INTERNATIONAL: IMF works to improve its global perception

WASHINGTON DC: The International Monetary Fund (IMF) is seeking a PR agency to conduct a global perceptions audit. This follows criticism in the past year of its role in bailing out the troubled economies of South-East Asia and Russia.

WASHINGTON DC: The International Monetary Fund (IMF) is seeking a

PR agency to conduct a global perceptions audit. This follows criticism

in the past year of its role in bailing out the troubled economies of

South-East Asia and Russia.



The IMF is understood to have invited agencies including Hill and

Knowlton, Porter Novelli International, Edelman PR Worldwide and Young

and Rubicam-owned research consultancy Wirthlin to pitch for the

account, which is likely to be awarded in the early autumn.



A spokesman for the IMF declined to disclose details of the ongoing

search for an agency, saying: ’It is still a matter for

consideration.’



The IMF’s remit is to supervise the world’s monetary system and to make

loans and provide technical assistance to any of its 182 member

countries experiencing financial difficulties. Its members’

contributions account for 75 per cent of its funds - USdollars 195

billion annually, the largest contributor being the US.



This year, the organisation provided substantial financial aid packages

to South-East Asian countries affected by the regional economic

meltdown.



It also accorded an dollars 11.2 billion package to Russia in support of

its economic reform programme in July.



During the same period, the IMF’s role has come under fire from

development charities, which have argued for greater action to reduce

world poverty, and member governments, some of which have voiced concern

over proposed increases in contributions to the fund.



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