Canadian International Policy eDiscussions
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Canadian International Policy eDiscussions
Foreign Affairs Canada use of netcasts and web content to inform and engage citizens
Contact: Mr. Mark McLaughlin
Tel: (613) 944-2468
E-mail: mmclaughlin@canada.com
28 January 2004
Background Information
Primary Sponsor: Foreign Affairs Canada
Organization: Foreign Affairs Canada
Primary URL: http://www.dfait-maeci.gc.ca/cip-pic/participate/menu-en.asp
Project Start Date: 1 NOV 2003
Project End Date: Ongoing
Executive Summary:
Beginning in 2003, Foreign Affairs Canada (FAC) invited Canadians to provide their views on a range of foreign policy issues through an online discussion group. The target audience was Canadian citizens, consisting of non-governmental organisatons, academics and students. The structured “eDiscussions” encourage Canadians to submit up to 750 word statements on select foreign policy topics. The Canadian International Policy website hosted its first eDiscussion group on "Renewing Multilateral Institutions” on Nov. 3, 2004 which highlighted the use of Netcast interviews with 6 experts on international institutions. Topics included: UN Reform, the IMF, the World Bank, the G8 and the WHO.
The success of the first eDiscussion included 68 people signing up to participate, 20 approved submissions ranging from broad stakeholder participation, 400 people receiving email news alerts on “Policy eDiscussions” and 22,000 visits to the site through the duration of the eDiscussion (up from 10,000 visits during a similar period the month before). A discussion summary circulated within the department to senior policy planners led to a formal department response on the website. Preliminary reaction from policy planners found this a beneficial process providing an outside voice to the issue of multilateral reform. The next Feature Issue on "Security" ran from Jan. 24 to Feb 24, 2005 and "Showcasing Canadian talent and know-how abroad" will be held in April 2005. Website: http://www.dfait-maeci.gc.ca/cip-pic/participate/menu-en.asp
Project Rationale and Objectives
Foreign Affairs Canada (FAC) invites Canadians to provide their views on a range of foreign policy issues through an online discussion group. The structured “eDiscussions” encourage Canadians to submit up to 750 word statements informed in part by support materials on the FAC website.
It was clear that FAC was missing an opportunity to craft its own message about the department's direction on key foreign policy issues. The comparison of other countries' Foreign Affairs Web sites found the UK and the US to be the most advanced in providing interactive discussion groups (U.K.) and netcast multimedia (US).
The project was based on a strategic plan. The plan was developed through:
- A series of interviews conducted with Stakeholders and End Users,
- A review of the current foreign policy content on the FAC web site,
- A comparison of the foreign policy content on other governments Web sites,
- FAC's eCommunications reports.
Interviews found that Stakeholders wanted a Web site that would help position the Policy Planning Web site as the focal point for all interested in Canada’s international policy. End Users expressed a desire for greater transparency in the Policy Planning process and products.
It was decided that a new Policy Planning site should be developed based on the following strategic objectives:
- Frame FAC's foreign policy proactively and reactively
- Provide the opportunity and context for policy discussion
- Develop a principal resource for finding information on current and past Canadian international policy.
Concept
The project plan was based on a user needs analysis that was conducted as part of the development of the Web site's strategic plan. The user needs analysis consisted of interviews with stakeholders and end users.
Interview subjects were questioned on what they wanted to see in a Policy Planning Web site. Their comments provided direction for Web site development. In general, stakeholders wanted the new Web site to help position Policy Planning as the focal point for all interested in Canada’s international policy and End Users expressed a desire for greater transparency and access to the Policy Planning process and products.
Objectives
The objectives were derived from the user needs analysis:
- Frame FAC's foreign policy proactively and reactively
- Provide the opportunity and context for policy discussion
- Develop a principal resource for finding information on current and past Canadian international policy.
Target Audience
Our target audience is Canadian citizens, consisting of three subgroups:
- Non-Governmental Organizatons
- Academics
- Students
What was delivered? What was planned?
As planned, the Canadian International Policy Web site hosted its first eDiscussion group on "Renewing Multilateral Institutions” on Nov. 3, 2004. Web content for the eDiscussions included:
- Departmental online resources
- Netcast interviews with 6 experts on international institutions. Topics included: UN Reform, the IMF, the World Bank, the G8 and the WHO: http://www.dfait-maeci.gc.ca/cip-pic/current_discussions/intinstitutions-en.asp
- The eDiscussion itself and prepared summary
- An official Departmental response to the eDiscussion
The next Feature Issue on "Security" ran from Jan. 24 to Feb 24, 2005 and "Showcasing Canadian talent and know-how abroad" will be held in April 2005.
What was achieved?
From November 1 to December 3, 2004, 20 responses to the discussion group were received, with an average length of 300-400 words. Participants included academics, students, members of the NGO community and other Canadians.
eDiscussion Results:
- 68 people signed up to participate
- 20 approved submissions (2 rejected) ranging from academics, students, NGOs and other Canadians (15 English submissions - 5 French)
- 400 plus people signed up to receive email news alerts on “Policy eDiscussions”
- 22,000 visits to the site through the duration of the eDiscussion (up from 10,000 visits during a similar period the month before)
Although the number of submissions was considered relatively low, the substantive nature of the content collected was impressive. For a first effort this was deemed a success.
Communication Activity
In May 2004 a communication plan for the launch of the eDiscussion group was developed and executed.
The Objective of the plan was to inform and engage key stakeholder groups which included:
- Interested parties internal to Foreign Affairs Canada (FAC)
- Other Governmental Departments (OGDs)
- Academics
- Students
Internal Communications
Internally to FAC, all branch Web Program Content Managers were contacted and advised of the project. Presentations were also made to individuals and groups in the department’s geographic and functional branches.
Other Governmental Departments
Presentations were made at interdepartmental meetings and web content developers were contacted at FAC’s sister departments: the Department of National Defense and the Canadian International Development Agency.
Academics
Emails explaining the project were sent to university professors resulting in:
- 27 academics engaged from 18 universities
- some academics adding the project to their curriculum
Graduate Students
A virtual “Graduate Students Advisory and Communications Committee” was established to act as a contact point between FAC's eDiscussion group and university departments.
Students in this committee:
- Communicate with FAC's eCommunications Strategist on Feature Issues topics, site content and site direction.
- Disseminate project information to fellow students and faculty members in their department.
- Communicate with other project graduate students across Canada.
The Graduate Student Communication and Advisory Committee are also asked to review and provide comment on the synopsis of the eDiscussion (written by FAC's Policy Research division) prior to it being circulated inside of the department. This review is coordinated by four co-chairs. There are currently 24 graduate students participating.
High Schools
High schools principals have been contacted at schools across Canada. More work still needs to be done in order to engage secondary schools.
Non-Governmental Organizations (NGOs)
NGOs considered likely to be interested were contacted by email and phone. 10 NGOs expressed an interest in participating. These NGOs will:
- Coordinate roundtable discussions based on feature issues and
- Provide suggestions for experts to provide resources
Successes
Having buy-in from senior managers at FAC and holding the initial eDiscussion would be considered as our first success. Equally important is the positive reception our eDiscussions summary and reply has received both inside and outside the department.
Benefits to Management
A discussion summary has been circulated within the department to senior policy planners. Preliminary reaction from policy planners found that this is a useful document that helps provide an outside voice to the issue of multilateral reform
Limitations
Currently, no money has been allocated for advertising; therefore, outreach is limited. Person hours for the project were limited to the author's efforts, along with a university co-op student. As momentum for the project grows, resources will be applied to advertising.
Other obstacles include general bureaucratic process. In a field that allows for fast turn-around of content, specific processes must be followed to ensure that the project meets governmental standards.
Another key element was the engagement of senior managers. The project engages (amongst others) the Assistant Deputy Minister for Strategic Policy, the Director General for communications and the Director General for Policy Planning.
Although all senior managers involved are enthusiastic, this project is merely one of many items competing for their attention. Meetings and decisions were sometimes delayed due to other projects. Therefore, this project must be flexible enough to accommodate these challenges. This can be difficult with academics trying to arrange class plans around specific timelines.
Evaluation
With two completed eDiscussions, any evaluation is preliminary in nature.
Evaluation is ongoing and will continue through quantitative and qualitative means. Meetings and visits will be made with user groups in order to determine how to improve forum usability.
Statistics (as noted above) will track site activity.
As this is the first eDiscussion, these statistics will be used as a benchmark for future eDiscussion comparisons.
Lessons learnt
Site usability will be one of the next priorities for the project.
In hindsight, more resources could have been used to evaluate end-users' experiences, such as evaluating usability, functionality and content efficacy.
What could happen next?
The eDiscussion project will continue for the foreseeable future. Subject matter experts have been consulted about invite-only "eDiscussions."
Additional information and sources
Detailed budget: NA
Project sponsors: Foreign Affairs Canada
Stakeholders: Described above.
Further Information:
Video presentation: http://webcast.international.gc.ca/cpc/promo.mov (Quicktime format)
Contacts: Mr. Mark McLaughlin, Tel: (613) 944-2468, E-mail: mmclaughlin@canada.com
Author: Mr. Mark McLaughlin