4.1.7 Advertising

Principles
Tasmanian Government advertising is co-ordinated to support the social, economic and cultural objectives of the Government and to ensure that the public is adequately informed about government programs and priorities.  
 
Policy requirements
‘Campaign’ advertising
‘Campaign’ advertising is a sustained series of advertising used to motivate, inform, educate or change attitudes or behaviour amongst a broad range of citizens, and can appear in any media or combination of media.

Agencies should only undertake ‘campaign’ advertising if there is a legitimate public benefit in doing so, or if specific information is required by the public which is best communicated through advertising.

Available data should be used or market research undertaken to obtain the necessary data to support an advertising campaign. All statements, claims and arguments included in the advertising must be able to be substantiated.

Agencies must ensure that the themes and messages of advertising campaigns are consistent with government policy, and the design and presentation reflect positively and professionally on the Tasmanian Government.

Where a unique style is required to convey a campaign message, the Tasmanian Government Style Guide and Logo Policy mandatories – other than the Government logo – may not apply. Approval to work outside the mandatories should be gained prior to production from the Director – Communications Policy (Department of Premier and Cabinet).

There must be sensitivity to cultural needs and issues when communicating with people from diverse ethnic or religious backgrounds, and awareness of the communication requirements of people with special needs, including literacy levels and perceptual or physical challenges.

In conducting ‘campaign’ advertising, agencies must avoid the appearance or public perception of endorsing or providing a marketing subsidy or an unfair competitive advantage to any person, organisation or entity outside of government. Agencies must not advertise or publicly endorse the products or services they purchase or obtain from the private sector under contract. (NOTE: For related information see policy requirements on ‘Sponsorship/Partnering’).

In accordance with the Caretaker Conventions, agencies must carefully consider any ‘campaign’ advertising conducted during State Government elections to ensure that it does not contain political content.

The Register of Communications Consultants and Service Providers provides details of advertising agencies, public relations consultants, market research companies, graphic designers, writers, etc who meet specific criteria and are interested in undertaking government work.

When planning and procuring ‘campaign’ advertising, agencies must comply with the requirements of the Treasurer’s Instructions, including ‘Common Use Contracts’ and Master Ordering Arrangements (MOAs) for television, print media and radio advertising.

Specifically:

• all government advertising must be readily identifiable by the target audience as coming from the Tasmanian Government
• the dollar value for advertising campaigns must include the full cost figures (i.e. for creative services, production and distribution) from suppliers

For advertising campaigns valued at $10,000 or less (exclusive of GST):

• approval must be obtained from the relevant agency's communications manager
• a quotation (or quotations) must be obtained from service providers listed in the Register of Communications Consultants and Service Providers (NOTE: the number of quotations sought is a matter of judgement, and a verbal quotation process may be used)

For advertising campaigns valued between $10,000 and $49,999 (exclusive of GST):

• approval to proceed must be given by the head of the relevant agency or his/her delegate after advice from that agency's communications manager and the Director - Communications Policy
• a minimum of three (3) written quotations must be obtained from service providers listed in the Register of Communications Consultants and Service Providers, including one from a local Tasmanian business

For advertising campaigns valued at $50,000 or more but less than $100,000 (exclusive of GST):

• approval to proceed must be given by the head of the relevant agency or his/her delegate after advice from that agency's communications manager and the Director - Communications Policy 
• a minimum of three (3) written quotations must be sought from service providers listed in the Register of Communications Consultants and Service Providers, including one from a local Tasmanian business
• agencies must publish details of the purchase on both the Tenders website and in their annual report
• agencies must publish on the Tenders website the name and the state/territory of those businesses that are approached for a quotation
• a Review Committee, formerly known as Tender Review Committee, must evaluate decisions regarding the purchase
• the campaign should be pre-tested to help ensure that it meets stated policy objectives and the results forwarded to the Director - Communications Policy 
• the campaign must be evaluated to assess its effectiveness in achieving stated policy objectives and the results forwarded to the Director - Communications Policy

For advertising campaigns valued at $100,000 and over (exclusive of GST):

• tender specifications and expenditure must be approved by the relevant head of agency or Board (where applicable) and the Premier (through the Director - Communications Policy)
• a public tender must be conducted EXCEPT where an exemption from the Treasurer's Instructions has been granted by the Secretary of the Department of Treasury and Finance OR where an approved pre-existing contract for communications services exists with a provider
• agencies must endeavour to obtain at least one tender from a Tasmanian business
• agencies must contact the Industry Capability Network Tasmania (ICNTAS), located within the Department of Economic Development, to obtain information about Tasmanian suppliers
• agencies must establish a Tender Evaluation Panel comprising two representatives from the sponsoring agency (the communications manager and the relevant business unit or program manager), the Director - Communications Policy or his/her nominee, and one marketing specialist
• agencies must publish details of the purchase on both the Tenders website and in their annual report, as per Treasurer's Instruction 1110
• a Review Committee, formerly known as Tender Review Committee, must evaluate decisions regarding the purchase
• the campaign should be pre-tested to help ensure that it meets stated policy objectives and the results forwarded to the Director - Communications Policy
• the campaign must be evaluated to assess its effectiveness in achieving stated policy objectives and the results forwarded to the Director - Communications Policy.

Commercial advertising/advertising features
This includes display advertising or advertising features in local and national newspapers, specialist magazines and trade publications.

Agencies should only engage in commercial advertising to communicate a specific message to a target audience.

As a general rule, advertising should be treated in the same way as sponsorship, with advertising funds allocated annually against identified objectives, target audiences, best value for money, and the most effective means of delivering the message. Exceptions are advertising requests which may need to be considered as part of relationship building with organisations, or which promote attendance at particular events.

Agencies are encouraged to consult the Director - Communications Policy before publishing advertisements in their print and electronic communication materials, or selling advertising space or time to the private sector or to any source outside of government, particularly where advertisements are likely to be contentious.

The Director - Communications Policy has responsibility for co-ordinating requests for whole-of-government advertising features and for ensuring features and supplements support overall government objectives.

Public funds must not be used to purchase advertising in support of a political party, and Tasmanian Government advertisements in any electronic medium must be clearly distinguishable from party-political messages.

Non-campaign advertising
‘Non-campaign’ advertising includes recruitment, employment, educational courses and enrolment, auctions and tenders, announcements, public and statutory notices and emergency notices.

Print media vacancy notices, tenders and public notices
A whole-of-government contract exists for Advertising - Print Media Services for the placement of vacancy notices, tenders and public notices in a consolidated format in Tasmanian papers; and for vacancy notices, tenders and public notices in interstate and overseas newspapers and/or journals. Details are available at: http://www.purchasing.tas.gov.au/contracts

Print media advertising services outside these categories are not considered to be part of this whole-of-government contract, and should be acquired in accordance with the requirements of the Treasurer’s Instructions and the specific requirements for the procurement of communications goods and services. NOTE: The eligibility criteria for the whole-of-government contract are restricted to those agencies participating in consolidated advertisements. For those not participating, contract rates do not apply.

The format, presentation and cost of ‘non-campaign’ advertising will be periodically reviewed to ensure that the information needs of the public, including the business community and service providers, are being met.

4.1.8 Film, video, multimedia and new media

Principles
The new media, in particular websites, CD-ROMs and interactive kiosks, offer considerable scope for providing information and for two-way communication, particularly for consultation and engagement with the public.

However, agencies must continue to reach, in a timely manner, citizens whose access to technology may be limited, or who prefer to receive government information through more traditional means.

Investments in new communications technology must serve to:

• enhance public access to information, programs and services
• achieve efficiencies in the preparation, accessibility and dissemination of information, while preserving its availability to current and future generations
• foster interactive communications and facilitate public consultation in the development and delivery of policies, programs, services and initiatives
• improve service performance and integrate service delivery.

Policy requirements
The production, distribution and evaluation of motion picture films, video tapes, television programs, TV commercials, interactive videos, CD-ROMs, multimedia and new media productions should be conducted in accordance with the requirements of the Treasurer’s Instructions, the specific requirements for the procurement of communications goods and services and, where applicable, the ‘Common Use Contracts’ and Master Ordering Arrangements (MOAs) for television, print media and radio advertising.

All film, video and multimedia productions should be clearly identified as emanating from the Tasmanian Government (logo) and (except for TV commercials) include the title, director(s), producer(s), source (department/agency) and date of publication/production.

In accordance with the Libraries Act 1984, one copy of all finished productions in film, video, CD and multimedia formats must be deposited with the State Library of Tasmania and with the Legal Deposit Unit of the National Library of Australia.

4.1.9 Internet and electronic communication

Principles
The internet (World Wide Web, email) is an important tool for providing information and services to the public 24 hours a day, and for facilitating interactive, two-way communication and feedback both within government and with external audiences.

The following broad principles, contained within the Tasmanian Government Web Publishing Standards apply to Tasmanian Government websites:
 

1. Public information is to be published online except where the Head of Agency determines not to publish on the web for reasons of:
   a) high cost relative to the benefit of electronic accessibility;
   b) low usage;
   c) high publication complexity, or
   d) ow suitability for web delivery.
2. Details of public information not made available on the web must be able to be discovered on the web. A brief summary must be provided together with details on how to access a copy via email, telephone or mail.
3. Agencies must ensure that all web publishing complies with all laws of the Commonwealth and State and the common law.
4. Agencies must ensure access to, and usability by, the widest possible target community appropriate to the service or information resource.
5. Agencies are responsible for the content and must ensure that the services and information resources provided via the online environment are comparable in quality and functionality to those delivered by other means.
   

With regard to domain names, the Tasmanian Government follows the set of guidelines developed by the Ministerial Onlince Council for the administration of the gov.au namespace and provide for consistency in domain names use. The Tasmanian Government Web Domain Naming Guidelines are available on this website.

Policy requirements
To ensure publishing standards and communications requirements are met, agencies must:

• manage their websites and portals in accordance with the Tasmanian Government Website Standards
• clearly identify their websites as being part of the Tasmanian Government
• have their websites linked to the Tasmanian Government portal www.tas.gov.au and the Service Tasmania portal www.service.tas.gov.au
• ensure that information on policies, programs, services and initiatives published on the internet is regularly updated, accurate, easy to understand, and accessible in formats appropriate for people with disability
• provide a mechanism on their website for receiving and acknowledging feedback from the public
• provide a means for enabling online interaction with the public, including public input to policy development
• respect privacy rights and copyright ownership in all online publishing and communication in compliance with the Personal Information Protection Act 2004, Internet and email use in the State Service: Ministerial Direction and the Copyright Act 1968
• ensure that the permission of subjects is gained (whether they be staff, clients, or members of the public) when publishing photographs on agency websites (see Acknowledgement of use of image: template)
• ensure that information published on websites is recorded and archived to assure long-term retention and the preservation of institutional memory in compliance with the Archives Act 1983 and Libraries Act 1984
• procure the services of external website consultants and developers in accordance with the Treasurer’s Instructions, including the Government Information Technology Conditions (GITC), and the specific requirements for the procurement of communications goods and services.

See Toolkit: Writing for the web: guide

4.1.10 Media relations

Principles
For many Tasmanians, media outlets such as newspapers, radio and television are their primary source of news and information about government activities, issues and events.

Media coverage of government activities and issues therefore needs to be accurate, timely and in context.

Policy requirements
While agencies are expected to take a proactive approach to working with the media in order to promote public awareness and understanding of government policies, programs, services and initiatives, they must at all times abide by the Media protocols: whole-of-Government issued by the Government Communications Office (GCO). These protocols aim to achieve sensible co-ordination of media activities and issues within a whole-of-government approach.

To ensure effective media communications, agencies must:

• have a designated unit or officer responsible for managing media activities and for liaising with the Government Communications Office and their Minister’s Office
• have in place internal processes and procedures for responding to media enquiries and requests that may come directly to their media unit or through the Government Communications Office
• identify managers or staff with the knowledge and/or technical expertise to provide input to media responses or to speak as official representatives of their agency
• provide media training for those managers or staff designated to speak as official agency representatives.

See Policy: Spokespersons

4.1.11 Public events and announcements

Principles
Public events are occasions attended by ministers or senior officials for the purpose of publicising significant initiatives or contributions of the Tasmanian Government.

Adequate planning and preparation are important in ensuring a professional image for the Government.

Policy requirements
When undertaking a public event, agencies should:

• in consultation with their Minister's office, determine if the Minister or other parliamentarian(s)nominated by the Minister will represent the government at the event
• plan and co-ordinate such events with the relevant ministerial or parliamentarian’s staff
• take the necessary time to ensure that all presentation or speech material is consistent with Government policy and provides as much information as possible
• clearly identify all materials, displays or presentations as emanating from the Tasmanian Government
• provide opportunities for feedback from the public.

4.1.12 Shows and exhibitions

Principles
Where a whole-of-Government presence is required for shows and exhibitions across the State, the Government Communications Office (GCO) co-ordinates the participation of agencies.

For other shows and expos, agencies should adopt a co-ordinated approach to their participation.

Policy requirements
Where a number of departments or agencies are represented at shows or exhibitions there must be a unified presence that promotes common themes and messages of the Tasmanian Government. Those agencies should identify a lead agency as co-ordinator.

Exhibits and display materials must clearly communicate the Tasmania brand, identify the Tasmanian Government and be of the highest possible standard in terms of format and presentation.

Agencies must ensure that any services used in the development or execution of shows and exhibitions are procured in accordance with the Treasurer’s Instructions and the specific requirements for the procurement of communications goods and services.

4.1.13 Spokespersons

Principles
Spokespersons must respect privacy rights, security needs, matters before the courts, Government policy, Cabinet confidentiality and ministerial responsibility at all times.

Responsibility for public statements on Government policies, priorities and decisions lies with the relevant Minister.

The Minister may assign other people to speak in an official capacity on issues or subjects for which they have responsibility and expertise.

Policy requirements
With the exception of Cabinet Ministers, no public statement is to be made or question from the media answered by anyone in Government, without approval of the statement or of the spokesperson by the relevant Minister OR Head of Agency or his/her nominee.

Exceptions to this include:

• Police Media Unit - in circumstances where there is an operational police matter being dealt with
• Fire and Emergency Services -  where there is an emergency operational matter such as fire, flood or storm
• Director Public Health – where there is a public health matter
• Statutory Officer Holders - with independence from government such as the Auditor-General, the Anti-Discrimination Commissioner, the Ombudsman, the Courts, the Director of Racing etc.

To ensure that the requirements of their agency and this policy are met, agencies must:

• identify appropriate spokespersons to speak on an agency’s behalf, including technical or subject matter experts
• develop, disseminate and maintain inhouse protocols regarding designated spokespersons
• ensure that designated spokespersons receive instruction, particularly in media relations, to carry out their responsibilities effectively.

See Policy: Media relations

4.1.14 Sponsorship/partnering

Principles
‘Sponsorship’ is where organisations contribute money, goods or services either directly or ‘in kind’ to have their company associated with a government event or service that will enhance their corporate profile.

Sponsorship support should only be considered where it would be likely to produce significant net benefit for the Government but with no detriment to the public interest.

Sponsorship/partnering should be sought in an open and even-handed manner from businesses competing in a particular field. A chosen sponsor/partner’s competitors should not be given grounds to complain that they were not given a fair chance.

Sponsorship/partnering should be of activities or events, not of individual Ministers or public servants. There must be no suggestion that sponsors/partners are being given privileged access to Ministers in return for cash or benefits in kind.

Policy requirements
Agencies must put procedures in place to ensure that sponsors/partners do not receive returns that are greater than is proper and proportionate and that any sponsorship agreement is able to withstand public scrutiny. The agency will set out what benefit is reasonable for the sponsors to expect.

Like all collaborative arrangements, sponsorships/partnerships must be communicated in a manner that is fair and equitable to each party. Agencies must acknowledge their sponsors/partners when communicating with the public about a sponsored activity. Similarly, agencies must ensure sponsorship/partnership recipients - individuals, groups, companies or other governments - acknowledge the Tasmanian Government’s contribution(s) to their activities. The Tasmanian Government Style Guide and Logo Policy outlines requirements for use of the Government logo to recognise sponsorship or support.

Agencies should examine rigorously whether particular activities should be excluded from sponsorship and particular types of company should be considered unsuitable as sponsors on the grounds of potential conflicts of interest or inappropriateness.

‘Appropriate’ sponsorship is that which is consistent with the agency’s vision, and with companies whose products and ethics are consistent with and complementary of this vision. No agreement should be entered into without careful assessment of the potential benefits and risk(s) to the core business of the agency, which may emerge as a result of the sponsorship. In other words, the company the agency enters into an agreement with must be reputable and not likely to damage the agency’s credibility or cause embarrassment.

See Toolkit:Sponsorship/partnering: checklist

Managers responsible for arranging or administering sponsorships/partnerships must consult with their agency’s communications manager before seeking sponsorship.

Approval to proceed must be sought from the head of the relevant agency, or his/her nominee, and the agency’s communications manager before issuing or accepting a sponsorship, to ensure its compatibility with the government and agency's communication goals. Agencies are also encouraged to consult the Director - Communications Policy where a sponsorship may be contentious.

Once agreement with the sponsor is reached, a formal agreement must be prepared which covers details about delivery obligations, use of corporate identity, cancellation and operational responsibilities.

See Toolkit: Sponsorship/partnering: guidelines

See Toolkit: Sponsorship agreement/deed (provision): template 

See Toolkit: Sponsorship agreement/deed (receipt): template