9.5 Agency communications managers

The role of agency communications staff will differ in each agency, according to structure and business needs. However, the principal role of agency communications managers – or their equivalent under another position – is to coordinate the communications activities of their agency; to support the effective communication of agency services, projects and programs to the public; and to ensure adherence to the Tasmanian Government Communications Policy.

This is achieved through communication functions including, but not limited to: corporate identity, internal communications, advertising, print and online publishing, social market research, media relations and event management.

Agency communications managers operate most effectively as members of the senior management team.

Agency communications managers must:

  • oversee the development, implementation and evaluation of communications plans for their agency; allocation of communications resources; and management of issues
  • ensure agency communications planning and activity is coordinated, integrated and consistent with agency objectives, particularly where communications staff are not centrally located
  • assist communications officers through professional development, learning and training projects
  • implement and communicate the Tasmanian Government Communications Policy within their agency, including the Tasmanian Government Style Guide and Logo Policy
  • liaise with the Manager, Communications and Protocol Unit (DPAC) regarding interpretation and application of this policy
  • liaise with the Government Communications Office to ensure all communications and marketing activities are consistent with whole-of-government priorities
  • liaise with other agencies on cross-government or whole-of-government issues and projects
  • develop effective, ‘workable’ communication plans before an emergency or crisis occurs and practise the efficacy of communications plans by testing or exercising emergency management protocols.