International Committee of Red Cross - Case Study Example

Introduction As a private humanitarian institution in Geneva, Switzerland, the International Committee of the Red Cross (ICRC) was first introduced in four conventions in 1949. The main aim or the organization was to protect people against war and dangers for example the armed forces, refugees and civilians. The ICRC is linked to International Red Cross and Red Crescent Movement and the International Federation which is based in over 180 nationals. Angela (2005) show the organization is one of the oldest and most honored thus results to its reputation all over the world and has so far won three Nobel Peace Prizes which were achieved in the year 1917, 1944, and 1963. The organisation was established due to lack of organized health services to offer first aid and preventive measures to emergency casualties and especially to people who were participating in the world war. The operations of ICRC are directed from other non governmental organizations and the United Nations. The organization offers charity and humanitarian assistance across all religions. It had earlier concentrated on soldiers during wars but recently the organization has spread its services to civilians and military officers and other conflicts around communities for instance disasters and internal attacks (François 2003). The movement has been receiving its financial resources through donations and contributions for example after an incidence has occurred. In 2005 for example the two disasters which include the tsunami and the Pakistan earthquake saw contribution from all over the world. ICRC was founded as a result of the Judeo-Christian that represents charity and humanitarianism. The principles of the movement have evolved over time though the main focus has been caring for the soldiers during war.  According to Andre (1984) the introduction of the movement in 1863 was due to the battle which was between the Armies of Austria and those of Franco- Sardinian in Solferino. This battle saw more that 40,000 army soldiers die and others wounded. Dunant who saw this experience formed a group of people who would be volunteering to help the wounded and to support their families. The activities of the organization have significantly expanded since the cold war and currently the governments are offering incentives in a bid to support the movement. Due to its spread globally, the organization ahs also been able to receive media attention though some people take the activities as profit related. This has made the founders to concentrate more on offering assistance to the needy as they will recognize the organization more than the general public. The major roles includes giving relief help to the wounded, protecting the soldiers, using volunteers in helping those in the battlefield, forming international treaties and finally introducing a common but unique protection symbol for medical personnel in the field which will be known as a white armlet bearing a red cross (John 1997). The first Red Cross symbol was used in 1864 in Denmark. The conventions also introduced legal rules which were based on protection and conditions were introduced which aimed at recognizing the committee. These included that they have to be protected by the national government and that this government have to be a state party. The ICRC is branded using a unique sign which represents neutrality. Lawton (2005) show the emblem used by the Red Cross had been introduced in the year 1864 which symbolized legal protection. This is through offering medical services, volunteering and protecting against conflicts. The Red Cross sign was not to be used by a particular religion or a political party and so since the Muslims preferred using it they has to use the Red crescent. This was to be used during the Russo-Turkish war where the emblem was then adopted. Branding and positioning The branding for the ICRC was used differently in various countries for example in Thailand, the red flame was used and in Japan they used the red sun. The emblem had also to be changed in a way that it would represent all nations as well as the states. Problems arose where the Israel humanitarian refused to use the cross or crescent but instead decided to be represented using a star. Such states have had problems as they have not been recognized as the official members. This is because it would be difficult for the soldiers to identify the sign for protection if every state decides to use a different symbol. The use of one symbol in an organization also shows unity where people from different backgrounds come together with a common goal. Recently the movement has proposed to add another emblem in order to neutralize the movement. The movement also aimed at advertising its brand to about fifteen countries especially where people were not aware of the benefits the organization spread to the society though most people viewed it as trustworthy. The organization though that through the introduction of a new emblem, it would revive its former brand and duties (David 1999). The organization had many suggestions for the emblem which included the red crystal, diamond, chevrons and the other one would look like the red brackets. A crystal was also preferred for religious purposes. According to Favez (1999) it also shows sign-ness and it is also easily noticed. This symbol was to be used in all facilities such as ambulances, a badge in all uniforms of the officials and in the blood bank. Though the Red emblems may be used differently in various nations, they all represent one body and offer the same services. The movement is now aiming at having the many signs combined in order to concentrate more on the value of their activities rather than the value of the emblem. According to the principle of independence, ICRC should not act in a way that it used the company’s policies and products through in the process of partnering the movement makes its own arrangements which are exclusive to the other company. The ICRC logo that is currently in use can not be regarded as a trademark and it is however not protected under the trademark laws but shows the Red Cross emblem and under international law (Geneva Conventions) the emblem is protected. It is internationally recognized for protection during armed conflicts and disaster occurrence. The Movement has a responsibility of preserving the emblem's unique protective power protecting humans. All the companies’ agreements ought to stand for guidelines used and those that apply to the use of the ICRC emblem and according to the 1991 agreement on Movement's Regulations on the Use of the Emblem (David 2005). Marketing and communication The movement has introduced various methods of marketing in order to position themselves and be more effective. First, the movement has been concentrating on communication needs which include spreading their importance regionally and internationally. According to Terry (2002) to achieve their humanitarian recognition, the movement has been participating in surveys such as the voice of the people omnibus where people’s opinions are measured according to the identity of the ICRC. Other marketing strategies which are found in ICRC and not found in other commercial organization include television campaigns which sensitize people on abiding to the Geneva rules for example taking good care of the detainees. These campaigns show are aimed at showing nationals to unite and to treat every one in the right manner. Other campaigns are launched online in partnership with EURO 2008. This is where donations are made online to fund raise for the Red Cross movement and the donations can then be changed to goals where those who participate can be one of the participants of EURO 2008. Merson et al. (2006) show the team having most goals then wins and becomes the most humanitarian team that participated in the EURO 2008. In the previous campaigns the winner was Germany, and then Spain and the third team that participated was Netherlands. These campaigns were meant to help the victims for the landmine which had occurred in Afghanistan and the funds were also used in implementing ICRC projects. The campaigns also raise humanitarian awareness for example of major disasters that need global assistance. Communication tools In communication, the ICRC has links to other websites for example in the UEFA or one can also access through the ICRC website where the message can be translated into seven languages. The website is mostly used once a disaster occurs for example in occurrences such as tsunami, the hurricane Katrina or the earthquake which occurred in South Asia. Efforts have been introduced in order to modernize and edit their website contents for it to attract more donations and to enable the organization position itself globally. The organizations priorities are to be capable of producing consistent products, maintaining its credibility and its reputation. To cope with the changes of technology for example in communication strategies, the organization has managed to integrate its systems and multimedia. Annually, ICRC multimedia projects have been introduced to facilitate its promotion and its operations. One example was in 2006 where they were able to have 40 prints and products which were to be distributed worldwide. Their distribution channels are in such a way that they reach the target market at the right time effectively and efficiently. In reference to the ICRC public communication and information, the organization was capable of releasing over 150 press releases, news reports and bulletin (Quelch and Laidler 2005). The movement has also developed a research service which helps in research and the catalogue distributes about 150,000 documents which includes information about the humanitarian law and the movement’s activities. Forsythe, (1993) show the ICRC has got various kinds of paradoxes for example due to the fact that it is not an NGO and at the same time not an IGO thus can be known as an agency under the Swiss code which has a international legal profile. The movement’s priority is to ensure individual’s welfare is observed. The ICRC is also not politically involved though the activities performed involve humanitarian politics. The company involves guidelines which builds up relationships between companies and the ICRC for example support from the private sector gained through donations, marketing and technically. The partnership agreement strengthens the movement though in a way it reduces the ability of the organization to carry out its worldwide activities according to its specific authorization and the guidelines of the International Red Cross and Red Crescent Movement. The organization mostly aims at achieving two principles which include the spread of humanitarian principles and promoting dialogue among supporting firms. The environment whereby ICRC communicates its activities has recently been changing due to changes in technology and global influence. This reason has therefore made the organisation to constantly seek support from outside that is meant to gain access to victims and which enables the users to introduce the discreet and financial support needed and which also ensures that the delegates are safely kept. Griffin (2005) describes that the main aim of improving communication is not merely to pass on messages from the organization effectively but it is meant to understand the issues raised by various audiences and how these issues are perceived. Depending on the organisational complementarily and potential impact, ICRC involves itself with various communication strategies and resource such as through holding meetings with local armed groups by the use of mass communication tools. Recommendation for communication strategies Communication is can therefore be seen as a major factor that helps in decision-making process where it is used in the organisation to transfer information from the headquarters to various parts or the region. Since there is need for communicating messages for examples to families of those faced with disasters, communication strategies have to be integrated according to the international humanitarian law. The other need for ICDC to change its communication strategies is to be capable of meeting the needs of International humanitarian Law (IHL) which should also be used in training the armed forces. Thus ICRC functions contrary to other organisations and is also independent of the media. The recommendations that the movement have introduced in order to access its stakeholders include devising international emergency aid operations which will be mostly for the vulnerable groups in the society for example the poor. The communication strategies should also be implemented to allow for negotiations. The organization therefore has a duty of passing this information to avoid uncertainty. Some of the information communicated includes of a missing person after a war or natural disaster for example an earthquake. David (2005) describes that other kinds of information include information on civilians and that of prisoners of war for example during the 20th century. The tools used by ICRC in distribution of information ensure transparency and accountability of the local government which is responsible for giving such kind of information. These companies which are represented by the ICRC are approached whether their policies are in line with the guidelines set about the roles of the organization. In order for the private operating companies to help the organization in achieving its goals, they tend to recognize their expertise and their capacity to cater for the entire community. The guidelines stipulated by ICRC include believe of following a coherent approach for example while partnering with a private organization. Studies about the organization reveal that when the organization partners with the other, this information transfers faster than when they are acting alone in the field. Other researchers have seen that most people are not interested with the activities of ICRC but are more interested in being associated with the organization and its brands (Red Cross Condemns Burman Abuses 2007). The principles of this movement is majorly to protect the lives of people incase they are faces with disasters or a calamity. The movement helps humanity regardless of nationality, race, social class or religion. In all its activities, ICRC act according to the principles stipulated by the Movement thus it is not independent due to its partners. John (1997) show the Movement also ensures neutrality where it does not lean on one side in issues regarding politics, religious believes or racial issues. This is important as it ensures that everyone trusts the movement at all times. The movement is also known to be operating globally and thus one of its principles is universality as well as ensuring that unity is observed in all nations. The specific mandate that the organization is meant to show to the rest of the world is to adhere to the humanitarian law by helping individuals who face disasters during war. According to the ethics of the movement it does not allow them to support companies which may cause danger of bring about issues which may interfere with the principles stipulated. The movement also can only accept support from those companies whose policies are somehow linked to the ICRC guidelines. The movement also assesses the impact that partnering with another company will yield in reference to their public image (Murphy 2007). Globalization which is characterized by various kinds of combinations such as mergers, acquisitions of portfolio investment has eased the assessment of ICRC of activities and ethical behavior of corporations. It is therefore clear that the ICRC depends on at least two professional and specialized ethical rating agencies and these are independent and non profit making organizations. The ratings available show the activities of this company for example the social and environmental performance. Other kinds of performance include how a company relates with its employees, transparency and how it adheres to the humanitarian principles. Corporate alliances which would be interested in using ICRC name or logo should have a legal statement where the roles and responsibilities of the alliance are clear. It will also include an agreement containing a termination clause for both parties thus it will be easy to pass their message through the introduction of better strategies. The main strength of ICRC comes from its experience which includes the mandate, values, culture and consistency of the organization. Their main focus is also clear which is meant to offer humanitarian help to the armed forces. It can also give a holistic view to the people that the organization has helped. The other strength is by having a good reputation towards the IHL for performing effective duties. It is also capable of reaching remote areas to help where other organizations fear to reach (Caroline 1999). On the other hand the organization has some underlying weaknesses for example by having a principle of it being independent. This is because though the organization accepts partnering with other companies, it is not able to be governed by another body and this shows that it has to be ready to cope with other international competitors. It has also been shown as inconsistent with the National society which represents a weakness as it will be difficult to share its policies and guidelines to achieve its humanitarian goal. According to Georges and Roger (2008) through cooperation and especially with the National Society, the movement will be capable of delivering appropriate services and strategizing its processes. It has been difficult for the movement to develop their systems for example for monitoring and controlling processes. Recently, the movement has introduced an integrated system used for planning for results (PFR). Conclusion The ICRC also aims at reducing their costs as this will enable them to be accountable for the money offered by donors. To achieve this, the movement has introduced a system meant for cost accounting which will reduce costs incurred in their activities and thus promoting effectiveness. Some of the costs incurred in their duties include feeding over 3 million people, provision of emergency services to about 3 million and in improving infrastructure such as water supplies and sanitation. The movement also organizes visits to prisons detained in around more that 70 countries as well as communicating to families about their relatives. The employees of ICDC have various disciplines such as medically, economically and in translation. The specialized staff members comprise of about 1,500 delegates. These should be ready to cope with all kinds of people regardless of their culture or nationality. They should also be flexible in their work, curious and sensitive. They also have to work according to ICRC principles to give effective services. 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