part11-1

This Chapter provides guidelines for the conduct of communications in
promoting maximum voluntary compliance with the Federal tax laws and support
of the Service’s mission.

The mission of the Office of Communications is to deliver professional
communications services to our internal and external customers to support
the overall IRS mission and effective tax administration.

The following describes the National Office of Communications organization.

The Director, Office of Communications, reports directly to the Chief,
Communications & Liaison (C&L) and is responsible for planning, managing,
directing and executing Servicewide communications and all media relations.
The Director provides advice and support to the Commissioner, Deputy Commissioners,
Chief Counsel, Taxpayer Advocate, and other National Office officials on communications
matters.

The five branches that make up the Office of Communications are Internal
Communications, Corporate Television, e-Communications and Marketing, National
Media Relations, and Field Media Relations.

This portion describes the responsibilities of the Office of Communications.

The Office of Communications works with business units and organizations
throughout the IRS to develop strategic communications plans to achieve communications,
marketing and public relations objectives. Through its five branches, the
Office produces concepts, messages and products, and creates partnerships
with a variety of stakeholders. The Office develops communications material
to implement the major goals of the IRS, and distributes material to IRS communication
managers for placement with local media.

The Internal Communications Branch is responsible for Servicewide internal
communication planning and integration in support of the IRS mission, goals
and objectives. The branch is responsible for Servicewide communications with
IRS employees and manages Servicewide communication channels through the development
and deployment of products and services intended to meet business and behavioral
objectives.

The main business units within the IRS all have dedicated communications
staffs (http://clsource.no.irs.gov/clsource_cl/lkodsfds.asp
), which should be the first point of contact for employees requesting
Servicewide communication services. Service requests can also be made to the
Assignment Desk (http://clsource.no.irs.gov/clsource_comm/ch2icb.asp
) via e-mail to assignmentdeskclcic@irs.gov (*Assignment Desk – CL:C:IC),
or by fax to 202-622-9875, Attn: Assignment Desk.

The Internal Communications Branch is composed of communications consultants
who provide services to the business units. The consultants use a variety
of tools and work with program owners and embedded communicators in the business
units to plan, deliver and measure communications that encourage behavioral
change in support of IRS programs and initiatives.

Communication research is an integral part of the Servicewide internal
communications processes. Communication planning concepts, research tools
and methods and research results are maintained on the branchs web site which
can be accessed through the IRS Communications Center at http://communications.no.irs.gov/internal/index.htm
.

The Internal Communications Branch relies on those submitting Servicewide
communication requests to ensure their technical accuracy through coordination
with other stakeholders and subject matter experts. Adherence to product guidelines
is necessary to ensure timely placement of messages in Servicewide products.
Guidelines are posted at: http://communications.no.irs.gov/internal/ICProducts.htm
.

The Internal Communications Branch produces several products:

Surveys and focus groups are conducted periodically to ensure that Servicewide
communications products and channels are meeting the needs of Internal Communications
Branch client and audience customers.

Employees requiring communications assistance should follow these steps:

The Corporate Television Branch is responsible for developing and implementing
a Servicewide broadcasting strategy to communicate the corporate vision, mission
and goals. This includes supporting all executives in the development and
implementation of strategies to communicate Servicewide and organization-specific
information and training.

Products and Services
The Corporate Television Branch is responsible
for design, development and delivery of:

In addition, the branch manages Internal Revenue Satellite Network (IRSN),
which includes: management of uplink equipment; maintenance, repairs and modification
of equipment, and execution of expansion for downlink portion of the satellite
network; coordination with downlink site coordinators; and maintaining the
online IRSN program guide.

Procedures and Guidance
Guidance is disseminated through the Corporate
TV Branch web site at http://tv.web.irs.gov, which contains
the following information:

The e-Communications and Marketing Branch is responsible for strategic
corporate communications with the public and intermediaries, and for developing
and managing communications to express and reinforce the IRS mission. The
branch develops communications programs and campaigns to promote corporate
messages and collaborates with Operating and Functional Offices on many of
their specific marketing efforts. The branch also provides policies, standards
and guidelines for creating Public Service Announcements (PSAs) and paid advertising;
and creates standards for accessibility for special needs audiences, for example,
closed captioning and multilingual productions. The branch has responsibility
for developing and implementing integrated corporate communications standards
for the IRS. Those standards include logos, symbols, web template products
and broad internal and external key messages.

Advertising Agency
The e-Communications and Marketing Branch manages
contracts with IRS advertising agencies. Through the multi-year advertising
contract, the IRS can create integrated marketing products; television, radio
and print materials in English and other languages; promotional merchandise;
and other products.

The Contracting Officers Technical Representative (COTR) works in the
e-Communications and Marketing Branch under the direction of the contract
Program Officer, typically the Branch Chief. The COTR advises the Program
Officer and the Contracting Officer (located in IRS Procurement) of the value
and types of services available through the contract. All requests for advertising
contractor support must come through the COTR in the branch.

IRS Government Task Managers (GTM) work with the advertising contractor
on specific tasks. GTMs may work for the e-Communications and Marketing Branch
or any of the Operating or Functional Offices. The GTMs responsibilities include:
collaboration and coordination with the advertising agency to achieve marketing
goals; project management; writing statements of work or objectives; creating
government cost estimates; participation in contract negotiations with the
contractor, COTR and procurement; and, informing the COTR about contractual
issues.

Branch Products – Internet Portal page for www.irs.gov
:
The e-Communications and Marketing Branch is responsible for
developing the content, look and feel of the portal page (home page) for the
IRS public Internet site, www.irs.gov. The site provides
the public with critical information about IRS services, tax forms and publications,
as well as information about IRS career opportunities.

For additional information about the products and services of the e-Communications
and Marketing Branch contact the Branch Chief at 202-622-4349.

The National and Field Media Relations Branches are responsible for
developing and implementing an overall media strategy in support of the entire
agency, including the Operating/Functional Offices. The staff of Media Relations
serves as the IRS’ single point of contact for all media. This includes
handling media requests by directly interacting with the media and coordinating
responses with Operating/Functional Offices Communications Specialists, NHQ
executives or other designated personnel. The National Media Relations Branch
serves as single point of contact for national media, national stories or
NHQ issues. National Media Relations also is responsible for coordinating
and publishing all national news releases for the Agency. The Field Media
Relations Specialist positions, which are geographically distributed, report
to the C&L Field Media Relations Branch, and serve as a single point of
contact for the local media, local stories or field geographic issues.

For additional information about National Media Relations, see IRM 11.1.3,
or call the Branch Chief, National Media Relations at 202-622-4000. For additional
information about Field Media Relations, see IRM 11.1.3 or call the Branch
Chief, Field Media Relations at 215-861-1550.