Switzerland’s government is very ambitioned to spread an authentic, original and vibrant image of their country in the abroad communication. Because of this aim the government founded in 2000 Presence Switzerland, an umbrella organization for public diplomacy affairs which develops with the partner organizations the strategy and the guidelines for the whole promotion of Switzerland's image abroad. The appointment of this organization is fixed in the federal constitution as followed: Presence Switzerland develops and refreshes constant messages to communicate a realistic and positive image for Switzerland in foreign countries. (federal law on the promotion of Switzerland's image abroad)
The basic of Switzerland’s public diplomacy consists of 14 key elements which describes the self-perception of the country. This strength-profile was developed from an analysis of the image that Switzerland has of itself, the picture others have of it, and “reality”. These so called Story Switzerland is the heart of Switzerland under-stands of its position in the world in relation to its competitors.
Switzerland's Public Diplomacy Efforts
- Capital - Bern
- Population - 7,554,661 (July 2007 est.)
- Government – formally a confederation but similar in structure to a federal republic
- President Moritz Leuenberger