Federal Council adopts strategy for image cultivation
«Building on Our Strengths»: That is the motto for the country’s communications strategy in the coming years. The Federal Council approved the strategy on Wednesday. The plan is to step up communication on social media.
The aim is to promote a positive and differentiated perception of Switzerland abroad and thus help Switzerland to safeguard its interests at international level, writes the Federal Department of Foreign Affairs (FDFA). A differentiated and positive image of Switzerland abroad is not an end in itself. Switzerland's role in Europe is one of the eleven key topics of the 2016-2019 communication abroad. Switzerland's political system, International Geneva, culture and sport are also mentioned.
Presence Switzerland" is responsible for implementing the strategy. Activities take place, for example, as part of appearances at major international events or during visits by foreign delegations to Switzerland. Intensifying communication on social media is also an important concern, writes the FDFA. The activities are financed from the FDFA budget, which is subject to annual approval by Parliament. Appearances at world exhibitions and the Olympic Games will be financed through separately requested contributions. The Federal Council has already decided that Switzerland will have a House of Switzerland at the 2016 Summer Olympics in Brazil and the 2018 Winter Olympics in South Korea. It will also take part in the 2017 World Expo in Kazakhstan. (SDA)
