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