Guidelines for Communications
Information in Memoranda to Cabinet |
| November 2004 |
All Memoranda to Cabinet (MC) must include:
- a brief overview of the Communications Plan in the Ministerial Recommendations section of the MC; and
- a Strategic Communications Plan (one page maximum) as an Annex to the Ministerial Recommendations section of the MC.
BRIEF OVERVIEW OF THE COMMUNICATIONS PLAN
MINISTERIAL RECOMMENDATIONS SECTION
MEMORANDUM TO CABINET
Click on the image below to access the full template of the Ministerial Recommendations section of the Memorandum to Cabinet (you will have to scroll down on the page).
ANNEX A
STRATEGIC COMMUNICATIONS PLAN
(One page maximum)
This plan should be prepared (in template format) by the Communication Branch in consultation with the Memorandum to Cabinet’s (MC) drafters. The MC drafters should contact their Communication Branch at the earliest stages of the drafting process so that:
- communications advice is integrated from the very beginning of the policy development process;
- communications officials can, when appropriate, take part in interdepartmental meetings; and
- the communications plan can be drafted in parallel to the MC drafting process.
1. COMMUNICATIONS GOALS
State precisely what goals are to be achieved through the communications plan. |
2. LINKS TO GOVERNMENT MESSAGES AND CAMPAIGNS
Indicate what links will be made between this initiative and the government’s agenda, priorities or overall messages. If appropriate, signal any apparent inconsistencies and show how these will be managed. Indicate what consultation/horizontal coordination is taking place with other departments (if applicable) and whether communication activities can be integrated into any major campaigns or other major initiatives currently underway in your department or in other departments.
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3. PUBLIC ENVIRONMENT ANALYSIS
Provide an assessment of public opinion and expected media reaction to identify risks and/or opportunities.
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4. KEY MESSAGES
Provide the three or four key messages using clear, succinct language
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5. TARGET AUDIENCES AND REACTIONS
Identify the two or three key target audiences and their expected reaction to the initiative. State which aspects of the initiative will be accepted, which will be criticized, and by whom.
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6. REGIONAL AND PROVINCIAL ISSUES
Highlight any regional or provincial sensitivities related to the initiative, and indicate how they will be addressed. Indicate possible roles for regional ministers and MPs.
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7. COMMUNICATIONS APPROACH AND TACTICS
- Indicate whether the approach is proactive/reactive, low/high profile, national/regional.
- Summarize key roles (e.g. lead minister, other ministers, MPs, partners).
- Summarize vehicles, tools, and evaluation methods.
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8. BUDGET
Indicate what portion of the source of funds identified in the Ministerial Recommendation section of this MC will be used to implement the communications plan, to achieve its stated objectives.
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