Role of corporate communication

1. The CEO’s view:role of corporate communication in adding value to the ICRC1 September 2011, Lausanne

2. 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’

3. 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

4. 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

5. 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

6. 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

7. 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 ?

8. 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

9. 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

10. 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

11. The CEO’s view:role of corporate communication in adding value to the ICRC1 September 2011, Lausanne