Amended Communications Policy takes effect

Over the past few months, the Communications Policy of the Government of Canada has been the subject of two separate reviews. The first review follows through on the government’s Federal Accountability Action Plan commitments involving the procurement of advertising and public opinion research. It also incorporates a past policy guidance on public opinion research issued on April 28, 2005, as well as  changes to government organization and machinery. These changes, following a decision taken by the Treasury Board, are in effect as of August 1, 2006, and are outlined in detail below.

The second review of the Communications Policy is part of Treasury Board’s Policy Suite Renewal Initiative. The goal of this initiative is to streamline and clarify policy requirements and to focus on the responsibilities of Deputy Heads. This review is currently the subject of government-wide consultations and will be implemented in early 2007.

Amendments Pursuant to the Federal Accountability Action Plan

A copy of the policy and related procedures amended pursuant to the Federal Accountability Action Plan is available on-line through the Treasury Board Secretariat’s Web site at: http://www.tbs-sct.gc.ca/pubs_pol/sipubs/comm/siglist_e.asp.

Amendments have been made to the following sections of the policy:

• Effective Date
• Policy Requirements 1, 8, 9, 18, 23
• Accountability 8, 9 and 10
• Procedures, Table 2

The policy amendments are detailed below to assist institutions in understanding these changes to Treasury Board requirements.

Effective Date

The amended Communications Policy of the Government of Canada took effect on August 1, 2006. It replaces the former policy that went into effect on April 1, 2002 and was later amended on November 29, 2004.

New public opinion research management process

The policy now requires institutions, within six months of the completion of fieldwork for public opinion research, to send copies of final reports to the Library of Parliament and Library and Archives Canada instead of forwarding them through Public Works and Government Services Canada (PWGSC). Reports must be submitted in both paper and electronic formats. Formerly, reports could be submitted in either format. Library and Archives Canada then posts executive summaries including links to contract information in both official languages on its Web site. Institutions are further required to share research results with PWGSC as well as other Government of Canada departments and agencies likely to be interested in the findings.

In compliance with the Federal Accountability Action Plan, the policy also requires the bidding process for government public opinion research to be open, fair and transparent.

The definition of public opinion research found in the Contracting Policy has been removed and incorporated in the Communications Policy, Requirement 8. Also incorporated is a principle from the former Policy on Management of Government Information Holdings that expired in April 2003and repeated in a policy guidance issued on April 25, 2005 stating that “institutions must not issue contracts or expend public funds for research on voting behaviour, the political party preferences of voters or party standings.”

New definition of advertising

The definition of advertising found in the Contracting Policy has been removed, amended in compliance with the Federal Accountability Action Plan and incorporated in the Communications Policy, Requirement 23. 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.» The new definition integrates the use of more target-focused paid media and excludes collateral materials such as counter displays, unpaid public service announcements, public relations that might be part of an integrated marketing-communication plan.

Requirement 23 has been amended to comply with the new wording of Part VII of the Official Languages Act concerning the duty of institutions to “ensure that positive measures are taken for the implementation” of the government’s commitments to enhance the vitality of official language minority communities.

The title of Foreign Affairs and International Trade Canada has been restored.

As with public opinion research, the policy requires the bidding process for advertising to be open, fair and transparent.

Policy procedures

The Communications Policy sets out mandatory administrative procedures that departments and agencies must follow to access certain communications services or to contract certain communications services listed in the Treasury Board’s Common Services Policy and Contracting Policy, for example public access (1 800-O-Canada, Canada Site, Publiservice), advertising or public opinion research services. The “Procedures” section in the amended policy contains Table 2, which lists activities co-ordinated with PWGSC, the Privy Council Office and now Service Canada.

The amended procedures also provide up-to-date information on all common services to help departments comply with Communications Policy operational requirements.

The new public opinion research process, particularly as it concerns planning and final reports, is explained in greater depth in Communications Policy Procedures – see “Procedures for planning and contracting public opinion research”.

The “Procedure for planning, contracting and evaluating advertising” includes added explanatory notes on activities related to advertising, public notices and final reports on pre-testing and post-campaign evaluations. The term “advertising agency” is replaced by “advertising services provider.”

Changes incorporated in the contracting and common services policies

The applicable sections of the Treasury Board Contracting Policy (section 16.13, “Contracting for advertising and public opinion research services”) and Common Services Policy (Appendices B and E) are being amended to reflect the transfer of the definitions of advertising and public opinion research from the Contracting Policy to the Communications Policy and the transfer of responsibilities from Public Works and Government Services to Service Canada. Both policies are available on the Treasury Board Secretariat Web site at: http://publiservice.tbs-sct.gc.ca.

Changes in government organization and machinery

A number of changes have been made to the organization and machinery of government since the 2004 Policy came into force, including the withdrawal of Bill C-32 to amend the Department of Foreign Affairs and International Trade Act and the transfer of certain PWGSC responsibilities. The Canada Site, 1 800‑O‑Canada line, consultations postings and Publiservice are now managed by Service Canada.

All references to PWGSC for these public access services have been deleted and replaced by Service Canada in all applicable sections of the amended Communications Policy (see Policy Requirements 1, 9, 18 and the Procedures section, Table 2).

The “Accountability” section in the amended policy describes the changed roles and responsibilities of PWGSC and Service Canada¾see 8, “Public Works and Government Services Canada” and 9, “Service Canada.” As a result, “Library and Archives Canada” becomes number 10.

Reminder about risk-based auditing

In compliance with the Policy on Internal Audits that came into force on April 1, 2006, deputy ministers and heads of agencies from all departments and agencies, large and small, must submit their activities and processes, including those that involve advertising and public opinion research, to risk-based audits.

Further information

Institutions requiring further information about the amended Communications Policy may contact: 

Michelle Shipman
Director, Communications Policy and Federal Identity Program
Strategic Communications and Ministerial Affairs
Treasury Board of Canada Secretariat
Telephone: 613-952-3963
E-mail: shipman.michelle@tbs-sct.gc.ca

Robert Bousquet
Senior Project Officer
Communications Policy and Federal Identity Program
Strategic Communications and Ministerial Affairs Treasury Board of Canada Secretariat
Telephone: 613-957-2536
E-mail: bousquet.robert@tbs-sct.gc.ca