Monitoring and evaluating the implementation of this policy is important for three main reasons: to determine if objectives are being met; for accountability; and for continuous improvement.

The objectives of this policy are to ensure well-coordinated and effectively managed communications which are appropriate for the information and communication needs of the Tasmanian public and which contribute to the advancement of government’s objectives and priorities. This can only be determined through monitoring and evaluation.

It is a key principle of the Parliamentary system that government is accountable for its expenditure of public monies. Accountability is not possible unless the results of expenditures are measured and reported.

Evaluation is good management practice. Without continuous efforts to measure, consider and improve their approaches, government communications practitioners will not be able to refine their techniques, nor to follow the rapidly changing environments in which they operate.

6.1 Procedures

The Director - Communications Policy has responsibility for monitoring and evaluating implementation of this policy throughout the Tasmanian Government.

In consultation with stakeholders, the Director - Communications Policy will conduct evaluations to assess the effectiveness of agencies in meeting the policy requirements and to assess the effectiveness of the policy in helping the Government to meet its objectives.

The Director - Communications Policy will monitor compliance with all aspects of this policy in a variety of ways that can include:

• examining departmental communication plans and strategies
• scrutinising formal evaluations of communication projects e.g. major advertising or information campaigns
• monitoring usage of the Tasmanian Government Communications Website
• testing websites to ensure they meet the accessibility requirements as described in the Tasmanian Government Web Publishing Standards
• conducting ‘spot checks’ of communication products e.g. publications
• checking requests for information and correspondence.

As stated in the policy requirements throughout this document, agencies must co-ordinate certain communication activities with the Government Communications Office (GCO), the Director - Communications Policy (DPAC), and the Department of Treasury and Finance (Procurement and Property Branch). To ensure efficient co-ordination, agencies must follow all administrative procedures established for these activities.

Copies of all relevant procedures that agencies must follow under this policy are available through departmental communications managers, the Director - Communications Policy and the Tasmanian Government Communications Website.