The Communication Challenge Facing Governments BY BRAD STAPLES, PRESIDENT, INTERNATIONAL, APCO WORLDWIDE I n a world where decisions affecting governments can be shaped by myriad organizations, interest groups and news outlets, embassy representation alone is often not enough. Governments face a range of communication challenges both domestically and internationally. While they and their advisors know their own domestic audiences well, clearly messages that resonate nationally can often cause positioning problems internationally, as recently demonstrated by President François Hollande’s 75 percent tax proposal in France. The reality is that many governments are less aware of the agenda outside their own country and which messages will help their international positioning and engage key stakeholders, including the media, in other nations. How do you resolve contradictions between domestic messaging and international positioning? Firms like APCO can help government leaders and diplomats internationally find the right narrative and develop the best strategic messaging that will resonate domestically, build international support and achieve communication goals. Over the course of APCO’s 30-year history, we have assisted sovereign nations across the globe. Our experts come from diplomatic and government backgrounds and offer functional and regional expertise. We have a deep understanding of how governments make decisions and how to communicate those decisions. This extensive experience allows us to advise sovereign nations on how best to communicate to the rest of the world and, often, how to build capacity and improve their own in-house communication function. Services we offer governments include: Reputation Management. APCO designs and implements proactive reputation management campaigns for governments domestically and internationally, including strategic messaging and social media strategy and implementation. Foreign Direct Investment. Broad experience in business and government uniquely situates APCO as a resource for governments seeking to procure direct foreign investment and promote exports. The APCO team identifies the distinctive benefits of your market and communicates those benefits to the audiences who matter most. Policy and Market Issues Research. By researching and analyzing priority sectors of interest, APCO’s global team helps a variety of foreign governments better define their strategic focus. Internal Communication. APCO’s global team includes internal communication specialists and former senior government officials with extensive experience designing and implementing effective internal programs to improve communication between government agencies and departments, and preparing government officials for new internal and external challenges. Direct Representation. APCO supports governments and institutions by directly championing their interests on policy issues. APCO’s team understands how to reach decision-makers globally at the highest levels in key markets and critical audiences, including government officials, the policy community, the international media and other stakeholders. APCO works to obtain positive results through an open and transparent dialogue. Custom tools and services: Global Political StrategiesSM (GPS). An executive service of APCO Worldwide, GPS brings together an international team of experienced diplomats, policy advisers and business people to provide governments, businesses and nongovernmental organizations with the strategic insight and forward-looking counsel they need to properly understand what’s next in their world. Chaired by Gov. Bill Richardson, former U.S. ambassador to the United Nations, GPS is your personal foreign affairs department with experience drawn from developed and emerging markets around the world. Our team helps you navigate the challenges of operating in a truly global environment. APCO’s Global Investment Compass (GIC). In a highly competitive market, GIC charts the path to increased foreign direct investment with a report that collects data from a variety of sources, produces an analysis and offers strategic recommendations on how the investment destination can better promote itself. n ADVERTISEMENT ABOUT APCO WORLDWIDE APCO Worldwide is a global communication, stakeholder engagement and business strategy firm with more than 30 offices in major political, business and media capitals around the world. APCO is an industry leader in providing services to governments and has assisted dozens of regional, national and state governments throughout the Americas, Europe, Asia and Africa in developing and implementing strategic communication campaigns at home and abroad. For more information, please contact Brad Staples, President, International, APCO Worldwide: 47 Rue Montoyer 5th Floor, 1000 Brussels, Belgium firstname.lastname@example.org +32.2.645.9811 www.apcoworldwide.com Brad Staples has decades of experience providing communication counsel for governments around the world.
Global Issue 15
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