A strategic integrated communication framework for the Child Protection Organisation in South Africa

Abstract

Child protection organisations (CPOs) as part of the non-profit sector in South Africa play a crucial role in addressing the needs of abused, neglected and vulnerable children. CPOs, similar to other NPOs, are largely dependent on donors for funding, and communication plays a crucial role in fundraising in order to ensure the sustainability of the CPO. However, communication of the CPO is limited by additional context-specific legal and ethical challenges. Communication should adhere to confidentiality clauses in the legislation and take into account the vulnerable child’s best interest, which is not always the best communication practices for fundraising. It is therefore argued in the study that the CPO should use novel and innovative ways of communicating to increase the survival of CPOs competing for funding amidst other non-profit organisations with equally worthy causes. Against this background it is proposed that a strategic integrated approach to communication should be followed by Child Protection Organisations to build stakeholder relationships, create brand awareness and report responsibly on child protection matters. Strategic Integrated Communication (SIC) as outlined in the model by Niemann (2005) has proven to be successful in the corporate sector and it was assumed that guidelines of the SIC could also be applicable to the CPO sector but that, for the purpose of this study a broader SIC framework would need to be adapted to address the needs and challenges of the CPO context. The general research question posed in this current study was: How can a Strategic Integrated Communication framework be adapted for the Child Protection Organisation in South Africa? The feasibility of the proposed framework was evaluated empirically through semi-structured interviews and focus groups with communication practitioners, managers, social workers and external legal and media experts that are involved in the communication function of the CPO. The results confirmed that the basic guidelines of SIC would also be applicable to and feasible in the CPO context, but contextual integration should be added as an area of integration. The integration of the contextual, organisational, stakeholder and environmental areas is feasible through the alignment of communication strategies and confirms the relevance of adding the long-term value of SIC for the CPO. In the organisational integration area reference should be made to a management team, a multi-skilled communicator and a diverse communication team. Stronger emphasis should be placed on stakeholder responsiveness, closer collaboration with media and legal experts, wider networking and advocacy using technology and interactive media to respond to the political and social economic circumstances in the country. This should be guided by unity of effort as the pillar of all communication efforts through strategic consistency. Embracing a strategic integrated communication framework should add to the ability of the CPO to communicate innovatively to reposition itself as an invaluable part of the South African society that protects vulnerable children and ultimately assists long-term survival in uncertain times.