Government Advertising and Communications

Transcription

1 Government of Western Australia Department of the Premier and Cabinet Government Advertising and Communications 2014 This document provides public sector agencies direction and guidance in the planning, development and ongoing management of government communications. Guidelines Date of Issue: November 2014

2 Table of Contents 1. Introduction Premier s Circular Purpose Independent Communications Review Committee Key Objectives Purpose Membership Role Government Communications Unit Government Departments Advertising and Communications Process Non-campaign Advertising Definition Process Campaign Advertising Definition Advertising Limitations Requirements for WA Government Attribution Social Media Use of the State Coat of Arms and the State Government Badge Further Information... 7 APPENDIX

3 1. Introduction Government agencies use advertising to effectively communicate to the public their rights, duties, responsibilities and entitlements. The Western Australian Government aims to ensure that advertising and communications across all agencies are effectively managed and responsive to the needs of the public. Advertising is regarded as an integral part of the communication activities undertaken by government agencies. The Advertising and Communications Guidelines aim to assist government agencies achieve value for money and efficiency in the delivery of advertising and communications. These Guidelines must be read in conjunction with the Government Advertising and Communications Policy. 2. Premier s Circular The Government Advertising and Communications Policy and Guidelines have been produced in support of the Premier s Circular 2014/03 and states that: All public sector agencies other than those listed in Schedule 1 of the Public Sector Management Act 1994 must comply with the Government Advertising and Communications Policy and Guidelines. All Government communications must be approved by the Department of the Premier and Cabinet. Please refer to the Premier s Circular Government Advertising and Communications Policy. 3. Purpose The Advertising and Communications Guidelines aim to provide a framework for government advertising and communications and provide direction and guidance to agencies on matters that include avoiding misuse of public funds and on preventing campaigns being used to send political messages. All government agencies are to encompass the principles that should be observed in the planning, development and ongoing management of government communications and applies to: advertising; communications; marketing and promotion; events; merchandising/promotional items; and signage (excluding capital works). Government Advertising and Communications Guidelines November 2014 Page 1

4 4. Independent Communications Review Committee 4.1 Purpose The Independent Communications Review Committee (ICRC) considers all aspects of government advertising and communications, which includes all forms of marketing and promotion, events, merchandising and signage (excluding capital works). The ICRC has the authority to approve or reject applications or may ask for further information. 4.2 Key Objectives The ICRC will consider the strategic objectives of individual campaign proposals and will assess campaigns and communications objectives against the following criteria: Does the advertising/communications strategy address the stated objectives? How will the Department evaluate the effectiveness of campaign outcomes? Does the application comply with Government Advertising and Communications Guidelines? Has there been any similar or related activity conducted previously and what were its outcomes? Is the method or medium of communication excessive or extravagant in relation to the objective being pursued? 4.3 Membership The Independent Communications Review Committee (ICRC) will consist of senior representatives from the Department of the Premier and Cabinet and a representative from another Government Department. Membership of the ICRC may be reviewed from time to time. A quorum will constitute a minimum of two voting members in attendance. 4.4 Role 1. Reviews the Government Advertising and Communications Policy and Guidelines. 2. Considers all applications over $40,000 for proposed government advertising campaigns, communications, marketing and promotion, events, merchandising and signage. 3. Ensures all campaign submissions have the appropriate authorisations according to monetary value categories. 4. The ICRC may require departmental or agency staff to attend the meeting to present further information regarding a proposed campaign. 5. Considers an executive summary of previous campaign evaluations as well as review any pre-campaign strategies submitted by departments or agencies. 6. Confidentiality of all discussions and submissions is maintained and recommendations will reflect a Committee decision. 7. Members are to identify any potential or perceived conflict of interest for themselves in the submissions received. The decision on the member s continued presence/participation in decisions on the submission will be made by the Committee. Government Advertising and Communications Guidelines November 2014 Page 2

5 5. Government Communications Unit The Government Communications Unit (GCU) manages the advertising and communications approval process. The GCU also: approves advertising and communication applications under $40,000. However the Manager GCU may refer any applications to the ICRC for further assessment; monitors and reports on media placement expenditure only in regard to the Master Media Services Common Use Agreement (CUA); provides advice to agencies on the Government Advertising and Communications Policy and Guidelines; provides ongoing administrative support to the ICRC; and GCU provides advice but does not develop any advertising campaigns, noncampaign material or procurement documents or participate on tender evaluation panels on behalf of any agency or the Government. 6. Government Departments Departments and agencies are required to ensure that: proposed advertising and communication complies with the Government Advertising and Communications Policy and Guidelines; ICRC approval is obtained prior to the development of any creative production, booking of media or engaging any other agencies; final advertising and promotional materials including media schedules are submitted for approval to the GCU before the campaign is launched; the advertising contains accurate information that can be substantiated; campaign costs do not exceed the approved amount in the original application. Departments/agencies will be required to seek appropriate approval (if over $40,000 seek Ministerial approval) and provide full details of any costs in excess of the approved amount; the method or medium of communication should not be excessive or extravagant advertising in relation to the objective being pursued; demonstrate the specific need being addressed by the proposed advertisement and justification for the approach taken; allow reasonable timeframes to undertake advertising with consideration of required approvals, media deadlines and cost efficiencies; applications for advertising campaigns are provided well in advance and preferably for the entire financial year; the range of advertising mediums utilised includes digital and social media. Expenditure on expensive print advertising such as brochures and flyers should be minimised; and expenditure on promotional items including banners, pens, rulers, drink bottles and free give-aways is supported with a strong business case demonstrating a clearly articulated need and value for money. Government Advertising and Communications Guidelines November 2014 Page 3

6 7. Advertising and Communications Process Please refer to Appendix 1 Application to Undertake Government Advertising, Communications, Marketing and Promotions, Events, Merchandising and Signage. Government Advertising and Communications Guidelines November 2014 Page 4

7 8. Non-campaign Advertising 8.1 Definition Non-campaign Advertising is generally short-term advertising (one-off advertisements in one or several publications such as public notice, recruitment and tenders advertising) that does not appear regularly, seasonally or as part of an ongoing campaign promoting Government services or initiatives. These advertisements can appear in Government paginated pages for public notices, recruitment and tender advertisements, however, it may also extend to other classified areas of the newspaper or publication e.g. as stand-alone advertisements, classified or lineage advertisements e.g. mining notices. The content of the advertisement defines it as non-campaign not the eventual size, positioning, creative treatment or number of insertions. 8.2 Process All bookings for government advertisements including tenders, public notices and recruitment must be booked through the non-campaign Common Use Arrangement (CUA MMS2013) Contractor s online system for creating and submitting advertisements or ed to their advertising coordinator. Templates for producing tenders, public notices and recruitment advertisements, including those appearing in other print media outside paginations, are available via the CUA Contractor s online booking system at 9. Campaign Advertising 9.1 Definition Campaign Advertising is any promotional advertising by a Government agency that typically requires significant creative input, using multiple mediums (newspaper, billboards, social media, television) and usually over an extended period of time. It is intended to educate or inform the public regarding services, products or policies. Campaign advertising can involve the engagement of a creative advertising agency to develop concepts and communication strategies, produce artwork or TV and radio advertisements and determine media schedule placements. Campaign advertising can also be developed in-house. Campaign advertising should be planned well in advance and requires longer lead-time prior to publication or broadcast. Longer lead-time is necessary to facilitate the required market research, formulate the creativity of the content and/or produce advertising material. Government Advertising and Communications Guidelines November 2014 Page 5

8 9.2 Advertising Limitations Press advertising is limited to 300 column centimetres per publication per week unless prior approval is given by the Government Communications Unit. Television and radio commercials must be limited to a 15 or 30 second duration unless prior approval is given by the Government Communications Unit to exceed 30 seconds. 9.3 Requirements for WA Government Attribution Campaign advertising by Western Australian Government agencies in all broadcast mediums must include an attribution clearly indicating that the message is endorsed and authorised by the Government of Western Australia. Broadcast mediums include, but are not limited to television, radio, cinema advertising and any on-line communications. This requirement is in addition to any applicable legislative requirement to identify or tag certain advertisements such as may apply under the Electoral Act 1907 (WA) or the Broadcasting Services Act 1992 (Commonwealth) Television At the completion of the commercial there must be a full screen graphic displaying white type on a black background: Authorised by the Government of Western Australia, Perth. Spoken by (the names of all people who speak or sing in the commercial. If the person reading the authorisation tag has not spoken previously in the commercial, he/she does not need to be identified.) No other words or graphic devices can be included on this final screen and the accompanying spoken announcement must not commence until the final graphic appears. The spoken announcement should state: Authorised by the Government of Western Australia, Perth. Where there are time constraints it is acceptable for the tag to state: Authorised by the State Government, Perth. Television Program Sponsorship Billboards: Where an Agency sponsors a particular television program, an authorisation is not required on the 5 or 10 second billboard. All television commercials must include closed captions of all dialogue. Government Advertising and Communications Guidelines November 2014 Page 6

9 9.3.2 Radio There should be a spoken announcement immediately following the commercial which states: Authorised by the Government of Western Australia, Perth. Spoken by (the names of all people who speak or sing in the commercial. If the person reading the authorisation tag has not spoken previously in the commercial, he/she does not need to be identified.) Only during election periods do all speakers need to be identified. Where there are time constraints due for example to the number of speakers or the length of the commercial it is acceptable for the tag to state: Authorised by the State Government, Perth. (No music or sound effects may accompany the voice over.) 10. Social Media The Western Australian Government supports the use of social media to enhance communication and information exchange to advertise and communicate Western Australian Government objectives. The use of social media technology undertaken by agencies should form part of a broader communications strategy in line with the agreed objectives of the agency. Please refer to the Department of Finance Social Media Guidelines for further information. 11. Use of the State Coat of Arms and the State Government Badge Advertisements produced for and on behalf of the Western Australian Government should be clearly identifiable in accordance with the State Government Badge Style Guide and requirements. Please refer to the State Government Badge Style Guide for further information. 12. Further Information Government Communications Unit Level 8, Dumas House 2 Havelock Street WEST PERTH WA 6005 For all enquiries adapproval@dpc.wa.gov.au Government Advertising and Communications Guidelines November 2014 Page 7

10 APPENDIX 1 Government of Western Australia Department of the Premier and Cabinet DPC Use Only Date Rec d: GCU CUA No: GCU/ Application to Undertake Government Advertising, Communications, Marketing and Promotion, Events, Merchandising and Signage Department/agency name Contact details Campaign title Duration Proposed media selection (indicate any regional component) Purpose and strategy Name: Work phone and/or mobile: Proposed Start Date: Proposed End Date: Provide details on separate attachment, if required. Expected outcome Provide details on separate attachment, if required. Post-campaign evaluation Proposed Campaign budget breakdown State the proposed evaluation methodology, who will undertake it and the cost. Media placement expenditure $ Creative/production component $ All other marketing/promotional costs (please itemise and attach) Sponsorship/Industry Partner Contribution $ Any external research/evaluation $ Signage $ Merchandising $ Event and function associated costs $ $ Total Campaign Budget $ Contracted creative agency Nominated media planner Nominated CUA media booking agency Government Advertising and Communications Guidelines November 2014 Page 8

11 Applications must be signed off by your manager if the total campaign budget is under $40,000 or your CEO/DG and Minister if the budget is over $40,000. Applications Under $40,000 Manager s Name Manager s Signature Date Scan and the completed application to: adapproval@dpc.wa.gov.au for consideration by the Government Communications Unit, Department of the Premier and Cabinet. Applications Over $40,000 CEO/DG s Name CEO/DG s Signature Date For applications over $40,000, after obtaining departmental sign-off, forward the application to your Minister s Media Adviser, requesting the Minister sign-off your original application, indicating their level of support for the proposed activity. Minister s Comment Minister s Signature Date Deliver to DPC s Government Communications Unit or scan and the completed application to: adapproval@dpc.wa.gov.au for consideration by the Independent Communications Review Committee, Department of the Premier and Cabinet. Government Advertising and Communications Guidelines November 2014 Page 9