they may reside. Modern government requires the capacity
to respond effectively over multiple channels in a 24‑hour, global
communications environment.
- Identify and address communication needs
and issues routinely in the development, implementation and evaluation of
policies, programs, services and initiatives. Communication enables the
exchange of information Canadians and their government rely upon for an effective
partnership. Gathering and providing information of importance to the public,
government and the democratic process requires professional tools and resources,
and effective, accountable management. Internal and external communication
requirements must be identified and met when planning, managing or reviewing
policies, programs, services or initiatives. Responsible use of public funds to
obtain maximum value for taxpayer investments is a fundamental requirement in all
communication activities.
- Consult the public, listen to and take
account of people's interests and concerns when establishing priorities,
developing policies, and planning programs and services. The government's
obligation to reach out and communicate with citizens is concomitant with the
right of citizens to address and be heard by their government. In a democracy,
listening to the public, researching, evaluating and addressing the needs of
citizens is critical to the work of government. The government must learn as much
as possible about public needs and expectations to respond to them effectively.
The dialogue between citizens and their government must be continuous, open,
inclusive, relevant, clear, secure and reliable. Communication is a two‑way
process.
- Deliver prompt, courteous and responsive
service that is sensitive to the needs and concerns of the public and respectful
of individual rights. Information services must be managed in a citizen‑centred
and client‑focused manner that achieves results for Canadians. Timely and
convenient access to government information and services must be available to the
public. Access to information and privacy rights, as well as language rights, must
be honoured at all times. Canadians value freedom, openness, security, caring and
respect. It is important for their government to communicate in a spirit that
reflects those values.
- Encourage public service managers and
employees to communicate openly with the public about policies, programs, services
and initiatives they are familiar with and for which they have responsibility.
Openness in government promotes accessibility and accountability. It enables
informed public participation in the formulation of policy, ensures fairness in
decision making, and enables the public to assess performance. An open and
democratic government implies that all employees have a role in communicating with
the public while respecting the constitution and laws of Canada. Public service
managers and employees must respect privacy rights, matters before the courts,
national security, Cabinet confidences and ministerial responsibility. They serve
the public interest best by communicating openly and responsively about policies,
programs, services and initiatives they help to administer, while treating
sensitive information with the discretion it requires.
- Safeguard Canadians' trust and confidence
in the integrity and impartiality of the Public Service of Canada. Canadians
value an independent, professional Public Service that treats individuals with
respect, fairness and integrity. The value and reputation of public institutions
must be honoured. Public service managers and employees are expected to provide
information services in a non‑partisan fashion consistent with the
principles of parliamentary democracy and ministerial responsibility.
- Ensure all institutions of the Government of Canada work
collaboratively to achieve coherent and effective communications with the public.
As a core activity and shared responsibility touching all aspects of policy and
program administration, the communications function involves employees throughout
the government working collaboratively. Co‑ordination within, between and
among institutions is imperative to ensure coherent and consistent communications
government‑wide. Delivering information services in the best interests of
Canadians and their government, meeting internal and external communication needs
efficiently and effectively, is a co‑operative endeavour.
This policy is issued under the authority of the Financial Administration
Act (FAA), Section 7, and applies to all institutions of the Government of
Canada identified in Schedules I, I.1 and II of the Act. All other public
institutions subject to the FAA, particularly Crown corporations identified in
Schedule III (Parts 1 and 2), are encouraged to become familiar with this policy
and to apply its principles to their own communications management.
Institutions of the Government of Canada must provide the public with open
access to information about policies, programs, services and initiatives.
Information for public use must be disseminated or readily available in all
regions of Canada using all forms of media practical. The communication needs of
Canadians travelling or residing abroad must be taken into account as well so
they, too, have access to information on policies, programs, services and
initiatives.
To assure quality service that meets the information needs of all Canadians,
institutions must ensure that:
- the Canadian Charter of Rights and Freedoms and
the Official Languages Act, including all regulations and policies flowing
from it, are respected at all times;
- trained and knowledgeable staff provide information services to
the public;
- service is timely, courteous, fair, efficient and offered
with all due regard for the privacy, safety, convenience, comfort and needs of the
public;
- a variety of new and traditional methods of communication are
used to accommodate the needs of a diverse public;
- published information is available on request in multiple
formats to accommodate persons with disabilities;
- information in all formats is well identified as
being from the Government of Canada according to the requirements of the Federal
Identity Program;
- information requests or inquiries from the public are
responded to promptly without undue recourse to the Access to Information
Act;
- prompt and clear explanations are provided when
information requested by the public is unavailable;
- information is available on the standard of
service an institution provides to the public, including timelines for responding
to inquiries, mail and complaints;
- opportunities are available for the public to
provide feedback on major policies, programs, services and initiatives, and that
such feedback is carefully considered in reviews or evaluations of same to help
make improvements; and
- up‑to‑date information about an institution's
mission, structure, programs and services is provided to Public Works and
Government Services Canada (PWGSC), which makes it available to the public through
1 800 O‑Canada and the Canada Site portal.
Institutions must provide information free of charge when the information is in
their control and it:
- is needed by individuals to make use of a service or
program for which they are eligible;
- explains the rights, entitlements and obligations of
individuals;
- consists of personal information requested by the
individual whom it concerns;
- informs the public about dangers or risks to health, safety or
the environment;
- is required for public understanding of a major new
priority, law, policy, program or service; or
- is requested under the Access to Information Act
and fees are waived at the discretion of the head of the institution.
An institution's duty to inform the public includes the obligation to
communicate effectively. Information about policies, programs, services and
initiatives must be clear, relevant, objective, easy to understand and useful.
To ensure clarity and consistency of information, plain language and proper
grammar must be used in all communication with the public. This principle also
applies to internal communications, as well as to information prepared for
Parliament or any other official body, whether delivered in writing or in speech.
In all communications, institutions must respect the equality of status of the
two official languages as established by the Canadian Charter of Rights and Freedoms and given effect through the
Official Languages Act and the
Official Languages (Communications with and Services to the Public) Regulations.
Institutions must adhere to all legal requirements and regulations derived from
these statutory provisions.
Institutions must identify and respect all official language requirements that
apply when engaging in any of the communication activities stipulated in this
policy. Institutions must abide by the Treasury Board's Official Languages
Policy Framework, which sets out various requirements with respect to
communications. They must also abide by the requirements of the Federal
Identity Program concerning the visual presentation of the official languages
in communications or information materials.
Clear and consistent corporate identity is required to assist the public in
recognizing, accessing and assessing the policies, programs, services and
initiatives of the Government of Canada.
To maintain a recognizable and unified corporate identity throughout the
government, institutions must ensure that their buildings, facilities, programs,
services and activities are clearly identified in accordance with the Federal
Identity Program (FIP). Institutions must manage communication design
and presentation along common lines and in a co‑ordinated manner consistent
with FIP.
In identifying contributions or activities, institutions must give prominence
to the official symbols of the Government of Canada. Institutions must display the
"Canada" wordmark, which is the global identifier of the Government of
Canada, in all information and communication materials, regardless of medium, for
internal or external use.
Institutions must also adhere to the Treasury Board's Common Look and Feel
for the Internet: Standards and Guidelines, which apply to the design and
presentation of on‑line communications.
Institutions must ensure their publications and other communication materials
depict the diverse nature of Canadian society in a fair, representative and
inclusive manner. The requirements of the Canadian Multiculturalism Act
must be respected at all times.
Institutions must be sensitive to differences among and within the various
regions of Canada. They must ensure balance in their communication plans and
activities so that the needs and interests of local and regional populations are
reflected and addressed. (See Requirement 15 for further direction on
managing regional communications.)
To evaluate and address public needs and expectations effectively to
anticipate issues that may arise and to formulate appropriate response strategies
institutions must routinely monitor and analyse the public environment as it
relates to their policies, programs, services and initiatives. Institutions use a
variety of tools to assess the environment in which they operate, including
citizen feedback, inquiry analysis, media monitoring and opinion research.
As an element of effective environment analysis, institutions must identify and
track current and emerging public issues and trends reported by the media. Public
Works and Government Services Canada offers institutions a centrally appropriated
electronic media monitoring service. Institutions that choose to use this service
must register with PWGSC for right of access.
Public opinion research helps the government to better understand Canadian
society and to identify citizen needs and expectations. It is used to assess the
public's response to proposals or to possible changes or initiatives; to assess
the effectiveness of policies, programs and services; to measure progress in
service improvement; to evaluate the effectiveness of communication activities
such as advertising; and to plan and evaluate marketing initiatives, among other
applications.
Institutions must adhere to the requirements of the Treasury Board's Contracting
Policy and Common Services Policy when contracting public opinion
research to quantify, qualify or evaluate the views, attitudes or perceptions of a
given population. Institutions must ensure the quality and value of research they
commission or produce.
To ensure coherent, cost‑effective management of public opinion research
throughout the government, institutions must:
- co‑ordinate the planning and implementation of
public opinion research with PWGSC in accordance with established
procedures;
- contract public opinion research services through PWGSC, which,
as the Government of Canada's technical and co‑ordinating authority for
public opinion research, reviews and advises on the research plans and strategies
of institutions, and assigns project registration numbers authorizing contracts to
proceed;
- ensure that the principles of fair information practices
embodied in Sections 4 to 8 of the Privacy
Act, as well as in the Personal
Information Protection and Electronic Documents Act, are respected in any public
opinion research;
- provide copies of final reports of public opinion research to PWGSC, which in turn deposits them promptly with the Library of Parliament and
with Library and Archives Canada reports must be in writing and provided in
either electronic or paper copy format;
- share research results with other Government of Canada
departments and agencies that have an interest in the findings; and
- release final research results to the public
promptly on request.
9. Consultation and Citizen Engagement
Communication requirements must be taken into account in the planning,
management and evaluation of consultation and citizen engagement activities. Open
and responsive communications are critical to the success of public consultations,
as is factual information presented to participants in plain language.
Communications staff provide advice and support to managers who plan, implement
or evaluate an institution's consultation and citizen engagement processes.
Managers responsible for consulting the public work collaboratively with
communications staff, who prepare and help to implement communication plans and
strategies.
Institutions must inform Canadians about opportunities to participate in public
consultation and citizen engagement initiatives. This may be done through Web
sites, letters of invitation, notices to the media, paid advertising and other
vehicles normally used by institutions to communicate with the public, including
publishing notices in the Canada Gazette (see Requirement 27(d)).
Institutions must ensure that information on their national and regional public
consultations and citizen engagement activities is posted on their Web sites.
Institutions also must provide PWGSC with the information it requires, including
Web links, to maintain the national and regional consultation listings on the Canada
Site. The Canada Site serves as the government's gateway for public
access to information on consultations planned, underway or recently completed by
institutions.
Institutions must ensure as well that communication or information materials
prepared for consultative purposes are well identified as being from the
Government of Canada, according to the requirements of the Federal Identity
Program.
Institutions must anticipate and assess potential risks to public health and
safety, to the environment, and to policy and program administration. Usually
understood to embody an element of possible danger, hazard or threat, risk in the
broadest sense is associated with a willingness to take a chance on uncertainty in
order to achieve some potential gain.
Plans and strategies for communicating risk to the public must be developed as needed. To communicate about risk effectively, institutions must demonstrate
interest and concern for all opinions and positions, understand different
perspectives, and respect their underlying premises. Effective risk management
requires open and transparent communication among differing or even opposing
interests.
Institutions must:
- foster open dialogue with the public on issues involving
risk and build a climate of trust, credibility and understanding by being
forthcoming about facts, evidence and information concerning risk assessments and
decisions taken;
- facilitate the interactive exchange of information on risk and
risk‑related factors among interested parties inside and outside of their
institution;
- respond to public perceptions and provide factual
information to address misconceptions or misunderstandings about risk;
- integrate environment analysis and communication planning and
strategy into risk assessment and decision‑making processes; and
- follow Treasury Board policy direction on risk management
in the delivery of programs and services, and consult Treasury Board guidance on
the subject, which includes the Integrated Risk Management Framework.
While the terms "crisis" and "emergency" are not
synonymous, effective communication is an integral part of both crisis and
emergency management.
A "crisis" is a situation that somehow challenges the public's sense
of appropriateness, tradition, values, safety, security or the integrity of the
government. A crisis need not pose a serious threat to human life or property.
Effective communication management is imperative to help maintain or restore the
public's confidence in the government during times of crisis.
An "emergency" is an abnormal situation that requires prompt action,
beyond normal procedures, in order to limit damage to persons, property or the
environment. Some emergencies may also be, or become, crises; if, for example, it
is perceived that the government has no control over a situation. Effective
communication management is imperative before, during and after an emergency to
help prevent injury or loss of life, to help limit damage to assets and property,
to help maintain public services, to assist in the process of recovery, and to
help maintain or restore public confidence in the government.
Under the Emergency Preparedness
Act, institutions are required to
prepare plans for dealing with emergencies. The Government Security Policy,
issued by the Treasury Board, also requires institutions to develop plans and
procedures for handling emergencies.
Institutions must recognize that extraordinary and rapid efforts may be
required in times of crisis or emergency. They must be prepared to adjust
priorities and resources accordingly. The necessary plans, partnerships, tools and
methods must be in place to allow government officials to communicate effectively
and efficiently in both official languages during an emergency or a crisis.
Several government agencies at the national, provincial or local level may be
involved in responding to an emergency or crisis. Co‑operation with others,
such as industry or community leaders and non‑governmental organizations,
may also be required.
Agreement among governments and their institutions regarding lead
responsibility for communications during a crisis or an emergency is essential for
the timely provision of accurate, relevant and consistent information. It is
necessary to facilitate the delivery of services, to eliminate the potential for
contradiction or confusion, and to demonstrate government leadership.
Lead institutions must undertake contingency planning and develop standard
operating procedures. They must seek agreement with regional and local authorities
on the co‑ordination of government assistance and the designation of a
single focus of responsibility for all communications with the public.
Lead responsibility must be identified as part of the planning process. Where
it is unclear which government authority may have the lead in particular
circumstances, institutions must seek guidance from the Privy Council Office.
Institutions must integrate communications into corporate management processes
and procedures. Communications are a shared responsibility that must be co‑ordinated
with other areas of management.
Clear working links must be maintained at all times between communications and
other core functions: policy and program management, service delivery, human
resources management, information management, and the management of information
technology.
Institutions must:
- develop, implement, manage and evaluate policies,
programs, services and initiatives with the ongoing advice, support and
involvement of specialists in government communications;
- ensure that the communications function as outlined in Appendix
B has the resources needed to fulfil the requirements of this policy, and
that resources are prudently managed;
- ensure an appropriate distribution of resources between
headquarters and regions in all communications planning, management and delivery;
- ensure that staff at all levels carry out their unique role in,
and shared responsibilities for, delivering and managing government
communications;
- examine ways to increase efficiency in responding to
communication issues, and adjust and simplify approval processes as necessary;
- ensure the coherence and consistency of information
and messages across all channels of communication, from in‑person service,
telephone and mail, to facsimile, Internet and electronic transmission;
- collaborate with other institutions of the Government of
Canada in communication activities that promote common or government‑wide
messages and themes; and
- seek the advice of the Privy Council Office on issues and
themes which may have horizontal or government‑wide implications that
require co‑ordination.
Institutions must integrate communication planning into their annual business
planning process and evaluate communications work as an integral part of business
operations. Business plans must take account of an institution's communication
requirements.
Every institution must prepare a corporate communication plan that:
- integrates governmental,
ministerial and institutional priorities;
- identifies target audiences inside
and outside of the institution (citizens, stakeholder groups, etc.);
- takes account of the views and
concerns of audiences inside and outside of the institution (i.e. the internal and
external environments);
- delineates strategies, tools,
messages and responsibilities for communicating with target audiences; and
- sets out operational needs and
resource allocations.
The corporate communication plan must be periodically reviewed, evaluated and
updated in conjunction with the business planning and budgeting cycle.
Institutions must:
- ensure that communication planning forms an integral part
of program and policy initiatives and that communication requirements are fully
accounted for within budgets and financial plans;
- ensure that the public environment particularly the views
and needs of citizens is assessed at all stages of an initiative and reflected
in communication plans;
- ensure communication plans and strategies for policies,
programs, services and initiatives are developed collaboratively with input from
responsible managers in both headquarters and regional offices;
- reflect Government of Canada themes and messages in
communication plans and strategies;
- work collaboratively with other Government of Canada
institutions to develop joint communication plans and strategies in areas of
mutual interest;
- share communication plans and evaluation findings
with other Government of Canada institutions;
- provide communication plans to the Treasury Board of
Canada Secretariat on request for information, monitoring or review;
- track the performance of communication products and
measure results achieved against objectives set in communication and business
plans;
- evaluate the effectiveness, including cost‑effectiveness,
of communication programs and campaigns developed in support of policy or program
initiatives, and make improvements or adjustments as needed to ensure the efficacy
of plans, strategies and activities;
- evaluate periodically (at least every three years)
the degree to which their management practises comply with the requirements of
this policy;
- include, when feasible, an assessment of the degree of
compliance with this policy in their internal audits, evaluations and reviews of
programs and services;
- comply with the requirements of the Treasury
Board's Internal Audit Policy, Evaluation Policy and
Policy on
Active Monitoring when carrying out reviews, evaluations or audits related to
communications; and
- provide audit and evaluation reports to the Treasury Board of Canada
Secretariat when completed.
A Memorandum to Cabinet must include a communication plan and identify
resources dedicated to achieving communication goals and objectives, as prescribed
by the Cabinet Paper System.
A communication plan with budget information is also required in Treasury Board
submissions that concern significant investments of public funds, a major new
policy, program, service or initiative, or matters in which the public has
demonstrated or could express sensitivity and concern. A communication plan is not
required in a submission that is the subject of a preceding Memorandum to Cabinet.
A communication plan is also not required in a submission for the release of
advertising funds from the Treasury Board acting on the basis of policy direction
from the Cabinet or a designated Cabinet committee.
To ensure appropriate measures and adequate resources are recommended to meet
planned communication objectives, the head of communications reviews the memoranda
to Cabinet and Treasury Board submissions an institution prepares.
Regional offices responsible for delivering programs and services in the
different regions of Canada must be involved in an institution's communication
planning, development, implementation and evaluation.
Co‑ordination between headquarters and regional operations in
communication matters is essential. Regional communications staff must be included
from the outset in planning and developing strategies to achieve an institution's
communication objectives at the local or regional level.
Heads of communications and regional communications managers must confer
regularly to ensure an institution's communication objectives are met in all
regions of the country.
When issuing communications or public information with a regional focus or
orientation, or when participating in a local event, institutions must ensure that
appropriate senior staff from the regional operation(s) concerned are involved in
communications planning, strategy and implementation. Similarly, regionally driven
communication activities must involve headquarter operations.
Institutions must ensure that regional operations have the resources needed to
carry out the requirements of this policy and to effectively manage the
communications function. Institutions must ensure that all regional communications
conform to the Federal Identity Program.
Regional events and activities frequently involve multiple institutions in
communication planning and management. Regional communications involving multiple
institutions are co‑ordinated by the Privy Council Office (PCO). PCO works
closely with the regional councils of senior federal officials, and with
communications managers in the regional offices of institutions, to improve and
facilitate government communications in the provinces and territories.
Communication among managers and employees must be open and collaborative to
achieve government goals and institutional missions, and to ensure quality
information services for the public.
Internal communication must be two‑way, a dialogue. Listening to employee
ideas, concerns and suggestions for achieving results and improving service, and
acting upon them, is just as important as keeping employees informed about the
goals and priorities of an institution, or about developments, changes or new
initiatives affecting their work. Taking account of the views and concerns of
employee unions, representatives and associations can also lead to more effective
organizational management.
Engaging employees in a conversation for action allows institutions to tap into
a vast pool of intelligence and expertise. Properly engaged in the life of an
organization, employees can be valuable allies in external communications
helping to inform the public, professional colleagues and prospective employees
about their organization.
Internal communications is an integral part of an institution's corporate
communications strategy and must be addressed in the corporate communication plan
(see Requirement 13 for further direction).
Effective internal communication is a shared management responsibility. The
deputy head champions an institution's commitment to open and collaborative
internal communications with the support of the entire management team.
Collaboration, particularly between human resources management and the
communications function, is essential to ensure internal communication
requirements are met.
Managers and supervisors must communicate with employees openly, frequently,
and before or at the same time as information is communicated to the public.
Training in communications must be available to them to help ensure they are
effective communicators.
To foster employee knowledge, awareness and understanding, internal
communication includes a mix of published materials (in multiple formats), oral
presentations, staff meetings and learning events. Representation on newsletter
editorial boards, internal communication advisory committees and evaluation task
forces provide additional avenues to engage managers and employees in a
conversation for action.
Internal communication activities and processes must be reviewed from time to
time to evaluate results, to identify areas for improvement, and to make
adjustments as needed.
All internal communications must be managed in accordance with the requirements
of the Official Languages Act (particularly Part V concerning the
language of work). Institutions must comply with the Treasury Board's Official
Languages Policy Framework, particularly its requirements for Language of
Work and Communications between Regions.
Internal communication materials must be identified in accordance with the Federal
Identity Program.
Institutions must maintain a capacity for innovation and stay current with
developments in communications practice and technology. As they adopt new means of
communication, institutions must continue to reach, in a timely manner, citizens
whose access to technology may be limited or who prefer to receive government
information through more traditional means.
To ensure new technology advances an institution's ability to connect with
Canadians in efficient and practical ways, all investment plans and decisions must
be developed collaboratively by managers in information technology, communications
and other key functions, such as program and service delivery, and human
resources.
Investments in new communications technology must serve to:
- enhance public access to information, programs and
services;
- achieve efficiencies in the preparation, accessibility and
dissemination of information, while preserving its availability to current and
future generations;
- foster interactive communications with Canadians and
facilitate public consultation in the development and delivery of policies,
programs, services and initiatives; or
- improve service performance and integrate service delivery.
The Internet, World Wide Web and other means of electronic communication are
powerful enablers for building and sustaining effective communication within
institutions and with their clients across Canada and around the world.
An important tool for providing information and services to the public, the
Internet facilitates interactive, two‑way communication and feedback. It
provides opportunities to reach and connect with Canadians wherever they reside,
and to deliver personalized services.
Institutions must maintain an active presence on the Internet to enable 24‑hour
electronic access to public programs, services and information. E‑mail and
Web sites must be used to enable direct communications between Canadians and
government institutions, and among public service managers and employees.
Institutions must advance Government of Canada on‑line initiatives aimed
at expanding the reach and quality of internal and external communications,
improving service delivery, connecting and interacting with citizens, enhancing
public access and fostering public dialogue.
Institutions must ensure that Internet communications conform to government
policies and standards. Government of Canada themes and messages must be
accurately reflected in electronic communications with the public and among
employees.
To ensure congruence with other communication activities, an institution's Web
sites, sub‑sites and portals must be reviewed regularly by the head of
communications, or his or her designate, who oversees and advises on Web content
and design.
Web site managers, at headquarters and in regional offices, must consult with
communications staff on the editorial and visual content of Web pages, including
design and presentation, to ensure publishing standards and other communication
requirements are met.
Collaboration is also required between communications and information
technology specialists to ensure effective planning and management of electronic
information services. Managers and employees responsible for the operational and
technical aspects of an institution's Web‑based systems work in consultation
with communications staff who provide strategic advice on Web content and the use
of technology for communication purposes. (Also see "Web site"
references in Requirements 23, 24,
26 and 27 concerning advertising,
partnering, marketing and publishing.)
Institutions must:
- manage their Web sites and portals in accordance with the
Treasury Board's Common Look and Feel for the Internet: Standards and
Guidelines;
- identify on‑line information and services, including e‑mail
messages, in accordance with the Federal Identity Program;
- ensure electronic communications conform to the
requirements of the Official Languages Act and to the Treasury Board's Official
Languages Policy Framework, including the Policy on Using the Official
Languages on Electronic Networks;
- be connected to the Government of Canada's Internet and
intranet portal sites, the Canada Site and Publiservice, managed by
PWGSC;
- ensure that Internet‑published information on
policies, programs, services and initiatives is regularly updated, accurate, easy
to understand, and accessible in multiple formats for persons with disabilities;
- ensure that printed material for public
dissemination is published concurrently on the Internet;
- incorporate mechanisms into on‑line services for
receiving and acknowledging public feedback;
- ensure that information on their national and regional
public consultation and citizen engagement activities is posted on their Web site
and linked to the Canada Site managed by PWGSC (see Requirement 9);
- respect privacy rights and copyright
ownership in all on‑line publishing and communication in compliance with
the Privacy Act, the Personal Information Protection and Electronic
Documents Act and the Copyright Act;
- ensure that information published on Web sites,
prior to posting any changes or updates, is recorded and archived to assure long‑term
retention and the preservation of institutional memory with timely and
consistent processes for doing so established in consultation with the managers of
an institution's information holdings; and
- abide by the Treasury Board's Policy on the Use of
Electronic Networks, Management of Information Technology
Policy, Management
of Government Information Policy, Government Security
Policy, and Privacy
and Data Protection Policy.
Journalists and other media representatives play an important role in the
democratic process providing the public with news and information about
government, and reporting on the public's views and opinions of government.
Institutions must cultivate proactive relations with the media to promote public
awareness and understanding of government policies, programs, services and
initiatives.
Institutions must operate and respond effectively in a 24‑hour media
environment. They must be able, on short notice, to reach and inform the media on
issues of importance to decision‑makers and the public. Institutions engage
the media using a variety of communication tools, including news conferences,
background or technical briefings, news releases, and audio‑video
presentations.
Institutions must facilitate information or interview requests from the media,
and manage plans and strategies for communicating with the media. Institutions
must consult their minister's office when planning media campaigns or strategies
that could involve ministerial participation, or when preparing a response to a
media enquiry that could have implications for the minister.
Institutions must respect the authority and responsibility of Parliament, whose
members are entitled to learn about planned legislative initiatives before
information about them is released to the media.
Institutions must ensure the quality and consistency of information services
provided to the media in both official languages. Media enquiries, whether by
phone, email, letter or in person, must be addressed promptly to accommodate
publication deadlines.
Institutions must ensure processes and procedures are in place to assist
managers and employees in responding to media calls. Communication specialists
responsible for media relations ensure that media requests, particularly for
interviews or technical information on specialized subjects, are directed to
knowledgeable managers or staff designated to speak as official representatives of
their institution. (See Requirement 20 for policy direction on
spokespersons.)
Ministers are the principal spokespersons of the Government of Canada. They are
supported in this role by appointed aides, including executive assistants,
communication directors and press secretaries in ministers' offices, and by the
senior management teams of government institutions, which include deputy heads,
heads of communications and other officials.
Ministers present and explain government policies, priorities and decisions to
the public. Institutions, leaving political matters to the exclusive domain of
ministers and their offices, focus their communication activities on issues and
matters pertaining to the policies, programs, services and initiatives they
administer.
An institution's senior management must designate managers and knowledgeable
staff in head offices and in the regions to speak in an official capacity on
issues or subjects for which they have responsibility and expertise.
Officials designated to speak on an institution's behalf, including technical
or subject‑matter experts, must receive instruction, particularly in media
relations, to carry out their responsibilities effectively and to ensure the
requirements of their institution and this policy are met. (See Requirement 19
for policy direction on media relations.)
Spokespersons, particularly senior managers, are often called upon to represent
institutions before parliamentary committees and boards of inquiry. To ensure
effective communication that respects official protocol, spokespersons must be
familiar with Privy Council Office guidelines on appearing before Parliament and
other official bodies.
Spokespersons at all times must respect privacy rights, security needs, matters
before the courts, government policy, Cabinet confidences and ministerial
responsibility. When speaking as an institution's official representative, they
must identify themselves by name and position, speak on the record for public
attribution, and confine their remarks to matters of fact concerning the policies,
programs, services or initiatives of their institution.
Institutions, both at headquarters and in their regional offices, must identify
opportunities to inform the public about significant initiatives or contributions
of the Government of Canada. Public events and announcements, including news
conferences, must be arranged from time to time for communication purposes.
Institutions determine whether they will participate in a public event or issue
an announcement. They must contact their minister's office to determine if the
minister or other parliamentarian(s) chosen by the minister will represent the
government.
Institutions must plan and co‑ordinate events with ministerial staff when
a minister will attend, or with a parliamentarian's staff when a Member of
Parliament or Senator will attend. When multiple institutions are involved in a
public event or announcement, they must co‑ordinate their participation with
the Privy Council Office.
Institutions must ensure that the Government of Canada is appropriately
identified and represented at events and announcements, including those involving
other participants, such as other levels of government, non‑governmental
organizations, industry or business. Institutions must identify all materials,
displays or presentations prepared for public events or announcements in
accordance with the Federal Identity Program. Official language
requirements must also be addressed.
Institutions must not participate in, or lend support to, partisan events
organized for political party purposes.
Institutions must adopt a coherent and co‑ordinated approach to their
participation in fairs and exhibitions. Multiple institutions appearing at the
same event must display a unified presence that promotes common themes and
messages of the Government of Canada.
Exhibits and display materials must conform to the standards of the Federal
Identity Program and to the requirements of the Official Languages Act.
Methods for obtaining public feedback on specific or general issues of concern to
an institution must be incorporated into all exhibits.
Public Works and Government Services Canada co‑ordinates the
participation of institutions in fairs and exhibitions visited by the Canada
Pavilion. Participating institutions must co‑locate within the pavilion site
as arranged by PWGSC.
As manager of the Government of Canada's Exhibitions Program, PWGSC
provides institutions with a current listing of those events for which it is the
co‑ordinating authority. Institutions must submit their exhibition plans to
PWGSC well before an event takes place to ensure that institutions exhibiting at
the same event are co‑located.
Institutions may place advertisements or purchase advertising space or time in
any medium to inform Canadians about their rights or responsibilities, about
government policies, programs, services or initiatives, or about dangers or risks
to public health, safety or the environment.
Institutions must determine their obligations under Sections 11 and 30 of the Official
Languages Act to ensure compliance in all advertising. Moreover, institutions
must respect the Government of Canada's commitment, stated in Part VII of the Act,
to enhance the vitality of official language minority communities. Advertising
plans and campaigns must address the needs, concerns and language preferences of
such communities. Media buys must include the purchase of advertising space and
time in organs serving a community's official language minority, be it English or
French.
The placement or purchase of advertising may also be directed at audiences
outside of Canada to promote Canadian interests. To ensure compatibility with
government communications and marketing abroad, institutions must consult with
Foreign Affairs Canada and International Trade Canada when planning to advertise
in foreign markets.
Advertising placed in Canadian foreign language media is normally translated
into the appropriate foreign language. If a translation is not available, the ad
must appear in the two official languages of Canada each displayed with equal
prominence in the same advertising space.
Institutions must not publish in their communication materials, services or
vehicles, regardless of medium, advertisements from a private‑sector or non‑government
source. Institutions must not sell advertising space or time, either on their Web
sites or in any of their publications, to the private sector or to any source
outside of government.
Institutions must avoid 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. Institutions must not advertise or
publicly endorse the products or services they purchase or obtain from the private
sector under contract. (See Requirements 24 and 25 for further
policy direction on advertising sponsorships and collaborative arrangements.)
Institutions must not use public funds to purchase advertising in support of a
political party.
Institutions must suspend their advertising during general elections of the
Government of Canada. Advertising is only permitted when: an institution is
required by statute or regulation to issue a public notice for legal purposes; an
institution must inform the public of a danger to health, safety or the
environment; or an institution must post an employment or staffing notice.
Otherwise, advertising plans and activities must be held in abeyance effective the
day that the Governor in Council issues a writ for a general federal election, and
must not resume until the day the newly elected government is sworn into office.
To ensure the integrity and efficacy of government advertising, institutions
must:
- co‑ordinate advertising planning with PCO, and
implementation with PWGSC, in accordance with established
procedures;
- ensure advertising campaigns and products are aligned with
government priorities, the Government Advertising Plan, and government themes and
messages, with advice from PCO and the Government Advertising Committee;
- contract advertising services through PWGSC, which issues
project registration numbers authorizing contracts to be put in place and ADV
numbers authorizing the government's Agency of Record to purchase media space for
advertising;
- adhere strictly to the requirements of the Treasury Board's Contracting
Policy and Common Services Policy in all advertising
procurement;
- ensure that advertising design and presentation conform
to the requirements of the Federal Identity Program;
- ensure that national advertising campaigns are adapted to regional audiences;
- pre‑test all major advertising campaigns to help
ensure they meet stated objectives and forward the results to PCO and PWGSC;
- evaluate all major advertising campaigns to assess their
effectiveness in achieving stated objectives and forward the results to PCO and
PWGSC;
- confer with PWGSC and PCO when planning to
use public opinion research to pre‑test or evaluate major advertising
campaigns; and
- document advertising activities using the
Advertising Management Information System (AdMIS) maintained by PWGSC.
Communication requirements must be taken into account when planning,
negotiating or implementing a partnering or collaborative arrangement.
Joint activities or initiatives involving another government, a company, an
organization, a group or an individual must be communicated in a manner that is
fair and equitable to all parties. The parties involved in a collaborative
arrangement have shared or compatible objectives, contribute resources (financial
or in‑kind), share in the benefits, and agree to a fair allocation of risk‑taking.
Agreements governing collaborative arrangements establish the communication
roles and responsibilities of the parties involved. Official languages, corporate
identity, visibility, publishing, marketing and promotional activities are among
the communication requirements delineated in partnering agreements.
Managers responsible for negotiating, implementing or administering
collaborative arrangements must consult with their institution's head of
communications, or his or her designate, for communication advice and support.
Such consultation must take place prior to establishing a collaborative
arrangement, as well as when one is under way, to ensure compatibility with the
communication goals of the government and the institution.
When informing the public or publishing information about partnering
activities, institutions must ensure that the contributions of all participants
are fairly acknowledged and attributed. Corporate names and logos, without
promotional tag lines, are appropriate identifiers for use in acknowledging the
contributions of participants.
Institutions must use the "Canada" wordmark when identifying their
own participation in a collaborative arrangement, as required under the Federal
Identity Program, to enable public recognition of the contributions of the
Government of Canada.
Institutions must ensure that the parties involved also acknowledge the
Government of Canada's contribution in their own communications with the public.
In its communications with the public, whether on its Web sites or in any of
its publications, an institution must not advertise the commercial products or
services of private‑sector participants. Information issued by an
institution about a collaborative arrangement and its participants must be
objective and factual, not promotional.
For the purpose of this policy, to ensure fair acknowledgement of contributors,
the simple display of a corporate name or logo in communication materials intended
for public dissemination in any medium does not constitute advertising.
A collaborative arrangement may include advertising or promotional efforts
involving the media as part of a communication strategy. However, such efforts
must not be the focus of partnering activities, but simply an aide to informing
the public about them. (See Requirement 23 for further direction on
advertising.)
In all partnering and collaborative arrangements, institutions must:
- analyse the public environment and take account of the
views, concerns and language preferences of citizens and stakeholders before
entering into an agreement;
- be mindful of public perceptions, avoid conflicts of interest,
uphold public trust and confidence in the impartiality and integrity of the Public
Service, and honour the value and reputation of public institutions;
- determine whether a proposed partnering or collaborative
arrangement constitutes an alternative service delivery initiative under the
Treasury Board's criteria for such and, if so, adhere to the Policy on
Alternative Service Delivery;
- ensure the deputy head is regularly informed of communication
plans and activities related to partnering and collaborative arrangements;
- integrate information about partnering and collaborative
arrangements into the institution's business and communication planning processes;
and
- communicate the results of collaborative
arrangements through normal audit, evaluation and performance reporting processes.
Institutions both issue and receive sponsorships arrangements in which one
party provides another with financial resources or in‑kind assistance to
support a project or activity of mutual interest and benefit. Like all
collaborative arrangements, sponsorships must be communicated in a manner that is
fair and equitable to each party.
Institutions must acknowledge their sponsors when communicating with the public
about a sponsored activity. Similarly, institutions must ensure sponsorship
recipients individuals, groups, companies or other governments acknowledge
the Government of Canada's contribution(s) to their activities.
Managers responsible for arranging or administering sponsorships must consult
with their head of communications, or his or her designate, before issuing or
accepting a sponsorship to ensure its compatibility with the government and
institution's communication goals. The institution's deputy head must be regularly
informed as well of communication plans and activities related to sponsorship
arrangements. Requirement 24(a)‑(f) also applies to
sponsorships.
Institutions must not accept a sponsorship from the private sector in exchange
for advertising the goods or services of the sponsor.
A sponsored project or activity may include advertising or promotional efforts
involving the media as part of a communication strategy. However, such efforts
must not be the focus of a sponsorship, but simply an aide to informing the public
about it. (See Requirements 23 and 24 for further direction on
advertising and partnering.)
Marketing assists in promoting an institution's policies, programs, services
and initiatives to the public. Institutions must integrate marketing with the
communications function. This ensures that promotional activities, whether in
support of specific market needs or broader policy objectives, advance the
communication goals of the government and the institution.
To ensure congruence with other communication activities, the head of
communications, or his or her designate, must review marketing plans and
strategies before they are implemented.
Like other communication activities, the design and implementation of marketing
initiatives, projects or campaigns must conform to the requirements of the Federal
Identity Program. Similarly, marketing efforts conducted through an
institution's Web site must conform to the requirements of the Treasury Board's Common
Look and Feel for the Internet: Standards and Guidelines.
In all marketing activities, institutions must comply with the Official
Languages Act and the Treasury Board's Official Languages Policy
Framework.
For marketing initiatives that involve advertising in any medium, the
advertising must be coordinated with PWGSC and PCO in accordance with established
procedures (see Requirement 23(a)‑(j)). For direction on marketing an
institution's sponsorships and collaborative arrangements, see Requirements 24 and
25 above.
Institutions must facilitate public access to their publications all
information materials, regardless of publishing medium, produced for public
dissemination or for limited circulation outside of government.
To ensure public access to government publications, and that statutory
requirements for government publishing are met, institutions must:
- maintain an index accessible to the public that
lists all of an institution's published works, free and priced publications as
well as co‑publications;
- forward the index of published and co‑published works
with regular updates to PWGSC for entry into the Government of Canada's central
publishing database;
- provide copies of published works to the Depository
Services Program, managed by PWGSC;
- comply with the statutory requirements to publish legal and
regulatory notices in the Canada Gazette, managed by PWGSC;
- notify PWGSC of publications they plan to produce for
sale;
- ensure that publications for sale are not comprised
primarily of information that otherwise must be provided free of charge as
described in Requirement 2;
- make publications available in multiple formats on
request, as stipulated in Requirement 1(e);
- ensure that published material in all formats meets
official language requirements and the design standards and requirements of the Federal
Identity Program;
- follow the bibliographic standards set by
Library and Archives Canada and ensure that publications in all formats are
assigned standard bibliographic reference numbers (International Standard Book
Numbers or International Standard Serial Numbers);
- provide two copies of all publications, in all
formats available and in both English and French, to the Depository Services
Program or directly to Library and Archives Canada in accordance with the Library
and Archives of Canada Act;
- ensure that publications available on their Web sites meet the
Treasury Board's Common Look and Feel for the Internet: Standards and
Guidelines;
- comply with the requirements of the Treasury
Board's Management of Government Information Policy and Common Services
Policy; and
- comply with the requirements of the Treasury Board's Contracting
Policy when contracting for printing, editorial, design or distribution
services.
Institutions must comply with the Copyright Act and ensure that the
ownership rights associated with works subject to copyright are fully respected in
all media applications.
Institutions must manage the administration and licensing of Crown copyright in
co‑ordination with Public Works and Government Services Canada. Institutions
must comply with the Treasury Board's Common Services Policy and Policy
on Title to Intellectual Property Arising under Crown Procurement Contracts.
Institutions also must comply with the requirements of the Federal Identity
Program with respect to Government of Canada symbols and identifiers protected
under the Trade‑marks Act.
The production, distribution and evaluation of motion picture films,
videotapes, television programs, interactive videodiscs, CD ROMs, audiovisual and
multimedia productions must be contracted through Public Works and Government
Services Canada. PWGSC ensures the integrity of the contracting process between
institutions and private‑ or public‑sector producers. It oversees
contracting, quality control and storage services, while institutions handle all
other aspects of project management.
All film, video, audiovisual and multimedia productions commissioned by
institutions must comply with the requirements of the Federal Identity Program
and the Treasury Board's Common Services and Contracting policies.
In accordance with the Library and Archives of Canada Act, copies of all
finished productions in film, video, compact disk, audiovisual and multimedia
formats must be deposited with Library and Archives Canada. Official language
requirements also must be met.
Communication materials and published information in all formats must be well‑catalogued
and securely maintained to ensure current as well as long‑term
accessibility.
Institutions must:
- ensure that communication records, documents and
materials in any format are maintained in compliance with the Library and
Archives of Canada Act;
- catalogue and describe their information holdings for use in Info
Source as required by the Access to Information Act and the Privacy
Act;
- maintain an internal library where copies of all
publications an institution issues, in all formats, are deposited to ensure long‑term
retention and access (in co‑ordination with Library and Archives Canada);
- maintain a current, comprehensive and well‑structured
identification or classification system or systems that provide effective means
for organizing and locating information, as required by the Treasury Board's Management
of Government Information Policy; and
- ensure that all requirements of the Treasury Board's Management
of Government Information Policy, Access to Information Policy, Government Security
Policy and Privacy and Data Protection Policy are met.
Institutions must provide their managers and employees at all levels with
orientation in the Communications Policy of the Government of Canada.
Incoming employees must be informed about the policy, and encouraged to
familiarize themselves with it, upon appointment.
Institutions must:
- foster professional development among communications
staff to ensure they are well versed in the current tools and techniques of
communications practice;
- plan for their communication training requirements, allocate
adequate resources for staff training and development, and evaluate the
effectiveness of training programs; and
- facilitate communications training for employees and
managers, particularly those responsible for program and service delivery who work
directly with the public, to assist them in developing the skills needed to be
effective communicators for their institution.
Under the Canadian parliamentary system, ministers are accountable to the Prime
Minister and to Parliament for presenting and explaining government policies,
priorities and decisions to the public.
Ministers, both individually and collectively as members of Cabinet, are the
principal spokespersons for the Government of Canada and its institutions. It is
their role to provide leadership in establishing the priorities and overall themes
of government communications.
Ministers:
- determine, together with their
respective deputy heads, their communication priorities, objectives and
requirements;
- approve the corporate
communication plans of the institutions they head;
- define the responsibilities of
ministerial staff with respect to communications; and
- establish, together with their
respective deputy heads, effective liaison between ministerial staff and
institutional heads of communications to ensure that the communication of policy
and operational initiatives is co‑ordinated, with particular attention to
media relations and participation in public events and announcements.
The Treasury Board of Canada is responsible for approving and promulgating
general administrative policy for the Government of Canada, in accordance with the
Financial Administration Act. Institutions subject to the FAA are
responsible, and their deputy heads are accountable, for meeting the requirements
of Treasury Board policies.
The Treasury Board of Canada Secretariat advises and supports the Board and its
President in the development, management and evaluation of administrative policy.
The Secretariat has key responsibilities for the Communications Policy of the
Government of Canada, which include:
- developing, evaluating and
reviewing government‑wide communications policy;
- advising institutions on policy
interpretation and application;
- monitoring policy implementation
and compliance;
- advising on the allocation and
management of funds for government advertising, which the Privy Council Office co‑ordinates
in conjunction with the Government Advertising Committee and the Cabinet, and
assessing, advising on and processing TB submissions from institutions to release
funding for approved advertising initiatives;
- assessing performance and results,
and ensuring effective resource and expenditure management related to the
communications function;
- directing, co‑ordinating and
monitoring implementation of the Federal Identity Program; and
- designating, in collaboration with
the Privy Council Office, lead institutions to develop communications policy
requirements, guidelines and procedures for the approval of the Treasury Board as
required.
The Cabinet, supported by designated Cabinet committees, sets and monitors the
government's strategic communications direction and provides day‑to‑day
co‑ordination for the implementation of the government's agenda. It ensures
that emerging issues are managed effectively throughout the government and acts as
the gatekeeper for policy and legislative proposals. It sets policy direction and
funding allocations required for Treasury Board to release funds for advertising
contracts based on the Government Advertising Plan. The Privy Council Office
advises and supports the Cabinet, helping to set and manage its agenda, and
develops the Government Advertising Plan.
The Privy Council Office (PCO) has a central role in the co‑ordination
and management of government communications, as determined by the Prime Minister
and Cabinet. It is responsible for:
- advising Cabinet and its
committees, as well as PCO senior management and institutions across the
government, on communication issues, themes and strategies;
- supporting and monitoring the
implementation of Cabinet decisions across government, particularly with respect
to communications;
- collecting and analyzing
information on the public environment in order to advise the Prime Minister,
ministers and institutions on public policy issues;
- providing institutions with
advice and support in communications planning and management;
- advising institutions on
communication issues related to the planning, management and evaluation of
policies, programs, services and initiatives;
- co‑ordinating and
supporting the planning of horizontal or government‑wide communications, by
designating lead institutions and assigning special responsibilities;
- chairing the Government Advertising
Committee, developing and monitoring the Government Advertising Plan, and
recommending funding allocations under the Advertising Plan to Cabinet or its
designated committee;
- improving government
communications in all regions of Canada, co‑ordinating regional
communication activities involving multiple institutions, working with regional
communications managers and the regional councils of senior Government of Canada
officials in the provinces and territories;
- facilitating the exchange of
information among institutions; and
- providing, in collaboration with
the Treasury Board of Canada Secretariat, government‑wide leadership for the
continuous development of the communications community within the Public Service
of Canada.
For the purpose of this policy, deputy heads include all deputy ministers
appointed to the government departments listed in Schedule I, and the appointed
heads of all institutions listed in Schedules I.1 and II, of the Financial
Administration Act.
Deputy heads lead, and are responsible for, the overall management of
communications and its integration with other key functions, particularly policy
and program management. They champion an institution's internal communications.
Deputy heads are accountable to:
- their ministers, for ensuring the
government's communication priorities and requirements are met;
- the Clerk of the Privy Council,
for ensuring that their institutions' communications fully reflect government‑wide
policies, themes and priorities, and that the communications function is fully
integrated into the planning, management and evaluation of policies, programs,
services and initiatives; and
- the Secretary of the Treasury
Board, for implementing this policy within their institutions and for carrying out
related directives, instructions or administrative procedures that the Secretary
may issue from time to time.
Deputy heads must ensure that any instructions issued by the Clerk of the Privy
Council, and all relevant Cabinet decisions, concerning communication priorities
of the Government of Canada are fully implemented.
Deputy heads must ensure that the requirements of the Communications Policy
of the Government of Canada are fulfilled in all operations of the
institutions they lead, both within Canada and abroad. This includes ensuring that
institutions manage both internal and external communications according to the
values and principles expressed in the policy.
An institution's deputy head shall designate a senior official, referred to
herein as the head of communications, to support the deputy head in the
implementation and application of this policy.
The head of communications is the senior official designated to support the
deputy head in co‑ordinating and directing their institution's
implementation of this policy.
Heads of communications are members of senior management and report directly to
deputy heads. They are accountable to deputy heads for managing the communications
function, as described in Appendix B of this policy, both at the
headquarters and in the regional offices of institutions. They are also
accountable for ensuring that the corporate identity requirements of the
Government of Canada, as determined by the Federal Identity Program, are
adhered to in all applications.
Heads of communications manage corporate identity, advertising, publishing,
marketing, environment analysis, public opinion research, media relations, event
participation, and other communication activities. They oversee an institution's
Web content to ensure it meets communication standards. They also manage
horizontal communication issues and priorities that involve a number of government
institutions as identified and co‑ordinated by the Privy Council Office.
Heads of communications and communications staff are actively involved in the
planning, management and evaluation of policies, programs, services and
initiatives providing communications advice and support in all phases of
operation.
The head of communications must ensure that the activities of an institution's
communications staff, at headquarters and in regional offices, conform to the
requirements of this policy regardless of reporting relationships or placement
within organizational structures.
Communications staff carry out all duties associated with the communications
function. Advocating on behalf of those who will or should receive information,
communications staff ensure the clarity and utility of information for the end
user. They work collaboratively with other key personnel (as noted in Subsection 7
below) providing communications advice and support.
The communications function is a shared responsibility that requires the
support, co‑operation and interaction of various personnel throughout an
institution. Policy advisers, program managers and other functional specialists
analysts, researchers, human resource officers, access to information and
privacy co‑ordinators, marketing specialists, information technologists, Web
masters, graphic artists, librarians, receptionists and call‑centre staff
must carry out the requirements of this policy in all aspects of their work.
Their supervisors must ensure that the head of communications, or his or her
designate, is consulted on all activities and initiatives involving communication
with the public or which have implications for an institution's internal
communications.
Such personnel must participate actively in the planning, co‑ordination
and implementation of an institution's communications, including the use of new
technologies. Their co‑operation is required to ensure sufficient resources
for communications are allocated within operational budgets. Active working links
and ongoing liaison with communications staff are imperative to ensure that an
institution's communication needs, both domestic and international, are fully
accounted for and addressed in all program and policy activities.
Collaboration among policy advisers, program managers, analysts, researchers,
marketing specialists and communications staff ensures that public needs and
concerns are
routinely identified and addressed in the planning, management and evaluation of
policies, programs, services and initiatives. It also ensures that the
communication goals and priorities of the government are consistently and
coherently reflected in programs and services.
Collaboration between specialists in human resources and communications staff
ensure that an institution's internal communication requirements are met.
Collaboration among information technologists, Web masters, call‑centre
operators, graphic artists and communications staff ensures that proposed
activities or methods of communication are technically feasible and practical.
Librarians assist institutions in providing public access to information and in
organizing and retaining published materials in all formats according to
internationally accepted standards. Librarians play an active role in every phase
of the information life cycle, from assistance to authors and editors, to
publication management and dissemination, ensuring current and long‑term
access to government information, and preserving the nation's published heritage.
Co‑operation with access to information and privacy (ATIP) co‑ordinators
or advisers is also required. Such personnel ensure that the appropriate
institutional officials are informed in a timely manner of information that is
being disclosed to the public. Communications staff assist ATIP co‑ordinators
as needed to ensure that requests under the Access to Information Act are
promptly and fully addressed in accordance with the legislation.
Public Works and Government Services Canada (PWGSC) operates as a common
service agency for the Government of Canada. It provides institutions with various
mandatory and optional information services to ensure that government
communications are well‑integrated and cost effective pursuant to Treasury
Board policies.
PWGSC co‑ordinates contracting services with institutions to ensure
consistent and efficient delivery of government communications. It ensures the
integrity of the government contracting process for advertising and public opinion
research, for publishing and electronic media monitoring, for film, video,
audiovisual and multimedia productions, and for fairs and exhibitions.
As well as managing the contracting process for professional advertising
services, PWGSC manages the contract with the government's Agency of Record.
Institutions procure media space for advertising through the Agency of Record.
PWGSC also provides advisory services to institutions and maintains the
Advertising Management Information System (AdMIS), which documents the advertising
activities of institutions throughout the government and forms the basis for
annual reporting on such activities.
In its role as the government's technical and co‑ordinating authority for
public opinion research, PWGSC advises institutions on their research plans and
strategies, and maintains standing offers and other tools to facilitate the
purchase of research services. As well as depositing final reports on research
findings with the Library of Parliament and with Library and Archives Canada,
PWGSC publishes an annual report on the government's research activities and
manages a Web‑based database that is used to co‑ordinate public
opinion research activities throughout the Government of Canada.
Representing the Queen's Printer for Canada, PWGSC is responsible for the
administration of Crown copyright and the management of priced publications
throughout the Government of Canada.
In accordance with the Statutory Instruments Act and Regulations,
the Queen's Printer is also responsible for publishing the Canada
Gazette,
the official newspaper of the Government of Canada. PWGSC provides a common
service co‑ordination role to government institutions required by statute to
publish in Part I of the Gazette.
PWGSC also maintains the Government of Canada's central publishing database and
acts as a central warehouse and distribution channel for the priced publications
of government institutions. It manages the Depository Services Program as
well.
Facilitating public access to government information and electronic services,
PWGSC manages 1 800 O‑Canada and the government's primary site on the
Internet, the Canada Site portal. It also manages Publiservice, the
government's intranet site for public service managers and employees. It also
assists institutions and the government in monitoring the public environment.
To ensure sound financial management and the consistent application of Treasury
Board policies and directives, PWGSC provides to the Treasury Board of Canada
Secretariat, as required, information and advice on the allocation of expenditures
in contracts for communication services.
Library and Archives Canada is the permanent repository of the Government of
Canada and its institutions. Preserving published and unpublished information for
current and future generations, the agency works to ensure that government
information is available and accessible to decision makers and the public both in
the immediate and long‑term. It works with institutions to preserve the
nation's published heritage.
Under the Library and Archives of Canada Act, institutions are required
to deposit all newly published material in various formats with Library and
Archives Canada. The agency manages the redistribution of library materials
institutions have declared surplus. It is responsible for co‑ordinating
government library services, and for providing them with leadership and direction.
Library and Archives Canada also has audit and evaluation responsibilities with
respect to the materials institutions publish. It monitors whether published
material in all formats is deposited with an institution's internal library as
well as with Library and Archives Canada. It also monitors the management of an
institution's published material, and reports and advises on its long‑term
access and preservation in all formats.
Library and Archives Canada has a lead role in facilitating the management of
information in government institutions. It performs this role in close
collaboration with the Treasury Board of Canada Secretariat and Public Works and
Government Services Canada.
The Treasury Board of Canada Secretariat will monitor and evaluate
implementation of this policy throughout the Government of Canada. Evaluations
will be conducted by the Secretariat to assess the effectiveness of institutions
in meeting the policy requirements and to assess the effectiveness of the policy
in helping the government to meet its objectives.
Evaluation findings will contribute to a formal review of this policy to take
place within five years of its effective date. Evaluations of communications
management by institutions will also inform the policy review and provide input to
the development of best practices in this area. In monitoring and assessing the
effectiveness of communications management practices, the Secretariat and
institutions will conform to the Treasury Board's Policy on Active Monitoring,
Evaluation Policy and Internal Audit Policy.
The Secretariat will monitor compliance with all aspects of this policy in a
variety of ways that can include media and parliamentary scanning, tracking
information requests and correspondence, Web site navigation, and examining
communication plans, strategies, reviews, audits, evaluations and related
documents (as shown in Table 1 below). Investigative reports and special studies
by the Office of the Auditor General of Canada, the Office of the Commissioner of
Official Languages, the Office of the Privacy Commissioner and the Office of the
Information Commissioner may also be reviewed.
The Privy Council Office will monitor the implementation of Cabinet direction
on communications by reviewing communication plans and through ongoing liaison
with institutions.
Table 1
Policy Requirement
|
Monitored Plans and Activities
|
8(a)‑(f)
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Public opinion research plans, contracts and reports.
|
10
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Plans and strategies for communicating risk.
|
11
|
Plans and strategies for crisis and emergency communications.
|
13
|
Corporate communication plan, periodic reviews and updates.
|
13(c)‑(m)
|
Communication plans and strategies for policies, programs, services and
initiatives. Audit and evaluation plans and reports.
|
14
|
Communication plans in Memoranda to Cabinet and Treasury Board
submissions.
|
19
|
Media plans and strategies.
|
21
|
Plans for public events and announcements.
|
22
|
Exposition plans for fairs and exhibitions.
|
23(a)‑(j)
|
Advertising plans, contracts, pre‑testing and evaluations.
|
24
|
Plans and agreements for partnering and collaborative arrangements.
|
24(f)
|
Audit and evaluation reports for collaborative arrangements.
|
25
|
Sponsorship plans and agreements, audit and evaluation reports.
|
26
|
Marketing plans and strategies.
|
27(e)
|
Publishing plans for priced publications.
|
31(b)
|
Communication training plans for managers and employees.
|
As stated in the Policy Requirements, institutions must co‑ordinate
certain communication activities with Public Works and Government Services Canada (PWGSC) or with the Privy Council Office
(PCO). To ensure efficient co‑ordination,
institutions must follow all administrative procedures established for these
activities, listed in Table 2 below.
The Secretary of the Treasury Board issues mandatory administrative procedures
supporting the policy requirements. Such procedures are developed with the support
and advice of PCO and PWGSC, which co‑ordinate their administration with
institutions.
Copies of all relevant procedures institutions must follow under this policy
are available through the responsible centre(s) shown below.
Table 2
The Secretary of the Treasury Board issues guidelines from time to time to
assist institutions in applying this policy and in adopting best practices in
various areas of government communications. Institutions must familiarize
themselves with these guidelines, which are published as annexes to this policy (see page 42 for a complete listing).
This policy must be read and applied in accordance with the laws of Canada.
Legislation of particular importance to government communications includes the:
Access to Information Act
Canadian Charter
of Rights and Freedoms
Canadian Multiculturalism Act
Copyright Act
Emergency Preparedness Act
Financial Administration Act
Library and Archives of
Canada Act
Official Languages Act and
Regulations
Personal Information
Protection and Electronic Documents Act
Privacy Act
Publication of Statutes Act
Statutory Instruments Act and
Regulations
Trade‑marks Act
Treasury Board policies, guidelines and procedures derived from these statutory
provisions set out requirements with respect to communications.
This policy must be read and applied in conjunction with the following
administrative policies of the Government of Canada issued by the Treasury Board:
Access
to Information Policy
Common Look and Feel
for the Internet: Standards and Guidelines
Common
Services Policy
Contracting
Policy
Evaluation
Policy
Federal
Identity Program
Government
Security Policy
Integrated
Risk Management Framework
Internal
Audit Policy
Management
of Government Information Policy
Management
of Information Technology Policy
Official
Languages Policy Framework
Policy
on Active Monitoring
Policy
on Alternative Service Delivery
Policy
on the Use of Electronic Networks
Policy
on Title to Intellectual Property Arising under Crown Procurement Contracts
Policy
on Using the Official Languages on Electronic Networks
Privacy
and Data Protection Policy
Institutions must direct any questions about this policy to their respective
heads of communications, who in turn may contact the Treasury Board of Canada
Secretariat regarding its application and interpretation.
Guidelines (Lignes directrices) information, usually in the
form of best practices, intended to help institutions carry out government policy
efficiently and effectively. Guidelines are not mandatory with respect to the
policy they support.
Institutions (Institutions) includes, for the purpose of this policy, all
departments, agencies, boards, councils, commissions and other bodies identified
in Schedules I, I.1 and II of the Financial Administration Act.
Policy (Politique) provides authoritative direction to
government institutions on a given subject and determines the discretion for
making decisions regarding that subject.
Policy requirements (Exigences de la politique) the specific actions
that institutions must take to achieve the Policy Objective and to promote the
fundamental principles outlined in the Policy Statement.
Procedures (Procιdures) support a policy by describing
routine operations that institutions must carry out.
Communications are central to the work and management of the Government of
Canada. As a function of good management, open and proactive communication ensures
that the public receives government information, and that the views and concerns
of the public are taken into account in the planning, management and evaluation of
policies, programs, services and initiatives.
Government communications represent a vital public service that involves both
providing information and listening to the public. To develop policies, programs
and services that meet the needs of a diverse public, the government must
understand the environment within which it operates and respond to the concerns of
the public in relevant and useful ways. This includes communicating in the
official language of a person's choice, and producing information in multiple
formats to accommodate diverse needs.
Communications entail more than simply providing or receiving information. The
manner in which information is exchanged is also important. The quality and
timeliness of the transaction has an impact on the value of the information and
the credibility of its source.
Communications within the Government of Canada is a shared responsibility
involving officials and employees at all levels. Effective policy and program
development and administration requires co‑operation and co‑ordination
throughout the government: among ministers, senior officials, policy advisers,
analysts, program managers, communications staff, specialists in human resources,
information technologists, Web masters, graphic artists, researchers, marketing
specialists, access to information and privacy co‑ordinators, librarians,
receptionists, call‑centre staff and others.
Co‑operation and co‑ordination between institutions are also
necessary to better serve and inform the public. It ensures that government themes
and priorities are clearly and consistently reflected in the information and
messages communicated to Canadians at home and abroad.
In budgeting for and delivering communication services, it is essential that
all elements of the communications function be properly resourced. Sufficient
resources must be allocated to all local, regional, national and international
operations to ensure the requirements of the Communications Policy of the
Government of Canada are fulfilled.
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 analyzes 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 practises 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 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;
- 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.
Best practice guidelines in various areas of communications management will be
developed over time and published as annexes to the Communications Policy of
the Government of Canada.
The Treasury Board of Canada Secretariat will notify institutions as each set
of guidelines becomes available.
Listed below are 17 subject areas for which guidelines are planned:
- Advertising
- Crisis and Emergency Communication
- Environment Analysis
- Evaluation
- Events and Announcements
- Fairs and Exhibitions
- Internal Communication
- Internet and Electronic
Communication
- Marketing
- Media Relations
- Multiple Formats
- Partnering, Collaborative
Arrangements and Sponsorships
- Plain Language
- Planning, Management and Co‑ordination
- Publishing
- Regional Communications
- Risk Communication
|