Countries acquire their reputation by learning how to communicate aggressively with the targeting opponents. When countries have opened the channels of communication, they ensure that the influence occurs in two directions and give a better balance. Communication supports the agenda that strongly favors citizen’s interests of the country. For instance, when African countries are enabled to promote their agendas in Western countries, they are able to access investment and new capital in creating employment opportunities, and at the same time ensuring that there is a better tomorrow for the future population and drive technological innovation. Countries also position themselves with potential investors who are all around the world with the international industry of tourism in order to acquire their reputation. Countries engage the diaspora in order to connect with their citizens everywhere. According to Mark & Weil, the governments in diverse countries find it acceptable to be interviewed by journalists, mainly in order to speak plainly about the issues in their respective countries, including the abuse of human rights, political opponents treatment and accuse of war crimes. In addition, countries integrate the internally displaced citizens and rebuild the economy of the country.

The main objective that Racepoint wanted to accomplish was to highlight the issues facing Rwanda, which the key stakeholders were not familiar with and which was linked to genocide. Other objectives that Racepoint wanted to accomplish were the specific target for the public relation campaign, which included political elites in Belgium and the United States; government service agencies, non-governmental organizations; financial elites, mostly in London and America, such as advisors and investment banks. Racepoint has the strategies that focus on shifting opinion over time in communicating to those particular targets. This firm also aimed at repositioning the image of Rwanda. Racepoint also focused in positioning Rwanda with investors all over the world with diaspora and industry tourist to reconnect the citizens of Rwanda everywhere in the world. Moreover, the firm focused on promoting extraordinary lessons that the citizens of Rwanda have learned in building the country again after the tragic genocide occurred.

The firm equally focused on communicating the underpinning factors and the positioning successes to stakeholders in some global geography through a sustained campaign. Another objective of the firm was to ensure that Rwanda negates the misinformation that the experts, the non-governmental organizations have pedaled, so that to create an image of failure of Rwanda. In addition, the firm wanted to create a sense of progress and pride with the citizens of Rwanda through giving them an illustration of the positive image that the Rwandan country has been creating outside the country.

Rwanda has progressed successfully on reconciliation and the development of the economy. The country has come a long way on the reconciliation road. The country began by eliminating the ethnicity reference in the identification documents. Since then, all the inhabitants of the country became Rwandans. The country also reintroduced doing the regular community work practice, so as to rebuild the country and foster the spirit of the community. The country has set up the international criminal tribunal for Rwanda in Tanzania when the investigation of genocide seemed to be very difficult so as to prosecute who were responsible for genocide. ICTR has sentenced 38 people who were among the 65 people whom they tried to long jail terms and 5000 people were also victims of genocide in Simbi village. Since then, and until now the community is living in peace together. The country has also set up a program to eradicate poverty, which introduces health insurers for all citizens, improves the educational opportunity and promotes the private sector. Poverty in Rwanda has been reduced by 12%, and it now stands at 45%. I can say that the Rwanda has put a lot of effort in changing its image.

Most governments are faced with all kinds of challenges when starting the public relation campaign. The challenges here are of the nature of initiating an offensive that is multi-prolonged in broadcast, print, and digital media and through live events of press the flesh. Indeed, driving the PR agenda is not an easy endeavor, especially where it was previously lost. Therefore, the work of such governments is encompassed with numerous challenges in driving the PR agenda. First, is PR optimization, where governments fail to structure a good way with which to think beyond how the target message is to be brought out in a small screen that reach the local level. Second, the communication challenges between the government and the target population derail the whole PR campaigns process.

Third, there are various difficulties of the governments, as regarding personalization of the message content. The conflicting parties specifically prefer information that is presented in the form of personalized approach that is also adopted at the right time. Until governments adopt an absolute must approach for the personalized content, the engaging tactics employed may never be efficient. Closely related is the idea that the government may not have the sufficient information about its people’s local conditions. This is because of the existing diversity among the various parties. To mitigate this problem, it is crucial for the government to create strong networks with the small local PR teams that have a wider touch with the ground. Finally, the governmental efforts are largely frustrated by the impact of social media, especially when it is painted together with messages that are in contrary to those carried out by the campaign.

About the author: Kira Davis is a bachelor in Literature at Ohio University. She is currently working as one of the best writers at the She also studies child psychology.