ABSTRACT
Communication is a crucial component in the success or failure of public policy, including agenda-setting. This chapter reveals some of the hidden aspects of communications planning in government, and explains the news media ecosystem. To avoid media controversy, governments control the message by buying advertising on platforms that they believe will reach target audiences. The chapter examines why public officials want to control information and synthesizes literature about public sector branding. It presents a case study of the government of Canada, and discusses how internal tools are used to coordinate the repetition of strategic messaging across multiple communications channels. Examples of communication tools are identified to illustrate the political interest in spinning information, centralized communications planning and the onset of the shift to digital visuals, social media and storytelling. The chapter focuses on key message planning tools which involve public servants strategizing how to optimize spin, generate positive publicity and reinforce brand messaging.
