On the 5thof February, 2012, the establisher of McDonald Kinley Emerson, a consultancy in Toronto, Canada, was requested to give a talk pertaining to country branding.
She decided to divert its efforts on the attempts of Racepoint, a U.S. marketing services agency, to reshape the image of Rwanda. As it attempted to shift perceptions of the country from war tornand disorderly, Racepoint effort attracted controversy amid allegations that wrongdoings were being glossed over in favour of a tourist- and business-friendly persona.
In the month of August 2011, the publication of documents that outline the contractual agreement between the Racepoint and the current Rwandan government spurred re-examination of the government's discerning remaking the image of the country. Can a nation defeat its reputation for violence and genocide? Should nations actively use public relations tactics strengthen or to change their reputations in the exact same way that corporations do?
This is just an excerpt. This case is about PUBLICATION DATE: July 23, 2014
This is just an excerpt. This case is about SALES & MARKETING
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