Item - 2021.GL27.12

The General Government and Licensing Committee recommends that:  

1. City Council delegate authority to the Chief Communications Officer to negotiate and enter into on behalf of the City, agreements with third parties who develop and distribute content for commercial or non-commercial purposes ("Content Producers") for the City's participation in the production of media content in such form as appropriate in the opinion of the Chief Communications Officer, including the use of City resources and intellectual property by the Content Producer on an in-kind basis, where the Chief Communications Officer is satisfied that there is a sufficient benefit to the City from the production, including the indirect benefit to the City of providing information to the public about City operations, on terms and conditions satisfactory to the Chief Communications Officer, and in a form satisfactory to the City Solicitor.

 
2. City Council authorize the Chief Communications Officer, and Division Heads, in consultation with the City Manager, and the City Clerk, as applicable, to take such actions in respect of City operations and the Content Producer's use of City resources and intellectual property as may be required to implement an agreement under Recommendation 1 above and comply with any legislative requirements (example: privacy) imposed on the City.

The Strategic Public and Employee Communications Division leads communications for all key City priorities, policies, services and programs. The Division brings a unified voice to a diverse City and provides expert advice and services to clearly communicate to the public, City Council, employees, media, and national and international audiences. Delivering effective and strategic communications builds trust and confidence in municipal government by ensuring that messages to the public are clear, consistent and support civic participation and understanding of Council priorities, emerging issues and City policies, programs and services.

With one of the world's most diverse populations, Toronto residents, businesses and visitors now consume information from a more diverse media landscape. The information and media landscape has evolved dramatically over the past twenty years and now, people no longer rely solely on print newspapers, TV and radio. In fact many people now consume news and information from a variety of sources such as the internet, social media, podcasts, features, documentaries, infotainment and investigative journalism. According to Global Web Index (Third Quarter 2020 – Second Quarter 2021), 30 percent of Canadians spend at least 30 minutes daily with online press compared to only 18 percent who read print press at least 30 minutes each day, and one-third of Canadians use social media as a news source.

To help strengthen and modernize how Strategic Public and Employee Communications tells the City’s stories, the City Manager is recommending delegated authority be given to the Chief Communications Officer to enter into agreements with third parties interested in telling City stories in a variety of media. Through this delegated authority, the Chief Communications Officer will be empowered to seek out, respond to and build on City storytelling to enable greater public understanding and engagement with City services.