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
Total = 1868 A2
Assistant Deputy Minister, Communications And Consultations - Number: 8 - L - 1
Org chart of the ASSISTANT DEPUTY MINISTER COMMUNICATIONS AND CONSULTATIONS
Figure: 8 – L – 1 - Text version

Benchmark Number: 8 – L – 1

Assistant Deputy Minister, Communications And Consultations

The subject position is at the first managerial level reporting to the deputy head, and there are 11 peer positions at the same reporting level.

Reporting to the Assistant Deputy Minister, Communications and Consultations are 3 Directors General and 2 Directors.

Linear organisation chart:

Deputy Minister (Departmental deputy head)

  • 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
  • Corporate Secretary / Executive Assistant to the Deputy Minister
  • Assistant Deputy Minister, Communications and Consultations
    • 3 Directors General for :
      • Strategic Communications Planning
      • Communications Operations
      • Consultations
    • 2 Directors for :
      • Ministerial Services
      • Internal Communications

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
Total = 1560 A1
Director general, Communications - Number : 7 - L - 1
Org chart of the DIRECTOR GENERAL COMMUNICATIONS
Figure: 7 – L – 1 - Text version

Benchmark Number: 7 – L – 1

Director General, Communications

The subject position is at the first managerial level reporting to the deputy head, and there are 13 peer positions at the same reporting level.

Reporting to the Director General, Communications are 2 Directors.

Linear organisation chart:

Deputy Minister (Departmental deputy head)

  • 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
  • 5 Regional Directors General
  • Executive Director, Fisheries Resource Conservation Council
  • Director General, Communications
    • 2 Directors for :
      • Client Services
      • Operations

Executive Group Benchmark - Number: 5-L-1

Position Title: Director, Communications Analysis and Policy Development

General Accountability

The Director, Communications Analysis and Policy Development, is the lead for corporate strategic planning, organization and management of the Department's communications program; developing policy and operational frameworks; providing a wide range of communications products and services; and directing citizen engagement and public opinion research activities for the Department.

Organization Structure

This is one of four executive positions at the second managerial level reporting to the Director General, Communications. The others are Director, Business Communications; Director, Public and Parliamentary Relations; and Director, Marketing Communications.

Specific functions of the two managers reporting to the Director, Communications Analysis and Policy Development, are as follows:

Manager, Strategic Analysis, Planning and Advice, (staff of 7) is responsible for developing and implementing a communications management framework and strategic planning and advisory services; developing operational communications plans; coordinating an integrated, department-wide program of communications and public opinion research; developing citizen engagement strategies, advertising plans and stakeholder consultation strategies; and providing communications support services for special department-wide events and ministerial initiatives.

Manager, Corporate Communications Services, (staff of 12) is responsible for developing and delivering a program of external and internal corporate communications services, products and advisory services, including creative services, multimedia services, writing and editorial services, publishing services, and print production and distribution services; developing and implementing the annual corporate events strategy and plans; providing executive communications support services to the Minister, Deputy Minister and senior officials; planning, advising and coordinating communications support services for corporate events, such as trade shows, conferences and exhibitions; and researching, planning and implementing new communications technologies to ensure the continuous improvement of the departmental Internet, extranet and intranet sites, consistent with the overarching Government On-Line policies and directions.

Nature And Scope

The Department is large and highly decentralized, operating through a highly diversified headquarters with a number of distinct business lines and five large regional offices located across Canada. The Department works closely with other federal departments and agencies to ensure that the government carries out its activities in a manner that is sensitive and responsive to the needs of Canadians. The Communications Branch provides the Department and Minister with professional advice and counsel to ensure that the government's and Department's objectives and priorities are communicated and understood by employees, clients and Canadians in an effective and consistent manner.

It is in this context that the Director is responsible for developing and implementing the strategic management framework, policies and plans governing all communications advice, standards, programs and services for the Department in a comprehensive and integrated manner, consistent with government-wide communications policies and priorities. A major challenge for the Director is to lead the development and promotion of a new vision and branding for the Department, in collaboration with the Department's executive team.

The Director is responsible for providing leadership in the development of strategies and plans that focus on outreach activities and citizen engagement, including plans and approaches to ensure that effective consultations occur with Canadians, departmental clients and key stakeholder groups. A major challenge for the incumbent is to develop corporate communications strategies and plans that encompass the Department's commitment to client service, while addressing the unique communications requirements of each of the Department's business lines.

The Director is responsible for providing corporate leadership in developing communications strategies and plans to link the Department's communications objectives with government-wide priorities, such as the Service to Canadians, Sustainable Development, Greening Government, Modern Comptrollership and HR Modernization initiatives. The challenge is to ensure that communications regarding these government priorities are presented in a manner that gives them relevance in the context of the Department's business lines and to ensure that they are delivered in a targeted, coherent and timely manner.

The Director is responsible for developing and directing the Department's strategies, plans and activities with respect to public opinion research. In meeting this responsibility, the incumbent directs the design, commissioning and analysis of public opinion surveys, focus groups and studies to identify public and stakeholder reaction to departmental policy and program activities. The Director is also responsible for providing strategic advice and developing policies and procedures in support of client consultation and citizen engagement processes. The Director is accountable for providing advice and monitoring the consultation process conducted by client branches and ensuring that they integrate consultation and citizen engagement activities into their annual business planning process.

The Director is responsible for promoting, monitoring and ensuring departmental compliance with the Federal Identity Program and the government's Common Look and Feel standards.

The incumbent is accountable for planning, organizing and delivering a variety of communications support services, including communications planning services, creative writing services, multimedia strategy and product development services, text editing services, audiovisual and exhibition services, publishing services, print production and distribution services, and public opinion research planning and support services.

The Director is responsible for managing the development and implementation of the Department's Internet, extranet and intranet communications framework and structure to ensure that the Department maximizes the benefits of this strategic communications tool, that it develops client and citizen information portals so that they are easily accessible, and that it complies with government-wide Internet policy requirements. The Director represents the Department on the interdepartmental Internet committee at the Treasury Board Secretariat to ensure departmental coordination with this government initiative.

The Director consults with clients and establishes internal performance measures and criteria; and directs the evaluation, quality review and assessment of the communications programs and services under his or her responsibility to ensure continuous improvement.

The Director represents the Department to senior officials of central agencies, other government departments, other levels of government, the media, private sector organizations, associations, agencies, interest groups and the general public. The incumbent provides authoritative advice and recommendations to the Minister, Deputy Minister, Assistant Deputy Ministers, Directors General, and to the senior officials of other departments on appropriate strategies and interventions and on viable policy and program options.

Dimensions (Constant Dollars)
FTEs: 20
Operating budget: $317,000
Departmental FTEs: 13,000

Specific Accountabilities

  1. Directs the development of the Department's communications management and service delivery framework to ensure the implementation of an integrated and coherent approach to departmental and branch communications strategies, plans, standards and activities.
  2. Provides expert advice to the Minister, Deputy Minister, Assistant Deputy Ministers and other senior departmental officials regarding corporate communications strategies and plans.
  3. Directs the development, integration and implementation of Department- and government-wide communications initiatives, such as those in support of sustainable development.
  4. Provides corporate direction in the development and implementation of guidelines and procedures for evaluating communications programs and projects against planned objectives to ensure that all communications initiatives support the Department's and the government's strategic and operational goals and objectives.
  5. Directs the development of public opinion research strategies and methods to identify issues of public concern affecting the delivery of the Department's business services, and prepares analysis and assessments to brief senior management on survey results.
  6. Provides a comprehensive range of internal communications services, including creative writing services, multimedia strategy and product development, text editing, audiovisual and exhibition services, and publishing services to support the Department's internal and external communications requirements.

Evaluation Rationale

Director, Communications Analysis and Policy Development

Know-How

F
Extensive knowledge of theories and techniques in the field of communications (e.g. information services, media relations, audiovisual services and public opinion research) to provide corporate policy direction for the planning and delivery of a variety of communications services and products; broad knowledge and experience in developing strategic planning frameworks and in conducting consultations with stakeholder groups; and in-depth knowledge of central agency communications policies and key initiatives, such as Government On-Line and the Federal Identity Program.
III
Coordination and development of corporate policy frameworks impacting all aspects of the Department's communications program, and delivery of a variety of communications service programs across a large decentralized department with many diverse business lines and interest groups.
3
Reflects the importance of being able to work collaboratively with clients and special interest groups, to orchestrate consensus among a diverse range of stakeholders, and to manage and motivate staff.
528
Mid-range number reflects the solid degree of specialized communications knowledge required to plan and deliver Department-wide communications policies and programs, including stakeholder consultations, analysis and public opinion research, in a large and diversified department.

Problem Solving / Thinking

F
Thinking is done within the government's and Department's strategic objectives, principles and goals as they relate to the communications function in order to develop and implement tailored departmental communications strategies, policies, plans and tools that are appropriate to the unique audience requirements for each business line and for the Department's employees.
4
Analytical, evaluative and interpretive thinking required to conceptualize and implement policies, plans and strategies to improve the relationships and synergies between the Department and various client and stakeholder groups.
(50) 264
Solid percentage reflects the requirement to develop new policy and approaches in the delivery of communications in the Department, within the context of broad departmental and government-wide communications policies and objectives.

Accountability / Decision Making

E
Reporting to the Director General, Communications, develops and recommends new policy directions and strategies, and manages communications programs that contribute directly to the success of the Department.
2P
Primary impact on the activities of the Division as represented by an annual budget of $317,000 (constant).
230
Highest number reflects the strength of decision making the position has as the departmental focal point, with respect to the development of new communications policy, consultation strategies, programs and services that impact on the reputation and image of the Department. Information obtained by stakeholder consultations and other outreach activities impact on the structure and scope of programs and services provided by the Department.

Summary

FIII3 528
F4(50) 264
E2P 230
Total = 1022 P1
Director Communications Analysis And Policy Development Number: 5 - L - 1
Org chart of the DIRECTOR COMMUNICATIONS ANALYSIS AND POLICY DEVELOPMENT
Figure: 5 – L – 1 - Text version

Benchmark Number: 5 – L – 1

Director, Communications Analysis and Policy Development

The subject position is at the second managerial level reporting to the Director General, Communications, and there are 3 peer positions at the same reporting level.

Reporting to the Director, Communications Analysis and Policy Development are 2 Managers.

Linear organisation chart:

Director General, Communications

  • Director, Business Communications
  • Director, Public and Parliamentary Relations
  • Director, Marketing Communications
  • Director, Communications Analysis and Policy Development
    • 2 Managers for :
      • Strategic Analysis, Planning and Advice
      • Corporate Communications Services

Executive Group Benchmark - Number: 4-L-1

Position Title: Director, Public Affairs

General Accountability

Is accountable for providing advice and communications expertise on all aspects of the Department's external communications to enhance the profile of the Minister and to increase the Canadian public's understanding of sustainable development and the responsible use of Canada's minerals, energy and forestry resources.

Organization Structure

This is one of three positions at the third managerial level reporting to the Director General, Communications. The others are the Director, Corporate Communications Services; and the Financial Advisor.

Specific functions of the positions reporting to the Director, Public Affairs, are as follows:

Five (5) Sector Account Executives are responsible for providing communications advice, operational planning and communications services to many of the sectors within the Department, as well as horizontal analysis of other sectors' activities, in order to provide advice from a corporate perspective to the Deputy Minister and the Minister.

Ministerial Projects Officer is responsible for managing strategies, action plans and awareness campaigns for specific high-profile ministerial initiatives; and developing and producing communications activities, vehicles and products related to events.

Chief, Editorial Services, is responsible for managing communications projects and writing and editing communications material for public and media distribution.

Nature And Scope

The Department is engaged in managing major policy, scientific and technical research and development, and industry support programs of national and international consequence with respect to Canada's land mass, energy, forestry, mines and minerals sectors of the economy. The Department advances sustainable development and the responsible use of Canada's mineral, energy and forest resources.

It is within this context that the Director, Public Affairs, manages the provision of a full range of corporate and external communications services-including issues and crisis management, events management, speech writing and communications advice-to provide the Minister, the Deputy Minister and other key clients with independent and sound professional advice.

The Director manages the horizontal overview and coordination of communications activities by monitoring the effective implementation of the Strategic Communications Framework and promoting the Framework to the Department's sector management committees and communications groups.

The Director plays a strategic role in the area of external communications by ensuring that integrated communications strategies are incorporated into the design and implementation of communications plans.

A challenge for the incumbent is to negotiate with the sectors on the level of advice and service to be provided to clients and stakeholders and to define the roles and responsibilities of both parties, as well as their areas of complementarity, to ensure the delivery of quality communications products and services.

The Director develops and implements standards of quality so that all sectors receive high quality service, by ensuring that the Account Executives are equipped, trained and informed to effectively carry out their role as communications specialists, and providing consistency among the services offered.

The Director ensures that sectors are effectively supported by Corporate Communications Services, in the areas of environmental research and evaluation, internal communications and creative services (exhibits, audiovisual and publishing), as well as by the other specialists in the Ministerial Projects and Editorial Services Division. The Director establishes operating tools and participates in the preparation of presentations and briefings intended for the entire Department, both those that convey departmental policies and those that implement a Privy Council directive.

A major challenge for the Director is to ensure that both the government and the Department's communications messages are well integrated and that horizontal linkages are established to ensure a good cross-pollination of information; as such, the incumbent becomes the pivotal link between the Branch and the sectors. To meet this challenge, the Director must remain on the leading edge of all areas of communication by liaising with other departments, other levels of government and the private sector in order to gain new inspiration and information on the latest trends in the field of communications.

The Director acts as Secretary of the Communications Advisory Committee and is a member of the Branch's management committee.

The Director maintains ongoing contacts with regional federal government councils in order to identify potential communications opportunities, to deal with regional issues and to keep a finger on the pulse of the regional environment.

Dimensions (Constant Dollars)
FTEs: 17
Operating budget: $250,000

Specific Accountabilities

  1. Provides authoritative communications advice to the Minister, the Deputy Minister and the Departmental Management Committee in order to ensure that integrated communications strategies are incorporated into the design and implementation of communications plans.
  2. Ensures effective implementation of the Strategic Communications Framework throughout the Department so that the communications issued by the Sectors and the Communications Branch are well integrated and increase the visibility of the Department.
  3. Ensures that all communications activities and products are of the highest quality.
  4. Promotes management accountability for communications.
  5. Provides leadership to the sectors in attaining the desired visibility for the Department by ensuring that good communications practices are understood and implemented.

Evaluation Rationale

Director, Public Affairs

Know-How

F
Professional knowledge of the policies, principles and industry practices related to communications strategic planning, program design, research, analysis, advertising, publishing and exhibits; expert knowledge of the legislation, policies and programs of the Department; sound knowledge of the workings of the Minister's and the Deputy Minister's offices; and in-depth knowledge of the workings of stakeholder and client communities.
II
Operational management of a service-oriented unit with related responsibilities, requiring the integration and coordination of a variety of internal and external communications services throughout the Department.
3
Critical human relations skills required to advise the Minister and senior departmental managers on internal and external communications strategies.
460
Highest number reflects the level of know-how required to advise departmental managers on the development of internal and external communications strategies and vehicles.

Problem Solving / Thinking

E
Thinking is done within government communications policies, standards and regulations and within departmental plans and priorities.
4
Analytical, evaluative, creative and constructive thinking is required to translate the departmental strategic vision into effective internal and external communications strategies.
(50) 230
Higher percentage reflects the challenges associated with establishing integrated horizontal linkages across sectors to develop the departmental strategic framework and to ensure effective communications messages and responses to issues.

Accountability / Decision Making

E
Reporting to the Director General, Communications, is accountable for facilitating the development and implementation of the Department's strategic communications programs and services.
2P
The position has effective control over activities supporting the Department's internal and external communications and information operations. The proxy selected to represent these activities is a budget of $250,000 (constant).
230
High number reflects the impact of the position on the Department's programs, based on the quality of internal and external communications advice given to the Minister, the Deputy Minister and senior managers to increase the Canadian public's understanding of sustainable development and responsible use of Canada's minerals, energy and forestry resources.

Summary

FII3 460
E4(50) 230
E2P 230
Total = 920 0
Director, Public Affairs - Number: 4 - L - 1
Org chart of the DIRECTOR PUBLIC AFFAIRS
Figure: 4 – L – 1 - Text version

Benchmark Number: 4 – L – 1

Director, Public Affairs

The subject position is at the third managerial level reporting to the Director General, Communications, and there are 2 peer positions at the same reporting level.

Reporting to the Director, Public Affairs are 5 Sector Account Executives, 1 Ministerial Projects Officer and 1 Chief.

Linear organisation chart:

Director General, Communications

  • Director, Corporate Communications Services
  • Financial Advisor
  • Director, Public Affairs
    • 5 Sector Account Executives
    • Ministerial Projects Officer
    • Chief, Editorial Services

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