| Output 4.3 Government Communications | Performance indicators |
| Coordination of government communications, including management of the Central Advertising System (CAS). | Quality: The degree of satisfaction of the Chairman and members of the Ministerial Committee on Government Communications (MCGC) with the advice and secretariat support provided by the Government Communications Unit (GCU).The degree of satisfaction with the CAS among clients of the master placement agencies. Quantity: On the basis of recent experience, the GCU would expect to organise and coordinate 50 meetings of the MCGC covering 25 public information activities in 2001–02. Timeliness: The GCU aims to maximise compliance with the requirement that agenda papers be provided by departments and agencies seven working days prior to an MCGC meeting. |
| Provision of photographic and related services by AUSPIC (the government photographic service). | Quality: The degree of customer satisfaction with AUSPIC services. Price: Achievement of a break-even financial position from trading activities by AUSPIC. Cost of Outputs – $2.6m |
Qualitative assessment
Methodology
The First Assistant Secretary, Government Communications, meets with the Chairman of the Ministerial Committee on Government Communications (MCGC), the Special Minister of State, Senator the Hon. Eric Abetz, before each meeting of the MCGC. At the conclusion of each meeting he receives feedback from the chairman and committee members. The First Assistant Secretary also meets regularly with representatives of the Prime Minister’s Office to review performance in relation to specific issues.
AUSPIC (the government photographic service) meets regularly with its clients to monitor service standards.
Feedback
Feedback from both the Chairman of the MCGC and the Prime Minister’s Office on the performance of the Government Communications Unit (GCU) in the provision of support and advice to the MCGC was positive.
Feedback on AUSPIC services indicated an ongoing high level of client satisfaction.
Key results
The workload of the GCU remained heavy during the course of the year as a result of a continuing high level of communications activities. Notwithstanding the level of the workload, the GCU continued to provide a full range of analysis, advice and support to the MCGC, the Prime Minister, the departmental Executive and departments and agencies.
Demand for AUSPIC services remained high and customer requirements continued to be met.
Ministerial Committee on Government Communications
The GCU provided strategic communications advice as well as advice on individual information campaigns to the MCGC. It supported departments and agencies by providing advice on communications arrangements, including research, public relations and advertising. The GCU also managed the Central Advertising System (CAS), which delivers a reliable and cost effective media placement service for departments and agencies.
The MCGC met on 36 occasions during the year to consider 22 information activities and other matters put to it by departments through the GCU. The frequency of meetings reflected the number of significant information activities undertaken by the Government in 2001–02. The more important information activities were those associated with the implementation of Australian Defence Force recruitment ($28.7 million), private health insurance gap cover ($6.8 million), citizenship ($3.4 million) and the work-for-the-dole programme ($3.1 million).
The GCU facilitated and organised 14 seminars and workshops on communications and media issues. They were attended by some 778 staff from 36 departments and agencies and received positive feedback from attendees.
There were instances when the GCU was not able to obtain papers from departments and agencies seven days in advance of MCGC meetings. However, the GCU did consistently advise MCGC of such instances and obtained waivers to the seven-day rule from the chairman where appropriate.
The GCU’s negotiations with the media on advertising rates, terms and conditions achieved outcomes for the CAS that were significantly better than the standard rates offered. The third annual survey of customers’ satisfaction with the performance of the master placement agencies indicated broad satisfaction by customers with the services provided by the agencies. In 2001–02 approximately $114 million in advertising expenditure was placed through the CAS.
Photographic services
AUSPIC operates on a cost-recovery basis to provide photographic services to the Government, the Parliament, senators and members. AUSPIC continued to meet the continuing high rate of demand for its services.
Administered items
Media Commissions Advance Account
The funds in the Media Commissions Advance Account are used to remunerate the Commonwealth’s contracted master media placement agencies – and, if required, any creative advertising agencies – for the placement of Commonwealth Government advertising. Funds are derived from the commission paid by the media to the Commonwealth when it places its advertising.
| Contents | Secretary's Review | Portfolio and Departmental Overview
|
| Report on Performance
| Corporate Governance |
| Coolum
CHOGM | Appendixes | Financial Statements |
| Glossary | Subject Index
|
(c) Commonwealth of Australia 2002
