The Government of Canada Policy on Communications and Federal Identity

By: The Government of Canada Communications Community Office with excerpts from Canada.ca

The Policy on Communications and Federal Identity (the Policy) governs how we communicate. It contains the fundamental concepts and principles for how the Government of Canada (GC) communicates with the public about policies, programs, services, and initiatives, including the use of the GC’s official symbols.

You’ve probably heard about doing a plain language review, translating your products into both official languages, making sure that communications tactics are accessible and inclusive, or ensuring that imagery reflects the diversity of the Canadian population. You may also have been reminded about communications needing to be objective, factual, and non-partisan. Not only are these principles best practices in communications, but they are also entrenched in the Policy.

One of the Policy’s goals is to ensure that communications within and across departments are well coordinated and integrated into all government operations. Communications is a shared responsibility that requires the collaboration, support, and cooperation of people within individual departments, throughout government as a whole, and across the country. But how does this happen? The Policy states that deputy heads within a department are responsible for designating a senior official as head of communications to manage communications and corporate identity. This requirement ensures that communicators are at the table with their partners from other areas of government, such as policy and program branches, right from the start of a project.

The Policy also requires departments and agencies to ensure that communications are timely, accurate, and clear, that the government engages with Canadians by considering their diverse views and interests, and that the government uses innovative methods to communicate about policies, programs, services, and initiatives. This means using a variety of media and platforms to maximize reach and accessibility, including looking for innovative ways to use technology.

There is a good chance you have also heard or read about the Federal Identity Program or FIP. The FIP governs how the GC’s official symbols are applied to communication products. As stated in the Policy, Communications about GC programs, services, activities, initiatives, and assets need to be clearly identified in Canada and abroad.

The Treasury Board of Canada Secretariat has updated key areas of the Federal Identity Program Manual. These updated areas have been combined into the new Design Standard for the Federal Identity Program. The Design Standard includes core design elements and how to apply the official symbols to communications products. It will gradually be updated to include signage, vehicle markings, and other areas and will eventually replace the Federal Identity Program Manual, which has not been fully updated in over 30 years.

Lastly, the Policy is supported by the Directive on the Management of Communications, which includes rules for managing and coordinating communications. It also contains mandatory procedures for advertising, public opinion research, social media, and Web communications.

Below are some of the core principles to keep in mind when planning and executing communications work. Please consult the Policy for a full list of requirements.

• Using both official languages
• Ensuring communications are non-partisan
• Using accessible and plain language
• Ensuring a diversity of views
• Using innovative and online tools to reach Canadians
• Tailoring messages to audiences
• Collaborating within departments and with the whole of government
• Applying the FIP consistently
• Applying the Standard on Web Accessibility
• Incorporating open government principles
• Ensuring you have approvals (communication plans and products)
• Monitoring and analyzing the public environment
• Collaborating with the Privy Council Office
• Working with regional offices to meet objectives
• Aligning communications products or tactics with business objectives
• Responding to multi-ethnic and Indigenous needs
• Ensuring cost effectiveness, evaluating effectiveness
• Respecting privacy (Privacy Act) and security needs

Now that you have a better understanding of the Policy’s importance, please read and bookmark the following communications policy, directives and procedures:

• Policy on Communications and Federal Identity
• Directive on the Management of Communications
• Procedures for Publishing
• Federal Identity Program Manual
• Design Standard for the Federal Identity Program
• Mandatory Procedures for Advertising
• Mandatory Procedures for Public Opinion Research
• Mandatory Procedures for Social Media and Web Communications

References

1. Government of Canada. (2019, August 10). Policy on Communications and Federal Identity. Retrieved June 23, 2022.
2. Government of Canada. (2021, December 13). Directive on the Management of Communications. Retrieved June 23, 2022.
3. Government of Canada. (2015, September 2). Federal Identity Program Manual. Retrieved June 23, 2022.
4. Government of Canada. (2022, March 23). Design Standard for the Federal Identity Program. Retrieved June 23, 2022.