Program Support Section
The mandate of the Program Support Section is to provide division-wide and cluster-wide program support services through direct service delivery, oversight, consultancy, internal control and compliance activities. The two principal support functions are Program Review and Communications.
Program Review
Program Reviews enable effective and efficient operations. Reviews are conducted in support of operating divisions’ priorities, considering cluster and corporate wide strategic goals and objectives to identify, anticipate and manage emerging issues and challenges. Reviews are done in collaboration with stakeholders to identify flexible solutions that are responsive to evolving needs towards implementation of solutions and monitor results towards follow up and additional action as needed.
Communications
The Communications Unit provides a wide range of professional communications support services to the Programs within Social and Community Services (formerly known as Cluster A). These include program-specific communication planning/implementation, issues management, media relations, writing, reviewing and editing written communication materials, advertising/promotion and event support. These functions are linked directly with the CMO's Strategic Communications Division's protocols, processes and practices ensuring a corporate-wide and strategic lens is applied and implemented in any communication activities.
Manager:
John Gosgnach
416-392-8386
jgosgna@toronto.ca
The following is a detailed overview of the communications support services provided by the unit:
Communication Planning / Implementation - assisting with the integration of communication planning into the annual business planning and budgeting cycle. The unit develops and executes annual and project-specific communication plans that support the operational and strategic objectives of the Programs within Social and Community Services. All plans ensure that stakeholders receive timely, accurate, clear, objective and complete information – in plain language – about policies, programs, services and initiatives.
- Identifying program communication needs, opportunities and challenges
- Developing an overall strategy that defines the communication goal and establishes communication objectives
- Selecting and implementing communication tactics and timing, including the identification of internal and external stakeholders, and key spokespersons within a pre-determined budget
- Producing a positioning statement with key messages
Issues Management – assisting the Programs within Social and Community Services to address issues that challenge the public’s sense of appropriateness, tradition, values, safety, security or the integrity of the organization.
- Environmental scanning, issue identification, analysis, crisis prevention and issue resolution
- Developing and executing communication plans with active strategies
- Producing and distributing briefing notes
- Producing and distributing media materials
- Preparing spokespersons for interviews and presentations
- Providing on-site media relations support
Media Relations - maintaining positive relations with the local, national and international news media to promote public awareness and understanding of municipal government policies, programs, services and initiatives.
- Operating the Parks, Forestry and Recreation Division Media Line
- Responding effectively to media calls in a 24/7 news environment
- Preparing spokespersons for media interviews
- Maintaining a network of media contacts
- Utilizing a variety of proactive communication tools including news releases, news conferences, background or technical briefings, and audio-visual presentations
- Designing news media campaigns that address the diverse cultural, ethnic, religious and economic attributes of the target audiences
- Systematically monitoring, analyzing and reporting on media coverage to identify and manage negative stories and contentious issues
Writing, Reviewing and Editing - providing the Programs within Social and Community Services with writing, reviewing and editing support for a wide variety of internal and external communications that utilize diverse channels including:
- Executive communications such as speeches, presentations and briefing notes
- Employee communications such as newsletters, bulletins and manuals
- Media materials such as advisories, news releases and backgrounders
- Internet and Intranet copy and exhibits
- Advertising materials for broadcast, print and other media
- Promotional materials such as invitations, flyers and programs
- Annual reports, booklets, catalogues, brochures and handbooks
- Gathering and collating relevant program information
- Employing positive constructions and an active voice
- Ensuring timeliness, accuracy, clarity, objectivity and completeness – in plain language
- Employing multiple formats to accommodate diverse needs
- Ensuring that materials depict the diverse nature of the city in a fair, representative and inclusive manner
- Analyzing the readability of the text
- Checking spelling, punctuation and grammar
Advertising & Promotion- designing promotional materials for broadcast, print and other media to inform, persuade and remind current and potential stakeholders about municipal government policies, programs, services and initiatives.
- Defining the communication goal (desired response), knowledge/belief/behaviour objectives, promise (single most important performance or emotional reward)
- Identifying the target audience, conducting environmental scans of consumer preferences and opinions and creating an appropriate message
- Working with Design, Print and Mail Section of Clerks Division to develop appropriate creative graphics for the promotion
- Selecting and purchasing appropriate media and promotional tools
- Developing an appropriate budget to meet the intent of the advertisement/promotion
Event Support - providing communications and media relations support for special events including: ribbon-cutting ceremonies, openings/re-openings, naming ceremonies, anniversaries, annual events, launches, tours, briefings, conferences, open houses, presentations, meetings, celebrations, rallies, symposiums, and promotions.