The Challenge
As a first priority of the new Clerk of the Privy Council, Public Service Renewal (PS Renewal) was launched as a vehicle to advance objectives of recruiting fresh talent, retaining specialized workers, enhancing levels of validated competencies and promoting strong public service values both within and outside the Government of Canada.

Ingenium Communications was selected by the Public Service Human Resources Management Agency of Canada (PSHRMAC) to develop a Strategic Communications Approach. Working in tandem with an Assistant Deputy Minister's (ADM) Task Force created for the initiative, Ingenium was tasked with developing a high-level document that would build on the thought leadership and direction of the Task Force, while testing messaging and positioning statements that would be refined during the course of the initiative. This level of immediacy and contact with an ADM steering group was quite unusual and added a significant level of complexity and risk to the project.

The Solution
Guided by Ingenium Communications' proprietary tool, the Results Map™ - a proven methodology designed to deliver measurable results - Ingenium developed a strategic communications approach that was a recommended road map to provide strategic communications direction. The approach was designed to ensure that the positioning of PS Renewal contributed fully to reaching the long-term objectives of the program's evolution toward enhancing public sector excellence, teamwork and leadership. The project encompassed the following:

• A highly consultative process, including a focused consultation with 20 participants and a workshop with the Director Generals of Communications representing the 14 Deputies participating in the Deputy Minister Renewal Committee.
• An in-depth review of background documentation including internal documentation, media coverage and speeches, and an extensive best practices literature review of relevant case studies from Ontario, Australia and the United Kingdom.
• Extensive research and analysis including a review of existing work conducted as part of a PS Renewal Engagement Strategy in order to ensure a coordinated, coherent approach.
• Development of effective messaging - a strong value proposition message supported by a detailed message architecture. The concept was to propose tailored messaging designed to be specifically relevant and resonant for each of the key priority audience segments.
• A results-based management approach was integrated in the Approach, which is strongly rooted in measurable objectives and associated performance indicators.
• Validation against the Government of Canada Communications Policy to ensure full compliance including, but not limited to the Policy's specific provisions with respect to roles and responsibilities, official languages, public opinion research and accessibility.