COMMUNICATIONS ALBERTA PUBLIC AFFAIRS BUREAU REVIEW COMMITTEE REPORT SEPTEMBER 2005 DRAFT August 29, 2005 - NOT FOR DISTRIBUTIONCommunications Alberta Public Affairs Bureau Review Committee Report 2005 ‘September 12, 2005 ‘On May 26, 2005, Premier Ralph Klein asked Calgary West MLA Ron Liepert to lead a three-person committee to review the mandate, resources, services and governance model of the Alberta Public Affairs Bureau (PAB). Other members of the PAB Review ‘Committee are Ms. Judith Dyck of Edmonton, an independent communications consultant, and Mr. Crosbie Cotton of Calgary, former journalist and subsequently Editor In Chief of the Calgary Herald. At the time, Premier Klein said that effectively communicating with Albertans is among the most important things the Alberta government does. “I want to make sure that we are getting it right. There are many very dedicated people working hard on behalf of Albertans in the Public Affairs Bureau. It is an organization that was established in the mid-1970s. Communication has changed since that time and it's time to reflect and ensure that we continue to have the best structure to meet today’s challenges.” The mandate of the review committee was as follows: 1) To review the mandate/mission of the PAB to ensure its relevance to the current government and communications environment; 2) To determine whether the financial resources of the PAB are properly distributed to achieve maximum effect; 3) To ensure that the services offered by the PAB continue to meet the needs of its various client groups, including the public; and 4). To review the PAB organization structure and governance models. The Committee conducted extensive interviews in Alberta and across Canada with ‘communication experts both within and outside government. It found Alberta has not kept pace with an ever-changing, constantly fragmenting communications world where the thirst for information has soared since the Public Affairs Bureau was formed three decades ago. Effective communication is not propaganda: itis the bridge of understanding between a Government and the people it was elected to lead and serve. The committee is recommending the Public Affairs Bureau be transformed into Communications Alberta, and that human and financial resources be restructured and allocated in alignment with the changing information needs of the people Government was elected to serve. The need for effective communication is more critical now than. ever before. Respectfully submitted, Ron Liepert Judith Dyck Crosbie Cotton MLA, Calgary West (DRAFT August 29, 2005 - NOT FOR DISTRIBUTION)Communications Alberta Public Affairs Bureau Review Committee Report 2005 OVERVIEW Alberta stands today in the most enviable position of any jurisdiction in modern Canadian, if not North American, history. Rock solid financially, addressing economic growth and prosperity challenges with aplomb, Alberta with its recently achieved debt free status is poised for ever increasing national and international leadership and is already receiving intense scrutiny. Albertans have built an activist province, supportive of progressive change yet caring of those less fortunate. Ready and willing to boldly build an even more prosperous, sustainable future for its people, high quality family life and the strong governments that are its historic hallmark. Albertans do not shy from the “Big Idea.” Yet, increasingly, the Government finds itself in reaction — not leadership mode, and unnecessarily criticized Communicating the vision, strategy, policies and programs is now more critical than ever before. Vulnerable to national and international forces, Alberta must significantly increase capacity to openly and effectively communicate with its people, the rest of Canada and the world. Its intentions, its aspirations, its future, must come into focus and be understood by Albertans, the rest of Canada and beyond. This need for quality communication must not be misinterpreted as simply more effective media relations. In an ever changing dynamic electronic world, media relations is important, but today’s audience is fragmented and sophisticated and becoming more so every day. The Province cannot be adequately served by short term tactics or simply making announcements at news conferences in the Alberta Legislature Building With scores of modem communication channels both available and in use, Alberta must in focused fashion use all available means to engage all stakeholders in their future. For ‘example, the visionary decision to create the almost complete Alberta Supernet now provides the province with the unique ability to much more easily communicate with all Albertans —this and other means of providing information and gathering input have enormous potential, Effective communication is a science, and cannot be left to chance. Effective communication is not propaganda: itis the bridge of understanding between a Government and the people it was elected to lead and serve. It is the main method Albertans use to fully access Government services, and better understand the province's future direction. Government has both strategic and public service/program communication needs. Both must be accepted, understood, and coordinated. Both must be adequately resourced (DRAFT August 29, 2005 — NOT FOR DISTRIBUTION)