[MUSIC] In the previous sessions, we saw what communication means and how it's conceptualized. We saw also what Humanitarian Action is, and how much the respect of humanitarian principles frames and guides the action. It is now time to see more concretely what the characteristics of communication in Humanitarian Action are. And how these characteristics evolve during the implementation of aid projects. Hence, what we will understand, why communication is literally part of the genes of humanitarian action and, and, an essential ingredient of the deduction itself. While it may sound abuse, it is essential to keep in mind that, at all time, the affected population must be at the center of the intervention. This cause is divided in two parts. The first one, is under communication at first, deployed before the implementation of an operational aid project. While the second part will focus on the communication done during the developmental of the aid projects. Let's start. Prior to the deployment of an aid project, the aid organization will need to mobilize the necessary resources to support this action, many financial and numeral resources. An appropriate communication with specific audiences will allow mobilizing adequate funds and persons with relevant skills. A good communication would also show the professionalism of the organization and impact on the credibility and legitimacy of the action itself. In the competitive aid sector, an aid organization must be able to affirm its identity and demonstrate its uniqueness, making it more attractive to the audience and allowing it to raise more resources. To do so every organization clearly defines self, who they are, what they do, and how they act, and disseminates the information to create an attractive image. This is called branding, which is part of the institution of communication of an organization. The institutional communication manages and orchestrates all internal and external communication activities to create a favorable perception among stakeholders. Stakeholders have honed the organization depends. It is traditionally developed by specialists of communication and fundraising. Through websites, social media, direct mailing or newsletters, the organization can report the project being implemented and also explain the need to develop new projects. In doing so, the organization creates and nurtures its brand identity and image. The brand is what makes the organization unique and different from others. It positions the organization. Institutional communication is mainly developed in the country of origin of the organization and is fed by information from the field. With the globalization in organization, organized international communication campaigns, with the support of mass media, as well as social media. The maturing of the organization's image has to be coherent with the speech and behavior of the staff members during the projects implementation. When the crisis occurs, a team is arriving on the spot of a new crisis situation and will have to first assess the situation, including the national and regional context, the characteristics, and the effect of the crisis. The team will also assess the needs of the affected population, including particularly the vulnerable groups. They would have to look at the existing capacities. A real dialogue starts between the aid organization and the affected population directly, all through their representatives. Such a dialogue will continue all along the humanitarian action. We will see later that this dialogue is crucial during the entire time of presence of the organization in a specific context. Before starting an aid action, it is important that the population expresses its need in terms of assistance and protection, and that the organization presents itself, its mandates, and therefore, its capacities and limits. This is a, prerequisite to eh, design an aid project that links a two party in a working relationship and takes into account other stakeholders, such as local and national authorities, other organizations, and so on. At this stage, the communication is not only related to data collection, or information, but allows to build trust and manage the perception. To conclude this part, we so have to know how important the, the necessity of, for the aid actors to present a clear and current identity is essential. This is key, not only to receive the necessary support in their home societies, but also to gain the trust in the context affected by the crisis. In the second part we will deepen the understanding of communication characteristics in support of an aid project itself. [MUSIC]
