'Toolkit' looks to boost foreign investing

WASHINGTON: The World Bank's Multilateral Investment Guarantee Agency (MIGA) has introduced a new resource to educate developing nations about how best to use public relations and PR agencies.

WASHINGTON: The World Bank's Multilateral Investment Guarantee Agency (MIGA) has introduced a new resource to educate developing nations about how best to use public relations and PR agencies.

WASHINGTON: The World Bank's Multilateral Investment Guarantee Agency (MIGA) has introduced a new resource to educate developing nations about how best to use public relations and PR agencies.

'Image-building is how a country goes about constructing and promoting itself in the international market,' said Cecilia Sager, senior investment promotion advisor for MIGA. 'PR is a vehicle that can be used by a country to increase investment.'

Sager said the dollars 600 'toolkit,' which aims to encourage direct foreign investment in developing countries, can also be used by those interested in performing PR for these nations. Agencies can use the kit to learn what possible clients might want in the way of PR representation.

'We advocate key elements in choosing a PR company,' said Sager. 'We talk about the best way to spend your budget to promote your country. Is it placing an ad in The Wall Street Journal? Is it making a brochure? Is it making a Web site? Or might it be PR?'

Sager describes the kit as a desktop reference for 'brick-and-mortar investors,' meaning companies or individuals interested in building overseas factories designed to stimulate underdeveloped economies. She said public relations can play a role in helping interested countries become home to new investors.

The toolkit also includes information on trends, local considerations, strategy, partnerships, image in the international business community, generating and targeting investment opportunities, servicing investors and using information technology.





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