A Public Relations Campaign for Rwanda
商品編號：9B14A035
出版日期：2014/07/23
再版日期：
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：reputation management;public relations strategy;tourism;stakeholder communication;Rwanda, United States
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：Rwanda; United States
產業：Public Administration
事件年度：2009
On February 5, 2012, the founder of McDonald Kinley Emerson, a consultancy in Toronto, Canada, was asked to give a talk about country branding. She decided to focus on the efforts of Racepoint, a U.S. marketing services agency, to reshape the image of Rwanda. As it attempted to shift perceptions of the country from war-torn and chaotic, Racepoint’s campaign attracted controversy amid allegations that wrongdoings were being glossed over in favour of a tourist- and business-friendly image. In August 2011, the publication of documents outlining the contractual agreement between Racepoint and the current Rwandan government sparked scrutiny of the government’s perceived remaking of the country’s image. Can a country overcome its reputation for genocide and violence? Should countries actively use public relations tactics to change or reinforce their reputations in the same way that corporations do?
教學手冊：A Public Relations Campaign for Rwanda - Teaching Note
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