The communications function is a shared responsibility that requires support, co-operation and interaction across Government.

The standing of the Government in the eyes of the community is dependent upon it meeting the community’s demands for information and for active listening. While Government can leave this task to communications specialists alone, this won’t be as effective as where communications specialists work in conjunction with Ministerial officers and staff who are involved in program delivery.

5.1 Ministers

Under the Tasmanian Parliamentary system, Ministers are accountable for presenting and explaining government policies, priorities and decisions to the public.

Ministers, both individually and collectively as members of Cabinet, are the principal spokespersons for the Tasmanian Government and its agencies. It is their role to provide leadership in establishing the priorities and overall themes of government communications.

5.2 Director - Communications, Government Communications Office (GCO)

Located within the Office of the Premier, the Government Communications Office has responsibility for providing advice and support on communications issues to the Tasmanian Government, managing day-to-day media relations, including media enquiries and press releases, and co-ordinating and overseeing the effective communication of government policy, initiatives and programs.

The Government Communications Office is managed by the Director - Communications, who has responsibilty for providing leadership in initiating and mobilising communications activity, attracting resources, building cross-agency partnerships, positioning the communications function in line with the strategic directions of the Government, and promoting government services within Tasmania and interstate.

The Government Communications Office is specifically responsible for: 

• collecting and analysing information in order to provide high level advice to Government
• advising agencies of government priorities and themes to be reflected in communication plans and strategies
• authorising and distributing all media comment
• liaising with and providing advice to Ministerial offices on day to day media issues
• writing press releases and co-ordinating press conferences
• liaising with the media regarding stories of the day and queries they may have
• coordinating media issues relating to whole-of-government initiatives and policies, including State Budgets and other major announcements
• overseeing the development and implementation of media strategies
• overseeing the Premier’s website
• co-ordinating whole-of-government promotions, including shows and exhibitions.

5.3 Director - Communications Policy, Department of Premier and Cabinet

Based in the Department of Premier and Cabinet, the Director - Communications Policy is responsible for managing the Whole of Government Communications Policy, including advising agencies on communications policy interpretation and application and evaluating the effectiveness of the policy in helping the Government to meet its objectives. He/she has responsibility for the Tasmanian Government Communications website and works closely with Government agencies.

The Director - Communications Policy is specifically responsible for:

• providing communications advice and expertise to agencies as needed
• ongoing development of the Government Communications Style Guide and Tool Kit
• co-ordinating paid advertising, marketing and sponsorship activities through regular meetings with departmental communications managers
• providing advice on advertising campaigns up to $50,000
• participating in Tender Evaluation Panels for advertising campaigns greater than $50,000
• providing advice on sponsorships
• liaising with the Department of Treasury and Finance regarding the procurement of communications services and the Register of Communications Consultants and Service Providers
• liaising with the Department of Treasury and Finance in the negotiations of whole-of-government communications contracts
• implementing mentoring and/or development programs for communications staff across government.

5.4 Heads of Tasmanian Government agencies

The Head of Agency must play an active and visible role in steering and maintaining a viable communication function for their agency.

The Head of Agency leads, and is responsible for the overall management of communications and its integration with other key functions, particularly policy and program management. The Head of Agency champions the agency’s internal communications.

Heads of Agency are accountable for ensuring that:

• the Government's communication priorities and requirements are met
• their communications fully reflect Government-wide policies, themes and priorities
• the communications function is fully integrated into the planning, management and evaluation of policies, programs, services and initiatives
• this policy is implemented within their agency and that related directives, instructions or administrative procedures that may be issued from time to time are carried out.

Agencies should aim to include the Communications Manager in their senior executive meetings.

5.5 Agency communications and marketing units

The principal role of agency Communications Managers is to manage the communications activities for their agency; to effectively communicate agency services, initiatives and programs to the Tasmanian people; and ensure adherence to the Whole of Government Communications Policy.

Agency Communications Managers are members of senior management.

Agency Communications Managers manage corporate identity, internal communications, advertising, publishing, marketing, environment analysis, social market research, media relations, event participation, and other communication activities. They oversee an agency's web content to ensure it meets communication standards. They also manage horizontal communication issues and priorities that involve a number of government agencies.

Agency Communications Managers are required to:

• develop communications plans for their agency, allocate resources, manage issues, and measure the performance of their communications activities
• assist communications officers through professional development, learning and training projects
• liaise with the Director Communications to ensure all communications and marketing activities are consistent with whole-of-government priorities
• observe the Media protocols: whole-of-Government
• implement and communicate the Whole of Government Communications Policy within their agency, including the Tasmanian Government communications website
• liaise with the Director - Communications Policy regarding interpretation and application of this policy
• ensure that external communications services are procured in accordance with the Treasurer’s Instructions and the specific requirements for the procurement of communications goods and services.

5.6 Agency policy advisers, program managers and functional specialists

The communications function is a shared responsibility that requires the support, co-operation and interaction of various personnel throughout an agency.

Agency policy advisers, program managers and other functional specialists - analysts, researchers, human resource officers, marketing specialists, information technologists, web co-ordinators, graphic artists, librarians, receptionists and call-centre staff - must carry out the requirements of this policy in all aspects of their work.

Managers and supervisors must ensure that the Communications Managers, or his/her nominee, is consulted on all activities and initiatives involving communication with the public or which have implications for an agency’s internal communications.