The Public Information Campaign (PIC) Ad Hoc Committee met on June 21, 2007, at 2:36 p.m. in the Chairman’s Boardroom, Regional Administrative Headquarters, 10 Peel Centre Drive, Brampton.

Chaired by Councillor C. Parrish

A quorum of voting members was not present, and in accordance with section III-4(g) of the Region of Peel Procedural By-law 57-2006, the Public Information Campaign Ad hoc Committee received information.

 1. DECLARATIONS OF CONFLICTS OF INTEREST - Nil

2. APPROVAL OF AGENDA

3. DELEGATIONS/PRESENTATIONS

a) David Szwarc, Chief Administrative Officer, Presenting Government Relations Work Plan Options

David Szwarc, Chief Administrative Officer (CAO), advised that as requested at the May 24, 2007 Public Information Campaign Ad hoc Committee meeting, staff have, over the past few years, analysed the outcomes of the Local Services Realignment process and have been unable to reconcile the estimated cost increases absorbed by municipalities with the costs provided by the provincial government. The CAO also advised that the information necessary to conduct the analysis is not available from the Province.

The Chief Administrative Officer advised that Professor Kitchen, Professor of Economics, Trent University, has been retained to report to the next Public Information Campaign Ad hoc Committee. The report will include a comparison of funding sources and service responsibilities among municipalities, by province; a review of how education costs are funded by provincial governments and the implications this may have on municipal governments across the country; and, an overview of how municipalities are funded in other developed countries and what their human service responsibilities include.

Marilyn Hood, Director, Communication Services, distributed a proposal from the Devon Group which sets out approaches that may be undertaken to achieve the objectives of the Public Information Campaign Ad hoc Committee.

Chair Parrish stated that the Devon Group could develop a Question and Answer (Q & A) booklet containing all the relevant facts for distribution to every media outlet, ratepayers group, other stakeholders, and to be used by Peel’s representatives when meeting with senior levels of government. Subsequent to the distribution of the Q & A booklet, meetings should be arranged with Premier McGuinty and Minister Sobrara and then provide opportunity for them to respond before arranging meetings with other ministries.

The fee proposed by the Devon Group to develop and implement a comprehensive government relations program, for a three month period, to Labour Day, is $19,500 (plus GST).

Marilyn Hood suggested that once the meetings with government representatives have taken place, their success should be assessed and the need for a public awareness phase (Phase II) determined.

Chair Parrish inquired as to the cost of developing and distributing a pamphlet (Phase II) to all residents in Peel and was advised that such an undertaking would cost approximately $100,000.

Chair Parrish recommended the following Work Plan:

• Retention of the Devon Group, at a cost not to exceed $25,000, to develop and implement the first phase of a comprehensive government relations program, including a government contact program, to get the Peel vantage of human services under-funding across to the public between now and the provincial election;
• Production and distribution of a booklet containing the relevant facts regarding the funding of human services to media outlets, provincial election candidates, ratepayers groups and other stakeholders, to form the basis of discussions with senior levels of government; and
• In the event the first phase of the government relations program fails to achieve a satisfactory response, initiate Phase II, that being a Public Awareness Campaign, by distributing an information piece to every household in the Region of Peel, at an estimated cost of up to $100,000.

The Committee concurred with the recommendations.

4. COMMUNICATIONS

a) Dan Labrecque, Chief Financial Officer and Treasurer, Letter dated June 12, 2007, Providing a copy of the “Local Services Realignment & GTA Pooling Overview” report dated January 20, 2003 as requested at the May 24, 2007 PIC Ad hoc Committee meeting

b) Public Information Campaign (PIC) Platform Update – June 13, 2007

Councillor Sprovieri arrived at 3:15 p.m.

A quorum of voting members was achieved.

The Public Information Campaign Ad hoc Committee formalized approval of the agenda and receipt of the delegation previously received for information.

2. APPROVAL OF AGENDA

RECOMMENDATION PIC-7-2007 :

That the agenda for the June 21, 2007 Public Information Campaign Ad hoc Committee, be approved.

3. DELEGATIONS/PRESENTATIONS

a) David Szwarc, Chief Administrative Officer, Presenting Government Relations Work Plan Options

 Received

RECOMMENDATION PIC-8-2007 :

That the Government Relations Work Plan, as described by the Chair of the Public Information Campaign (PIC) Ad hoc Committee at the June 21, 2007 PIC meeting, be approved;

And further, that the Devon Group be retained at a cost not to exceed $25,000, to develop and implement a comprehensive government relations program;

And further, that should the first phase of the program fail to achieve a satisfactory response, the Public Information Campaign Ad hoc Committee be authorized to implement Phase II of the Government Relations Work Plan.

4. COMMUNICATIONS

a) Dan Labrecque, Chief Financial Officer and Treasurer, Letter dated June 12, 2007, Providing a copy of the “Local Services Realignment & GTA Pooling Overview” report dated January 20, 2003 as requested at the May 24, 2007 PIC Ad hoc Committee meeting

 Received

b) Public Information Campaign (PIC) Platform Update – June 13, 2007

 Received

 
5. REPORTS- Nil


6. OTHER BUSINESS- Nil


7. SCHEDULE OF FUTURE MEETINGS


8. ADJOURNMENT

The meeting adjourned at 3:16 p.m.