Strategic Context
The past year has seen many gains in proactively communicating with key audiences such as the evolving campaign around the
central coast agreement (with the symbol of the Spirit Bear) and the successful summer domestic tourism initiative (Best Place
on Earth). The Public Affairs Bureau will seek to build on these and other key cross government priorities to maximize reach and awareness (through
cross promotion) while effectively utilizing human and financial resources.
Looking ahead, the Public Affairs Bureau will see British Columbians, Canadians and citizens of the world well informed about
the province's policies, benefits, programs and services.
There is an opportunity to achieve some very real gains using the power of communications to reach out to the grassroots of
our communities and to strengthen our relationship with the media not only in the regional markets of British Columbia but
across North America and around the world. Given the competition in the market place to "attract the public's eye and ear",
we must use new, innovative techniques and technologies to reach our target audiences whether at the grass roots of our communities
or international investors.
Some of the strategies we will employ include:
- Making information more accessible in grassroots communities and to international media through innovative technologies and
stakeholder relations (e.g., a new regional communications position in Prince George);
- Reaching out to ethnic communities/press and client of government programs and services (e.g., seniors, business community,
families, etc.);
- Improving media access by introducing innovative electronic solutions (e.g., the addition of web-based videography capacity);
- Communicating with British Columbians through both the use of traditional mechanisms (announcements, paid and earned media)
but also by introducing new marketing approaches to ensure our messages are reaching citizens where they live (e.g., partnerships
with the public or private sectors to distribute info); and
- Creation of a central communications capacity process to proactively coordinate strategic communications in order to support
the government's strategic approach.
Continuing to support issues management and the use of traditional communications tools, the Bureau will continue to seek
a balance between reactive issues management and strategic, proactive communications messaging. While issues management is
critical to protecting the reputation of government, providing our key audiences with proactive and balanced information is
key to enhancing public confidence and balance.
The ability to create proactive strategies which link to the Five Great Goals and straddle cross government priorities will
be key to both the management of risk and taking full advantage of the skills reflected in the Bureau team and opportunities
to serve and inform citizens. There will be communications research, planning, input into major submissions and policies so
that proactive strategies can be developed.
Some of the strategies we will employ include:
- Supporting the evolution of resources in key areas of government such as health care, ActNow, energy and mines, Aboriginal
issues, the Olympics, regional and corporate communications and strategic planning;
- Creating opportunities for cross-communication/promotion between ministry priorities and programs; and
- Expanding use of e-services in support of cross government initiatives and/or themes (e.g., Crystal Meth, ActNow BC, etc.).
Supported by 216 FTEs and $36.633 million, the Bureau has four functional areas, each of which has specific responsibilities
for the provision of programs and services.
- Communications Services
Provides direction, advice and staff to support the communications needs of ministries. Teams of communications professionals
are assigned to, and co-located with, each ministry. Services include provision of fact-based information, corporate communications,
communications planning, media relations, news releases, speech writing and on-site support for ministry events. This area
is supported by 148 FTEs, across 19 ministries.
- Communications Support Services
Provides a wide range of communications support services to communications staff assigned to ministries. Services provided
include logistical support, writing and graphic design services, event management, online clipping service, media monitoring,
videography, technical support to the Press Theatre in the Legislature and developing online applications in support of new
initiatives. This area is supported by 39 FTEs.
- Strategic Planning and Corporate Communications
Provides direction and support in the provision of government strategic communications planning and the development and
implementation of marketing programs and public information and awareness campaigns and projects. This area is supported by
7 FTEs.
- Executive and Support Services
Provides strategic leadership and a full range of support services (business planning, recruitment, retention and development
of Public Affairs Bureau staff, budget management, financial reporting, contract administration, accounts payable processing,
information systems planning and administration, procurement services, facilities planning, and records administration) that
contribute to the success of all functional areas. This area is supported by 22 FTEs.