Communications 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 mainstream 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 First Nation governments, groups and organizations, professional associations, national and international organizations, and government. Recent events have included the inaugural session of the Truth and Reconciliation Commission, Healing Our Spirit Worldwide gathering, Nipissing University Convocation address, Institute for Public Administration of Canada annual conference, Canadian Council for Aboriginal Business 8th Annual Gala, various press conferences, AFN Advocacy Day on Parliament Hill and the Treaties 1-11 Gathering.
Since the 2010 Annual General Assembly (AGA), the Communications Unit has prepared and distributed more than 40 press releases/statements on a wide range of issues. Communications also prepares speaking notes, media lines, backgrounders, Questions & Answers documents, letters to the editor and editorials on current issues.
Communications seeks to establish the profile of First Nation peoples and issues through media. In addition to outreach and other relationship-building exercises, the Communications Unit has organized editorial board meetings with the National Chief and select media including the Aboriginal Peoples Television Network, CBC Ottawa bureau and the Globe and Mail among others.
Over the past six months, there have been several developments that have resulted in widespread national and international media coverage for the AFN and the National Chief, including the inaugural session of the Truth and Reconciliation Commission, National Week of Action on Education held in September and the United Nations Declaration on the Rights of Indigenous Peoples.
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 understands that First Nations have different communications needs and different ways to access information. For this reason, a mix of traditional and new media are used to disseminate information.
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 launched a redesigned website (www.afn.ca) in December that allows for easier navigation and clearer presentation and organization to enhance access to current information on AFN activities and priorities. The AFN also continues to expand its use of social media including a Twitter account (AFN_updates) and AFN Facebook page. The AFN also has an e-mail subscription service (listserv) on its website through which users can sign up to receive all information publicly distributed by the AFN.
The Communications Unit also provides editing and desktop publishing services. Projects have included reports for the Annual General Assembly, Special Chiefs Assembly and National Planning and Dialogue Forum, as well as products for the First Nations Rights Fund and the Environmental Stewardship and Economic Partnerships units.
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 program areas within the Secretariat.
The Unit continues to play a lead role in the ongoing implementation of 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.
As part of a dedicated effort to consolidate and improve communications with all First Nations, the AFN is developing and will launch a Direct Communications Plan with First Nations (as outlined at the end of this report). The Plan will enable all First Nation leaders and peoples to learn more about the AFN and how to become involved and to directly communicate with AFN on an ongoing basis. The AFN will strengthen all aspects of communications, including notification of how and when leaders and citizens can get involved.
Translation
The Communications Unit coordinates all French/English translation requirements to ensure that 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.
Looking-Forward Agenda to Annual General Assembly – July 2011
- Ongoing media and public relations work involving media advisories, press releases, speeches, and interviews.
- Publication of Bulletins/Communiqués.
- Ongoing French translation of public materials.
- Ongoing editing and desktop publishing of AFN publications.
- Ongoing updates of the AFN website.
- Ongoing use of new media such as Facebook, Twitter and YouTube.