Thank you, Madam Chair.
As you've indicated, and I believe my office has indicated to the clerk of the committee, my colleague and I will have to leave at 4:30. But as I also indicated to you, I will no doubt be back before the committee on December 3, when we appear before this committee with my minister on the supplementary estimates for the Treasury Board Secretariat. So if there are other issues or questions that cannot be addressed within this timeframe, I'd be happy to address them at that opportunity as well.
I understand that I'm here today as a follow-up to my November 3 appearance before this committee, when I appeared with the Clerk of the Privy Council.
Accompanying me today is Mr. Alister Smith, assistant secretary in the expenditure management sector of the Treasury Board Secretariat.
In addition, I would say further to my November 3 appearance, I believe the department forwarded to the clerk of the committee the information the committee had requested on the Government of Canada's communications and federal identity program policies, as well as related information to the expenditure action plan.
It is my understanding that members had additional questions about communications planning--particularly coordination of communications on initiatives that cut across more than one department--and that some of these questions arose as a result of Mr. Kennedy's appearance before the committee last week.
I thought it would be of interest to the committee if I did a brief recap of the roles and responsibilities under the Government of Canada's communications policy.
I'll start with the cabinet, which is supported by designated cabinet committees. It sets and monitors the government's strategic communications direction and provides day-to-day coordination for the implementation of the government's agenda. It ensures that emerging issues are managed effectively throughout the government and acts as the gatekeeper for policy and legislative proposals. The cabinet sets policy direction and funding allocations required for Treasury Board to release funds for advertising contracts based on the government advertising plan.
I'll turn now to ministers. Ministers, both individually and collectively as members of cabinet, are the principal spokespersons for the Government of Canada and its institutions. It is their role to provide leadership in establishing the priorities and overall themes of government communications.
Specifically, ministers determine--together with their respective deputy heads--their communication priorities, objectives, and requirements. They approve the corporate communications plans of the institutions they head; they define the responsibilities of ministerial staff with respect to communications; and they establish, together with their respective deputy heads, effective liaison between ministerial staff and institutional heads of communications to ensure that the communication of policy and operational initiatives is coordinated. Particular attention is paid to media relations and participation in public events and announcements.
The Privy Council Office--my colleagues who appeared with me before you on November 3 and subsequently--coordinates and manages government communications, as determined by the Prime Minister and the cabinet. It is responsible for advising the cabinet and its committees, as well as the Privy Council Office senior management and institutions across the government, on communication issues, themes, and strategies.
The Privy Council Office supports and monitors the implementation of cabinet decisions across government, particularly with respect to communications. It collects and analyzes information on the public environment in order to advise the Prime Minister, ministers, and institutions on the management of public issues. It coordinates and supports the planning of horizontal or government-wide communications by designating lead institutions and assigning special responsibilities. It develops and monitors the government advertising plan and recommends funding allocations under that plan to the cabinet or its designated committee.
For its part, the Treasury Board of Canada is responsible for approving and promulgating general administrative policy for the Government of Canada in accordance with the Financial Administration Act. The Government of Canada’s communications policy is a good example of such administrative policy.
The secretariat advises and supports the board and its president in the development, management, and evaluation of those policies.
In that capacity, the secretariat has key responsibilities for the communications policy, which include developing and evaluating the policy itself; advising institutions on policy interpretation and application; monitoring policy implementation and compliance; advising on the allocation and management of funds for government advertising, which the Privy Council Office coordinates, and assessing, advising on, and processing Treasury Board submissions from institutions to release funding for approved advertising initiatives; assessing performance results and ensuring effective resource and expenditure management related to the communications function; and directing, coordinating, and monitoring implementation of the federal identity program.
Deputy heads lead and are responsible for the overall management of communications and its integration with other key functions, particularly policy and program management, and they champion an institution's internal communications.
Deputy heads are accountable to their ministries for ensuring the government's communications priorities and requirements are met; to the Clerk of the Privy Council for ensuring that their institutions' communications fully reflect government-wide policies, themes, and priorities, and that the communications function is fully integrated into the planning, management, and evaluation of policies, programs, services, and initiatives; and to the Secretary of the Treasury Board for implementing this policy within their institutions and for carrying out related directives, instructions, or administrative procedures that the secretary may issue from time to time.
Deputy heads must ensure that any instructions issued by the Clerk of the Privy Council and all relevant cabinet decisions concerning communications priorities of the government are fully implemented.
Deputy heads must ensure that the requirements of the communications policy of the Government of Canada are fulfilled in all operations of the institutions they lead, both within Canada and abroad. This includes ensuring that institutions manage both internal and external communications according to the values and principles expressed in the policy.
In my November 3rd testimony, in response to a question from Ms. Bourgeois about whether there is a government-wide planning process for communications, I said that, and I quote:
It is up to each department to establish a communications plan or a communications strategy. The Treasury Board does not have a communications plan, except for its own department. Most of the communications initiatives form an integral part of the initiatives of the programs of every department and agency.
This applies to the vast majority of communications initiatives in government. A certain level of coordination is usually put in place where an initiative cuts across more than one department and requires a coordinated approach from a communications perspective.
When I stated at that same meeting “that there is no pangovernmental planning”, I was referring to advertising in general. Communications planning for the economic action plan is an example of an initiative that cuts across multiple departments and as a result is coordinated, which my colleague from the Privy Council spoke to and showed you by way of the communication materials he referred to.
In his opening remarks at the November 3rd meeting of your committee, the Clerk of the Privy Council spoke on this issue. He stated that the Privy Council Office, and in particular, Mr. Simon Kennedy, Deputy Secretary to the Cabinet, Plans and Consultations, is “responsible for managing the overall communications of the economic action plan.” He went on to talk about two key elements of communications planning for the Economic Action Plan: the economic action plan website and advertising.
Madam Chair, I trust I have clarified the roles and responsibilities for communications planning in the Government of Canada for initiatives that are within a single organization, as well as for initiatives that cut across several departments.
I will be happy to respond to any questions you may have on this topic. Thank you.