Unicef corporate communication analysis
Transcript of Unicef corporate communication analysis
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Evaluation of UNICEF’s communication channels
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Contents & Aims of Presentation
• What is UNICEF (mission & strategic objectives)
• What are UNICEF’s communication channels?
• Evaluation of UNICEF’s communication performance
• Recommendations of enhancing UNICEF’s communication
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Methodology Secondary research resources: UNICEF official documents, journal articles and academic textbooks.
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What is UNICEF?
• United Nations Children’s Fund
• 1946-2016
• Mission: survival, protection and development of children• DOC (Division of Communication) C4D
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Communication process
Sender Message ReceiverEncoding Decodin
g
Media Media
Feedback
(Schramm’s Model of Communication, 1954)
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Interest
Influ
ence
Other NGOs
Employees
NGOs partners
Women & children
Gov’t
Managers
Media
Private companies Individual
donors
Stakeholder Map of UNICEF
Local communities
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Description of UNICEF Broadcast media
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UNICEFradio
TVDVD
Load speaker
Broadcast media communication channel
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Evaluation of UNICEF broadcast media
using
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UNICEF Tap Project(US fund)
• Original project 2007 Encourage patrons to donate $1 or more for the tap water they usually enjoy for free.• UNICEF’s Tap Project 2014 challenges smartphone users to launch the Tap Project website on their phone's web browser and then avoid interacting with their device Every 5 mins, UNICEF will fund a child for a day’s clean water
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Results of the campaign
2007 campaign:Thousands of patrons at over 300 restaurants help to raise about $100,000 –in NYCNearly $2.5 million funds has been raised -since 2007 in US
2014 campaign: The project garnered over 2.6 million users that spent on average over an hour on the site, raising $1.6 million from a grand total of over 250 million minutes gone without phones.
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EvaluationAdvantages 1.Quality of message: Direct, explicit 2.Reach: the mass public in US 3.Reply: awareness of clean water issues; donation and volunteering actionsDisadvantages 2014, ‘reduce using smartphone’, reduce source attractivenessRecommendations:• Internally advocate TAP campaign among the UN staff (Van Riel & Fombrun 2007)• Have a celebrity ambassador to build up the reputation and recognition of
the campaign by having a Increase usage of social media (source attractiveness)• Globalize the campaign
(Cutlip et al 2000)
(Kelman, source characteristics model)
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Description of UNICEF print media
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UNICEF
NEWSPAPER
LEAFLET
BILLBOARD/NOTICE BOARD
POSTER
BOOKLET
Print media communication channels
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Evaluation of print media usage of
UNICEF
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An example about booklets in Kyrgyzstan• In Kyrgyzstan, there are seldom Kyrgyz language materials for
children and their families
• UNICEF has published print materials for and about children in the Kyrgyz language. The booklets, which cover themes such as nutrition and hygiene, serve the dual purpose of being reading and learning materials for children as well as information materials for their parents and families.
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An example about billboard • Making the invisible visible Children who are victim of domestic violence wait with a sinking heart for their parents to come home in the evening. (Janssen, 2014)
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Advantages of booklets and billboardsAdvantages of booklets:• Used pre-testing in representatives of the target region for target audiences • Had good result. Whole respondents said that they liked the booklets very much. • UNICEF also encourages parents to give some suggestion in text box (manage
the communication influences between constituencies)• Culture awareness, satisfy the needs of the audience.
Advantages of billboards:• Simple, visual, clear and catchy to audiences’ attention• Low literacy people
Bernstein’s Research into Billboard Advertising (1997)
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Disadvantages and recommendations
•Disadvantages: Some information in booklets are not new or unknown Each booklet has limited “life span” in term of interest value for children. (environmental issues; high cost) Some children did not have the motivation to change their behaviors.
•Recommendations: The same message needs be transmitted through a multiplicity of channels. Bringing together local people with different creative talents and enabling them to work as a cohesive and harmonious team More interactivity and entertainment Integration of local children’s ideas (listen to feedbacks)
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UNICEF Online communication channels
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UNICEF
OFFICIAL WEBSITE
SOCIAL MEDIA
NETWORKINTRANET
TELECONFERENCE
PLATFORM
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Official websiteMessage delivered: Company profileUpdated news (videos, pictures, stories)Reports (annual)
Targeted audience: the public especially private donators Response from the audience: Number of visits per yearThe percentage of returning visitorsAmount of donation
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Social media networkMain social media platforms used: FacebookTwitter Google+Instagram Youtube
Message: Updated news; photos; story
Targeted audience: Strong focus on young generations
Response: “likes” & “comments” & “shares”
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Example: End Violence Against Initiative• Launched in 2013 in 60 countries
• Liam Neeson (GWA) urged people to speak up against violence when they see it.
• It brought 50,000 visitors to the global microsite (donation)
• 155,000 mentions of the hashtag on Twitter• Photo posted on Facebook, Instagram and
Twitter generated over 21,000 ‘likes’
(UNICEF, 2013)
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Strength:• Remarkable effect (internet
access)• Multi-media communication
products (photos, videos, stories, reports)
• Social media: easy to update information;
get response immediately
Weakness: • Not accessible in some
areas• Emotional shock can be
risky as based on interpretation
Recommendations:
• Quality of message
• Hearing from the audience who do not like the communication way
Evaluation & Recommendation
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Intranet: ICON Message: • HQ & country offices
publishes case studies• Video-based and text
interviews of the leaders
Targeted audience: employees
Response: • Number of visitors to the
website• “likes” & “comments”
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Strength:• All-levels of employees• Easy, economic in knowledge
sharing• Interactive
Weakness:• Size of workforce • Multi-cultured workforce –
cost of cultural awareness• Different information needs
Recommendation: • Create divisional Intranet (dedicated portals)
Intranet: ICON
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Teleconference platform Message:
• Virtual meetings on a monthly or as-needed basis
• Three all-staff meetings with UNICEF’s Executive Director are webcast live to staff globally (more than 120 country offices participate)
Targeted audience: • Employees
Response:• Immediate response • Difference between points being made in meetings and their
implementation in practice by employees
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Strength:• No time constraint
• Dramatic travel saving
Weakness:• Not very interactive (one-
way communication)• Hard to measure the
effectiveness of the meeting
Recommendations: • Interactive: (Motivation-hygiene theory)
• Invest in other internal communication platforms (real-time information tool: identity staff’s innovative ideas)
Teleconference platform
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UNICEF Traditional communication
channels
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Face to Face Strengths: • Strong influential communication channel• Good for complex info exchange• Associated with an ‘open’ communication climate
Weaknesses:• Risk of message distortion (rely on experienced communicators)• Can be costly
Recommendations:• Devise and implement evaluation techniques to regularly measure benefits and
positive influences of face2face communication. This is crucial as this channel is expensive
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Mobile phonesStrengths:• Fast & easy way to communicate internally with employees & externally
with majority of stakeholders – main way of private donor fundraising
Weaknesses:• Dependence on network coverage• Limited impact in low literacy societies• Privacy
UNICEF’s Global Communication and Public Advocacy Strategy, 2014–2017: - Digital transformation- Strengthen intelligence gathering and listening capacity
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Traditional media (theatre, community meetings, songs, dance, poetry)
Strengths:• Good for hard to reach communities• “theatre for development” (Mlama, 1991)• Communication tool that operates at grassroots level
Weaknesses:• Hard to have significant short term impact
Recommendations: • These media are often thought of as folktales, myths, and other fantasies that
are individual misrepresentations of social events and occurrences and therefore have no or limited educational value
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Crisis communication
• UN Wonder Woman - New Honorary Ambassador for the Empowerment of Women and Girls• UN facing human induced crisis as petition signed by nearly
30,000 employees • UN sustainable development goals have undergone image
and reputation damage • Lack of employee participation in UN decision making
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Concluding remarks & Recommendations
• Overall, UNICEF has a systematic, integrated, effective communication channel and satisfying communication performance.• It could do better if :
Coordinate internal and external communication; Extensively use prevailing communication channels to
expand its influence; Always keep its mission and objectives in mind
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Any questions?
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References• Businesstopia (n.d) ‘Schramm’s Model of Communication’, Businesstopia, [Online]. Available from:
https://www.businesstopia.net/communication/schramms-model-communication (accessed: 1Nov 2016). P5• Cutlip, S., Center, A., and Broom, G. (2006). Effective Public Relations (9th edition) Pearson: New Jersey [online] Available from:
http://catalogue.pearsoned.co.uk/preface/0130082007.pdf (accessed: 1 Nov 2016). • Dineen, J. (2016) ‘How the UNICEF Tap Project brought safe water to over 500,000 people’. UNICEF TAP website [Online] Available
from: https://www.unicefusa.org/stories/how-unicef-tap-project-brought-safe-water-over-500000-people/30643 (Accessed: 1 Nov 2016).
• UNICEF (2010) Communicate to advocate for every child: UNICEF’s Global Communication and Public Advocacy Strategy, 2014–2017 [Online] http://amecinternationalsummitstockholm.org/wp-content/uploads/2015/06/UNICEF-Global-Communication-and-Public-Advocacy-Strategy1.pdf
• UNICEF official website of TAP project (n.d.) [online]. Available from: https://www.unicefusa.org/mission/usa/unicef-tap-project (Accessed: 1 Nov 2016).
• Bernstein, David (1997) Advertising outdoors: watch this space! London: Phaidon.• Janssen, S. (2014) “Unicef: Making the invisible visiable” Creative Criminals, [Online]Available from:
http://creativecriminals.com/billboard/unicef/making-the-invisible-visible (Accessed: 5 Nov 2016)• UNICEF (2013) Division of communication annual report 2013 [Online] Available from: https://www.unicef.org/about/annualreport/files/Div_of_Communication_AR_2013.pdf • UNICEF (2015) UNICEF division of communication annual report 2015 [Online] Available from:
https://www.unicef.org/about/annualreport/files/DOC_2015_Annual_Report.pdf• The Characteristics of Different Communication Channels 2009, [Online]. Available from:
https://www.humanitarianresponse.info/system/files/documents/files/characteristics_of_different_communication_channels_0.pdf (Accessed: 28 Oct 2016)
• Cornelissen, J. (2014) Corporate communication : a guide to theory & practice. 4th ed. Los Angeles: SAGE.• Kramarae, C & Spender, D. (2000) Routledge International Encylopedia for Women. [Online]. Available from: Oxon: Routledge. • Panford et al. (2001) ‘Using Folk Media in HIV/AIDS Prevention in Rural Ghana’, Am J Public Health, 90 (10), pp. 1559-1562. • Kolucki, B., Iskanderova, A. & Grover, D. (2005) “Something to read something to learn, print media for and about young children”
UNICEF.com [Online] Available from: http://www.unicef.org/ceecis/Print_Media_for_and_about_Young_Children._Kyrgyz_Republic.pdf (Accessed: 5 Nov 2016)