Purpose
     • Engage the Agency in creating a Corporate 
       Strategic Communications Plan for Statistics 
       Canada that will establish strategic direction and 
       priorities
        -  Communications is fundamental to achieving 
          business objectives
        - Communications is a shared responsibility
        - Having a strategic plan is a requirement under 
          the Government’s Communications Policy
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        Our business is communications
      •  The statistical process:    
          - An ongoing communication with Canadians:  asking 
            questions, receiving responses, analyzing data, 
            communicating results back to Canadians
      •  Communications:    
          - Two-way dialogue 
          - Includes vast repertoire of skills: from planning 
            (listening and understanding audience needs) through 
            to delivery and evaluation
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            Examples of major activities
     Consultation processes
     Survey collection activities/respondent relations
     Publications
     Marketing, promotion and outreach
     Dissemination 
     Media relations
     Departmental reports 
     Internal communications
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            Managing communications
     Three-part approach:
     • Develop strategic communications plan
     • Establish framework for managing communications – 
       roles and responsibilities (ensures better co-ordination, 
       resource planning)
     • Engage management through presentations to various 
       committees to provide strategic direction and feedback 
       on major communications issues
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                  What is strategic plan?
     • A document that:
        - Helps us understand environment in which we operate
        - Sets out communications goals and priorities (1-3 
          years out)
        - Establishes performance measures and risks
        - Broadly owned – based on consultation
     • Not an operational plan with specific actions
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