Managing reputational risks

War Child actively safeguards its reputation by monitoring perceptions of the organisation through annual quantitative research. The results are used to adjust either strategic or communication decisions. The organisation monitors publications in off- and online media to guard against false statements and, where appropriate, actively engages in public discussions or debates. We also review interviews and other articles before they are published and ensure that corrections to inaccuracies are published where possible. Other measures that War Child uses to safeguard its reputation include:

• War Child’s Child Safety Policy. All people who are involved in activities organised in the field and the Netherlands sign our Child Safety Code of Conduct, reducing the risk of child safety incidents and the subsequent repercussions for War Child’s reputation;

• contractually ensuring that the mission and vision of corporate sponsors does not conflict with War Child’s mission and vision, and;

• ensuring that all communication about results is transparent, and also mentions failures and lessons learnt.

More on communication is found in Communication strategy.

Developments that could potentially affect War Child’s reputation can also take place internationally, beyond War Child’s control. A crisis team consisting of staff members from the programmes, human resources and communications departments meets periodically and conducts simulations to prepare for potential scenarios that could put War Child’s reputation at risk. War Child’s country teams communicate actively and openly with local communities and authorities in an effort to be as transparent as possible.

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