Output 4.4—Government communications

Page Index

• Feedback on performance
• Key results
• Administered item—Media Commissions Special Account

Feedback on performance

Feedback from the Chairman of the Ministerial Committee on Government Communications (MCGC) and from the Prime Minister’s Office on the support and advice provided by the Government Communications Unit (GCU) was positive.

Feedback on AUSPIC services indicated an ongoing high level of client satisfaction.

Output 4.4 was assessed as having provided effective and timely communication support and coordination services.

Back to top

Key results

Although the workload of the GCU remained heavy during the course of the year as a result of a continuing high level of communications activities, the unit 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 and advice on individual information campaigns to the MCGC. It supported departments and agencies by advising 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 30 occasions during the year and considered 24 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 2004–05. The most important were those associated with Australian Defence Force Recruitment ($14.3 million), Super Choice ($11.3 million), National Illicit Drugs ($7.1 million), National Security ($6.6 million), and Quarantine Matters! ($3.6 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 MCGC was advised of such cases and obtained waivers to the seven-day rule from the chairman where appropriate.

During the year, the unit facilitated and organised eight seminars and workshops on communications and media issues. They were attended by some 482 staff from 49 departments and agencies, and the GCU and individual presenters 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 ten months. Both contractors recorded good levels of satisfaction.

In 2004–05, approximately $137.7 million in advertising expenditure was placed through the CAS, which included advertising by eligible organisations including Australia Post, numerous statutory authorities and the Australian Capital Territory and Northern Territory governments. 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.

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 demand for its services. Its trading activities resulted in a small surplus for the year.

Administered item—Media Commissions Special Account

The funds in the Media Commissions Special Account are used to pay for activities performed by media agencies, advertising agencies and related agencies, and for related incidental activities. Revenue to the account is derived from the commission paid by the media to the Australian Government when it places its advertising.