Decrease font size increase font size
Home | Communications Policy | 4. Policy requirements | 4.5 Communications management, planning, procurement and evaluation

4.5 Communications management, planning, procurement and evaluation

4.5.1 Communications management, procurement and co-ordination

Principles
Communication is an integral part of the management of agency programs and services and the development of new policies, programs and services.

Communications are a shared responsibility that must be co-ordinated with other areas of management. Clear working links must be established and maintained between communications and other core functions such as policy and program development and management, service delivery, human resources management, information resource management, and the management of information technology.

Policy requirements
Senior management should take active responsibility for the communication activities of their agency and ensure that:

  • their specialist staff are used effectively and efficiently in both the development and implementation of communications activities
  • the communications function has the resources needed to fulfil the requirements of this policy, and that resources are prudently managed
  • there is an appropriate sharing of information across the agency  and regional requirements are taken into account
  • the highest standards of communication knowledge and techniques are used to disseminate information and messages and to engage with a diverse target audience
  • there is collaboration with other government agencies in communication activities that promote common or government-wide messages and themes.

The advice of the Director - Communications should be sought on issues and themes which may have horizontal or Government-wide implications that require co-ordination.

Procurement of communications goods and services
When planning and procuring communication goods and services, agencies must comply with the requirements of the Treasurer’s Instructions, including 'Common Use Contracts' and Master Ordering Arrangements (MOAs) for television, print media, print media for vacancy, tender and public notices and radio advertising.

Specifically:

  • the dollar value for communication goods and services must include the full cost figures (i.e. for creative services, production and distribution) from suppliers

For goods and services 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. The number of quotations sought is a matter of judgement and a verbal quotation process may be used.

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

For goods and services 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 (www.tenders.tas.gov.au) 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

For goods and services 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 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
  • 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
  • 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

In the case of major advertising campaigns (greater than $50,000):

4.5.2 Communications strategy/plans

Principles
Communication strategies and plans should also be an integral part of program and policy initiatives, and communication requirements fully accounted for within budgets and financial plans.

Policy requirements
Agencies must prepare communications strategies or plans that integrate governmental, ministerial and institutional priorities; identify internal and external audiences; take account of the internal and external environments; delineate strategies, tools, messages and responsibilities for communicating with target audiences; and set out operational needs and resource allocations.

See Strategy and implementation or use the following templates for planning communications:

Communications strategy (short-term): template
Communications strategy (short-term): users guide

Communications strategy (long-term): template
Communications strategy (long-term): users guide

Cabinet submission: communications strategy template
Cabinet submission: communications strategy users guide

4.5.3 Communications monitoring and evaluation

Principles
Measurement is a critical component of any communications campaign or strategy developed in support of policy or program initiatives.

Policy requirements
In order to evaluate the effectiveness of communication programs and campaigns (including cost-effectiveness), and to make improvements or adjustments as needed, the performance of communication products should be monitored and the results measured against objectives set in communication and business plans. Formal market research (including concept testing) and qualitative and quantitative research can be used.

Compliance with the requirements of this policy must also be evaluated by individual agencies, with overall monitoring of policy implementation and compliance the responsibility of the Director - Communications Policy.

4.5.4 Crisis and emergency management

Principles
While the terms ‘crisis’ and ‘emergency’ are not synonymous, effective communication is an integral part of both crisis and emergency management.

A crisis need not pose a serious threat to human life or property, but effective communication management is imperative to help maintain or restore the public's confidence in the Government during times of crisis.

Effective communication management is vital before, during and after an emergency to help prevent injury or loss of life, to help limit damage to assets and property, to help maintain public services, to assist in the process of recovery, and to help maintain or restore public confidence in the Government.

Policy requirements
To ensure effective emergency management, agencies must:

  • include roles and responsibilities for media and communications in their emergency management protocols
  • develop effective, ‘workable’ crisis communication plans before a crisis occurs
  • train designated spokepersons to communicate during a crisis
  • utilise the expertise of their media and communications staff to provide a clear focus for staff involved in the response, other government agencies involved, and the media seeking information from the agency.

The Director - Communications, Government Communications Office, must be immediately notified in the event of a crisis or emergency.

See Media protocols: whole-of-Government issued by the Government Communications Office (GCO).

4.5.5 Issues management

Principles
Issues management is intended to forecast developments that can have an impact on the Government and to develop responses and action plans. It enables the Government and its agencies to prepare and advance positions on matters of public policy and influence the course of the debate.

A strategic issues management process to scan the environment for problems and opportunities, to develop and implement action plans, and to monitor and track issues, is an integral part of management. Communication is an integral part of issues management.

Policy requirements
To ensure effective communications of an issue, agencies must:

  • prepare a communication strategy that takes into account the information needs of internal and external stakeholders
  • have in place internal processes and procedures for communicating with staff
  • have a designated unit or officer responsible for managing media activities and for liaising with the Government Communications Office and their Minister’s 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. 

See Strategy and implementation or use the following templates for planning communications:

Communications strategy (short-term): template
Communications strategy (short-term): users guide

Communications strategy (long-term): template
Communications strategy (long-term): users guide

Cabinet submission: communications strategy template
Cabinet submission: communications strategy users guide

Advanced search