Presence Switzerland to cushion the country's impending image crises in future
"Präsenz Schweiz" is to play a more prominent role if the country faces a crisis of image. The Federal Council made this decision on Wednesday as part of the discussion on the overall national communications strategy.
Presence Switzerland is to take on a stronger role if the country is threatened with an image crisis. This was decided by the Federal Council on Wednesday as part of the discussion on the overall strategy for Switzerland's communication abroad. The specifications of the Confederation's own "advertising agency" were expanded accordingly.
Presence Switzerland will continue to increase Switzerland's "visibility", bring Switzerland's political concerns and positions closer to the foreign public, build networks and manage appearances at world exhibitions and other major events.
The "image-relevant aspects of Switzerland's communication abroad in extraordinary situations" have now been added as a new task. If Switzerland is threatened by sustained image crises, Presence Switzerland will monitor the perception of the country abroad more closely so that it can react quickly and comprehensively.
The Federal Council's decision, approved by Parliament, to dissolve the Presence Switzerland Commission and place the organization entirely under the care of the FDFA will now also be implemented. As of January 1, 2009, the Presence Switzerland office will be integrated into the FDFA General Secretariat.
Presence Switzerland will continue to increase Switzerland's "visibility", bring Switzerland's political concerns and positions closer to the foreign public, build networks and manage appearances at world exhibitions and other major events.
The "image-relevant aspects of Switzerland's communication abroad in extraordinary situations" have now been added as a new task. If Switzerland is threatened by sustained image crises, Presence Switzerland will monitor the perception of the country abroad more closely so that it can react quickly and comprehensively.
The Federal Council's decision, approved by Parliament, to dissolve the Presence Switzerland Commission and place the organization entirely under the care of the FDFA will now also be implemented. As of January 1, 2009, the Presence Switzerland office will be integrated into the FDFA General Secretariat.
