Directive on the Management of Communications and Federal Identity

Provides rules for managing and coordinating communications, including procedures for advertising, public opinion research, social media, external-facing websites and mobile applications.
Date modified: 2025-03-27

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Appendix B: Mandatory Procedures for Public Opinion Research

B.1 Effective date

  • B.1.1These procedures take effect on March 27, 2025.
  • B.1.2These procedures replace the Mandatory Procedures for Public Opinion Research, May 11, 2016.

B.2 Procedures

  • B.2.1These procedures provide details on the requirements set out in subsections 4.1.63 to 4.1.66 of the Directive on the Management of Communications and Federal Identity.
  • B.2.2Mandatory procedures are as follows:

    Developing the Annual Public Opinion Research Plan

    • B.2.2.1Engage with departmental officials to determine public opinion research needs.
    • B.2.2.2Develop the annual public opinion research plan.
    • B.2.2.3Include in the annual public opinion research plan:
      • B.2.2.3.1a description of each public opinion research project, including the objective and the intended use of the results;
      • B.2.2.3.2the total contract value, if applicable, including taxes;
      • B.2.2.3.3whether the project will be undertaken by multiple departments;
      • B.2.2.3.4whether a project will be carried out over more than 1 fiscal year;
      • B.2.2.3.5planned creative testing for advertising campaigns with media buys over $1 million; and
      • B.2.2.3.6planned evaluation of advertising campaigns with media buys over $2 million.
    • B.2.2.4Coordinate the annual public opinion research plan and any amendments, as well as any unanticipated public opinion research projects not included in the plan with: 
      • B.2.2.4.1the Public Opinion Research Directorate of Public Services and Procurement Canada; and
      • B.2.2.4.2the Communications and Consultations Secretariat of Privy Council Office.
    • B.2.2.5 Submit the annual public opinion research plan to the head of communications for review.
    • B.2.2.6 Submit, for information, the approved annual public opinion research plan to:
      • B.2.2.6.1the Public Opinion Research Directorate of Public Services and Procurement Canada; and
      • B.2.2.6.2the Communications and Consultations Secretariat of Privy Council Office.

    Planning Public Opinion Research projects

    • B.2.2.7Coordinate the planning of contracted public opinion research projects with:
      • B.2.2.7.1the Public Opinion Research Directorate of Public Services and Procurement Canada; and
      • B.2.2.7.2the Communications and Consultations Secretariat of Privy Council Office.
    • B.2.2.8Consult with the Public Opinion Research Directorate of Public Services and Procurement Canada:
      • B.2.2.8.1before initiating procurement; and
      • B.2.2.8.2to obtain project registration numbers before contracts are awarded.
    • B.2.2.9Collaborate with the Public Opinion Research Directorate of Public Services and Procurement Canada to develop statements of work.
    • B.2.2.10 Coordinate all procurement for public opinion research projects with the Communications and Advertising Procurement Directorate of Public Services and Procurement Canada.
    • B.2.2.11Inform the Public Opinion Research Directorate and the Communications and Advertising Procurement Directorate of Public Services and Procurement Canada before initiating any changes to the contract.
    • B.2.2.12Submit the following documentation for contracted public opinion research projects to the Public Opinion Research Directorate of Public Services and Procurement Canada:
      • B.2.2.12.1estimates;
      • B.2.2.12.2contracts;
      • B.2.2.12.3justification of the choice of supplier;
      • B.2.2.12.4amendments to contracts;
      • B.2.2.12.5information on contract values;
      • B.2.2.12.6information on the intended use of the research; and
      • B.2.2.12.7the dates of data collection.

    Conducting

    • B.2.2.13Consult with the Public Opinion Research Directorate of Public Services and Procurement Canada before conducting the research.
    • B.2.2.14Provide, on request, research instruments, analysis plans, survey data, data tables, reports and status updates to the Communications and Consultations Secretariat of Privy Council Office for review.
    • B.2.2.15Provide draft research instruments of contracted public opinion research projects to the Public Opinion Research Directorate of Public Services and Procurement Canada for review.

    Reporting

    • B.2.2.16Ensure that reports for all contracted public opinion research projects comply with the Public Opinion Research Contract Regulations.
    • B.2.2.17Ensure that executive summaries in reports for contracted public opinion research projects outline:
      • B.2.2.17.1how results are expected to be used; and 
      • B.2.2.17.2the total contract value.
    • B.2.2.18Provide to Library and Archives Canada separate electronic copies in English and French of final reports for all contracted public opinion research projects within 6 months after the completion of any data collection.

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