DAOD 2008-5, Public Affairs Planning and Program Delivery

Table of Contents

1. Introduction
2. Definitions
3. Overview
4. Public Affairs Planning
5. Public Affairs Program Delivery
6. Responsibilities
7. Guidelines
8. Guideines - Annual Public Affairs Planning Process
9. Guidelines - Annual Strategic Public Affairs Plan
10. Guidelines - Template for Operational Public Affairs Plan
11. Guidelines - Template for Issie- and Event-Specific Public Affairs Plans
12. References

1. Introduction

Date of Issue: 1998-01-30

Effective Date: 1998-03-01

Application: This is an order that applies to members of the Canadian Armed Forces (CAF) and a directive that applies to employees of the Department of National Defence (DND).

Supersession: CFAO 19-29, Internal Information Programs

Approval Authorities: This DAOD is issued under the authority of the Deputy Minister (DM) and the Chief of the Defence Staff (CDS).

Enquiries: Director General of Public Affairs (DGPA)

2. Definitions

advertising (publicité)

Advertising refers to all activities involved in purchasing space or time in media, including outdoor, transit and/or Internet advertising, etc.

Advertising includes the creative work associated with producing an advertisement, pre-testing advertising products or concepts, advertising research, post-evaluating advertising campaigns, and pre-producing public service announcements.

audio-visual and multi-media production (production de matériel audiovisuel et multimédia)

Audio-visual and multi-media production refers to all activities involved in selecting, commissioning, preparing and editing information using audio, visual and/or multi-media technologies.

Canadian Forces member (membre des Forces canadiennes)

A Canadian Forces (CF) member is a member of any component of the CAF, Regular or Reserve, unless the contrary is indicated.

corporate identity (image de marque)

Corporate identity refers to the manifestation of an institution and its activities, both to internal and external audiences. It is intended to provide the public with a clear and consistent identification of an institution to help the public recognize and gain access to its programs, products and services.

corporate internal communications (communications internes du MDN et des FC)

Corporate internal communications refers to all activities designed to inform CF members and/or DND employees of DND and CAF policies, programs, services, operations, issues and/or initiatives through major internal public affairs materials such as bulletins, newsletters and newspapers.

Corporate internal communications does not refer to the activities of officers or managers for the purpose of informing their staffs of unit or section developments, nor does it refer to internal communications that provide CF members and/or DND employees with corporate administrative direction.

imagery (imagerie)

Imagery refers to all materials that identify DND or CAF personnel, equipment and/or activities through the use of visual images.

operational public affairs plan (plan opérationnel d'affaires publiques)

Operational Public Affairs Plans are developed annually and articulate how DND and the CF intend to implement the Strategic PA plan across its different business lines, program areas, and operations. Operational Plans identify planned PA activities, and the resources required to implement these activities.

publication (publication)

Publications refer to print-based products that require selecting, commissioning, editing and/or preparing information for the purpose of informing internal or external audiences of policies, programs, services or operations.

publishing (édition)

Publishing refers to all activities related to preparing, producing and distributing a publication. It includes composing, editing, translating, formatting, laying out, illustrating, presenting artwork, typesetting, reproducing, microfilming, printing, mailing, as well as any activity related to promoting or selling of publication.

public affairs plan (plan d'affaires publiques)

Public affairs plans are specific documents that articulate the public affairs objectives, themes, approaches and activities required to support the implementation of a policy, program, operation or initiative, and/or to manage an issue or crisis.

public affairs research (recherche en affaires publiques)

Public affairs research refers to all activities related to assessing, analyzing and evaluating people's views, attitudes and opinions regarding the desirability, quality and/or effectiveness of an organization's policies, programs, operations and/or services. It includes all forms of public opinion research, public environmental analysis, public affairs product testing and evaluation, and public affairs program evaluation.

public affairs training (formation en affaires publiques)

Public Affairs training refers to all activities involved in the coordination, preparation, and delivery, by or on behalf of an organization, of education programs or instruction pertaining to the planning, management, and delivery of public affairs plans, programs, activities and materials.

strategic public affairs plan (plan stratégique d'affaires publiques)

The Strategic Public Affairs Plan is issued annually and provides overall direction for public affairs programs and activities in the DND and the CAF. The plan articulates objectives, corporate themes and major public affairs activities. It links governmental, ministerial, and DND and CAF public affairs priorities and goals to provide guidance for all operational public affairs planning activities.

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3. Overview

Context

3.1 Canadians expect and deserve value-for-money. As such, DND and CAF investments in public affairs (PA) must be prudent, cost-effective and add value to the efforts of the CAF and DND to serve Canadians and Canadian interests and values.

3.2 This involves:

1. delivering high-quality PA programs, materials and activities that inform the public of CAF and DND policies, programs, services, operations, activities and initiatives in a manner that is accurate, complete, objective, open within the law, timely, relevant and understandable;
2. ensuring that PA programs, materials and activities reflect the needs of their intended audiences and are consistent with modern Canadian values; and
3. directing PA investments to where they will contribute most to the achievement of CAF and DND priorities and to public understanding and awareness of what the CAF and DND do on behalf of Canadians.

3.3 To achieve these objectives, PA investments must be planned, managed and coordinated. PA resources must be allocated to maximize return on investments. PA materials must meet basic standards in terms of language quality, clarity, accessibility and availability. The CAF and DND must be visible, accessible and answerable to the public it serves.

3.4 To this end, this DAOD establishes requirements, procedures and guidelines for CF members and DND employees for PA planning and program delivery for major PA functional areas, including advertising, audio-visual and multi-media production, corporate internal communications, imagery, PA photography, PA research, publishing, and PA training.

Exclusions

3.5 This DAOD does not apply to:

1. files, memoranda, correspondence or office record systems;
2. maps, navigation charts, forms, or engineering or architectural drawings;
3. documents intended to provide DND employees or CF members corporate administrative direction concerning their duties and responsibilities;
4. technical data lists or design data list;
5. computer programs or print-outs not otherwise defined as a publication; or
6. Internet sites, presentations or products (see DAOD 2008-6).

4. Public Affairs Planning

Strategic and Operational Planning

4.1 The primary objectives of PA strategic and operational planning are to establish PA priorities and guide PA investments in order to support and advance the achievement of the DND and CAF mission.

4.2 To achieve these objectives, PA strategic and operational planning processes must be integrated with the overall strategic planning processes of DND and the CAF.

4.3 To this end, annual strategic and operational PA planning shall be consistent with and complementary to annual Defence planning guidance and direction, and shall be supportive of DND and CAF business planning.

Strategic PA Plan

4.4 DGPA shall develop a Strategic PA Plan each year to provide overall direction for DND and CAF PA programs and activities. It shall be:

1. developed in consultation with Commands, Group Principals, and the Minister's Office;
2. reviewed by Defence Management Committee (DMC); and
3. approved prior to implementation by the Minister.

Operational PA Plans

4.5 Environmental Chiefs of Staff (ECS) and Group Principals shall develop operational PA plans each year to identify the specific PA priorities, programs, and initiatives for their organizations for the coming year. Operational plans shall:

1. be consistent with and complementary to the annual Strategic PA Plan;
2. identify planned PA activities and the resources required to implement them;
3. be resourced from within Level 1 operating budgets; and
4. be submitted to DGPA so DGPA can prepare a corporate summary of planned DND and CAF PA investments and activities on an annual basis.

Corporate Summary

4.6 DGPA shall prepare a corporate summary of Command and Group operational PA plans each year, based on input from ECSs and Group Principals. The corporate summary shall:

1. provide a roll-up of planned DND and CAF PA investments;
2. be submitted to DMC for review to provide Commands and Group Principals with an opportunity to discuss best practices and identify potential areas of collaboration for major PA initiatives; and
3. be approved by the DM and CDS prior to the implementation of operational PA plans.

4.7 Approval to proceed with any PA program or activity follows DMC review and approval of the corporate summary of operational PA plans by the DM and CDS. PA investments that are not identified in approved operational PA plans must be approved by the responsible ECS or Group Principal, in consultation with DGPA, prior to any commitment of funds.

5. Public Affairs Program Delivery

Corporate Internal Communications

5.1 Internal communications is a responsibility of the DND and CAF chain of command. In fulfilling their responsibilities for internal communications, COs and DND managers shall:

1. incorporate internal communications into their PA plans;
2. allocate adequate resource to internal communications to achieve planned objectives;
3. include internal communications when implementing PA programs; and
4. support corporate internal communications programs, as required.

5.2 DGPA, with the support of the ECSs and Group Principals, shall be responsible for leading corporate internal communications. DGPA shall:

1. provide direction for internal communications planning in the annual Strategic PA Plan;
2. manage and maintain "The Maple Leaf," the national newspaper of DND and the CAF; and
3. coordinate the sharing and exchange of information concerning corporate policies, programs and initiatives across Commands and Groups.

Corporate Communications Standards and Guidelines

5.3 Under the leadership of DGPA, the Corporate Communications Management Committee (CCMC) shall develop and maintain DND and CAF Corporate Communications Standards: Audiovisual and Multimedia Production Standards and Guidelines for public communications and corporate internal communications.

5.4 The DND and CAF Corporate Communications Standards: Audiovisual and Multimedia Production Standards and Guidelines shall set DND and CAF standards and guidelines for:

1. audio-visual and multi-media production;
2. corporate identity and publishing;
3. major internal communications programs;
4. exhibits and expositions;
5. imagery and PA photography;
6. the Internet and Intranet; and
7. PA support to the film industry.

5.5 All DND and CAF public communications and major internal communications programs shall adhere to the DND and CAF Corporate Communications Standards: Audiovisual and Multimedia Production Standards and Guidelines.

Advertising, and Research

5.6 All federal departments and agencies must obtain a contract authorization number from the Advertising and Public Opinion Research Sector (APORS) of Public Works and Government Services Canada (PWGSC) prior to purchasing advertising or public opinion research services.

5.7 As DGPA is the only organization within DND and the CAF authorized to liaise with APORS for the purpose of obtaining APORS contract authorization numbers, CF members and DND employees shall:

1. submit advertising or public opinion research plans to DGPA prior to implementation; and
2. provide a copy of the findings of all PA research projects to DGPA to facilitate the sharing of public opinion research data among Commands and Groups, in accordance with Management of Government Information Holdings (MGIH) policy.

5.8 DGPA, in turn, shall assess and report on PA research findings on a regular basis.

Note - DND and the CAF shall never publish appointment notices via any form of advertising.

PA Training

5.9 PA training is essential to building and maintaining an effective PA capacity throughout the CAF and DND.

5.10 To this end:

1. all major training programs shall incorporate appropriate PA elements into their design and delivery (this specifically includes training programs for CAF recruits, leadership and management development, and pre-deployment training);
2. DND and CAF PA training activities shall be developed and managed in accordance with the Public Affairs Training Standards and Guidelines;
3. PA training programs and the PA elements of major CAF and DND training programs shall be approved by DGPA prior to their implementation; and
4. COs and DND managers at all levels shall ensure that CF members and DND employees within their areas of responsibility receive the PA training they require to complete assigned tasks in accordance with PA policies, orders and directives.

Approval

5.11 All DND and CAF PA programs, materials and activities shall be approved by:

1. the Minister, DM and/or CDS when they involve programs of a national scope or nature ;
2. the accountable ECS or Group Principal , when they involve programs of a Command or Group scope or nature;
3. the commander of an operation when they involve CAF operations in a deployed area; and
4. the accountable area, division, formation, wing, base or unit commander, as appropriate, when they involve programs of a regional or local scope or nature.

6. Responsibilities

Responsibility Table

6.1 The following table identifies the primary responsibilities for this instruction.

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7. Guidelines

Process Table

7.1 The following table outlines the annual strategic and operational PA planning cycle.

8. Guidelines - Annual Public Affairs Planning Process

9. Guidelines - Annual Strategic Public Affairs Plan

Introduction

9.1 Insert a brief introductory statement regarding the purpose of the plan (i.e., to provide direction for PA programs and activities within the CAF and DND for the upcoming fiscal year).

Planning Environment

9.2 Describe the planning environment, highlighting:

1. governmental, ministerial and DND and CAF priorities; and
2. the strategic linkages between them.

9.3 Describe the public environment, highlighting data concerning public attitudes, views and concerns regarding:

1. DND and the CAF generally;
2. DND and CAF priorities; and
3. issues related to DND and CAF priorities, policies, programs, services and operations.

Objectives

9.4 Identify strategic objectives for DND and CAF PA programs for the upcoming fiscal year.

Themes

9.5 Identify the themes around which DND and CAF PA programs should be designed.

Audiences

9.6 Identify the key audiences to reach through DND and CAF PA programs.

Priorities

9.7 Identify DND and CAF PA priorities to provide guidance to Commands and Groups on what is more or less important.

Provide strategic direction for PA programs at all levels - nationally, in the Commands, in the field, and operationally.

Products and Activities

9.8 Identify major PA initiatives from a corporate perspective, such as:

1. improving the quality of information available to the public on the role and mandate DND and the CAF;
2. parliamentary, media, stakeholder and community outreach;
3. etc.

Minister

9.9 Identify products and activities for the Minister.

Evaluation

9.10 Identify direction for undertaking PA performance measurement and evaluation activities, highlighting corporate evaluation activities that ECSs and Group Principals may wish to participate in.

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10 Guidelines - Template for Operational Public Affairs Plans

Organization

10.1 Insert name of organization (i.e., Land Force Command)

Priorities and Major Initiatives

10.2 Articulate the priorities of your organization from a Command or Group perspective; List and provide a brief overview of your Command or Group's major initiatives; and Specifically identify initiatives that will impact on the public environment, or may be of concern or interest to the public, DND employees and/or CF members.

PA Priorities, Programs and Activities

10.3 Articulate your organization's PA priorities and objectives for the current fiscal year, showing appropriate linkages to the annual Strategic PA Plan;

10.4 Articulate the themes around which your PA programs will be developed and delivered;

10.5 Identify your key audiences from a Command or Group perspective;

10.6 Identify and provide a brief description of the PA activities planned to support implementation your major initiatives and PA priorities, including any activities planned in the following functional areas:

1. advertising
2. audio-visual and multi-media production;
3. exhibits and expositions;
4. imagery and PA photography;
5. internal communications;
6. publishing;
7. PA research and evaluation; and
8. PA training.

10.7 Identify any PA programs or activities planned to support DND or CAF priorities.

Resourcing

10.8 Identify the direct costs of developing and delivering planned PA programs, materials and activities.

10.9 Ensure you include a Command or Group level summary of planned expenditures in each of the functional areas listed above (i.e., advertising, audio-visual, etc.) as well as planned expenditures for:

1. contracted PA services;
2. Internet development (from a content, design, and electronic publishing perspective only); and
3. public events, including public communications-oriented participation in trade shows.

10.8 Provide a macro-level summary of planned PA expenditures, identifying resource allocations for:

1. military PAOs (positions and ranks);
2. civilian salaries (dollar value); and
3. operations and maintenance(dollar value).

11. Guidelines - Template for Issue- and Event-Specific Public Affairs Plan/Communications Approach

Subject

Identify the specific issue, program, or event addressed by the plan.

Date

Draft Number

Aim

Identify the PA objectives to support implementation of the program or event, or manage the identified issue.

Background

Provide a brief description of the program, event or issue.

Activities

Identify the PA activities to support the program, event or issue management activities.

Products

Identify PA products and materials.

Minister

Identify for the Minister.

12. References

Acts, Regulations, Central Agency Policies and Policy DAOD

• Government Communications Policy, Treasury Board, 1996
• Federal Identity Program Manual, Treasury Board
• Management of Government Information Holdings Policy, Treasury Board
• DAOD 2008-0, Public Affairs Policy
• DAOD 6003-3, Records Management and Disposition Policy (proposed)
• DND and CF Corporate Communications Standard: Audiovisual and Multimedia Production Standards and Guidelines
• DND and CF Public Affairs Training Standards and Guidelines
• Support to Film Production Companies

Other References

• Official Languages Act
• Privacy Act
• Copyright Act