Red Cross Australian as a Humanitarian Organisation - Essay Example

Organisational Communication at Red Cross Australia (Name) (Course) (Institution) (Instructors Name) (Date of submission) Introduction A non profit organisation is defined as on organisation whose beneficiaries and shareholders do not benefit from it financially. Just like other organisations, not for profit organisations have to communicate internally and externally. Communication is often defined as a process of getting messages across usually from the sender to the recipient (Koontz 2001). However, this definition is shallow and does not capture the intricate details involved in actual communication. Hence communication is further defined as the process of coding and decoding messages (Sturken and Cartwright 2003). The coding and decoding process is often undertaken by both the recipient and sender of the message. The choice of communication media chosen by the actors in any communicative event depends on the type of message to put across, intended purpose, the recipient, the availability of the medium and the type of message among a host of other factors (Koontz 2001). Communication for organisations is considerably different as compared to communication by individuals. Again, the communication used by organisations can be informative, advertising, persuasive or a blend of all. Persuasive advertising is mostly linked to for profit organisations while campaigns and informative advertising are mainly practised by not-for profit organisations such as the Australian Red Cross. This organisation has been in involved in numerous local and international humanitarian activities utilising both employees and volunteers. To attain its objective of lobbying for funds and engaging people to participate in the organisations range of activities, the hierarchy at the firm has been involved in intensive communication drives intended to educate and sensitise the public on humanitarian causes and disaster relief and management. This paper will thus take a case study approach and use relevant theory to examine how Red Cross Australia, as a non profit organisation, carries out its communication activities and how it achieves its objectives. Organisational identity Red Cross Australian as a humanitarian organisation has its own identity. Its identity, though represented by the name and the organisation’s logos, does not amount to its identity. According to Pussa (2006), organisational identity is heavily borrowed from individual identity and hence, in the same manner that the character of person creates an identity for a person rather than the name, so is the same for organisation. Ashforth and Mael (cited in Passu 2006) say that organisational identity is rooted in the internally consistent systems of beliefs, values and norms which more often than not are embedded in an organisation’s mission and vision statement. For Australian Rd Cross, the mission state statement is “To be a leading humanitarian organisation in Australia, improving the lives of vulnerable people through the services delivered and promotion of humanitarian laws and values” (Red Cross Australia 2012). Therefore, the organisation’s identity is engraved in its humanitarian activities. Communication at the Australian Red Cross has numerous purposes and is carried out in various ways. Its efficiency is largely dependent on the existing communication climate. Communication can be targeted to the employees, the general public or several stakeholders groups. For non profit organisations, especially those in humanitarian activities like Red Cross Australia, majority of the communication is dedicated to sourcing funds hence much of the communication is directed towards donors and stakeholders such as government and even fellow not for profit organisations. There is also internal communication that is intended for the daily running of the organisations activities usually directed towards the employees. A good communication climate allows both formal and informal communication to facilitate free flow and sharing of knowledge across all the organisation’s departments. For the Australian Red Cross, open communication is encouraged as an organisational policy. This open communication allows the public and donors to participate in scrutinizing usage of funds. Different methods of communication are suited for the different purposes. In the case of internal communication, it can happen through departmental meetings, email, word of mouth, and even internal memos. All these forms of communication attain specific purposes. For Red Cross Australia, there are a number of regular publications intended to sensitize the general public on a number of issues. Through the organisation’s website, individuals and other organisation can pledge support to some of the main programs that the organisation oversees. Regular magazines and information pamphlets are also circulated around the country to create awareness and sensitize the public. Use of images is constant mode of communication for the Australian Red Cross. These images are inspired mainly by the type of message that the organisation wants to put across, the intended audience and values of the organisation among others. In the firm’s home page of its website are a number of images each with a different intended meaning. The most dominant image that is also widely associated with the international Red Cross organisation is an actual cross or plus sign red in colour. The image is not only the organisations logo but also a graphic representation of the name of the organisation. Sturken and Cartwright (2003) write that producers of images have an intended message that they want to pass across in the manner that they present the message in the hope that the audience will interpret the message in a certain way. However there is no way of telling what the producer of the image intended to communicate. The audience and viewers of the image interpret it differently as a function of their life experiences and cultural background. Sturken and Cartwright (2003) calls this the context of the viewer of the message. He says that the message in imagery is not contained in the image as such but is “produced through a complex social relationship that involves at least two elements besides the image itself and its producer: (1) how viewers interpret or experience the image and (2) the contents in which image is seen” (p. 288). This implies that images can e used to communicate differently and individually to each audience or categories of audience. The Red Cross, the red crescent and the red crystal symbols are used all over the world especially in areas facing armed conflict. All of them are globally recognised as symbols of neutrality and protection. They are used to identify people or facilities involved in humanitarian activities and are non-partisan especially where two opposing sides are involved. The symbols are not accompanied by any words hence they can be used anywhere no matter the language. The symbols are presented in red colour against a white backdrop in order to make them conspicuous. Although these symbols are assumed to be universal in all ways, they are not responsive to visually handicapped people. A number of authors note that some organisation and individuals use themes in communicating through images. Most charitable organisations, Red Cross Australia included use also themes in their messages to drive home a point. A quick look at Red Cross Australia’s website reveals the use of themes in images. In one of the images, there is a bunch of kids who look desperate. Four of the kids in the image are without shirts and those who are dressed and dressed shabbily. Their hair colour tells of malnutrition and poor die. In short, the kids look like they are in need of help. For an organisation that heavily relies on donations and volunteer work, this is very effective in evoking pity and sympathy from a personal perspective. However, from Sturken and Cartwright (2003) arguments, the ability of the images to evoke pity and empathy do not reside in the image per se but “depend on the context on which the image is viewed” (p. 291). This could imply that viewers experience with volunteer work or humanitarian works could evoke such ideas in the brain of the viewer. There are numerous benefits of using imagery as opposed to other methods of communication in relaying messages. One core benefit is that there is no need for translation for images that do not involve words. This would imply that for the same images could be used to reach different audiences from diverse cultural backgrounds with the hope of passing the same message. For Red Cross Australia the red cross image is very important because it can be understood and recognized by the numerous Aboriginal communities using different languages. The same symbol is used to communicate the presence of the organisation also to non-Aboriginal Australians. The same position is taken by other international organisations providing humanitarian assistance to disaster prone and war prone areas. Walther (2008) notes note that humanitarian organisations go for very simple and open forms of communications especially when targeting the affected people. For Red Cross employees working in the field, they have to done reflectors jackets with the red cross symbol at the front and at the back. This is very helpful to affected people as they can identify the people who are in apposition to offer help such first aid and necessary equipments One of the key activities of humanitarian organisations such as Red Cross Australia is to source funds and carries on with its activities and also convince people to take volunteer works with the organisations. This implies that Re Cross has to carry out marketing activities to raise funds and market itself s to other organisations to partner with it in their corporate social responsibility programs. However, marketing for not for profit organisations is somehow different from marketing from that of profit making organisations. The chosen forms of marketing communications therefore have to be in line with the originations identity which is embedded in its mission statement. Given the financial circumstances facing a majority of not for profits organisations, such as Australian Red Cross, the marketing campaigns are not well articulated and financially limited. Lesly (p. 572) says that “not for profit organisations also lack serious research on which to base their communications programs” as opposed to for profit organisations. She identifies finances as one leading challenge facing not for profit organisations. Not for profit organizations are limited in how they develop effective communication plans. This is due to the same problem of limited finances and paid personnel. The Australian Red Cross tends to combine public relations activities and fundraising. Their campaigns such as blood donation are also carried out to specific areas rather than addressing the whole market. This problem is symptom of the fact that the firm does not have the capacity to carry market research that would identify its niche markets. As such, the firm speculates on possible willing volunteers and donors hoping that its reputation will encourage participation. Sisco (n.d.) write that non for profit organisations such as Red Cross can use the Situational Crisis Communication Theory by owning up to natural disasters in order to apply the theory in their public relations and appealing for funds. Such rampant fundraising drives are carried out online in the organisation’s websites and in others. This also works well increasing the popularity of Red Cross as a brand. The High speed management theory of organisational communication also provides a model on how not for profit organisations such as Australian Red Cross can communicate effectively with the target audience (Cushman and King). This model stipulates that the effectiveness of communication and the publicity of the organisation depend on how well and fast the organisation responds to arising issues. For the case of Australian Red Cross, speedy response to disasters and accidents allows the firm an opportunity to receive free publicity in the media and communicate about their cause to donors and beneficiaries alike. This is founded in the management of for profit organisations which have to respond speedily to market needs before competitors take over the market. In the same way, Australian Red Cross faces competition from other humanitarian agencies. The Australian Red Cross is faced with the task of presenting its case to stakeholders, the public, donors and beneficiaries in diverse ways. In handling its communications, the firm had allowed free flow of information regarding its activities and sources of funds. This climate allows the organisation to attain a good public relations and image that attracts donors and the trust of beneficiaries. The firm has also employed different strategies such as the use of images to reach out to its target audience. The manner in which the Australian Red Cross handles its communication is a good living example to other non profit organisations on how to handle organisational communication, embrace openness and deliver to the people. References Cushman, D. and King, S. Excellence in Communicating Organizational Strategy. London: Suny Press Koontz, H. (2001). Management: A global perspective. 10th Ed. New York: McGraw-Hill. Lesley, P. 1998. Lesly's Handbook of Public Relations and Communications. New York: McGraw-Hill Professional, Puusa, A. 2006. Conducting Research on Organizational Identity. Electronic Journal of Business Ethics and Organization Studies. Vol. 11, No. 2. Sisco, H. F. (2010). Crisis definition and response: Understanding non-profit practitioner perspectives. Prism Journal 7(2): http://praxis.massey.ac.nz/prism_on-line_journ.html Sturken, M. and Cartwright, L. 2003. Practices of Looking: An introduction to visual culture. New York: Oxford Community Press. Walther, J. 2008. Marketing communications of Non-profit Organizations: World Vision and Terre Des Homes - a Comparison. London: GRIN Verlag. Read More