Achieving Outsized Impact by Building Stronger Country Reputation

By Michael Hartt, Senior Partner & Head of International Affairs 

View full report here.

In a world of fragmented geopolitics, economic volatility and societal upheaval, countries around the globe are navigating greater complexity than ever before. They will be defined by how they navigate this pressure-filled landscape.  

If they can do so successfully, the results are significant: economic opportunity, greater peace and security, progress on climate action, humanitarian crises and other challenges, and progress on the issues that matter most to their people.  

A strong country reputation is essential to their success. Achieving Outsized Impact: Country Reputation for a Disrupted World outlines how to achieve it through better, smarter communications. 

The opportunity for impact is clear.  

In our study, 73% of those surveyed believe that big, traditional powers are not as effective on the global stage as they once were. Only 49% strongly agree that these countries are effective at solving global challenges. 

Instead, 75% agree that mid-sized and smaller countries should have a greater role in helping solve global challenges, while 79% believe society would be more equitable if all countries are given a voice, regardless of their economic size and impact. As some large countries create disruption, the mix of agility, consistency and fairness among mid-sized and smaller ones can work to their advantage. 

To take advantage of this environment, FleishmanHillard’s International Affairs practice examined how countries can identify their strongest attributes, define their character traits, showcase their leadership, and engage with their stakeholders more effectively. The study provides the roadmap to use communications to create soft power and influence that helps stand out in a crowded political, business and media environment.  

As countries look at the year ahead and beyond, this study can help shape new types of solutions to the challenges they face. Using the findings will enable them to create value, growth and opportunity that has lasting, outsized impact. 

Download a copy of the report here.