Strategic Context

Looking Ahead

By looking at the next three years and beyond, the Public Affairs Bureau will establish goals and objectives that will see British Columbians, Canadians and citizens of the world well informed about the province’s policies, benefits, programs and services.

While continuing to support issues management and the use of traditional communications tools, the Bureau will work towards a new level of communications — one that balances reactive issues management with proactive communications messaging. There must be communications research, strategic planning, input into major submissions and policies so that proactive strategies can be developed. Given the competition in the market place to “attract the public’s eye and ear”, we must use new, innovative, ways to reach our target audiences whether at the grass roots of our communities or international investors.

Some of the strategies we will employ include:

• Supporting the development of resources in key areas of government such as health care, children and family development, the Olympics and strategic planning;
• Making information more accessible, timely and relevant through a variety of traditional and non-traditional means;
• Reaching out to ethnic communities/press and client of government programs and services (such as senior, small business operators, families, etc.);
• Making information more accessible in grassroots communities and to international media through innovative technologies and stakeholder relations;
• Communicating with British Columbians through both the use of traditional mechanisms (announcements, paid and earned media) but also by introducing new marketing approaches to ensure our messages are reaching citizens where they live (for example, partnerships with the public or private sectors to distribute info;
• Expanding use of e-services in support of cross-government initiatives and/or themes (for example, Achieve BC, ActNow BC, or the recently launched seniors site, etc.);
• Improving media access by introducing innovative electronic solutions (for example, the Olympic Media Initiative to showcase BC worldwide by allowing international media outlets access to download media files ensuring a reliable source of footage. This tool could be used beyond 2010 to provide international media with one-stop access to media files profiling British Columbia (economy, investors, tourists, climate, etc.)

There is an opportunity to achieve some very real gains using the power of communications to reach out to the grassroots of our communities and to strengthen our relationship with the media not only in the regional markets of British Columbia but across North America and around the world.

Much has been achieved over the last four years and British Columbia has a powerful story to tell. We will seek to balance the reactive and move towards becoming more engaged and proactive in telling this story of accomplishment across ministry lines, across the province and around the world.

Risks and Opportunities

Existing resources within the Public Affairs Bureau are more focused on issues management with some opportunities to engage in proactive communications planning. While issues management is critical to protecting the reputation of government, providing our key audiences with proactive and balanced information is key to enhancing public confidence and balance.

The ability to create proactive strategies which link to the Five Great Goals and straddle cross government priorities will be key to both the management of risk and taking full advantage of the skills reflected in the PAB team and opportunities to serve and inform citizens.