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Unicef corporate communication analysis
- 1. Evaluation of UNICEF’s communication channels
- 2. 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
- 3. Methodology Secondary research resources: UNICEF official documents, journal articles and academic textbooks.
- 4. What is UNICEF? • United Nations Children’s Fund • 1946-2016 • Mission: survival, protection and development of children • DOC (Division of Communication) C4D
- 5. Communication process Sender Message ReceiverEncoding Decoding Media Media Feedback (Schramm’s Model of Communication, 1954)
- 6. Influence Interest Other NGOs Employees NGOs partners Women & children Gov’t Managers Media Private companies Individual donors Stakeholder Map of UNICEF Local communities
- 7. Description of UNICEF Broadcast media
- 9. Evaluation of UNICEF broadcast media using
- 10. UNICEFTap Project (US fund) • Original project 2007 Encourage patrons to donate $1 or more for the tap water they usually enjoy for free. • UNICEF’sTap Project 2014 challenges smartphone users to launch theTap 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
- 11. Results of the campaign 2007 campaign: Thousands of patrons at over 300 restaurants help to raise about $100,000 –in NYC Nearly $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.
- 12. Evaluation Advantages 1. Quality of message: Direct, explicit 2. Reach: the mass public in US 3. Reply: awareness of clean water issues; donation and volunteering actions Disadvantages 2014, ‘reduce using smartphone’, reduce source attractiveness Recommendations: • Internally advocateTAP 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)
- 13. Description of UNICEF print media
- 14. UNICEF NEWSPAPER LEAFLET BILLBOARD /NOTICE BOARD POSTER BOOKLET Print media communication channels
- 15. Evaluation of print media usage of UNICEF
- 16. 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.
- 17. 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)
- 18. Advantages of booklets and billboards Advantages 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 BillboardAdvertising (1997)
- 19. 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)
- 22. Official website Message delivered: Company profile Updated news (videos, pictures, stories) Reports (annual) Targeted audience: the public especially private donators Response from the audience: Number of visits per year The percentage of returning visitors Amount of donation
- 23. Social media network Main social media platforms used: Facebook Twitter Google+ Instagram Youtube Message: Updated news; photos; story Targeted audience: Strong focus on young generations Response: “likes” & “comments” & “shares”
- 24. Example：EndViolence 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 onTwitter • Photo posted on Facebook, Instagram andTwitter generated over 21,000 ‘likes’ (UNICEF, 2013)
- 25. 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
- 26. 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”
- 27. 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
- 28. 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
- 29. 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
- 31. 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
- 32. Mobile phones Strengths: • 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
- 33. 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
- 34. Crisis communication • UNWonderWoman - New HonoraryAmbassador 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
- 36. 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
- 37. Any questions?
- 38. 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 UNICEFTap Project brought safe water to over 500,000 people’. UNICEFTAP 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 ofTAP 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 forWomen. [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)
Editor's Notes
- Evaluation of UNICEF’s communication performance - Bind with theories, case studies (eg) and critical thinking
- The United Nations Children's Fund (UNICEF) is a United Nations (UN) program headquartered in New York City that provides humanitarian and developmental assistance to children and mothers in developing countries. Communication for development (C4D) is seen as a two-way process for sharing ideas and knowledge using a range of communication tools and approaches that empower individuals and communities to take actions to improve their lives. DOC (Division of Communication) launches and implement global communication & Public Advocacy Strategy
- Encoding is the process of providing meaning to the message, the sender should know (what to communicate and how to communicate?) Decoding is the process of using perceptions and experiences to interpret the message, the media is the communication channels and message carrier Say an example: to describe the process
- Broadcast media mainly target at the general public, the children and the donors
- Characters of TV Combination of VC and NVC (audio+ visual features) (Dimbleby & Burton, Chp1) Forms: TV adverts(commercials) one-way, no loop (except Live stream)
- 2007 The funds would go towards providing impoverished children with clean drinking water. with $1, UNICEF can provide a child with access to clean, safe water for 40 days. 2014 . For every five minutes a participant does not touch their phone, the UNICEF Tap Water Project committee funds a day's worth of clean water for a disadvantaged child.
- Groups involved: restaurants, dining patrons, students, and volunteers along with corporate, community, celebrity, and government supporters
- 1. donate to provide clean water for children, match with the mission of UNICEF and UN’s world water day. 2. national sponsors eg Armani, Turner, Dorga, Ebay; and free promotional helps: American Express, Yelp, Inc Three stages theory (Cutlip et al 2000) 1. Preparation: Quality of messages - clarity; Appropriateness of messages 2. Implementation: Number of messages sent; Number of responses to messages 3. impact: Social and cultural change; Number of repeat behaviour; Number who behave as desired
- http://www.unicef.org/ceecis/Print_Media_for_and_about_Young_Children._Kyrgyz_Republic.pdf
- The booklets were the first communication material of their kind developed to support early childhood development activities in the Kyrgyz Republic Pre-testing will help ensure the audience will actually understand the message in the intended way, and prevents wasting campaign resources. by doing focus groups survey and interviews in the capital city in 2006, mostly to the targeted parents, whole 150 respondents expressed their liked to the booklet. 3. ‘Less is more, simple is best’-low literacy works for all. Design need engaging, versatile and creative. UNICEF knows what are their objectives of communication.
- Extra limitation: Different level of literacy Regional restrictions Design, print, distribute
- Four main communication channel on the Internet used by UNICEF Revamp the website… P5 Green
- Strength: Deliver information to almost all stakeholders Provide more official and convincing information 30 million visits per year; the number of page views increased by 37%; the percentage of returning visitors increased by 33% (brand recognition & loyalty); donation increases (Typhoon Haiyan) Donation clicks after Typhoon Haiyan were 6.5 times higher than the average number of donation clicks in 2012. requires widespread internet access & high rates of online usage relies on functioning telecoms infrastructure, internet users are mainly educated, higher income people in urban areas, low penetration of low income groups in rural areas, unsuitable for communication with low literacy groups, passive information option (websites)
- Content posted on these different social media platforms are almost the same. Combination of these different platforms aims to target for audience with different preferences for social media platform. Example: End Violence Against initiative P9 Green
- Strength: Deliver information to almost all stakeholders Provide more official and convincing information 30 million visits per year; the number of page views increased by 37%; the percentage of returning visitors increased by 33% (brand recognition & loyalty); donation increases (Typhoon Haiyan) Donation clicks after Typhoon Haiyan were 6.5 times higher than the average number of donation clicks in 2012. requires widespread internet access & high rates of online usage relies on functioning telecoms infrastructure, internet users are mainly educated, higher income people in urban areas, low penetration of low income groups in rural areas, unsuitable for communication with low literacy groups, passive information option (websites)
- Make it easier for stakeholders to find out the information they need Every statement of fact in a publication should be checked for accuracy, consistency and currency The launch of The State of the World’s Children 2013: Children with disabilities used Shakira. If more emphasis had been on the celebrity’s good actions and less on her this could have sparked more interest and engagement from stakeholders. Aim to change values, beliefs and perceptions Revamp the website… P5 Green Attractive to audience and easy to understand On daily-basis or as-needed basis Google+ - 2,200,000,000 Facebook – 1,650,000,000 (UNICEF has 6,391,311 likes (29/10/16) and can develop deeper & longer conversations with its nearly 4 million followers (Boone & Kurtz, 2016)) YouTube – 1,3billion Twitter – 645,750,000 (gives access to “live coverage” of events around the world (Boone & Kurtz, 2016) Snapchat – 600,000,000 Instagram – 500,000,000 growth at healthy rate LinkedIn – 414,000,000 (promote UNICEF as a prospective employer) From the studies focussed on Twitter content analysis (Rybalko and Seltzer, 2010; Lovejoy et al., 2012; Nah and Saxton, 2012; Guo and Saxton, 2014; Kim et al., 2014) it can be concluded that both one-way and two-way communication strategies should be developed to ensure the adequate disclosure of information and to generate an appropriate interaction and dialogue between NPOs and their stakeholders. (Maria del Mar, Cramen & Manuel, 2016) Strength: Deliver information to almost all stakeholders Provide more official and convincing information 30 million visits per year; the number of page views increased by 37%; the percentage of returning visitors increased by 33% (brand recognition & loyalty); donation increases (Typhoon Haiyan) Donation clicks after Typhoon Haiyan were 6.5 times higher than the average number of donation clicks in 2012. requires widespread internet access & high rates of online usage relies on functioning telecoms infrastructure, internet users are mainly educated, higher income people in urban areas, low penetration of low income groups in rural areas, unsuitable for communication with low literacy groups, passive information option (websites)
- Globally, more than 90% of UNICEF staff visited ICON P11 The ‘like’ functionality added in 2012 became a huge success with staff ‘liking’ and commenting on virtually all the stories published in 2013. Enable the identification by staff of ideas and innovative solution Psychological barrier Dimbleby Different departments have different information needs. Information can be more tailored to individuals optimizing impact. However information security and privacy of significant importance as well as cultural barriers
- (discuss upcoming priorities, crisis communication, talent recruitment, workflows and other matters) (brief on major initiatives)
- continue to provide real-time information tools to staff globally and enable the identification by staff of ideas and innovative solutions Motivation-hygiene theory: need to communicate to ensure we keep employees motivated and satisfied
- expensive: costs can include training, transport, materials & salaries/incentives. UNICEF large organisation therefore a thorough implementation of this throughout may be logistically challenging (Cornelissen, 2014) (Christmann & Taylor, 2006)
- https://www.humanitarianresponse.info/system/files/documents/files/characteristics_of_different_communication_channels_0.pdf
- T4D - research, discuss, and analyse socio-economic problems with a view to finding solutions for them (Mlama, 1991) (Solomon Panford, MEd, Maud Ofori Nyaney, GradDip, Samuel Opoku Amoah, MSc, and Nana Garbrah Aidoo, MA, MPH, 2001)
- By connecting to the Internet through satphones, local telephone lines, Internet cafes, or shared UN or specialized service connections, NGOs can manage e-mail, exchange documents, store data, and even carry on live communications. In many emergency settings (some famines, rural floods, or fire), urban area infrastructure remains functional enough to support these avenues of communication (Barrigan & Hemingway, pp.167-8) Concerned United Nations staff members created petition Privately, several United Nations officials have expressed concern about the choice of a comic-book character. Publicly, its leaders have described the decision as a creative way to reach younger audiences. The heroine’s appointment ceremony proceeded, as scheduled. A silent protest is followed – UN didn’t listen to employees Corporate identity, image and reputation -damage and rebuild Types of crisis: human-induced and natural disasters Types of human-induced crisis: 1. company is negligence 2. company is also a victim 3. Launch its official voice channels Set communication objectives for POTENTIAL crises