Dusan Kulka, FDI Assistance Manager with the USAID Local Economic Development (LED) project, took part in the European PR Congress, held Oct. 4 and 5, 2006, serving as an expert and a speaker at one of its workshops, which focused on the role of business in country image formation.
Mr. Kulka discussed three topics: (1) how good domestic / traditional businesses, brands, goods and services that are (internationally) recognized and valued help form a country’s image; (2) how / why the presence of well known multinational businesses in a national economy is very important; and (3) how it is related to the country’s FDI performance.
“I tried to explain to the audience why country image is critical for investment attraction, illustrating this by a chart of the investment location selection process,” said Kulka. “Experts from the LED project have presented at many events, both national and international, but this was the first time that the project was asked to share its expertise in an area that seemingly has no direct relationship with local economic development. But I hope my presentation proved it has,” he added.
The Ukrainian Association of Public Relations (UAPR) initiated the European PR Congress 2006 in partnership with the International Communications Consultancy Organization (ICCO) and the Chartered Institute of Public Relations (CIPR).The congress theme was Strategic PR: from Business Image to Country Reputation. A total of 200 participants, including 40 speakers from 10 countries, attended the Congress. The UAPR Board unanimously approved for the European PR Congress to be held annually.
Source:
http://www.prcongress.com.ua/