Thank you, Madam Chair.
Thank you, Wayne.
Madam Chair, with me, as you indicated, is Mr. Phil Hurcomb. He is the assistant secretary, strategic communications and ministerial affairs, and the lead person within the secretariat with the oversight responsibilities for the communications policy and the federal identity program policy.
The role of the Treasury Board Secretariat is to provide advice and guidance to departments about communicating with Canadians. We do so primarily through the Government of Canada's communications policy and the federal identity program policy, otherwise known as the FIP.
The communications policy is a management tool that provides direction to ensure that Canadians receive timely, accurate, objective, and complete information about the government's policies, programs, services, and initiatives. As the clerk indicated, the policy is clear that in “the Canadian system of parliamentary democracy and responsible government, the government has a duty to explain its policies and decisions, and to inform the public of its priorities for the country”.
It is also clear that “Ministers, both individually and collectively as members of Cabinet...provide leadership in establishing the priorities and overall themes of government communications”. The communications policy also clearly states--and this is a requirement directly made about advertising--that “institutions must ensure products are aligned with government priorities...and government themes and messages”.
The policy also helps to ensure that government departments and agencies are visible, accessible, and accountable to the public they serve, and that their communications activities safeguard Canadians' trust and confidence in the integrity and impartiality of the public service of Canada.
The policy sets out 10 interconnected and interdependent policy commitments based on Canadian and public service values, statutes, and regulations. It has 31 policy requirements. It also sets out accountabilities, or if you will, roles and responsibilities, for each key partner in the policy development. Its procedures provide specific direction for advertising, publishing, and public opinion research.
Complementing the Communications Policy of the Government of Canada is the Federal Identity Program policy, sometimes known as FIP.
We often use these policies in tandem so as to frame the voice and the face of government. The communications policy promotes coherent, consistent communications: one government, speaking with one voice; the FIP supports the government's corporate identity—it helps to shape the face of government.
The Federal Identity Program is about clear and consistent identification. It projects the government as a coherent, unified administration and enables Canadians to recognize at a glance where their government is at work for them.
The FIP governs the use of the three identifiers of the government: the Arms of Canada, the signature, that is to say the flag with the title of the institution or the Government of Canada, and the “Canada” wordmark.
You'll see the results of FIP on every Government of Canada building, on every piece of official correspondence—even on the Canadarm on the International Space Station.
Having given the context and an overview of the policies and their functions, I will turn now to some of the specific issues of potential interest to the committee: advertising, events, and compliance.
With regard to advertising, the communications policy clearly states that departments and agencies may place advertisements to inform Canadians about their rights or responsibilities, about government policies, programs, services, or initiatives, or about dangers or risks to public health, safety, or the environment. It also states that departments and agencies must ensure that advertising campaigns are aligned with government priorities, themes, and messages.
Some recent examples include recruitment campaigns for the Canadian Forces and the RCMP, or advice to Canadians on helping them to prepare for emergency situations, or how to take advantage of the more than 100 initiatives contained in the economic action plan.
The rules are quite clear. Departments and agencies must ensure that the design and presentation of advertisements conform to the communications policy and its procedures as well as requirements of the FIP. All advertising and public opinion research projects are reviewed by the Privy Council Office and contracts must be issued through Public Works and Government Services Canada.
Furthermore, departments and agencies must not use public funds to purchase advertising in support of a political party. The economic action plan advertising is in compliance with these policies.
With regard to events, ministers, or their designated officials, are the primary spokespersons for the Government of Canada. Ministers may also designate members of Parliament or other parliamentarians to represent the government on their behalf.
Ministers are responsible for explaining government priorities, policies and decisions to the public and, in so doing, must conform to Treasury Board policies in the running of their departments.
Members of Parliament acting independently of ministerial activities are not subject to these policies, including the Federal Identity Program.
As for the use of so-called prop cheques, or what we prefer to call ceremonial cheques, departments and agencies are permitted to use Government of Canada ceremonial cheques for official events of the Government of Canada, those organized by ministers as official spokespersons or by their designated representatives.
As is the case for all government communications products, ceremonial cheques used in official events must include the official symbols of the Government of Canada, as required by the federal identity program policy. Events organized by members of Parliament who are not acting as designated ministerial spokespersons are not covered by the policy.
I'll turn now to monitoring and compliance. As clearly stated in the communications and FIP policies, deputy heads are responsible for ensuring that their organizations comply with these policies. The policy commitments, requirements, and procedures are clear, as are the FIP rules.
The Treasury Board Secretariat uses a number of tools to help monitor overall compliance to these policies. For instance, the secretariat reviews Treasury Board submissions prepared by departments to ensure that key communications and corporate identity requirements are addressed. We also work closely with and advise departments when initiatives are launched and communications materials are in development. It is an iterative process. This approach was applied to the EAP communications.
When they are raised or when we identify them, TBS reviews issues of non-compliance by departments with these policies. When issues of non-compliance are confirmed, the secretariat works with the parties responsible to resolve the issues.
Having given an overview of the government communications and FIP policies, I would like to conclude by confirming that the economic action plan, or EAP, advertising, website, and signage comply with the commitments, requirements, and procedures set out in both the communications and federal identity program policies.
I and my colleague would be pleased to address any questions the committee members may have. Merci.