Annual Report 2003-04 - The Department of the Prime Minister and Cabinet

Page Index

Qualitative assessment
Quantitative assessment
Key results
Administered item

Qualitative assessment

Output 4.4	Performance indicators
Coordination of government communications, including management of the Central Advertising System (CAS).	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). Degree of satisfaction with the CAS among clients of the master placement agencies.
Provision of photographic and related services by AUSPIC (the government photographic service).	Degree of customer satisfaction with AUSPIC services.
	Cost of outputs—$5.2m

Methodology

The First Assistant Secretary, People, Resources and Communications, clears the agenda for each meeting of the Ministerial Committee on Government Communications (MCGC) with the chairman, Senator the Hon Eric Abetz. 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.

Quantitative assessment

Output 4.4 targets	Results
Timeliness Maximise compliance with the requirement that agenda papers be provided by departments and agencies seven working days prior to an MCGC meeting.	Papers were provided to the committee prior to each meeting. Where papers were not able to be provided in accordance with the requirement, the MCGC was advised and waivers were granted.
Quantity On the basis of recent experience, the GCU would expect to organise and coordinate 45 meetings of the MCGC covering 25 public information activities in 2003–04.	During 2003–04 the GCU organised 46 MCGC meetings, covering 30 public information activities.
Price Achievement of a break-even financial position from trading activities by AUSPIC.	Trading activities resulted in a small surplus.

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 advice on 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 46 occasions during the year to consider 30 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 2003–04. The more important information activities were those campaigns associated with Australian Defence Force recruitment ($16.6 million), Medicare ($ 16 million), New Apprenticeships ($9.3 million), the Pharmaceutical Benefits Scheme ($8.4 million), and eliminating violence against women ($6.5 million).

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 consistently advised the MCGC of such instances and obtained waivers to the seven-day rule from the chairman where appropriate.

The GCU facilitated and organised 11 seminars and workshops on communications and media issues. They were attended by some 441 staff from 27 departments and agencies. GCU received positive feedback from attendees.

Media issues

Customer satisfaction surveys were undertaken for both master media placement agencies (Universal McCann for campaign advertising and hma Blaze for non‑campaign advertising). Both contracts commenced on 1 December 2002 and cover a period of three years and 10 months.

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. In 2003–04 approximately $143 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—particularly in the area of digital photography, which provides flexibility and quick turnaround for its clients.

Administered item—Media Commissions Account

The funds in the Media Commissions Account are used to remunerate the Commonwealth’s contracted master media placement agencies—and, if required, any creative advertising agencies—for the placement of Australian Government advertising. Funds are derived from the commission paid by the media to the Commonwealth when it places its advertising.

Table of Contents

Output 4.4—Government Communications