Stakeholder Relationships in the Child Protection Organisation (CPO) Sector: A Strategic Integrated Communication Approach

This article explores the applicability of a strategic integrated approach to communication to manage stakeholder relationships in the child protection organisation context. The Niemann (2005) implementation model for strategic integrated communication in the for-profit sector was taken as the point of departure. Taking the specific challenges and constraints of the child protection organisation sector into account, the Niemann model is adapted to a framework for strategic integrated communication in the child protection organisation sector. The study included focus group discussions and semi-structured interviews with communication practitioners, managers and social workers from four registered national child protection organisations, along with external media and law experts. The results indicate that while the basic guidelines of the strategic integrated communication model apply to child protection organisations, not all aspects are attainable in the context of the child protection organisation. The strategic integrated communication framework for the child protection organisation context argues for integrated collaboration across contextual, organisational, stakeholder and environmental integration areas. The strategic integrated communication framework emphasises the interrelatedness needed to achieve communication outcomes, build strong relationships, maintain a recognisable brand, and report responsibly on child protection issues. The study identifies five enablers – learning mindset, expertise sharing, networking, advocacy and technology adoption – to achieve the strategic goal of safeguarding vulnerable children. It is recommended to move from a stakeholder integration area to a stakeholder responsive area, which emphasises building trusting relationships and a recognisable brand.