Communications UnitCommunications Unit The Communications Unit of the Assembly of First Nations (AFN) produces, communicates and distributes information designed to advance the goals and priorities of First Nation peoples and governments. The Unit works to ensure that the messages and perspectives of the AFN and First Nations are properly communicated and understood, and that the National Chief, Regional Chiefs and other spokespeople are involved in and given the opportunity to speak publicly through media and other fora to communicate First Nation perspectives. The Communications Unit provides ongoing input and assistance on critical issues as they occur. Key Issues and Activities Media and Public Relations The Communications Unit advises, prepares and implements strategic communications policy and planning for the AFN as a whole, as well as strategies for specific initiatives and/or activities. The Unit works to develop materials and provide information to First Nations, the media and general public about the AFN, its activities and positions, as well as the National Chief’s agenda and priorities. The Communications Unit prepares press releases, media advisories and statements which are distributed nationally (in English and French) to Aboriginal and non-Aboriginal media, with regional distribution as applicable. The Unit also prepares speaking notes for the National Chief and AFN spokespeople that are used at a variety of events for a variety of audiences, including professional associations, national and international organizations, and government. Since the 2009 Annual General Assembly, the Communications Unit has prepared and distributed more than 25 press releases/statements on a wide range of issues. Communications also prepares speaking notes, media lines, backgrounders, letters to the editor and op-eds on current issues. The Communications Unit continues to strengthen relationships with key media. One particular target is strengthening our relationship with Aboriginal media. To this end, the Communications Unit arranged for one-on-one calls with national and regional Aboriginal media in November. As well, the AFN has arranged for listening lines that allow Aboriginal media to participate press conferences whenever possible. Over the next year, the Communications Unit will arrange for monthly calls with Aboriginal media to maintain and continue to strengthen this relationship. Since July, there have been several developments that have resulted in widespread national and international media coverage for the AFN and the National Chief. These developments include the second wave of H1N1 and community preparedness, the H1N1 Virtual Summit, the Child Welfare Human Rights case, developments in First Nations education, advocacy on the issue of missing and murdered women, and the United Nations Climate Change Conference. To launch the AFN’s “It’s Our Time” Communications Strategy into mainstream media, the National Chief participated in two key national interviews in December – “One on One” with Peter Mansbridge and “The Hour” with George Stroumboulopoulos. In moving forward, a number of editorial board meetings are being scheduled for the New Year. The Unit also distributes a daily media report to staff. Public Awareness and Public Education The Communications Unit works to raise awareness and understanding of First Nation issues and the AFN’s role, responsibilities and activities in this regard. The AFN issues regular updates on the National Chief’s activities and work underway at the national office. National Chief’s communiqués are distributed by fax to all First Nations, provincial/territorial organizations (PTOs) and tribal councils, and are also posted online in both print and video format. The Communications Unit offers editing and desktop publishing for various AFN products, including the Annual General Assembly and Special Chiefs Assembly reports, the AFN Strategic Plan, an invitation for the National Chief’s Parliamentary Reception, an International Cancer Control Congress poster, and a Tuberculosis photo essay poster. The Communications Unit is responsible for updating the AFN website (http://www.afn.ca/). Recent projects also included creation of micro-sites for the Virtual Summit on H1N1 Preparedness and Planning, held November 10th, and the Special Chiefs Assembly. The Unit is also expanding its use of new media with the introduction of an AFN Twitter account (AFN_updates) and monthly web addresses by the National Chief posted on YouTube. In the near future, an AFN Facebook account will also be set up. The Unit will also, as frequently as possible, be posting short video recordings of the National Chief’s travels to First Nations communities to help draw public attention to regional and community issues. The Unit also coordinates advertising requests from Aboriginal and mainstream media, provides IT support as required, and maintains the AFN’s database of First Nations communities. Communications Strategies The Communications Unit develops and implements global AFN communications as well as targeted strategies for specific events, issues and initiatives. The Unit provides advice, recommendations and communications support to the National Chief’s Office and other policy areas within the Secretariat. The Unit will play a lead role in implementing the “It’s Our Time” Communications Strategy which reflects the AFN’s five-pillar strategic plan focused on: Supporting First Nations Families; Exercising and Implementing Our Rights; Supporting First Nation Governments and Nation-Building; Advancing Economic and Environmental Interests; and Advocating for Change within our Communities and Organizations. In efforts to strengthen coordination with communications officers in regional offices, the Communications Unit has developed a list serve to share press releases and key messages. These are sent out in advance of the official release to the public whenever possible. Commencing in January, the Communications Unit will host monthly teleconferences with communications officers in the Provincial-Territorial Organizations (PTOs) to share messaging. As part of this strategy, the AFN Communications Unit has created a web portal for regional communications officers to access the AFN’s speaking notes and up-to-date media lines on current topics.
Translation The Communications Unit coordinates all French/English translation requests to ensure the Canadian public and First Nations are able to access and understand all public materials produced by the AFN in both French and English. As per AFN policy, all public documents that are distributed nationally (including those posted on the AFN website) are available in French and English. The translation requirements of the organization have continued to increase, with translation averaging approximately 90,000 words per month. Human Resources The AFN recently hired a Bilingual Communications Officer to help fulfill the requirements placed on the Unit. Anticipated Outcomes by March 31, 2010
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