Editorial | Image remake

One reason countries hire public relations (PR) firms is to manage a crisis. Governments from time to time have been known to reach out to international PR outfits to help them manage public perception during crises.

Some other reasons for such engagements by governments is for reputational management, devising of communications strategy, especially during election campaigns as well as public outreach.

Country image influences international relations as well as business and economic development. The development of an international image is seen as the delivery of soft power policy in the 21st century. It is clearly understood that cultural diplomacy is one of the instruments of soft power.

The recent disclosure by Prime Minister Andrew Holness that Jamaica has secured the services of Bloom Consulting based in Spain to carry out international branding on behalf of Jamaica raises many questions: How bad is it? How much will it cost to mitigate the negative image in the international marketplace? What is the period of engagement and what will Bloom Consulting deliver to the people of Jamaica?

So far, the arrangements are shrouded in secrecy with Government spokesperson dismissing media queries about the details of the deal. We await the promised press release on this contract.

The business of crafting messages and managing government communication strategies effectively is exactly why the Jamaica Information Service was created. It is a fully staffed executive agency responsible for disseminating information about Government programmes, projects and services.

Additionally, various ministries are departments of government have in-house PR personnel or hire external consultants.

NETWORK OF EMBASSIES

There is Jamaica’s network of embassies and consulates which is supposed to take the special parts of Jamaica’s culture and history and use them to promote the interests of the country in the main international markets. Of course, the government ought to ensure that Jamaican diplomats are equipped with the specific tools to enable them to leverage Jamaica’s culture and special gifts, to pave the way for better relations with the rest of the world.

We recall that when the late Edward Seaga became prime minister in 1980, he was the first foreign leader to meet with American President Ronald Regan in the White House. That meeting did not happen by accident. Mr Seaga had secured the services of American PR expert Ann Sabo who arranged the visit. Ms Sabo also spearheaded an annual fundraiser for the American Friends of Jamaica, raising money for the country’s poor. She also organised an annual ball at the Waldorf-Astoria in New York, featuring an art auction and hosted by the American Ambassador to Jamaica, which brought in millions from 1982-2003. So yes, a country’s reputation is important, and many will argue that the PR effort can reap great dividends.

There is a large cadre of experts out there willing to give advice and create messages for governments who are somehow led to believe that a country’s image can be burnished by buying into expensive commercial techniques.

We submit there is no mysterious shortcut to creating a better national image. Jamaica urgently needs a reset to improve its tarnished image. Before we waste taxpayers’ money on one more slogan or a shiny new logo, let’s acknowledge the existing flaws and attend to them because this is so very important in arriving at a positive image.

In a recent opinion poll some 60 per cent of Jamaicans believe the country is heading in the wrong direction as they cite rising costs. Corruption in high places was also identified as another worrying trend. There needs to be a new focus on customer service, for it is at the lowest rung. The crassness and reckless behaviour on the roads and the brutality of gunmen are all contributing to the country’s poor image.

The time has come for our political leaders to publicly acknowledge these flaws and arrive at a consensus on how to fix them. PR magic will not somehow transform Jamaica into a place revered for security, sustainability and satisfaction.