As an American and a communications professional, I tend to have an in
depth view of how media affects people. Marketing, advertising,
branding and media thrive off of the impact that repeated images and
concepts have on the individual psyche. Communications professionals
understand this and use it to the advantage of their clients.
The average entity (small business owner, artist, and developing
nation) is often unaware of the power that media communications has on
profit, new business, and clientele. Depictions in foreign and
homegrown media effect the way the world interacts with your nation,
product or brand.
International companies and economies court new clients and business
without understanding their “reputation” in the world market today.
Many try to augment that reputation by offering deep discounts and
self-defeating business deals that undercut real profits. Unless a
developing nation, small business or entrepreneur takes control of his
or her brand reputation and image, he/she will be forced to work with
scarce partners and poor revenue.
Particularly for developing nations, the worst enemy is often
disguised as the best friend. Non-governmental organizations shows up
to feed impoverished orphans or “empower” women and become a
developing economy’s worst public relations nightmare! These
organizations are filled with glib pre-professional amateurs, convinced that
your “backward” nation needs saving one bowl of rice at a time. They
pose with children and post them to their Facebook pages and display
“natives” boldly across their websites. They also show up at international
conferences with photography and footage in tow, and create public
service announcements that will literally make you weep. These
communications are great for their cause, but a death knell to your public
Also, a public relations nightmare is the international journalist
that always shows up with camera in hand, ever ready to cover the latest scandal or crisis in your country. Journalistic outlets that never cover anything good, positive or
neutral about the country, business or individual should be
questioned. Could this be yellow journalism?
Developing nations and others must empower their own media and employ international media professionals who have a positive outlook regarding your country. Nations relinquish brand identity when they are not the largest producer of
self-subject media. A great test of how your country is viewed is to
conduct a google search. Find out what other nations, organizations,
businesses and industries are writing about your country, business or
industry. More impactful is an image search which will reveal the
ways in which people see you outside of your niche, nation, or
It matters how people see you in the world and that perception
influences business and industry. When those who are convinced that
your nation, industry, or other endeavor is “backward,” unusual,
exotic, chaotic or corrupt are the ones left to be the sole spokespersons for
you, their ideas become the prevailing attitude—those ideas become your brand.
It is therefore imperative to become your own major producer of media.
Only you can see yourself, your nation, your industry or group through
unashamed eyes. I am happy to help companies, developing nations and
others re-imagine the way their story is told and delivered to the
Do you need help with your national pubic relations image? Send a message to me at the contact form below and we can craft a strategy that puts your nation in the driver’s seat.