Public Affairs Bureau
Goals, Objectives, Strategies and Performance Measures
Goal 1: Citizens are informed of government policies, programs and services
British Columbians will be informed of the programs and services provided by government and understand the challenges the government faces by providing information through a variety of sources including Members of the Legislative Assembly, media, public events and forums, public policy studies, factual public information and awareness initiatives as well as a variety of communications support materials.
Objective 1: Communication of information that is timely, relevant and readily accessible
Ensuring all British Columbians receive information that is timely, relevant and readily accessible regarding government policies and programs is essential to informing British Columbians of the programs and services available from government and the decisions taken by government on their behalf.
Strategies
- Communicate 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 (for example, partnerships with the public or private sectors to distribute information);
- Expand use of e-services in support of cross government initiatives and/or themes (for example, ActNow BC electronic call to action, crystal meth electronic call to action, tips and tools, or the B.C. tourism campaign for bookings, etc.); and
- Support the development of resources in key areas of government such as health care (including ActNow BC), advanced education, budget, forest fire prevention, crystal meth, tourism, problem gambling and Climate Action.
Performance Measures 1 and 2:
Government’s ability to communicate information to the public that is timely, relevant and readily accessible can be measured by ensuring that evaluation mechanisms are included in major communications plans/campaigns and by undertaking performance monitoring activities.
| Performance Measures | 2007/08 Baseline | 2008/09 Target | 2009/10 Target | 2010/11 Target |
|---|---|---|---|---|
| Percentage of major communications plans/campaigns with evaluation mechanisms. | 100% | 100% | 100% | 100% |
| Percentage of clients who rate services at satisfactory or above. | 100% | 100% | 100% | 100% |
| Data Source: Customer consultation. |
Discussion
- Major campaigns are defined as significant province wide programs, new cross ministry, or high strategic priority plans/campaigns identified throughout the course of the year.
- Corporate communications is responsible for tracking which campaigns have evaluation mechanisms in place and to calculate the percentage in place at the end of fiscal year. A baseline is established at 100 per cent — target for future years will be to maintain this level.
- A customer satisfaction rating is established by conducting interviews, with Ministers and Deputy Ministers. A 30 per cent sample rate (equivalent to six ministries) is established and the rating is calculated by dividing the number of ratings at “Satisfactory” or better by the number of interviews conducted. A baseline is established at 100 per cent — target for future years will be to maintain this level.
Goal 2: Government communicates in an open and transparent manner
Provide citizens with the information they need to understand the challenges faced by government related to the policy decisions taken on their behalf.
Objective 1: Communication of government’s policies and programs to the public
Ensuring all British Columbians have access to or receive consistent factual information regarding government’s policies and programs is essential to informing citizens of government planning decisions and accomplishments; allowing citizens to form opinions based on fact and allows for informed public debate on decisions taken.
Strategies
- Reach out to ethnic communities/press and clients of government programs and services (such as seniors, small business operators, families, etc.);
- Make information more accessible in grassroots communities and to international media through innovative technologies and stakeholder relations; and
- Provide factual information to the media to ensure the public receives the information needed to develop informed opinions and allow for informed public debate on decisions taken by government.
Performance Measure 3: Provide initial response to media within one hour of enquiry or within media deadline
Government’s ability to communicate factual information to the public can be measured by response to media enquiries.
| Performance Measure | 2007/08 Forecast | 2008/09 Target | 2009/10 Target | 2010/11 Target |
|---|---|---|---|---|
| Provide initial response to media within one hour of enquiry or within media deadline. | 97% | 97% | 97% | 97% |
| Date Source: PAB Communications Offices. |
Discussion
- Communications Offices monitor response times which are analyzed and rolled up on a monthly basis.
- Based on year-to-date results at February 28, 2007, a notional target of 97 per cent was established for 2007/08.
- PAB responds to approximately 10,000 media enquiries each year.
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