Communications Policy of the Government of Canada: Executive Summary

Application and authority

The Treasury Board of Canada has established the Communications Policy of the Government of Canada under the authority of the Financial Administration Act (FAA). It applies to all Government of Canada institutions identified in Schedules I, I.1 and II of the FAA. Other public institutions subject to the FAA, particularly Schedule III Crown corporations, are encouraged to apply the policy’s principles to their own communications management.

Commitments based on values

The objective of the policy is to ensure that communications across the Government of Canada are well co-ordinated, effectively managed and responsive to the diverse information needs of the public.

Supporting this objective are 10 policy commitments, based on Canadian and public service values. Through this principles-based policy, the Government of Canada has committed to:

Provide the public with timely, accurate, clear, objective and complete information about its policies, programs, services and initiatives.
Communicate in English and in French.
Ensure that institutions of the Government of Canada are visible, accessible and accountable to the public they serve.
Employ a variety of ways and means to communicate, and provide information in multiple formats that accommodate diverse needs.
Identify and address communication needs and issues routinely in the development, implementation and evaluation of policies, programs, services and initiatives.
Consult the public, listen to and take account of people’s interests and concerns when establishing priorities, developing policies, and planning programs and services.
Deliver prompt, courteous and responsive service that is sensitive to the needs and concerns of the public and respectful of individual rights.
Encourage public service managers and employees to communicate openly with the public about policies, programs, services and initiatives they are familiar with and for which they have responsibility.
Safeguard Canadians’ trust and confidence in the integrity and impartiality of the Public Service of Canada.
Ensure all institutions of the Government of Canada work collaboratively to achieve coherent and effective communications with the public.

Policy requirements

Actions expected of institutions to meet these commitments are described in the policy requirements. Here, the policy provides institutions with direction in 31 discrete areas of communications management. These include official languages, corporate identity, crisis and emergency communication, environment analysis, planning and evaluation, regional operations, internal communication, Internet and electronic communication, media relations, advertising, partnering and collaborative arrangements, sponsorships, marketing, publishing, training and professional development.

The policy promotes coherent, consistent communications within, between and among institutions — one government, speaking with one voice. It reinforces the principle of open communications — the government’s duty to inform; the citizen’s right to be heard. It underscores the need for institutions to support ministers as the government’s principal spokespersons and to assist their offices in planning for special events and announcements. It strengthens official language provisions, including advertising in media that serve official language minority communities. It provides direction for the effective management of partnerships and sponsorships. It bans commercial advertising on government web sites and in government publications. It strengthens provisions for communicating in multiple formats, for communicating effectively during crises and emergencies, and to be proactive rather than reactive in all communications.

To assure quality service in meeting the information needs of all Canadians, the policy supports and reinforces other government communications requirements set out in legislation and in Treasury Board policies. Examples include the Canadian Charter of Rights and Freedoms, the Official Languages Act, the Access to Information and Privacy acts, the Treasury Board’s Contracting and Common Services policies, and the Federal Identity Program.

Procedures and guidelines

Complementing the policy are 10 sets of procedures outlining the administrative steps institutions must follow to access mandatory common services from Public Works and Government Services Canada. Procedures have been established to contract advertising and public opinion research, for example, and for the administration of Crown copyright and other activities. Changes or additions to these procedures are issued under the authority of the Secretary of the Treasury Board.

The Treasury Board Secretariat also plans to publish 17 sets of guidelines — each addressing a specific area of communications management — to help institutions fulfil the requirements of the policy. Based on best practices, the guidelines are intended to serve as practical reference tools, providing examples of successful solutions and links to additional resources. TBS will notify institutions as each new set is published.

The function defined

The policy defines communications as a management function that is central to the work of government. It sees communications as a shared responsibility involving officials and employees at all levels. It calls for co-operation and co-ordination within and among the departments and agencies of the Government of Canada.

The communications function incorporates:

Effective and accountable management: Ensuring that communications are integrated into the business planning cycle and into all phases of policy, program and service development, management and evaluation.
Values and ethics: Communicating in a manner that affirms Canadian values of freedom, openness, security, caring and respect. Informing the public about policies, programs, services and initiatives in an accountable, non-partisan fashion that is consistent with the principles of Canadian parliamentary democracy and ministerial responsibility.
Listening and evaluating: Researching and analyzing public issues and the public environment to help identify and assess the wants, needs and views of Canadians with respect to existing or proposed policies, programs, services and initiatives. Maintaining open communications with the public and developing proactive strategies to assess and address public concerns.
Meeting diverse needs: Preparing and disseminating information via all forms of media. Advocating for clarity and utility for the end user. Communicating in English and French. Recognizing the diverse nature of Canadian society and ensuring that communications are fair, balanced and representative.
Outreach: Fostering feedback and enhancing public access to policies, programs and services. Building and maintaining communication partnerships to help meet the diverse information needs of Canadians and to achieve government objectives. Planning, co-ordinating and promoting the government’s participation in public events.
Corporate identity and visibility: Helping Canadians recognize the activities of their government and its institutions through clear and consistent identification. Ensuring appropriate use of official symbols, as prescribed by the Federal Identity Program.

Roles and responsibilities

The policy identifies the roles and responsibilities of ministers, deputy ministers and agency heads, heads of communications and other government officials, as well as those of key institutions: the Treasury Board of Canada and its Secretariat, the Cabinet, the Privy Council Office, Public Works and Government Services Canada, Service Canada and Library and Archives Canada.

Ministers are the principal spokespersons for the Government of Canada. They provide leadership in establishing communication priorities and themes. They approve the corporate communication plan of the institutions they head. In consultation with their deputies, they determine their institution’s priorities, objectives and requirements.

The Treasury Board of Canada sets general administrative policy for the Government of Canada. The Board’s Secretariat advises institutions on policy interpretation and application, monitors implementation and compliance, and assesses performance and results. It administers the communications policy and directs implementation of the Federal Identity Program.

The Cabinet, supported by designated Cabinet committees, sets and monitors the government’s strategic communications direction and provides day-to-day co-ordination for the implementation of the government’s agenda. It ensures that emerging issues are managed effectively throughout the government and acts as the gatekeeper for policy and legislative proposals. It sets policy direction and funding allocations required for Treasury Board to release funds for advertising contracts based on the Government Advertising Plan.

The Privy Council Office (PCO) advises and supports the Cabinet, helping to set and manage its agenda, and develops the Government Advertising Plan. PCO has a central role in the co-ordination and management of government communications. It advises the Cabinet on communication issues and strategies, monitors the implementation of Cabinet direction, collects and analyzes information on the public environment, chairs the Government Advertising Committee, and supports horizontal or government-wide communication efforts.

Deputy ministers and agency heads are responsible for the overall management of the communications function and for its integration with other management functions within their respective institutions, including those dealing with policies, programs and business planning. They oversee the development of the corporate communication plan and ensure their respective organizations fulfil the requirements of the communications policy. They review partnership and sponsorship arrangements, and champion internal communications.

Each institution has a head of communications responsible for co-ordinating and directing their institution’s communication efforts — both at headquarters and in the regions. Heads of communications are members of the senior management team and report directly to their deputy minister or agency head. They are accountable for managing the communications function, which includes the development of corporate communication plans. They manage corporate identity, advertising, publishing, marketing, environment analysis, public opinion research, media relations, special events planning and other communication activities described in the policy. Along with communications staff, they are actively involved in the planning, management and evaluation of departmental policies, programs, services and initiatives — providing communications counsel and support at every phase of an operation.

Public Works and Government Services Canada (PWGSC) operates as a common services agency for the Government of Canada. PWGSC co-ordinates the contracting process for advertising, public opinion research, and film, video and multimedia productions. It also co-ordinates electronic media monitoring, government publishing, and the participation of institutions in fairs and exhibitions. It administers Crown copyright and priced publications throughout the government.

Service Canada, a program from Human Resources and Social Development Canada, manages 1 800 O-Canada, the Canada Site on the Internet, and Publiservice, the government’s intranet site for public service employees.

Library and Archives Canada (LAC) works with other government institutions to preserve Canada’s published heritage. Under the Library and Archives of Canada Act, institutions are required to deposit newly published material with LAC, which also monitors institutional publishing programs to help ensure long-term access and preservation of publications.

Monitoring and assistance

The Treasury Board of Canada Secretariat (TBS) has developed various resource materials (including this executive summary) to help institutions transform the policy into practice. These are available through the TBS Publiservice site at:

http://www.tbs-sct.gc.ca/pubs_pol/sipubs/comm/siglist-eng.asp.

TBS will advise institutions of its plans to monitor the policy’s implementation and institutional compliance. A formal review of the policy will be conducted within five years of the policy’s effective date.

Questions about this policy should be directed to an institution’s head of communications or communications staff. If further assistance is required, the head of communications, or his or her representative, may wish to confer with TBS on policy issues.

For policy interpretation and advice to assist them in meeting Treasury Board requirements, heads of communications may contact the:

Communications Policy and Federal Identity Unit
Strategic Communications and Ministerial Affairs
Treasury Board of Canada Secretariat
Phone: 613-957-2533
Fax: 613-946-5187