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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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slide1
The CEO’s view:role of corporate communication in adding value to the ICRC1 September 2011, Lausanne
role of corporate communication
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 communication1
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 communication2
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 communication3
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
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, behavior
    • internal communication -> key
      • -> autonomous & mature relationships
        • direct relations between CEO & staff
role of corporate communication vital1
Role of corporate communication -> vital
  • align our services with perceptions
    • stakeholders
      • eg: medical
    • try 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 communication4
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 communication5
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 communication6
Role of corporate communication

6. relevance

    • timely
    • being prepared
      • scenarios -> priorities

7. learning journey

    • entire organisation need to evolve
      • from 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
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The CEO’s view:role of corporate communication in adding value to the ICRC1 September 2011, Lausanne
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