Appendix C1 - Benchmark Index by Function - Communications and Public Engagement

Executive Group Benchmark - Number: 8-L-1

POSITION TITLE: Assistant Deputy Minister, Communications and Consultations

GENERAL ACCOUNTABILITY

Is accountable for providing professional leadership for the design, development and implementation of frameworks, policies, programs and initiatives to guide and promote the effective management of communications and consultation functions and activities nationally and to enhance the Department's capacity for creating partnerships with portfolio partners to formulate cohesive communications strategies.

ORGANIZATION STRUCTURE

This is one of 12 management positions reporting to the Deputy Minister. The others are Assistant Deputy Minister, Research; Assistant Deputy Minister, Market and Industry Services; Assistant Deputy Minister, Strategic Policy; Assistant Deputy Minister, Farm Financial Programs; Assistant Deputy Minister, Corporate Management; Assistant Deputy Minister, Human Resources; Director General, Audit and Evaluation; Director General, Prairie Farm Rehabilitation Administration; Executive Director, Rural and Cooperatives Secretariat; Executive Director, Portfolio Coordination; and Corporate Secretary / Executive Assistant to the Deputy Minister.

Specific functions of the positions reporting to the Assistant Deputy Minister, Communications and Consultations, are as follows:

Director General, Strategic Communications Planning, (staff of 49) is responsible for developing and implementing a corporate strategic plan for the Minister, as well as strategic and operational communications plans for the Department's business lines and for the federal Rural Communications Program; advising senior managers on issues management; and developing and implementing a comprehensive intelligence gathering function.

Director General, Communications Operations, (staff of 55) is responsible for media monitoring and analysis, media and public relations, the corporate and rural exhibits and awareness programs, and the planning, production and evaluation of corporate publications; the administration of the Corporate Publishing Policy; and the management of dedicated communications services to the Department.

Director, Ministerial Services, (staff of 8) is responsible for planning, developing and delivering direct communications services and for providing support to three Ministers in the areas of event planning, speeches, newsletters, Internet sites and other communications products.

Director, Internal Communications, (staff of 8) is responsible for the leadership of internal communications through the development, influence, advancement and promotion of internal communications strategies.

Director General, Consultations,(staff of 32) is responsible for developing and implementing a comprehensive program of consultations with external stakeholders, including citizens, industry and consumers.

NATURE AND SCOPE

The Department's mandate is to promote the development, adaptation and competitiveness of the agriculture and agri-food sector, and to help the sector maximize its contribution to Canada's economic, social and environmental objectives through the provision of information, research and technology, and policies and programs that achieve security of the food system, the health of the environment and innovation for growth.

The agriculture and agri-food portfolio is complex and highly diversified. The incumbent is responsible for 37 acts and 6 commissions, agencies and Crown corporations, and for the administration and management of a number of programs that extend beyond the scope of its mandate.

In this context, the Assistant Deputy Minister (ADM), Communications and Consultations, provides corporate leadership for the development and implementation of two-way information and consultation frameworks, strategies, approaches and programs with respect to the public, the media, various stakeholder groups, Members of Parliament, Senators, other federal departments and other levels of government on the Minister's and the Department's mandate and mission, programs and initiatives. The incumbent directs the provision of support for communications and consultations advice, speech-writing services, and public opinion research to three Ministers, a Deputy Minister and other departmental officials.

As the Department's senior communications and consultations official, the ADM provides authoritative communications and consultations advice at the highest levels, including advising on the implications of changing legislation, policy, programs, and federal-provincial and international agreements. The ADM articulates the communications and consultation goals of the Department by ensuring that communications and consultative considerations are integrated into the Department's plans and strategies, taking into account the broader priorities of the Ministers and the government. The ADM manages the strategic planning of all departmental communications, including a corporate communication plan for the Minister's presentation to the Cabinet Committee on Communications and the Deputy Minister's internal communications plan. The incumbent assists the Department in meeting its objectives by ensuring that communications and consultation programs are developed and implemented to facilitate effective dialogue with a broad variety of communities of interest, including Canadians from all walks of life.

A key responsibility and challenge of the ADM is to direct the design and delivery of consultations, public opinion and environmental scanning programs and services in order to identify the information needs and the concerns of the general public and other stakeholders in the sector, as well as the needs and concerns of Canadians living in rural and remote communities and of stakeholders in the cooperatives sector. The ADM ensures that these needs and concerns are communicated to and understood by the appropriate officials and departments (the Rural Affairs portfolio encompasses programs and services delivered by over 29 federal agencies).

The ADM provides the consultation framework and communications strategies essential to support the federal/provincial Agricultural Policy Framework (APF), which establishes the vision for the Canadian agriculture and agri-food sector. The APF sets out common goals and an action plan based on the priority areas of renewal, environmental protection, innovation through scientific research, and maintaining safety net programs to offset the impacts of weather, disease and other factors beyond the control of farmers. Stakeholder consultation and support is a cornerstone of the APF, with input gathered on a wide range of issues across a broad spectrum of stakeholders, including producers, consumers, international trade partners, marketing boards, industry representatives, environmentalists and health professionals.

The ADM supports the Minister of State, Rural Development, and the Executive Director, Rural and Cooperatives Secretariat, in the coordination of conferences and the ongoing operation of the Rural Lens, activities that invite and facilitate the gathering of opinions and views of rural Canadians about federal programs and services. The ADM supports and assists the Rural Affairs Secretariat in gathering and disseminating information and intelligence on the needs, concerns and levels of satisfaction of Canadians living in rural and remote areas with regard to the policies, programs and services provided by the federal government through more than 29 federal departments and agencies. The ADM forges collaborative relationships with counterparts in the Minister's portfolio organizations, and with provincial and territorial governments to ensure that the Minister receives complete, consistent and timely information and advice on communications and consultations.

The ADM continuously reviews the currency and effectiveness of communications and consultation strategies and approaches to ensure that program objectives are achieved in a cost-effective manner. As a result of rapid changes occurring in the communications field (such as the use of on-line methods to build and maintain consultation networks), and new government initiatives (such as Government On-Line and e-business), the ADM is constantly challenged to adapt policies, practices and procedures and to ensure compliance with government-wide standards.

The ADM is a member of the Department's Executive Committee and contributes to the planning, development and management of departmental strategies, plans and priorities. The incumbent sits on a number of internal committees, boards and teams, and represents the Department's communications and consultation interests at interdepartmental meetings and at meetings with provincial and territorial governments, non-government organizations and external stakeholders.

DIMENSIONS (Constant Dollars)

FTEs:	156
Operating budget:	$2.7 million

SPECIFIC ACCOUNTABILITIES

1. Provides professional and managerial leadership in advising the Minister, the Deputy Minister and other senior officials on strategic communications and strategies to address the needs of the agriculture and agri-food sector and the broader rural affairs agenda of the government.
2. Directs a program of public consultations and public information polling through the use of various mechanisms to identify the needs, concerns and levels of public satisfaction with programs and activities that impact on stakeholders in the agriculture and agri-food sector and on the lives of Canadians living in rural and remote communities.
3. Ensures the development and implementation of effective communications plans, strategies and programs that will enhance public awareness and understanding of the programs offered by the Department and its portfolio partners and the issues facing the sector and the broader rural community.
4. Represents the Department in a variety of fora and serves as a senior departmental spokesperson with the media, senior executives in other federal organizations and provincial and territorial governments, and a variety of other officials.
5. Ensures the overall quality, timeliness and effectiveness of the full range of communications and consultation programs and services provided by the Branch to support the broad policy mandate of the Department and the Ministers.
6. As a member of the Department's Executive Committee, provides authoritative advice on the communications and consultation implications of changing legislation, policy, programs and federal-provincial and international agreements.

EVALUATION RATIONALE

Assistant Deputy Minister, Communications and Consultations

KNOW-HOW

G	Mastery of government policies and directions for communications and consultations, including media relations, promotions, public opinion assessment, and strategic communications and consultations planning; extensive knowledge of government policies and programs that have an impact on the agriculture and agri-food sector and on stakeholders, including the government's rural affairs agenda, and the policies, programs and services in rural and remote communities.
IV	Corporate direction and leadership in formulating and implementing communications and consultation programs, strategies and plans to integrate and advance government, departmental and portfolio communications objectives and service improvement initiatives.
3	Successful achievement of communications and consultations objectives hinges on the establishment and maintenance of effective interpersonal relations with the media (including editors of specialty scientific, health and consumer magazines), opinion leaders, parliamentarians and other stakeholders, and public servants at all levels in order to establish collegial working relationships and partnerships and to motivate and lead staff.
800	Lower number reflects the specialized focus on communications and consultations.

PROBLEM SOLVING / THINKING

G	Thinking within the concepts, principles and broad objectives in the development of communications and consultation strategies, plans and programs of the Department and government for the agriculture and agri-food sector and for the rural affairs program in order to positively influence the understanding and acceptance of departmental policy and program decisions and to support the Department's decision-making processes by providing intelligence and analysis on public perception and opinion of and satisfaction with programs and services offered.
4	Analytical, evaluative and constructive thinking to assess the impact of public opinion, stakeholder consultations, consumer trade and other inputs on the responsiveness of policies and programs to public demands, and of public understanding of and satisfaction with agriculture, agri-food and rural affairs in order to formulate recommendations, advice, strategies and programs in response to public demand or, alternatively, to positively influence public understanding and knowledge of programs and policy objectives.
(57) 460	Solid percentage reflects the challenges associated with the position's advisory role and enabling services, and with the development of plans, strategies and programs to support the activities of a largely scientific organization.

ACCOUNTABILITY / DECISION MAKING

G	Reporting to the Deputy Minister, the position receives general guidance on government objectives for communications and consultations. The work requires a high degree of independence in formulating communications and consultation strategies, plans and programs to support broad objectives across the portfolio.
3P	The position leads the development and implementation of the Department's communications program. The proxy selected to represent these activities is a budget of $2.7 million (constant).
608	Mid-range number recognizes the leadership role in developing frameworks, policies and programs, and the strength of the contribution that the position makes to the Department's achievement of results that meet the needs of a diverse range of stakeholders.

SUMMARY

GIV3

800

G4(57)

460

G3P

608

=

1868

A2

ASSISTANT DEPUTY MINISTER
COMMUNICATIONS AND CONSULTATIONS
NUMBER: 8 - L - 1