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