Caring Community

Angie Whitlow

BCOM/230

Instructor: Hannah Rosette

May 19, 2014

The Red Cross is a fascinating organization, Founded in 1881 by Clara Burton it is an organization based on the philosophy that everyone deserves to be treated equally in times of need (American Red Cross, 2014). This philosophy makes the Red Cross rich in culture as it adapts to the needs of the people it helps. Unlike many traditional organizations and businesses the Red Cross is totally unbiased in who they serve and communicate with. They work with people blind to cast and creed, without seeing nationality. Their target demographic, if you will, is simply people in need. The main culture of the Red Cross is clearly formed by its’ mission statement:
“The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. Due to the nature of their work however the sub-cultures of this organization are vast and ever changing. Let us take a moment to look at the communication web of the Red Cross and how it is affected by the companies’ values and deference.” (American Red Cross, 2014) The Red Cross has a multitude of options in communicating internally and externally compared to when Mrs. Burton had the vision to pull this organization together during the Civil War. Thanks to technology it is easier than ever to reach out to those that you work with and for. Tools that are used nowadays are common place even in our own homes. Phone calls, e-mails, instant messaging, social media, video chats and even good old fashioned snail mail are things we are all very familiar with. You can reach out to anyone at any time and get immediate results. The more important part of the communication that makes this organization viable are the characteristics in their communication.
The Red Cross employees are volunteers who donate their time and money because they have compassion and empathy for all people in all situations. Their job descriptions change due to community and situation sometimes literally from one second to the next. The volunteers’ connection to the communities and flexibility makes the sub cultures of the Red Cross complicated and rich. The Red Cross practices certain fundamental principals in their network that are not only enacted values they prove to be embraced by the individuals of the organization as well. They are:
Humanity
“The Red Cross, born of a desire to bring assistance without discrimination to the wounded on the battlefield, endeavors—in its international and national capacity—to prevent and alleviate human suffering wherever it may be found. Its purpose is to protect life and health and to ensure respect for the human being. It promotes mutual understanding, friendship, cooperation and lasting peace amongst all peoples.” (American Red Cross, 2014)
Impartiality
“It makes no discrimination as to nationality, race, religious beliefs, class or political opinions. It endeavors to relieve the suffering of individuals, being guided solely by their needs, and to give priority to the most urgent cases of distress.” (American Red Cross, 2014)

Neutrality
“In order to continue to enjoy the confidence of all, the Red Cross may not take sides in hostilities or engage at any time in controversies of a political, racial, religious or ideological nature.” (American Red Cross, 2014)
Independence
“The Red Cross is independent. The national societies, while auxiliaries in the humanitarian services of their governments and subject to the laws of their respective countries, must always maintain their autonomy so that they may be able at all times to act in accordance with Red Cross principles.” (American Red Cross, 2014)
Voluntary Service
“The Red Cross is a voluntary relief movement not prompted in any manner by desire for gain.” (American Red Cross, 2014)
Unity
“There can be only one Red Cross society in any one country. It must be open to all. It must carry on its humanitarian work throughout its territory.” (American Red Cross, 2014)
Universality
“The Red Cross is a worldwide institution in which all societies have equal status and share equal responsibilities and duties in helping each other.” (American Red Cross, 2014) The Red Cross’ communication system obviously works well. This is an organization that has a very strong culture. A versatile and companionate culture. One would be hard pressed to not have some knowledge of this wonderful entity. I believe that Clara Burtons’ strong sense of value for human comfort was the perfect foundation.

References
American Red Cross. (2014, May 19). Founder Clara Barton. Retrieved from www.redcross.org: http://www.redcross.org/about-us/history/clara-barton
American Red Cross. (2014, May 19). Mission, Vision, and Fundamental Principles. Retrieved from www.redcross.org: http://www.redcross.org/about-us/mission