Premier's Communications Advisory Group

In reply to Mr MARSHALL (Dunstan—Leader of the Opposition) (28 July 2015). (Estimates Committee A)

The Hon. J.W. WEATHERILL (Cheltenham—Premier): I have been advised:

The role of the Premier's Communications Advisory Group (PCAG) is to ensure a strategic, coordinated and accountable approach to the government of South Australia's extensive and diverse range of external marketing communications activities.

The desired outcome is effective communication that achieves the stated objectives and presents all agencies and activities of the government to the community in a consistent and cohesive manner.

All external marketing communications activities are subject to PCAG approval prior to release into the public domain. PCAG evaluates each submission on the basis that the activity:

Is strategically sound with clear objectives, suitable media selection to reach the identified target audience(s) and a budget appropriate to achievement of the desired outcomes.

Has an appropriate and measurable evaluation methodology developed prior to the launch of the activity.

Is consistent with government policy and strategic priorities.

Complies with all government marketing communications guidelines and policies.

The PCAG approval process varies depending on the total value of the activities. PCAG has delegated approval to Government Communications Advice, DPC, for marketing communications activities with a budget up to $200,000 in total (including creative production and media advertising expenditure). This streamlines approval for low level and repeat activity.

Additionally, PCAG has delegated approval of functional advertising exemption requests (from the functional advertising guidelines outlined in the whole of Government Marketing Communications Guidelines) to Chief Executives (or an equivalent position in a Statutory Authority/Government Business Enterprise).

PCAG includes a membership of five (5), comprising:

Director, Government Communications, DPC. (Chair) (due to an internal vacancy, it is currently Executive Director, Strategic Engagement and Communications, DPC)

Communications Consultant, Government Communications Advice, DPC

Premier's Delegates (2)

Senior Government Communications Peer.

All positions are ongoing, excluding that of the Senior Communications Peer (which is appointed for a term of 12 months).