Communications Strategy 2003
Background
The National Capital Authority is responsible for managing the Federal Government's continuing interest in the planning and development of Canberra as the National Capital of Australia.
Our VISION is a National Capital which symbolises Australia's heritage, values and aspirations, is internationally recognised, and worthy of pride by Australians.
Our MISSION is to build the National Capital in the hearts of all Australians.
Objectives
- To encourage participation, appreciation and celebration of the National Capital as a symbol of the nation.
- To inform and educate about the national role and significance of the National Capital.
- To promote Canberra as the National Capital.
Outcomes
Achievement of the Communications Strategy objectives will ensure that:
- Australians have a positive understanding of the importance of the National Capital as the seat of government for all Australians
- Australians understand the role of the National Capital as a symbol of Australian national life
- Canberra is recognised and acclaimed as the National Capital of Australia
- Australians participate in cultural, recreational and ceremonial activities in the National Capital
- Australians have pride in, and a sense of ownership of, their National Capital
Key Audience Groups
All Australians, particularly:
- people who have not visited the National Capital; and
- people who have not visited the National Capital within the past five years
Young Australians
- who represent our growing national spirit and are the decision makers and nation-creators of the future
Members of Australian parliaments
- the elected decision-makers, whose commitment contributes to the recognition and development of the capital
International visitors and the diplomatic community
- who provide valuable linkages to the world and influence international perceptions of Australia's National Capital
Functions
The FUNCTIONS of the National Capital Authority include responsibility for:
- preparing and administering the National Capital Plan;
- keeping the Plan under constant review and proposing amendments when necessary;
- on behalf of the Commonwealth, commissioning works to be carried out in Designated Areas in accordance with the Plan, where neither a Department of State of the Commonwealth nor any Commonwealth authority has the responsibility to commission those works;
- recommending to the Minister the carrying out of works that is considered desirable to maintain or enhance the character of the National Capital;
- fostering an awareness of Canberra as the National Capital;
- with the approval of the Minister, performing planning services for any person or body, whether within Australia or overseas; and
- on behalf of the Commonwealth, managing National Land designated in writing by the Minister as land required for the special purposes of Canberra as the National Capital.
The National Capital Plan establishes five roles for
the city of Canberra as the National Capital:
- the Seat of Government
- the location of the National Parliament and the Executive
- the centre of national administration
- the location for national institutions in research, education, arts, music and sports
- a symbol of Australian national life and a location for memorials and ceremonial events
The Plan acknowledges that this last role—‘symbol of Australian national life'—is one of the most important but also most intangible roles the city will be called on to play.
‘The character and setting of Canberra are unique. Many elements of the planning which have produced today's Canberra are of great practical import: they have produced a city in which the work of government and national institutions, as well as the life of its citizens, can be conducted efficiently. Of no less import are the visual elements of the plan, those which have created fitting spaces, approaches and backdrops for the institutions, symbols and ceremonies for our federal democracy, and those which create the setting for the National Capital and its structure, its beauty and its efficiency, were seen by the representatives of the people as of national significance.'
National Capital Plan
Communication Role
The Authority's COMMUNICATION ROLE includes:
- leadership in planning and design
- education about the role and history of the capital
- promotion of the unique character of the capital
- advocacy of continuing physical and cultural development
- celebration of Canberra as a symbol of Australian federation and character
- provision of opportunities to engage in activities on national land
- fulfilment of the expectations of the Australian people in their National Capital
It is fulfilled by:
- delivering outcomes, endorsed by the Federal Government, for the benefit of the Australian community. Measures, targets and actions are identified in the Authority's annual Business Plan
- giving expression to the symbolic role of the National Capital as a reflection of Australian national life
- ensuring communication opportunities are generated from the whole range of functions for which the Authority is responsible - including planning, design, construction, promotion, cultural projects and national land management. All areas of the organisation are charged with building awareness of the National Capital, wherever possible
- liaising with, and complementing the efforts of, Australian professional and cultural institutions, and Canberra's tourism industries, in promoting the unique qualities of the National Capital
- developing and strengthening partnerships with other organisations, institutions and individuals to achieve communication objectives
- maximising the opportunities presented by a wide range of significant events, including those being generated by a succession of Commonwealth centenary birthdays.
Communication Tools
The National Capital Authority has a range of communication tools which it uses to raise awareness of the National Capital and of the role and work of the Authority.
- The functions of the National Capital Authority and the Vision and Mission Statements are set out in the Corporate Plan 2001-2005. The core services of the Authority are identified in the Service Charter. Work priorities and targets are set out in the annual Business Plan.
- A National Capital Exhibition at Regatta Point is the Authority's primary public interpretive centre, providing local, interstate and international visitors with a starting place to understand and appreciate the history and special significance of the capital.
- A Library and Information Centre is maintained by the Authority which incorporates a unique collection and research facility with contemporary and archival records, as well as photographic and digital material.
- The Authority web site (www.nationalcapital.gov.au) Canberra Australia's Capital provides information to the world on the history and role of the capital, visitor attractions and the plan for the city, and on the National Capital Authority itself.
- Virtual Canberra, an interactive tool to ‘reach the armchair' of the global audience, including real time links to major Authority events, virtual tours, panoramic photo vistas and ‘livecams'.
- Strategic national and international linkages, such as the Capitals Alliance agreement with other National Capitals. These include Washington, Ottawa and Brasilia.
- Authority publications offer a broad range of education and promotioal information to the public.
- Education kits for school students and partnership with the National Capital Educational Tourism Project.
- The Authority develops and manages a range of public programs to educate and inform the public of the history and significance of the National Capital.
- The Authority coordinates and facilitates a number of significant events in the capital and promotes and markets the use of national public areas.
- A program of national and international seminars and lectures, including ongoing ‘Lunchtime Lectures' at the National Capital Exhibition and sponsorship of annual lectures convened by major professional organisations.
- The Authority supports specific activities, programs and scholarships through cash and in-kind sponsorship.
- The National Capital Authority Volunteer Program assists in the delivery of the educational and cultural awareness activities, including tours of nationally significant public places.
In addition, opportunities are provided under the Australian Capital Territory (Planning and Land Management) Act 1988 for a wide audience to be engaged in National Capital planning through statutory consultation processes.