strategic communications

The time is ripe for governments to start monitoring their digital reputation just as they monitor it in the real world.  [...] But the mistake is to equate nation branding with advertising, which doesn’t work for places. A place with a bad reputation won’t be able to fix it this way. Instead, the place must take strategic action to align its reality with its desired reputation. 

A UN airplane delivers supplies to the Mbandaka airport to help fight Ebola
August 5, 2015

The Under Secretary, Cristina Gallach, describes the challenges of managing the UN's image.