FOREIGN GOVERNMENTS DRAW ON PR AND PR INITIATIVES TO SUPPORT THEIR MARKETING EFFORTS

Increasingly, foreign governments like corporations draw on public relations and public affairs initiatives to support their marketing efforts. Like companies, countries have to position themselves and promote their competitive advantages. Indeed, globalization has brought the need of strategic positioning to the fore.

It is important for foreign countries to distinguish themselves from others by advancing their comparative advantages. A country's competitive advantage forms the basis on decisions on strategic positioning. Countries need to advance qualitative arguments e.g. stability, innovation, enabling business environment, quality of goods and services, high skilled labour force etc.). Strategic positioning is not a buzz word. It involves the decision on where and how to compete and the relative competitive position determines the feasibility of achieving the desired position.

AALEP recommends a four-pronged approach:

1. First the country must articulate a vision of its future and what it wants to be as a nation

2. Secondly, it needs to determine how best to compete in the global economy

3. Thirdly, it needs to establish the strategic lines of action needed to materialize the vision and achieve the position desired, that is define a road map of how to get there.

4. Finally it needs to develop effective cooperation and collaboration arrangements.

Tactics that professional Public Affairs practitioners may use include the organisation of educational and networking events, workshops and seminars with the presence of foreign officials that focus on businesses seeking to invest in the country. Whatever the tactics governments are turning to investment campaigns because of the increasingly competitive environment. Indeed, countries looking to attract investments and promote tourism are in competition with other countries.

For further information, please contact us: aalep@numericable.be