role of corporate communication in adding value to the
Download
Report
Transcript role of corporate communication in adding value to the
The CEO’s view:
role of corporate
communication in adding
value to the ICRC
1 September 2011, Lausanne
Role of corporate communication
ICRC’s mission
to protect & to assist people affected by war & armed
violence
to prevent suffering by promoting respect for IHL
Red Cross Movement
modus operandi
impartial, neutral & independent
dialogue with all sides
military & civilian authorities, non-state armed groups
strategy -> win support & trust
face-to-face
organisation
HQ & 80 delegations
HQ : global, support & mobilisation
delegations: local/national, operational (security)
12’500 staff; 1.2 billion CHF
»
humanitarian ‘sector’
Role of corporate communication
changes in our working environment
high degree of unpredictability
shift from "trust me" to "prove me"
humanitarian workers are no longer heros
high expectations
from donors, public, ‘victims’
under scrutiny & real time
»
Libya, Syria, Pakistan/Afghanistan
blogging, social networks, mobile phones
competition & control
local factor
assertive states
economic & financial crises
humanitarian needs
Role of corporate communication
corporate communication adding value
to organization ?
Q: the vue of your top leadership
If you would ask top leadership in your
organization, how would they describe role of
corporate communication in adding value to your
organization ?
>
response: 1 (no role) to 5 (essential)
Have their perceptions changed over the last
6 months?
>
response: 1 negatively 2. positively 3. no change
Role of corporate communication
corporate communication adding value
to organisation ?
-> vital for ICRC
life
& death
top leadership as well people in 'front line'
1. to generate support
access
& acceptance
from a broad range of audiences
local
& global
‘new’ actors and networks
>
>
gangs- > mega-cities
demonstrators -> no leader
‘assertive’
States
Role of corporate communication -> vital
2. to manage our reputation
as
a strategic element of the ICRC
perceptions
local,
regional, global
importance
of research & monitoring
3. it puts people at the centre
integrated
into decision making
complementary with but different from HR
constantly being aware of the human factor
our
staff -> ambassadors of our brand
ownership,
internal
->
»
behavior
communication -> key
autonomous & mature relationships
direct relations between CEO & staff
Role of corporate communication -> vital
align our services with perceptions
stakeholders
eg:
try
medical
to close the gap
competences
back
»
to basics
first aid, wounded -> Tripoli, Abidjan, Damas, Kaboul
real question for CEO is how to capitalize ?
on
value added by corporate communication
readiness of organization ?
Role of corporate communication
Lessons learned (so far)
1. it’s never ‘only’ a communication issue
issue affecting the entire organisation
every indivudual
behaviour, ambassador
their networks
2. integration is key
well balanced attitude
servant -------- arrogant
strategic AND simple
processes of validation
fight for it
Role of corporate communication
3. communication at the ‘decision table’
management team, including SMT
ICRC – HQ, field
Q: and you ?
are you member of the senior management team
in your organization ? -> yes/no
4. hard facts
indicators
quaterly review
benchmarking
reputation has a value
5. on/off -> constant
Role of corporate communication
6. relevance
timely
being
prepared
scenarios
-> priorities
7. learning journey
entire
from
organisation need to evolve
dissemination to corporate communication
scope,
direct association & new concept
from
media to information management
from CSR to CSV
»
-> creating shared value (economic & social values)
you & your team
The CEO’s view:
role of corporate
communication in adding
value to the ICRC
1 September 2011, Lausanne