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| A positive country brand can help to secure prestigious national events |
| Global compass - building reputation for countries and their leaders |
In today's increasingly globalised world, building reputation is important not just for multinational corporations and business leaders, but also for countries and their leaders. As New York Times columnist Thomas Friedman writes in his best-seller, The World is Flat, globalisation is producing a more inter-connected, flattened world. In this environment, citizens have an increasingly important influence and voice in response to actions and behaviour in other countries. The rise of tens of thousands of non-government organisations (NGOs) and the global spread of the Internet have become powerful instruments, empowering citizens and influencing a country's image among international audiences.
The stakes are high for governments, which today compete for influence and prestige across many different areas, and which combine to shape their nation's political and economic clout on the global stage. A country's image impacts the political and economic leverage leaders can employ with other countries, as well as in multilateral organisations such as the United Nations. This can be particularly important in times of disaster or conflict, or when seeking international co-operation to address common global challenges such as terrorism, development or the environment.
A country's economic policies impact how effectively it can export products and attract foreign investment, both of which create economic benefits. However, with so many countries around the world adopting free market policies and more liberalised trade and investment regimes, the competition for foreign capital, trade and investment has become increasingly intense. Government leaders have come to realise it is no longer enough simply to adopt the "right" policies. Modern economic management requires they also develop sophisticated public relations and marketing strategies, and bring on communications professionals to help manage these.
 | Next year, Germany will serve as president of both the G-8 and the European Union, both opportunities to enhance its global political and diplomatic stature. |  |
A positive country "brand" is especially important in attracting tourism and building national pride. It can help countries secure prestigious international events, such as Olympic Games and World Cups, international summit meetings, and high-profile global conferences and meetings. These events, if organised successfully, help enhance a country's international image. Recent examples include the Barcelona and Sydney Olympic Games, which created a positive image of Spain and Australia worldwide. More recently, positive images of Germany were seen around the world during the month it successfully hosted this year's World Cup. Next year, Germany will serve as president of both the G-8 and the European Union, both opportunities to enhance its global political and diplomatic stature.
There are several important components to building a country's international reputation. First, government leaders should seek input from all domestic stakeholders, such as business groups, civil society, education and marketing experts. A campaign cannot be implemented abroad if it does not have credibility and support at home. Second, countries - like companies - must develop a distinct and differentiating message from their competitors as they promote exports, foreign investment, tourism and political agendas. Third, governments need to think long-term. A country's image requires consistent messages and actions, multi-year funding, and a strong core message and vision that will resonate with international audiences over many years, not just for a few months.
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| The most successful campaigns are those which communicate a country's core essence. |
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The most successful campaigns are those which communicate a country's core essence. This might be its sense of place, as defined by its geography, attractions, natural resources and climate. It might be expressed through the country history, the arts and culture. It can include intangible assets such as the character of its people - their openness or dynamism. And it can be expressed in how a country's political leadership deal with sensitive issues such as human rights, labour and environmental practices, poverty, corruption, and interaction with neighbouring countries.
There are several examples of countries successfully transforming their image through strategic, multi-disciplinary and well-executed campaigns.
In the 1980s, Spain's reputation on the world stage was that of a country characterised by backward political and economic institutions, as well as Basque violence. Today, Spain is a dynamic economy and society, with a strong tourism sector, a vibrant culture, art and film scene, an export base that includes fashion, food and wine, and a global reputation as a fun, stylish destination for both business and tourists.
Ireland is another European success story. It has emerged from economic stagnation and a history of political strife to become Europe's Celtic Tiger. In the 1980s, young Irish were leaving the country for economic opportunities abroad, unemployment was 20%, and the economy was stagnant. Today, Ireland has become a global centre for R&D, high-end manufacturing and professional services with a young, well-educated and adaptable workforce. The country's high quality of life, and its commitment to be the "clean, green island," has also helped attract billions in foreign investment and resurgence in tourism.
South Africa has worked hard in recent years to overcome its past image of apartheid. Its government and private sector are working together, through the "Alive with Possibilities" campaign, to heighten national pride and attract international business, tourism and high-profile global events.
In the Middle East, Dubai and Bahrain are positioning themselves as stable, modern regional business and financial service centres. In the Asia Pacific region, Australia and New Zealand have built dynamic tourism sectors, despite their geographic distance from major world markets. Singapore and Hong Kong enjoy strong reputations as global business, financial and tourism hubs. Even China's new generation of leadership understands that its reputation on the global stage impacts its ability to project its growing political, economic and diplomatic power. As a result, it is being more responsive to foreign demands for reform - if not at the pace many of its critics would like. China, which will host the 2008 Olympic Games, is looking to this event to enhance its global image and reputation.
There is much debate about the declining image of the United States around the world, in the wake of America's military presence in Iraq. U.S. leaders have awakened to the need to be more engaged with international audiences, particularly in the Muslim world, to project greater "soft power" through diplomacy, multilateral co-operation and dialogue with the world.
Weber Shandwick has worked with many countries around the world over the past two decades, advising presidents, prime ministers, ministers, and trade, investment and tourism boards on how to build and enhance country reputation. These assignments have included advising foreign leaders on foreign policy and national security issues, addressing sensitive political issues such as human rights, labour and the environment, helping them win or organise high-profile international events and summits, and developing media, marketing and advertising strategies for exports, investment and tourism. Our offices in Washington, New York, London, Paris, Madrid, Brussels, Beijing and other world capitals have experts with years of experience helping government leaders tell their story to the world, communicate their core values, and advance their political and economic agendas.
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| Jack Leslie, Chairman of Weber Shandwick |
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