OTTAWA POLICE SERVICES BOARD

COMMISSION DE SERVICES POLICIERS D’OTTAWA

Working together for a safer community

La sécurité de notre communauté, un travail d’équipe

REPORT

RAPPORT

DATE 18 February 2011

TO/DEST. Ottawa Police Services Board

FROM/EXP. Policy and Governance Committee

SUBJECT/OBJET POLICE SERVICES BOARD COMMUNICATIONS STRATEGY

COMMITTEE RECOMMENDATIONS

That the Ottawa Police Services Board:

1. Approve the retention of Face Value Communications Inc. to develop a communications strategy for the Board at a cost not to exceed $8,800.00 plus HST.

2. Delegate review and implementation of the strategy to the Board’s Policy & Governance Committee and Executive Director.

BACKGROUND

When the Board conducted an evaluation of its performance in late 2006/early 2007, it identified a need to: improve understanding and awareness about the Board, its role and responsibilities; build relationships with key partners; and reach out to the public both to hear what people have to say and to deliver information about public safety issues. In February 2008 the Board approved a multi-pronged Community Engagement Strategy aimed at addressing these goals. Improving communication and engagement with community members and key partners has remained a key objective of the Board since then.

Some of the initiatives undertaken as part of the Community Engagement Strategy have included:

A Public Interest Agenda, which involves holding up to four community meetings a year on topics of broad public interest or concern.
Informal meetings between members of the Board and selected community partners to develop better relationships with them.
Collaboration with key partners in delivering some of the public interest meetings.
Publication of a quarterly Board newsletter.
Approval of a Board Policy on Communications and Community Outreach.
Establishment of an independent Internet presence for the Board.
Development of a brochure about the Board that is displayed at meetings.

On 24 January 2011 the Board approved its 2011 work plan, which includes a renewed commitment to engage with the community by continuing the initiatives noted above as well as through other initiatives to be determined following the development of a communications strategy.

DISCUSSION

Recent media coverage prompted by the cellblock incidents that came to light in November 2010 has revealed a significant lack of understanding by the media and the public about the role of the Board, particularly in relation to matters of public complaints and discipline involving police officers and other members of the Service such as special constables. There is also a lack of awareness about the roles of the Province, the Ministry of Community Safety & Correctional Service, and the other provincially mandated police oversight bodies that have responsibilities related to complaints, conduct and discipline. As noted in the report on the 2011 Work Plan approved by the Board at its January meeting, the Policy & Governance Committee is keen to explore options to address this lack of understanding, in addition to carrying on with the initiatives that already form part of the Board’s community engagement strategy.

The Committee met on 17 January 2010 to have a preliminary discussion about how to address these concerns with Chief White and members of Executive Command; also invited to the meeting to provide their input were Ms. M. MacDonald, Acting Director, OPS Corporate Communications, and Mr. Derek Johnston, President, Face Value Communications Inc. Mr. Johnston was invited because of his involvement with the OPS’ communications strategy in relation to the cellblock incidents. At the meeting, the Committee agreed to request a proposal from Mr. Johnston to develop a comprehensive communications strategy for the Board to address its specific needs.

PROPOSAL

Face Value is well qualified to undertake this work for the Board. It has developed communications strategies for law enforcement clients such as the Canadian Police Sector Council, for specific events such as the G8 demonstrations in Ottawa, and for specific issues such as the Jennifer Teague homicide. The firm also provides media training and design, and has delivered strategic communications workshops for police executives and board members through the Canadian Police College, the Police Executive Centre and the Justice Institute of B.C.

Face Value has submitted a proposal consisting of four phases, as follows:

Phase 1 – Research

a) Review of all relevant documentation such as the Board’s Community Engagement Strategy (and 2009 and 2010 updates), and existing communications products.

b) Conduct interviews with Board members, Chief White, OPS Media Relations Unit Manager, a representative of the City of Ottawa Media Relations Branch, community partner representatives, and members of the local media corps.

c) Cursory comparison with two or three leading police services boards in other Canadian cities, including a review of communications strategies, products and activities, and an interview with the Executive Director of the Toronto Police Services Board. The interview with Toronto’s Executive Director is recommended because they also routinely receive a high level of media scrutiny.

Phase 2 - Analysis

The consultant will conduct an analysis of the information gathered in Phase 1 and identify the elements of greatest relevance and value to an OPSB communications strategy. This phase may also include follow up discussions with specific individuals to clarify or expand upon their interview feedback.

Phase 3 – Report

The consultant will draft the comprehensive communications strategy to meet the OPSB’s needs. The draft will be reviewed by the Policy & Governance Committee and feedback will be incorporated before the strategy is finalized.

Phase 4 – Evaluation

The purpose of this phase is to evaluate Face Value’s effectiveness in executing the project mandate. It is recommended that the Policy & Governance Committee be delegated the responsibility of meeting with the consultant to complete this phase.

Final Deliverable

Building on the Board’s existing community engagement strategy, the final deliverable will be a comprehensive communications strategy, customized to meet the unique needs of the Ottawa Police Services Board and its primary constituencies. Core components of the strategy will include:

Communications objectives
Target audiences (primary and secondary)
Key Messages
Tools and Tactics
Resource Implications
Evaluation.

The consultant expects to have a first draft of the strategy ready by mid-April for review.

CONSULTATION

The consultant will be conducting interviews as part of his research with members of the Police Services Board, Chief White, a representative from both the City and the OPS Media Relations Unit, representatives of local media and representatives of community partner agencies.

FINANCIAL STATEMENT

The estimated cost of the proposal submitted by Face Value Communications Inc. at the request of the Policy & Governance Committee is $8,787.50 plus HST; if fewer hours are required the cost will be reduced accordingly. The Board’s draft 2011 budget contains sufficient funds in its Professional Services account to cover this expenditure.

CONCLUSION

Recent events have revealed a significant lack of understanding about the Police Services Board and its role by the public and the media. This realization, coupled with the emphasis the Board has placed on improved community outreach and engagement since 2008, prompted the Board’s Policy & Governance Committee to request a proposal from Face Value Communications Inc. to develop a comprehensive communications strategy for the Board. Given Mr. Johnston’s past experience working with the Ottawa Police Service, most recently providing assistance with the organization’s communications plan in relation to the cellblock incidents, the Policy & Governance Committee recommends that he be retained to assist the Board with its communications strategy.

____________________________________________

Submitted by the Policy & Governance Committee:

Jim MacEwen, Chair

Eli El-Chantiry

Carl Nicholson