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
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Q: the vue of your top leadership
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
2. to manage our reputation
3. it puts people at the centre
Lessons learned (so far)
1. it’s never ‘only’ a communication issue
2. integration is key
3. communication at the ‘decision table’
4. hard facts
5. on/off -> constant
7. learning journey