Table of content

2.1. Section 1: Profile organisation......................................................................4 2.1.1. Background information and type of organisation.................................4 2.1.2. Motivation for choice of organisation...............................................5 2.2. Section 2: efining the content of the poster...............................................5

2.2.1. !he role of communication "ithin the organisation...............................5 2.2.2. #ommunication professionals and the "ork tasks.................................$ 2.2.%. Professional products and services........................................................& 2.%. Section %: 'isualising the Poster and preparing the Poster Presentation......( )eference list .......................................................................................... 12 *arrison+ S. ,2---.. Pu/lic relations: 0n introduction. 1nternal communication. 1ndiana 2niversity: )outledge........................................12 *erl3+ M. 4 )ustema+ #. ,2--5.. #orporate #ommunication 5orld"ide. 0n 1ntroduction. 1nternal #ommunication. 6roningen: 5olters 7oordhoff.. . . .12 1ndeed. ,n.d... 271#89 employer revie"s. 'ery good and relia/le company to "ork for. )etrieved on :anuary 1$+ 2-1%+ from http:;;""".indeed.com;cmp;2nicef;revie"s ...........................................12 271#89 #ards and 6ifts. ,n.d... #ard and 6ifts. )etrieved on :anuary 1$+ 2-1%+ from https:;;""".shopcardsandgifts.unicefusa.org .......................12 271#89: 8mployment. ,n.d... *o" to apply. )etrieved on :anuary 1$+ 2-1%+ from http:;;""".unicef.org;a/out;employ;inde<=apply.html ..........12 271#89: 8mployment. ,n.d... 78!1 competencies. )etrieved on :anuary 1$+ 2-1%+ from http:;;""".unicef.org;a/out;employ;inde<=4>14&.html ...12 271#89 8<ecutive Board. ,n.d... Mem/ers. )etrieved on :anuary 1$+ 2-1%+ from http:;;""".unicef.org;a/out;e<ec/oard;inde<=42>>1.html .............12 271#89 1nspired 6ifts. ,n.d... !op 6ifts. )etrieved :anuary 1$+ 2-1%+ from https:;;secure.unicefusa.org;site;SPageServer? pagename@inspired=gifts=homepage ....................................................12 271#89 Millennium evelopment 6oals. ,n.d... 271#89As role. )etrieved :anuary 1$+ 2-1%+ from http:;;""".unicef.org;mdg;2&1&4=2&22(.htm .. .12 2nited 7ations 7e"s #entre. ,n.d... Sudanese 6overnment and 271#89 sign agreement to protect children. )etrieved :anuary 1$+ 2-1%+ from http:;;""".un.org;apps;ne"s;story.asp? 7e"s1 @2(4-44#r@childBsoldiersC.2Pgu8DSESSp ................................12 2

271#89+ Press center. ,2--%.. Media #ontacts. )etrieved on :anuary 1&+ 2-1%+ from ............................................................................................... 12 http:;;""".unicef.org;media;media=contact.html ..................................12 271#89+ Policy advocacy and partnership for childrenAs right. ,n.d... Bringing childrenFs rights to the centre of pu/lic policy. )etrieved on :anuary 1&+ 2-1%+ from http:;;""".unicef.org;policyanalysis;inde<.html 12 271#89+ 5ho "e are. ,2-12.. Gur history. )etrieved on :anuary 1$+ 2-1%+ from ......................................................................................................... 12 http:;;""".unicef.org;a/out;"ho;inde<=history.html ..............................12 271#89+ 5ho "e are. ,2-12.. 271#89As mission statement. )etrieved on :anuary 1$+ 2-1%+ from http:;;""".unicef.org;a/out;"ho;inde<=mission.html .............................12 5ikipedia. ,n.d... 271#89. )etrieved on :anuary 1$+ 2-1%+ from http:;;en."ikipedia.org;"iki;271#89 .........................................................12

1. Introduction
The purpose of this report is to provide information about the field of communication professionals working for an inter-governmental organisation, in this case UNICEF, and it furthermore, builds up the basis of the poster presentation called !rientation to the "rofession# which takes place in the $trium on the %& th of 'anuar( %)*+, The findings of this report include the profile organisation with background information, the content of the poster as well as the visualisation of the poster,

2. Findings
2.1. Section 1: Profile organisation
2.1.1. Background information and type of organisation

The first section discusses the profile organisation including the t(pe of organisation and its background information, The inter-governmental organisation, United Nations International Children-s Emergenc( Fund, was founded b( the United Nations .eneral $ssembl( on the **th of /ecember *&01 in order to help children who were devastated b( 2orld 2ar II, UNICEF is a permanent part of the United Nations 3(stem since *&4+, Nowada(s, the organisation-s name changed into United Nations Children-s Fund in order to emphasi5e that help is also provided without an emergenc( occurring 67-Unicef8 who we are--, %)*%9, It mainl( focuses on nine main issues which are basic education, healthcare, water and food suppl( as well as nutrition, gender e:ualit( meaning the rights of women and girls, ;I<=$I/3 children, child abuse, first-aid in crisis situations as well as polic( advocac(, UNICEF is active in more than *&) countries> these include developing as well as industriali5ed countries, ;owever, the industriali5ed countries do not receive an( funds as UNICEF onl( does lobb(ing in those countries, ;owever, the I# and E# are still in the acron(m due to reasons of popularit(, UNICEF is head:uartered in New ?ork, and its current e@ecutive director is the $merican diplomat and political advisor $nthon( Aake, The whole e@ecutive board is formed of government representatives to ensure intergovernmental support, Furthermore, more than a third of the funds are donated governments while the rest is donated b( large companies and private donors, UNICEF-s mission statement claims the striving to establish children-s rights as enduring ethical principles, and international standards of behaviour towards children

67-2ikipedia UNICEF--, n,d9, The core values of the organisation include the aim of treating all people with respect while showing respect and sensitivit( towards the different cultures the organisation works in as well as the different religions, UNICEF furthermore, deals with preBudices and intolerance at the workplace, UNICEF has ethical standards, and its decision-making is not influenced b( political pressure 67-UNICEF Emplo(ment, n,d,9,
2.1.2. Moti ation for c!oice of organisation

The reasons for choosing UNICEF are their dedication towards the proBects, particularl( in developing countries and their positive corporate identit( in general is well-known, The group decided to choose an organisation that works internationall(, and that furthermore, works with different cultures, $fter looking at different organisations we especiall( like UNICEF-s mission statement, 2e are interested in the internal communication as most of UNICEF-s emplo(ees are volunteers, The whole group moreover, wants to look at the field of a communication specialist working for an intergovernmental organisation which in this case is UNICEF, The fact that UNICEF helps children and women in need also attracts us, !ur group furthermore decided to have a closer look at UNICEF because it is a ver( well-known organisation,

2.2. Section 2: "efining t!e content of t!e poster

2.2.1. T!e role of communication #it!in t!e organisation

The second section describes the role of communication within UNICEF, looking at the different thematic areas of communication, and further discusses the work tasks of communication professionals, and the professional products and services, To complete the section about the different roles of communication within UNICEF, there is a topic web included in the appendi@, $ccording to ;arrison, internal communication deals with the e@change of information between the management and the internal public groups of an organisation meaning that it is a two-wa( process 6%))49, The internal communication within UNICEF starts with the overall management and administration, taking place in New ?ork, $n in-depth look into the speciali5ed offices begins with the suppl( division in Copenhagen, which provides items, such as life-saving vaccine doses to children in different developing countries,

Even more speciali5ed are the regional offices which help to enhance technical assistance to countr( offices if an( problems occur, The( are based in "anama Cit(, .eneva, Cangkok, $mman, Dathmandu, /akar and Nairobi, The Innocenti Eesearch Centre placed in Florence, Tok(o and Crussels assist in fund-raising, and help making connection with the polic( makers of different governments 6-Unicef8 3tructure and Contact Information--, %))09, There are different aspects that influence the communication within an organisation, such as the organisational structure, The governing bod( of UNICEF is the E@ecutive Coard with its +1 members 67-UNICEF E@ecutive Coard--, %F /ecember %)*%9, The work of the E@ecutive Coard is coordinated b( the Cureau, which consists of the "resident $nthon( Aake and four vice presidents, of which each officer represents one of the five regional groups of member states in the United Nations, 3ince the officers are made up of government representatives the( provide intergovernmental support in accordance with the overall polic( guidance of the United Nations .eneral $ssembl( and the Economic and 3ocial Council, The officers of the E@ecutive Coard are usuall( elected for a three-(ear period, Three times a (ear the E@ecutive Coard meets in order to decide on administrative and financial plans, to approve programs as well as to establish policies, Eegarding emplo(ee reviews sa(ing Nice, straight forward management, that also provides much space for own creativit( and adoption of new technologies# 6Indeed, %)*%9 one can assume that the management st(le is rather participative, and emplo(ees can activel( state their opinion to guarantee that their views will be taken into account 6;arrison, %)))9, $nother influencing aspect is the organisational culture, in particular the factors that reflect the behavioural customs, standards, predominant values as well as rules of the UNICEF-s emplo(ees, /ue to the fact that UNICEF constantl( plans a lot of proBects ahead, for e@ample, for the (ear %)*4 or further, it is assumable that UNICEF is a future-oriented organisation, !ur research into internal communication found that UNICEF-s organisational culture is also past orientated since the( fre:uentl( publish evaluation reports accessible to all emplo(ees, Those two factors indicate an important aspect of communication, because in this wa( emplo(ees get informed about their Bob re:uirements and what is e@pected from them in the future,

>

$ crucial part of UNICEF-s corporate communication involves the e@change of information between governments and UNICEF since it is the basis of UNICEF-s fundraising program, $ccording to UNICEF own publication nine of ten staff members work closel( with national and local governments and other partners around the world 67-UNICEF millennium development goals--, n,d,9--, In addition, UNICEF sets up agreements with worldwide governments, for instance in /ecember %))G UNICEF signed an agreement for the protection of children-s rights and the prevention of child recruitment, together with the 3udanese government 6UN, n,d,9, Horeover, an important aspect of UNICEF-s work with governments, law makers and the media is to anal(se policies in order to get a better understanding of circumstances and forces that affect the well-being of children and women around the world 67-UNICEF polic( advocac( and partnership for children-s right--, n,d,9--,

2.2.2. $ommunication professionals and t!e #ork tasks

!ur research into the different communication professionals found that the professionals in the field of communication are named as communication specialists, communication managers and chiefs of communication, These designations include press officers, spokespersons and media relations officers, ;owever, there are different wa(s of deplo(ing communication specialists 67-UNICEF8 press centre--, %))19, $ccording to "atrick HcCormick, who supports our research b( sharing a description of his ever( da( work life as an UNICEF press officer and spokesperson, his Bob is to communicate to the world via the media#, and to draw the media-s attention to what UNICEF does for the children, especiall( in emergencies, Therefore, spokespersons like him, attend a lot of media interviews on T< and the radio as well as interviews for print outlets, such as maga5ines and newspapers, Nowada(s, the work further includes communication via social media meaning for instance, twitter, Facebook and ?ouTube, !f course this is not alwa(s as eas( as it ma( sound, for e@ample in countries like The /emocratic Eepublic of Congo, 3udan, The Central $frican Eepublic and Chad, "atrick HcCormick claims8 These so-called silent emergencies are much harder to get media attention for, and it is probabl( the hardest part of m( Bob to get the world to pa( attention to what is happening to children in countries like C$E and Chad, Instead, with high-profile emergencies like ;aiti and now in 3(ria, it
$

is e@actl( the opposite, I have no problem interesting the media in the stories of children caught in the middle of a civil war or a natural disaster,# Furthermore, being a UNICEF spokesperson sometimes re:uires traveling to the emergenc( situation in the countr( in order to write stories for media purposes and conduct interviews onthe-spot, Especiall( for UNICEF the work of a communication specialist is ver( important because UNICEF is the onl( voluntar( UN agenc( and conse:uentl( needs as much profile and attention as possible, Cesides the communication specialists working activel( in the public, there are other communication professionals, who are responsible for e@ternal publications like UNICEF-s homepage, broadcasting and their visual recognisabilit(, This work includes updating the homepage with current news, producing movies about UNICEF facing different issues all over the world for UNICEF television, In addition, those communication specialists create public service announcements 6"3$s9 in form of cartoons each illustrating a right described in the global rights treat(, which are nonverbal in order to get the right message across regardless the language 6personal information, & 'anuar( %)*+9#,

2.2.%. Professional products and ser ices

UNICEF also provides gifts in order to raise funds for the organi5ation, These gifts can be rather personal gifts like cards and products made b( the people who are part of UNICEF-s proBects, Horeover, the UNICEF site also offers inspiring gifts which the customers can purchase for the children in developing countries, For e@ample, the top gift displa(ed on the UNICEF website, that can be bought in order to make the life of those children who live developing countries better, are school desks, Furthermore, UNICEF gives its customers the opportunit( to send children in need vaccines which the( would otherwise not be able to get, Customers can furthermore give awa( a survival kit over the time span of si@ months this gift would be more e@pensive, This survival kit contains nutrients, immuni5ations and clean water tablets, Cesides these gifts, there are more inspiring gifts which customers can choose from, 3ome of these gifts are worth more than +)) dollars, and include things such as motorbike ambulance that are send to areas which otherwise are hard to reach, a gift which might make a child-s life a bit better, UNICEF also provides a lot of services for

&

the developing countries, such as the well-known tab water proBect 6UNICEF Cards and .ifts, n,d,9,

2.%. Section %: &isualising t!e Poster and preparing t!e Poster Presentation
2.%.1. '(plaining t!e isualisation process

The third section focuses on the e@planation of the visualisation process from the poster, furthermore it makes clear which choices are made for the presentation, <isuali5ing the poster begins with the colour c(an, because an important part of a corporate identit( is the logo of the compan(, in this case UNICEF-s logo is wellknown for its colour c(an, This is wh( the colour forms the base of the poster background together with the logo at the bottom, In order to keep the logo intact the poster needs to have a white surface, which came to the gradient st(le of the poster making the left corner of the poster white and moving it up to c(an, The logo was put at the bottom and not at the top, because it was the choice to put the slogan of UNICEF at the top, Hainl( because the slogan is a summar( of UNICEF stands for, which is8 77Unite for children--, $nother part of the poster are the photos, it shows children in developing countries who are the target group of UNICEF, together with a section of work UNICEF provides which is schooling, $nother picture included shows students who are providing services for UNICEF to show that the age can differ, To visualise, the poster is included in the appendi@,

2.%.2. "escribing t!e c!oices made for t!e Poster Presentation day

The content is chosen, because of the research that has been done, First of all, there is UNICEF-s mission statement or 7what we stand for- as an important part of UNICEF, UNICEF wants to make clear what it stands for, and what its mission is for the children in developing countries, 3econdl(, there is the main aspect of the poster , the section of8 77how does a Bob of a communication professional look likeI-J, based on an email from "atrick HcCormick a communication manager working for UNICEF 6personal communication, & 'anuar( %)*+9, The reason for this section is to

inform what it is like to work for UNICEF, and what opportunities there are for a communication professional as alread( announced in the introduction, The third section lists other career opportunities within UNICEF that can be achieved within this stud(, Further e@planation about these Bobs will be given in additional material, a brochure, The fourth and last section describes current developments and proBects of UNICEF, This has been done for two reasons, The first one is to inform people about what UNICEF is working on at the moment, but also to see what proBects and developments a communication professional possibl( has to work with later, $n e@tra attribute is a brochure which provides general information, and an in-depth e@planation of the current developments and the tasks of a communication professional, This has been done because these two subBects needed to be provided with more information, and to make it easier for the audience to remember, The oral presentation will be done b( four communication professionals to create the effect of diversit(, The content will be a short e@planation about the poster, the general information of UNICEF, a t(pical da( of work within UNICEF, career opportunities, developments and proBects, The whole presentation will be as professional as it can be K meaning to dress in an appropriate wa( with a professional poster as well as proper knowledge about UNICEF as a whole,

%. $onclusion
In conclusion, UNICEF is an inter-governmental organisation founded in order to help children in need, 3ince the purpose of the report is to have a closer look into the field of a communication professional working for an inter-governmental organisation the poster presentation is mainl( based on the research done in this field, !ne can sa( that all the work of a communication specialist contributes a big part to the e@ternal communication of UNICEF in terms of managing the corporate image, as well as creating a favourable point-of-view among stakeholders, $nother important aspect of UNICEF-s work is the cooperation and communication with governments, $s alread( mentioned in the findings UNICEF is the onl( voluntar(-funded agenc( established b( the UN, which is wh( we as a group want to inform the audience about UNICEF

1-

and their work on the "oster "resentation da(, 3ince the purpose of this report is not to solve a problem, we recommend UNICEF to stick to their mission statement and core values K Unite for childrenL

11

)eference list ;arrison, 3, 6%)))9, Public relations: An introduction, Internal communication, Indiana Universit(8 Eoutledge,, ;erlM, H, N Eustema, C, 6%))49, Corporate Communication Worldwide. $n Introduction, Internal Communication, .roningen8 2olters Noordhoff, Indeed, 6n,d,9, UNICEF employer reviews. ery !ood and reliable company to wor" #or, Eetrieved on 'anuar( *F, %)*+, from http8==www,indeed,com=cmp=Unicef=reviews UNICEF Cards and .ifts, 6n,d,9, Card and $i#ts, Eetrieved on 'anuar( *F, %)*+, from https8==www,shopcardsandgifts,unicefusa,org UNICEF8 Emplo(ment, 6n,d,9, %ow to apply, Eetrieved on 'anuar( *F, %)*+, from http8==www,unicef,org=about=emplo(=inde@Oappl(,html UNICEF8 Emplo(ment, 6n,d,9, NE&I competencies, Eetrieved on 'anuar( *F, %)*+, from http8==www,unicef,org=about=emplo(=inde@O01*0G,html UNICEF E@ecutive Coard, 6n,d,9, 'embers, Eetrieved on 'anuar( *F, %)*+, from http8==www,unicef,org=about=e@ecboard=inde@O0%11*,html UNICEF Inspired .ifts, 6n,d,9, &op $i#ts, Eetrieved 'anuar( *F, %)*+, from https8==secure,unicefusa,org=site=3"age3erverIpagenamePinspiredOgiftsOhomepage UNICEF Hillennium /evelopment .oals, 6n,d,9, UNICEF(s role, Eetrieved 'anuar( *F, %)*+, from http8==www,unicef,org=mdg=%G*G0O%G%%&,htm United Nations News Centre, 6n,d,9, )udanese $overnment and UNICEF si!n a!reement to protect c*ildren, Eetrieved 'anuar( *F, %)*+, from http8==www,un,org=apps=news=stor(,aspINewsI/P%&0)0NCrPchildQsoldiersR,U"guE3S33p UNICEF, "ress center, 6%))+9, Hedia Contacts, Eetrieved on 'anuar( *G, %)*+, from http8==www,unicef,org=media=mediaOcontact,html UNICEF, "olic( advocac( and partnership for children-s right, 6n,d,9, Cringing childrenJs rights to the centre of public polic(, Eetrieved on 'anuar( *G, %)*+, from http8==www,unicef,org=polic(anal(sis=inde@,html UNICEF, 2ho we are, 6%)*%9, !ur histor(, Eetrieved on 'anuar( *F, %)*+, from http8==www,unicef,org=about=who=inde@Ohistor(,html UNICEF, 2ho we are, 6%)*%9, UNICEF-s mission statement, Eetrieved on 'anuar( *F, %)*+, from http8==www,unicef,org=about=who=inde@Omission,html 2ikipedia, 6n,d,9, UNICEF, Eetrieved on 'anuar( *F, %)*+, from http8==en,wikipedia,org=wiki=UNICEF

12

*ppendi(

1%

14