Argentine gov’t scrambles for Expo2000 PR

BUENOS AIRES: With only days remaining before the start of Expo2000 in Germany, the Argentine government has summoned six PR firms to vie for its media relations work surrounding the event.

BUENOS AIRES: With only days remaining before the start of Expo2000 in Germany, the Argentine government has summoned six PR firms to vie for its media relations work surrounding the event.

BUENOS AIRES: With only days remaining before the start of Expo2000

in Germany, the Argentine government has summoned six PR firms to vie

for its media relations work surrounding the event.



Expo2000, which runs from June 1 to October 30, promises to be one of

the biggest international PR events this year, with more than 100

countries displaying their wares. However, several of the firms in the

running for the business (Burson-Marsteller, Hill & Knowlton and

Interpublic’s Nueva Comunicacion) say the account brief left it unclear

whether the Argentine government is looking for a global campaign to

hype its Expo2000 presence or merely a local one.



The main challenge is obviously the short time frame. Argentina

initially decided not to go to Expo2000 for budget reasons, but

President Fernando de la Rua’s administration switched gears and decided

it was essential to promote the country at the event.



Argentina was harshly criticized in The Economist last week for failing

to effectively promote its products abroad. Additionally, some of the PR

firms approached said the country did a sub-par PR job at the last world

fair, Spain’s 1992 ExpoSevilla. These agencies believe the Expo2000

assignment is a no-win situation, given the lack of adequate preparation

time.



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