THE BIG PITCH: Which country will, in the next decade, present the greatest PR challenge?




Text100 International

New York

As China has begun to open up, it has attracted a huge amount of foreign interest and investment. As a result, it is working with the industry's leading innovators to develop what is potentially one of the most cutting-edge business infrastructures in the world. Without the burden of legacy infrastructure, China can leapfrog today's technology, giving it the potential to become the most technologically advanced nation in the world. Its challenge, then, is to manage the influx of investment with an eye to quality, not quantity. China will need to balance warp-speed innovation with cultural identity so that its rich history and the world's most advanced technology can coexist - a formidable undertaking for the nation, and an exciting assignment for any tech PR firm.


Development Counsellors International (DCI)

New York

As it seems inevitable that its doors will reopen to both US tourism and investment in the decade ahead, Cuba will be a truly fascinating country to promote. The combination of an interesting product (beautiful beaches, friendly people and diverse terrain), close proximity to the United States and a tension-filled history between our countries makes for an intriguing assignment. The challenge will be clear: reintroducing to the American public a country that has been off-limits for more than 30 years and, as a result, is tremendously misunderstood.

Jim Monroe

Blanc & Otus

Washington, DC

With the Sydney Games still fresh in our minds, Greece, host of the 2004 Summer Olympics, holds tremendous client appeal. This challenge would test a firm on all fronts: crisis communications, event planning, media relations and public affairs, to name a few. Akin to a public relations decathlon, this endeavor also holds great rewards, including valuable experience and exposure through work with the global business community.

The Games will be particularly challenging for technology-based firms.

There was no shortage of technology during the Sydney Olympics. And in four years, when we return to the home of the original Summer Games, the technological forces will be even more prevalent.

Marco Greenberg

NYPR Marketing and Public Relations

New York

Hints: a vibrant democracy with scores of political parties shouting across the aisles of Parliament; a hi-tech economy that produces start-ups to rival those of Silicon Valley; a magnet for tourists who come to visit ancient relics and swim in crystal clear seas; a built-in audience of foreign journalists whose number rivals that of New York City; mounting tension between religious and secular citizens; unresolved conflict among neighbors that presents a virtually unrivaled challenge for spokespeople; clients that often embody the qualities of a cactus fruit (i.e., prickly on the outside, sweet on the inside) Answer: Israel.

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