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 Service Canada, 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.
Public opinion research is the planned gathering, by or for a government institution of opinions, attitudes, perceptions, judgements, feelings, ideas, reactions, or
views that are intended to be used for any government purpose, whether that information is collected from persons (including employees of government institutions),
businesses, institutions or other entities, through quantitative or qualitative methods, irrespective of size or cost.
The information gathering may be associated with a broad range of activities, for example: policy research; market research; communications research, communication
strategies and advertising research; program evaluation; quality of service/customer satisfaction studies; omnibus surveys, with the placement of one or more questions;
syndicated studies; or product development.
The following research and/or methods for obtaining opinions and/or advice are not considered to be opinion research: literature reviews or reviews of secondary
sources, including reviews of already conducted public opinion research; secondary analysis of previously collected public opinion research data; and verification of
performance of services or delivery of goods in contract situations.
In keeping with the principles of a non-partisan public service, institutions may not issue contracts or expend public funds for research on electoral voting
intentions, or political party preferences or party standings with the electorate.
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. The bidding process for government public opinion research must be open, fair and transparent. 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, within six months of the completion of public opinion research fieldwork, copies of final reports to the Library of Parliament and to Library and Archives
Canada.Reports must be in writing and provided in both electronic and paper copy format. Library and Archives Canada, in turn, posts executive summaries, including
links to contract information, in both official languages on its Web site;
- share research results with PWGSC as well as 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.
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 Service Canada 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 Service Canada;
- 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
Service Canada (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.
Government of Canada advertising is defined as any message, conveyed in Canada or abroad, and paid for by the government for placement in media such as newspapers,
television, radio, Internet, cinema and out-of-home.
Institutions must determine their obligations under Sections 11 and 30 of the Official Languages Act to
ensure compliance in all advertising. Moreover, institutions must ensure that positive measures are taken for the implementation ofthe 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 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. The bidding
process for government advertising must be open, fair and transparent;
- 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.
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