A strategic integrated communication framework for child protection organisations in South Africa: The role of digital media

Abstract

In the field of Digital Humanities (DH), digitalisation's effects extend to encompass the non-profit sector, with a particular focus on the child protection (CP) sector in South Africa. Digital media has transformed communication by providing new opportunities for real-time, personalised and cost-effective interaction. However, it also poses potential challenges that can negatively affect child protection organisations (CPOs) in South Africa. This article explores the need to balance the benefits of digital media against the risks of statutory confidentiality breaches and sharing unverified information. The study included focus group discussions and semi-structured interviews with communication practitioners, managers and social workers from four registered national CPOs, along with external media and law experts. The findings reveal that CPOs need to develop effective communication strategies to mitigate potential risks associated with digital media. Child protection organisations should recognise the importance of leveraging technology to enhance communication strategies and build stronger stakeholder relationships. By effectively utilising digital media, CPOs can achieve their communication goals while being mindful of potential risks and promoting responsible reporting practices. To mitigate the dangers associated with social media, an essential component of digital media, organisations should prioritise the child's best interests and use the guidelines of a strategic integrated communication (SIC) framework, adapted for the non-profit sector by Degenaar (2021), to create effective strategies. Proper digital media management is crucial for CPOs to ensure the protection of the children they serve. Ultimately, incorporating digital media can enhance the CP sector's work, but it requires careful consideration and management of the potential risks involved.