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Take Good Care of Our Reputation - Thoughts on RC Brand Building and
Management
Li Xinping Full-time Vice President of Jiangsu Branch, RCSC
September 5, 2013
江 苏 省 红 十 字 会 RED CROSS SOCIETY OF CHINA JIANGSU BRANCH
Foreword
Brand is crucial to the
survival of an
organization or
business, reflecting on
its core competitiveness,
social influence and
public cohesion.
Foreword
In an external environment full of changes,
challenges and competition, we local RC branches
should "cherish our reputation as a bird takes care of
its feathers", carefully plan our projects, strengthen
team building, take proactive control of various risks,
build brand projects centering on our core tasks and
contribute to the glory of the RC brand.
I. Brand Planning: Humanitarian Needs Oriented
The RC brand building and maintenance should
always observe the mission and seven basic
principles of the RC Movement, highlight the
protection of human life, health and dignity, and
improve the lives of the most vulnerable groups. We
should conduct project planning and build sub-
brands based on the core RC businesses to form core
competitiveness.
I. Brand Planning: Humanitarian Needs Oriented
Having over 10 million staff members and 25 million volunteers; fixed assets,
annual income and annual expenditures having all exceeded RMB 100 billion
Yuan; having become an important player in the social and economic
development.
Composition of Social Organiza-tions in China
社会团体民办非企业单位基金会
Social Organizations
Private Non-enterprise Entities
Foundations
I. Brand Planning: Humanitarian Needs Oriented
In the course of RS brand building in recent years, Jiangsu Province centers around the protection of human life and health, takes a humanitarian needs oriented approach, highlights the core businesses, and plans and carries out differentiated and characteristic brand projects to avoid homogeneity and vicious competition.
--- We have continued the first aid training program for 1 million people, which has been included in the government’s annual list of practical projects for public benefits. To date, the program has trained a total number of over 1.5 million people. By 2020, the number of people who have attended the training will reach 15% of the total population in Jiangsu Province.
II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution
Brand management depends on excellent team
work. To strengthen the RC brand management, we
need to develop a regional organizational network
with full coverage, improve the RC internal
governance structure and operational mechanism,
and establish an effective and well-functioning team.
II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution
The RC management system has been well developed in the 100 counties (cities and districts) in the province.
II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution
To build the management team, we have specifically
used three mechanisms:
Upper and lower linkage mechanism
Assessment and incentive mechanism
Resource oriented mechanism
II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution
To strengthen the RC brand management, we need to make innovations in the
talent election and employment mechanism, pay full attention to personnel training,
and develop a large number of competent professionals for the "three aids" program
(emergency rescue, first aid and humanitarian aid), "three donations" program (blood
donation, hematopoietic stem cells donation and human organs donation) and other
core businesses.
Select and appoint competent full-time staff
Improve the RC internal style of work
Strengthen the training of backbone personnel for core businesses
III. Brand Communication: All-round Publicity to Build a Good Reputation
Seek support of the
government and CPC
committee
Humanitarian relief fund
Share in the public welfare
fund from lottery
First aid training program
for 1 million people
III. Brand Communication: All-round Publicity to Build a Good Reputation
We conduct synchronized planning of the project implementation and
publicity. Planning of the brand projects should consider not only the
beneficiary side, but also their impacts, which is conducive to expanding
the project influence and participation and upgrading the RC credibility.
"First aid training program for 1 million people" → "First-aiders around
Us" Large-scale Public Welfare Activity and "Look for the Most Beautiful
First-aider" Plaza Activity → First-aid Contest of Jiangsu Province → "Most
Beautiful First-aider" award presenting
Full media coverage all along in collaboration with
www.JSCHINA.com.cn, Xinhua Daily and Jiangsu Satellite TV Station
IV. Risk Control: Intensive Care of Brand Credibility
All risks are harmful. Any risk without sufficient control
may destroy a long-standing prestigious brand. To strengthen
the RC brand management, we should firmly establish an
awareness of risk control, improve the risk control measures
and head off problems before they begin.
Source control--- carefully designed system
Process control - promoting fine management
Emergency response - prompt and honest actions
V. Improved Supervision: Keep the RC Brand Vitality
We should relentlessly build an open and transparent RC, establish and
improve a comprehensive monitoring system that combines legal supervision,
government supervision, social supervision and self supervision, and
effectively protect the rights of donors and the public to know and supervise.
Use information technology to build an open and transparent
supervisory system
Give proper feedback on the use of donations
Continue to adopt the pattern of project implementation that
involves stakeholders
Guarantee that the social supervision committee works
independently
V. Improved Supervision: Keep the RC Brand Vitality
The social supervision committee
works independe
ntly
RC brand building and management is a global
issue. Pioneers and colleagues from other countries
and regions must have a lot of valuable experience and
success stories that we can learn from. As a regional
branch of RCSC, we must have limitations and even
deviations in our understanding and practice. We
welcome your comments and corrections.
江 苏 省 红 十 字 会 RED CROSS SOCIETY OF CHINA JIANGSU BRANCH