It’s an up [Parliament] Hill Battle

Op Ed
Peter Turkington
CCM 702 – Section BB 

February 12, 2004

In today’s ever changing world, communicators in the public sector are facing a host of challenges.  In many cases, they are dealing with a more informed and cynical public than in the past; a public that no longer accepts the government position without question.  Thanks to 24-hour news stations and the Internet, people are more inclined to think to themselves: Why bother voting?  Why should I speak out?  What difference will it make?  Am I better off looking after my interests; goodness knows the government doesn’t seem to.

Government communications staff also face the challenge of communicating in a post 9/11 environment.  It is an environment where constant attention is paid to the threat of terrorist attack.  What level of alert are we to be at this week?  Not to mention the calls, emails and faxes from news outlets requesting information on when the government will increase defense spending and replace the army’s ailing equipment.

But that’s not all, not even close.  Those that handle communications for the public sector must also consider the effects of globalization.  Decisions made in Canada and how they are communicated can have lasting effects on trade partnerships.  The ramifications of what appears to be a local decision can be felt on the other side of the world…or just next-door.  Think of the softwood lumber dispute.  The importance of the big picture cannot be over stressed.

Public relations practitioners working on behalf of the government must have a strong grasp of government policy and international relations experience.  They must be able to respond to contemporary and developing issues.  They must also be involved in strategic and tactical planning in order to accurately present the governments priorities and foster a favourable economic climate.

Government communications staff have the responsibility to create a dialogue with the public.  They must work to provide the public with an understanding of what the government is doing on their behalf.  But it doesn’t stop there…they must also feed the public’s concerns back to policy makers for action on Parliament Hill.

And, we mustn’t forget.  It is an election year.  So the government’s communications staff must work doubly hard to pursue media outreach at the local, regional and national levels.  They must make sure that the government’s plans for public sector and democratic reform are made public while dealing with the fallout from scathing reports from the Auditor General on numerous counts of mismanagement.  A positive face must be put on why Canada has been left out of contracts to rebuild Iraq.  Relationships with Western Canada still need to be rebuilt…not to mention that with the United States.  Oh, so much to do and so little time.

Considering all that communicators in the public sector do, and the bureaucracy within which they must work, they really must be commended for their efforts.  However, there is a way to make their jobs easier.  We as Canadians must elect representatives who are dedicated to smaller, efficient, responsible and ethical governance.  Then, and only then, will public sector communicators be able to facilitate a true dialogue between the public and national leaders.