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

Executive Group Benchmark - Number: 7-L-1

POSITION TITLE: Director General, Communications

GENERAL ACCOUNTABILITY

Is accountable for planning, delivering and evaluating all internal and external communications services and programs in the Department at the international, national and regional levels.

ORGANIZATION STRUCTURE

This is 1 of 17 senior executive positions at the first managerial level reporting to the Deputy Minister (DM). The others are the Commissioner, Coast Guard; Assistant Deputy Minister, Science; Assistant Deputy Minister, Industry Services; Assistant Deputy Minister, Fisheries Management; Assistant Deputy Minister, Policy; Assistant Deputy Minister, Corporate Services; General Counsel; Regional Directors General (5); and Executive Director, Fisheries Resource Conservation Council.

Specific functions of the positions reporting to the Director General, Communications, are as follows:

Director, Client Services, (staff of 19) is responsible for planning, organizing and providing communications strategic advice, services and planning, as well as client and stakeholder media relations.

Director, Operations, (staff of 23) is responsible for managing all activities related to corporate media relations, communications research, planning, external relations and issues management; and providing media relations and communications counselling and advisory services to the senior executives of the Department.

NATURE AND SCOPE

The Department develops and delivers policies and programs in support of Canada's economic, ecological and scientific interests in oceans and inland waters. The Department is responsible for developing and delivering operational programs and policies, standards, directives and cost-recovery services related to the legislated mandate of the Coast Guard; and managing major scientific and technical activities related to renewable fisheries resources and aquatic and oceans research and management programs of national and international consequence.

The Director General provides leadership in formulating corporate communications policies, strategies and tactics for the Department. A major challenge is to devise a national policy and planning framework that informs Canadians of the Department's mission and activities and provides the latitude that the sectors and regions require to liaise effectively with their clients and stakeholders. The Director General is the corporate executive responsible for ensuring that the corporate strategic vision is effectively reflected in the public communication initiatives of the sectors and regions. As functional manager, he or she integrates the program consultation activities of each sector and region into the Department's strategic communications plans.

The Director General establishes proactive, open and transparent consultative networks and processes for the Department and the federal government concerning the review of the public policy orientation for the federal fisheries and oceans mandate. The formulation of new and innovative ways to solicit participation and input from targeted and affected groups is critical to their success. The incumbent provides objective policy and program advice to the DM by ensuring that all positions and opinions of the key players are taken into consideration.

The Director General provides authoritative communications advice and services to the Minister, the DM and senior executives and manages proactive relations with domestic and international media who are often hostile to departmental or Canadian actions and proposals. The incumbent provides advice and strategies and produces the appropriate communications vehicles in highly sensitive situations. These issues often arise in a crisis situation, and the federal position must be produced within extremely tight deadlines. The incumbent also directs the evaluation of news coverage in the various media of all events and issues that are of significance to the Minister, the DM and senior executives in the Department, and recommends possible policies, programs or responses.

To assist the Minister, the DM, senior management and other federal stakeholders-such as the Prime Minister's Office, Cabinet Ministers, Members of Parliament, industry representatives and officials from other levels of government-in representing the federal and departmental positions with internal and external audiences, the Director General must determine the optimal strategic, business and operational plans for the national program and all facets of its operations, based on his or her strong knowledge of current and evolving policy, resource, funding and program issues. The incumbent must also be aware of current technological changes and their potential application to the delivery of the communications program and special initiatives.

The Director General fosters innovative approaches to creative services, such as advertising, publications, exhibits and audio-visual productions, and ensures that communications programs are evaluated on their effectiveness with target audiences. A major challenge is to raise Canadian awareness of the important role that the Department plays in advancing the government's socio-economic agenda with respect to the Department's mandate. The incumbent develops and implements a cohesive communications strategy to make this vision accessible, understandable and acceptable to Canadians and to Canada's international economic partners.

The Director General is a member of the Department's management committee and provides extensive advisory services to the DM concerning the agenda and issues to be discussed by the Department's executive committee. The incumbent provides authoritative advice to the Minister, the DM, their staff, the offices of Ministers and DMs of other federal, provincial and territorial departments, senior officials of the Department, and central agencies and other government departments, such as Foreign Affairs Canada, International Trade Canada, Human Resources and Skills Development Canada, Social Development Canada, Transport Canada, the Department of National Defence, Finance Canada and Indian and Northern Affairs Canada. The incumbent is the spokesperson for the Department with senior officials of the Communications Secretariat at the Privy Council Office, as well as senior representatives of domestic and foreign industry, foreign governments, international organizations, community groups, lobby and special interest groups and universities.

DIMENSIONS (Constant Dollars)

FTEs:	45
Operating budget:	$3.0 million
Department budget:	$313.5 million

SPECIFIC ACCOUNTABILITIES

1. Provides strategic advice and recommendations on proposed communications activities to the Minister, the DM, senior departmental officials and other senior federal spokespersons or officials from the public and private sectors acting in that capacity. Ensures full consideration of the appropriate public environments, as well as the interrelationship between the mandates, concerns and positions of the Department, the central agencies, other government departments, provincial and territorial governments and other domestic and international clients, stakeholders and partners.

2. Directs strategic and business planning processes for the national communications and consultation programs and ensures that the programs are well positioned to provide the required services and advice to clients and that their priorities, policies and management frameworks conform to those of the government.

3. Contributes to the formulation and development of the Department's strategic direction; brings to the attention of the Minister and senior departmental managers weaknesses in the coherence and integration of departmental priorities and their compliance with the positions of the Prime Minister's Office, the Privy Council Office and other government departments; and forecasts their probable impact on domestic and international clients, stakeholders and partners.

4. Identifies and plays a key role in developing the management strategies for major local, regional, national and international incidents and issues of considerable significance to Canada's fisheries and oceans and their resources; and directs the evaluation of the actions taken in order to determine follow-up initiatives.

5. Manages the communications program and its assigned resources in order to implement approved strategic and business plans, attain established goals and objectives, respect resource efficiency priorities and optimize use of evolving technology; and directs the planning, implementation, monitoring and evaluation of the Department's strategic, creative, advisory and operational communications activities and services, including internal communications and training on media relations.

6. Acts as designated spokesperson for the Department; establishes key consultative and intelligence networks with major domestic and international clients, stakeholders and partners; and oversees the development and conduct of major consultative processes and initiatives.

EVALUATION RATIONALE

Director General, Communications

KNOW-HOW

G	Mastery of professional knowledge of policies, principles and industry practices related to communications strategic planning, program design, research and analysis, advertising, publishing and exhibits; expert knowledge of legislation, fisheries management and scientific policies and programs of the Department; in-depth knowledge of the workings of the Minister's and the DM's offices; and in-depth knowledge of access to information policies.
III	Conceptual and operational management of a service-oriented unit requiring the integration and coordination of a variety of communications services across Canada.
3	Critical human relations skills required to advise the Minister, the DM and senior departmental managers on communications strategies, to deal with public information professionals and to motivate a group of highly qualified professionals.
700	Mid-range number reflects a broad knowledge of the organizational relationships and level of expertise required to manage diverse communications functions for multiple and complex national departmental programs.

PROBLEM SOLVING / THINKING

F	Thinking is done within government communications policies and departmental strategic program goals and directions.
4	Analytical and constructive thinking is required to translate the departmental strategic vision into effective communications strategies, to deliver appropriate communications products in a variety of locations in Canada, to respond to public concerns and to ensure the integration of communications strategies into the Department's business plans.
(57) 400	Higher percentage reflects the challenges associated with anticipating strategic communications needs and directions. The position is heavily involved in the Department's strategic decision-making process and is required to anticipate and to develop proactive communications strategies.

ACCOUNTABILITY / DECISION MAKING

F	Reporting to the DM, is expected to translate the Department's strategic vision and priorities into specific communications programs and services that influence the nature and delivery of departmental programs.
3P	The position has effective control over all communications and information operations. The proxy selected to represent these activities is the Communications Branch budget of $3.0 million (constant).
460	High number reflects the solid proxy and the influence of the position in the departmental decision-making process for policies and programs.

SUMMARY

GIII3

700

F4(57)

400

F3P

460

=

1560

A1

DIRECTOR GENERAL
COMMUNICATIONS
NUMBER: 7 - L - 1