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Premier's Communications Advisory Group

The role of the Premier’s Communications Advisory Group (PCAG) is to ensure a strategic, planned and coordinated approach to the Government of South Australia's extensive and diverse range of external marketing communications strategies and programs. PCAG operates under delegation of Cabinet and maintains operational responsibility for reviewing proposed advertising and marketing communications activity.

PCAG maintains strategic oversight of whole of government communications policies and procedures for the Government of South Australia, along with the provision of specialist communications advice to the Premier and Ministers. The PCAG approval process governs whole of government marketing communications activities, and provides advice to enable Ministers to give final approval of activity within their portfolios.

The desired outcome is effective communication that achieves the stated objectives and presents all agencies and activities of the Government to the community in a consistent and cohesive manner.

Does your activity require PCAG approval?

All marketing communication, advertising, public information and promotional campaigns (including broadcast, outdoor, print, promotion, digital and web), regardless of the value of the activity, undertaken by:

  • Government departments, agencies and operating units
  • Public authorities and instrumentalities of the Crown
  • Organisations that are under the direction of a Minister of the Crown

are subject to the PCAG approval process.

PCAG has delegated responsibility for the approval of marketing communications activities to:

  • GCA for activities with a total budget up to $200,000 (inc GST) (including research, creative production and media advertising expenditure)
  • Chief Executives (or equivalent position in a Statutory Authority/Government Business Enterprise) for functional advertising exemption requests (from the functional advertising guidelines outlined in the Government of South Australia Marketing Communications Guidelines).

Activities with a total value of over $200,000 (including research, creative production and media advertising expenditure) will require approval by PCAG.

You will also find Guidelines for the PCAG Process useful.

For upcoming PCAG dates please refer to the 2017 PCAG Calendar

Please note:
Approvals received from PCAG prior to 23 March 2015 will require evaluation to be submitted to PCAG.

If you are unsure or have any questions please email or contact GCA prior to your material entering the public domain.

The approval process

The PCAG approval process for marketing communications varies depending on the total value of the activities:

  • Under $20,000 (inc GST) in total
  • $20,000 to $200,000 (inc GST) in total
  • Over $200,000 (inc GST) in total
  • Functional advertising

Please refer to the relevant approval process and submission requirements below:

Campaigns under $20,000 (inc GST) total value

When implementing a communications campaign with a total value under $20,000 inc GST (including research, creative production and media advertising expenditure) your submission can be approved by GCA under delegation from PCAG.

The following approval process is to be followed:

  1. Develop a written communications plan and submit to GCA for review
    When preparing your communications plan, you will need to consider the complexity of the task and the desired outcomes.
    Your communications plan should be commensurate with the task – for example, an email summary of the campaign may be appropriate for limited activity. A Communications Plan template is available.
    Once a draft communications plan has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.
     
  2. Develop creative concepts and media plan
    It is recommended that creative suppliers and the Master Media Agency are briefed at the same time (where practical) to ensure the best outcomes for the planned activities.
    Careful planning is also required to ensure adequate creative production and media implementation lead times following GCA approval.
     
  3. Obtain all internal departmental approval/s for your communications plan and associated expenditure
    Internal approval should include any proposed creative concepts and media plans, according to your departmental procedures. This is mandatory for your submission to be considered by GCA.
     
  4. Obtain approval from GCA
    Your submission can be approved by GCA under delegation from PCAG. You must:
  • Submit your final communications plan to GCA (allowing at least four working days for approval). Additional materials should include:
    • Proposed media schedule
    • Proposed creative (concepts or storyboards only)
  • Make any amendments following GCA’s feedback
  • Obtain internal departmental/agency approval – this should be conducted in adherence with your department/agency’s communications and approval protocols.

    Note: The Director, Government Communications may request that a submission with a total value under $20,000 inc GST be presented to PCAG for review and approval.

  1. Implement your activity
    Implement the activity in consultation with GCA to ensure continued compliance with PCAG guidelines. Final creative elements and media plan must be provided to GCA for approval before the materials enter the public domain.
     
  2. Evaluate your campaign
    At the completion of your campaign you are required to evaluate its success. You must:
  • Submit a Campaign Evaluation Report to GCA

    The evaluation report should be commensurate with the task undertaken – for example, an email summary would be appropriate for limited activity, ensuring that evidence is provided measuring the GCA approved communications objectives.
    A Campaign Evaluation Report template is available.

    Note: GCA will only approve repeat or extended communications activity

Campaigns $20,000 to $200,000 (inc GST) total value

When implementing a communications campaign with a total value between $20,000 and $200,000 inc GST (including research, creative production and media advertising expenditure) your submission can be approved by GCA under delegation from PCAG.

The following approval process is to be followed:

  1. Develop a written communications plan and submit to GCA for review
    When preparing your communications plan, you will need to consider the complexity of the task and the desired outcomes. A Communications Plan template is available.
    Once a draft communications plan has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.
     
  2. Develop creative concepts and media strategy/plan
    It is recommended that creative suppliers and the Master Media Agency are briefed at the same time (where practical) to ensure the best outcomes for the planned activities.
    Careful planning is also required to ensure adequate creative production and media implementation lead times following GCA approval.
     
  3. Obtain all internal departmental approval/s for your communications plan and associated expenditure
    Internal approval should include any proposed creative concepts and media plans, according to your departmental procedures. This is mandatory for your submission to be considered by GCA.
     
  4. Obtain approval from GCA
    Your submission can be approved by GCA under delegation from PCAG.
    You must include:
  • Following consideration of your submission, GCA will provide you with documentation of GCA’s approval and/or recommendations through a PCAG Response to Submission ‘Green’ form.
  • Make any amendments following GCA’s approval – these must be actioned and approved by GCA (where applicable)
  • Obtain internal Departmental/Agency approval, including the PCAG Response to Submission ’Green’ form, prior to commencing production or booking the media plan.

    Please allow at least four working days for GCA approval.

    Note: The Director, Government Communications may request that a submission with a total value under $200,000 inc GST be presented to PCAG for review and approval.

  1. Implement your activity
    Following the required internal approvals, implement the campaign.
  • A copy of the signed PCAG Response to Submission ‘Green’ form must be provided to GCA prior to the campaign entering the public domain.
  1. Evaluate your campaign
    At the completion of your campaign you are required to evaluate its success. You must submit a Campaign Evaluation Report to GCA. Your submission must include:

Campaigns over $200,000 (inc GST) total value

When implementing a communications campaign with a total value over $200,000 inc GST (including research, creative production and media advertising expenditure) PCAG approval is required.

The following approval process is to be followed:

  1. Develop a written communications plan and submit to GCA for review
    When preparing your communications plan, you will need to consider the complexity of the task and the desired outcomes. A Communications Plan template is available.
    Once a draft communications plan has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.
     
  2. Develop creative concepts and media strategy/plan
    It is recommended that creative suppliers and the Master Media Agency are briefed at the same time (where practical) to ensure the best outcomes for the planned activities.
    Careful planning is also required to ensure adequate creative production and media implementation lead times following PCAG approval.
     
  3. Obtain all internal departmental approval/s for your communications plan and associated expenditure
    Internal approval should include any proposed creative concepts and media plans, according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.
     
  4. Obtain approval from PCAG
    All communications activities with a total value over $200,000 inc GST must be submitted to PCAG for approval. You must:
  • Submit the PCAG papers to GCA by the submission deadline for the relevant sitting.
  • Your submission must include:
  • Attend the PCAG sitting to discuss your submission - GCA will advise the time and location of the sitting.
  • PCAG will approve, comment on or recommend changes at the sitting or may defer a decision to seek additional information.
  • Following presentation of your submission, GCA will provide you with documentation of PCAG’s approval and/or recommendations:
    • If you are presenting a full PCAG submission, you will receive a PCAG Response to Submission ‘Green’ form. This must be approved by your Minister.
    • If you are seeking PCAG endorsement of a communications strategy/plan, with the intent to submit a full PCAG submission in the future, you will receive a PCAG Response to Submission ‘Yellow’ form. This must be approved by the corresponding Authorising Officer from your submission.
  • Subsequently, you must present a full submission to PCAG for approval.
  • Make any amendments following PCAG’s approval – these must be actioned and approved by GCA (where applicable).
  • Obtain internal Departmental/Agency and Ministerial approval, including the PCAG Response to Submission ’Green’ form and the campaign.
  1. Implement your activity
    Following the required internal approvals, implement the campaign.
  • A copy of the signed PCAG Response to Submission ‘Green’ form must be provided to GCA prior to the campaign entering the public domain.
  1. Evaluate your campaign
    At the completion of your campaign you are required to evaluate its success. You must submit a Campaign Evaluation Report to PCAG.
    Your submission must include:

Required templates for all coversheets and accompanying briefing papers are available by clicking on the links above or visiting our resources page.

Note:

  • PCAG will only approve repeat or extended communications activity where an evaluation report, commensurate with the task, has been provided.
  • Budgetary increases or changes to creative or media strategy will require further PCAG approval.

Functional advertising approval process

Functional advertising is of a statutory or announcement type and includes recruitment and public notices. Typically the advertisements are for immediate or short-term appearance and seek to impart information in a direct and unembellished manner.

Functional advertising that complies with the guidelines outlined on page 10 of the Government of South Australia Marketing Communications Guidelines may proceed without PCAG approval.

If your functional advertising does not comply with the above guidelines, you are required to seek an exemption from your Chief Executive (or an equivalent position in a Statutory Authority/Government Business Enterprise) before proceeding.

Note: PCAG has delegated responsibility for consideration of functional advertising exemption requests to Chief Executives (or an equivalent position in a Statutory Authority/Government Business Enterprise).

PCAG will be monitoring functional advertising expenditure placed by each Department/ Statutory Authority/Government Business Enterprise to ensure that Chief Executives responsibly contain functional advertising expenditure on the PCAG’s behalf.

For further information on functional advertising click here

 

For assistance in preparing and presenting your submission, as well as implementing and evaluating your campaign please see below:

Preparing your PCAG/GCA submission

There are many types of PCAG/GCA submissions each with their own requirements:

  1. GCA campaign submission under $20,000 total value
    A submission includes:
  • Communications Plan commensurate with the task
  • Creative Concepts as supplied by your creative agency
  • Media Plan as supplied by the Master Media Agency
     
  1. GCA campaign evaluation submission under $20,000 total value
    A submission includes:
  1. PCAG/GCA Campaign Submission
    For campaign submissions to GCA $20,000 to $200,000 total value or PCAG over $200,000 total value,  a campaign submission includes:

Click here for more information on planning and implementing your campaign
 

  1. PCAG/GCA Post Campaign Evaluation Report
    For campaign submissions to GCA $20,000 to $200,000 total value or PCAG over $200,000 total value, a post campaign evaluation report includes:

Click here  for more information on planning and implementing your campaign 

  1. PCAG Common Branding Exemption Submission
    A common branding exemption submission includes:

GCA Submission deadlines

If the total value of your activity is under $200,000 and you are seeking approval from GCA.

  • Email submission to your GCA Communications Consultant
  • Please allow four (4) working days for approval response from GCA.

PCAG Sitting Dates and Submission Deadlines

If the total value of your activity is over $200,000 and you are seeking approval from PCAG.

Your submission must be provided to GCA as:

  • Six (6) hard copies of your entire submission in colour (including cover sheet, briefing paper, media plan and colour copies of creative concepts where applicable) printed double sided and two hole-punched, unstapled
  • A copy of any audio visual creative concepts on a portable USB drive
  • An emailed copy of your entire submission (including media plan and creative concepts) to your GCA Communications Consultant

Your submission must be delivered to GCA by 5:00pm on the due date and marked for the attention of your GCA Communications Consultant.

Please refer to the PCAG Calendar for sitting dates and submission deadlines.

Presenting to PCAG

If you have a submission going to PCAG and you are required to be present at the sitting, you will be contacted by GCA prior to the sitting to confirm your time on the agenda.

Your submission will be considered by the members of PCAG prior to the sitting. Generally, members will have prepared questions or comments.

Your presentation provides you with an opportunity to outline the main points of your submission and may include use of audio visual. Please advise GCA prior to the sitting date if you require audio visual equipment.

Your entire presentation is limited to a maximum of ten (10) minutes and you should:

  • Assume that PCAG members have read your submission
  • Begin your presentation by introducing yourself
  • Clearly state the purpose of your presentation i.e. the decision you are seeking from the PCAG for example, approval of a creative advertising campaign
  • Present only the material on which you are seeking a decision, for example, creative campaign, media plan
  • When presenting creative concepts please use appropriate presentation materials, for example, actual size samples, mock-ups, storyboards or visuals large enough to be seen across a large table. Do not rely on copies submitted in the original papers
  • Be brief and succinct

PCAG may ask questions or provide commentary for your response and consideration

A decision is usually made at the conclusion of this discussion and verbally confirmed to the presenter. Within 24 hours a formal PCAG Response to Submission (a 'Green’ or ‘Yellow') will be provided by GCA.

The Response to Submission details any requirements your agency must meet prior to or during the life of your campaign. You must obtain the relevant Departmental/Ministerial approval of the Response to Submission prior to implementing the campaign.

If you have any questions about these requirements and how best to meet them, please contact GCA.

You will also find Guidelines for the PCAG Process useful.

If you have any questions on the PCAG process please contact GCA.

Implementing your campaign

Following the required internal and Ministerial approval, activity can be implemented in consultation with GCA.

A PCAG/GCA Response to Submission ‘Green’ is formal advice to your Minister on the outcome of your submission to PCAG/GCA. The ‘Green’ together with campaign material is to be presented to your Minister for approval prior to your materials entering the public domain.

A PCAG/GCA Response to Submission ‘Yellow’ is endorsement of your submission and is to be signed by the responsible person in your agency as stated in your submission.

Evaluating your campaign

All communications activities undertaken require an evaluation report at the completion of the campaign.

More information on evaluating your campaign can be found here

 

For assistance in preparing your submission for a common branding exemption please see below:

Common branding exemptions

If you are seeking to have your entity identified by a unique logo or you would like to revise a unique logo, you will need to seek an exemption from the Common Branding Policy via PCAG.
There are two types of submissions:

  • New common branding exemption – Co-branding or full exemption
  • Revision to a logo with an existing common branding exemption

New common branding exemption - co-branding or full exemption

The following approval process is to be followed:

1. Develop a Briefing Paper and submit to GCA for review

When preparing the Briefing Paper, you will need to consider whether your entity has demonstrated a vested commercial, cultural or public welfare interest. A Common Branding Exemption Briefing Paper template is available on the GCA website. 
Once a draft Briefing Paper has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.

2. Obtain internal departmental approval/s 

Internal approval should include any proposed expenditure for creative development and implementation costs according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.  

3. Obtain endorsement from PCAG and approval from the Premier 
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

4. Develop creative concepts
Brief your creative supplier to develop your entity’s new logo. Ensure you consider placement of your new logo in conjunction with the Government of South Australia logo.

5. Obtain internal departmental approval/s
Obtain internal approval of the proposed logo concepts according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.

6. Obtain approval from PCAG of new logo concepts
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

  • Your submission must include a minute seeking approval for the logo concepts
  • GCA will provide you with documentation of PCAG’s final approval of your logo concepts. 

7. Implement your new logo
Following the required internal approvals, implement the new logo into your entity’s activities.

Revision to a logo with an existing common branding exemption

If you have an existing common branding exemption, and are seeking to redesign your logo, the following approval process is to be followed:

1. Develop a Briefing Paper and submit to GCA for review
When preparing the Briefing Paper, you will need to consider whether your entity has sufficiently demonstrated the need to replace the existing logo. A Common Branding Exemption Briefing Paper template is available on the GCA website. 
Once a draft Briefing Paper has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.

2. Obtain internal departmental approval/s
Internal approval should include any proposed expenditure for creative development and implementation costs according to your departmental procedures. This is mandatory for your submission to be considered by PCAG. 

3. Obtain PCAG approval 
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

4. Develop creative concepts
Brief your creative supplier to develop your entity’s new logo. Ensure you consider placement of your new logo in conjunction with the Government of South Australia logo.

5. Obtain internal departmental approval/s
Obtain internal approval of the proposed logo concepts according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.

6. Obtain approval from PCAG 
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

  • Your submission must include a minute seeking approval for the logo concepts
  • GCA will provide you with documentation of PCAG’s final approval of your logo concepts.

7. Implement your new logo
Following the required internal approvals, implement the new logo into your entity’s activities.