The document discusses the ICRC's public communication strategies and challenges. It aims to gain understanding, acceptance, and support for its work; raise awareness of victims' needs; and promote international humanitarian law. It must differentiate itself from other humanitarian actors and manage its identity with multiple audiences. Challenges include maintaining neutral, independent humanitarian action amid changing environments and perceptions, and demonstrating the added value of the ICRC and Red Cross principles like neutrality, impartiality, and independence.

1. ICRC: dealing with media in armed conflicts'
Workshop Media 21,
Geneva 19.05.09

2. Public communication: why ICRC
communicates:
 gain understanding, acceptance and support for the
ICRC and its work;
 gain access to victims of armed conflict and raise
awareness of their plight/needs;
 gain respect for international humanitarian law;
 engagement with stakeholders on humanitarian
issues of concern to them -> quot;symbolic contextsquot;;
 perceived relevance and impact of ICRC, its work
and IHL can influence opinion of audiences & their
support.

3. Public communication for the ICRC (2) :
 b) How we communicate:
 manage the known and prepare for the unknown
 integrate communication into entire decision-making
process at HQ and field;
 recognise ICRC organisation with worldwide
reach/presence -> communicate with several audiences
simultaneously;
 adapt means of communicate and delivery of messages to
respective context and desired impact;
 principle: what organisation and its staff say must at all
times reflect what ICRC does;
 principle: interests of those affected by armed conflict must
come first;
 differentiation from other humanitarian actors.

4. Public communication environment for
the ICRC (3) :
 more and more actors communicating about issues of
humanitarian concern, armed conflict/IHL;
 differentiation of ICRC and its approach NIIHA
 stakeholders communicating on/about the ICRC;
 globalisation of media - networks in all major languages
 audiences connect to outlet that represents a culture they
recognise;
managing information - immediacy, communicate in real time but
speed vs quality of information
 multiplicity of stakeholders who can have an impact on
ICRC acceptance, access and security;
 IHL more present in public domaine, relevance and
applicability scrutinised;

5. Public communication environment for
the ICRC (4) :
 perceived relevance of ICRC, its work and IHL can
have a decisive impact on the opinion of audiences;
 analysis of global, regional and local essential in
making communication decisions;
 scan media and web environment for mentions of ICRC,
risks/issues for ICRC's reputation and licence to operate;
 monitoring - mentions of ICRC and issues in public
domaine
 symbolic contexts;

6. Understanding & managing the ICRC’s
identity
 global organisation, different identity regionally and
between stakeholders
 «institutions » no longer protected incl. humanitarian
 shift from quot;trust mequot; to quot;show me-prove itquot; vs.
confidentiality
 quot;influentialsquot; & environment changing
 perceptions impact on reputation
transparency, consistency and predictability
 consistent staff and corporate behaviour

7. Challenges for communication (1):
Neutral & independent humanitarian action
 evolution of humanitarian quot;world & businessquot;
 Donors & private philanthropy
 UN, NGOS, RC/RC Movement
 modus operandi & fundamental principles
 no monopoly on terms
 neutral -> perception
 impartial -> quot;win hearts and mindsquot;
 independent -> differentiate from NS
 different modus operandi - quot;confidentiality with limitsquot;
 need for neutral intermediary role
 demonstrate added value

8. Challenges for communication (2)
manage reputation & risks
positive attitude towards ICRC & RCRC
 often no real differentiation unless Crescent
quot;Top-of-mindquot; awareness of the ICRC currently
high plus high level of credibility.
 limited general public knowledge about ICRC core
activities

9. International Humanitarian Law: key
elements
Distinction: between combatants, civilians
and objects
Proportionality: precaution to minimise
incidental loss of life
Limitation: on the means and methods of
warfare
Humanity: limit suffering and protect human
dignity

10. Challenges for humanitarian action:
to clearly understand the diversity and
complexity of the environments in which we
work,
to respond effectively to the multitude of
needs faced by affected populations,
maintain recognition and capacity of
humanitarian organisations to function
 differentiationmilitary role/objective &
humanitarian role
 the neutral intermediary role of the ICRC