A Strategic Integrated Communication Framework for Child Protection Organizations in South Africa

ABSTRACT Child protection organizations (CPOs), as part of the non-profit sector in South Africa, play a vital role in addressing the needs of abused, neglected and vulnerable children. Child protection organizations largely depend on donors for funding, and communication plays a crucial role to ensure their sustainability. However, their communication is restricted due to statutory clauses protecting the identity and best interest of the child by limiting traditional strategies and associated fundraising practices. Niemann’s model of strategic integrated communication for the for-profit sector was taken as a point of departure. Against this background, the aim of the article was to determine how strategic integrated communication can be conceptualized and implemented to improve the communication approach and practices of child protection organizations. Focus group discussions and semi-structured interviews were conducted with four of the largest registered national child protection organizations in South Africa to determine the suitability and application of strategic integrated communication in the child protection organization context. Based on source and data triangulation, a strategic integrated communication framework, premised on Niemann’s model, is proposed. This framework not only contributes to the growing body of knowledge regarding strategic integrated communication but also contributes towards practice in the child protection organization context.