Imaginea altora: orase, tari, regiuni
Se vorbeste de ceva ani incoace despre imaginea Romaniei. Consultanti mai mult sau mai putini cunoscuti isi prezinta parerile. Experti propun solutii. Straini vin la evenimente organizate in Romania pentru a vorbi despre imagine si pentru a discuta imaginea tarii noastre. Sunt oferite sugestii, idei, sunt aratate punctele bune si cele slabe. Si daca altii au vorbit asa de mult, nu o sa ma alatur listei lungi deja. Cel putin nu acum.
O sa incerc insa astazi sa ofer cateva exemple de strategii de imagine – ale altora si atat cat s-a facut cunoscut fireste. Nu pretind ca este o prezentare exhaustiva. Nu pretind ca poate aduce solutiile mult cautate de noi romanii (desi e adevarat ca ma doare, ca roman, sa stiu ca peste hotare imaginea noastra nu e cea care ar putea fi).
Revenind, o sa ma opresc astazi la Viena, North East England si la Israel.
Viena este un oras foarte cunoscut. Punct de intersectie pentru drumuri importante, capitala Austriei isi gestioneaza cu grija imaginea constienta fiind de importanta sa. Tin sa amintesc si faptul ca imaginea promovata se sprijina pe realitatea existenta. Mai multe informatii despre imaginea Vienei, cum se realizeaza gestionarea acesteia puteti afla din acest articol.
Odata recomandarea facuta, ajung la cea de-a doua “oprire” astazi: North East England. Materialul de aici prezinta in linii mari obiectivele strategiei si principiile de branding. La final (pentru ca site-ul este unul dedicat cu mult mai multe informatii despre regiunea in cauza) exista un indemn: ca toti sa se implice in acest proces. Avand cat mai multe organizatii si companii, precum si cetatenii alaturi, o astfel de initiativa nu poate fi menita decat succesului. Viitorul ramane sa arate cat de multi se vor implica in strategie pentru ca ea sa fie realizata cu succes.
In sfarsit, iata-ne ajunsi si la ultimul exemplu: Israelul. Nu e greu sa ne amintim de situatia la nivel international a acestei tari acum. Nu intram asadar in politica – mai ales ca sursele de informare internationale abunda in informatii pe aceasta zona. Nu veti gasi in acest articol o strategie de imagine pentru tara pe termen lung. Veti afla insa lucruri interesante despre “the PR crisis communications and image war exercise”. Curiosi?
Lectura placuta!
Si daca tot suntem la imagine, va invit aici si la o dezbatere despre… rasturnari de imagine.
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