"Belarus is Europe's great mystery". Belarus may use this slogan to attract the attention of foreigners and force them to look at important details. The statement was made by the head of the information department, the spokesman for the Ministry of Foreign Affairs of Belarus, Andrei Savinykh.
The representative of Belarusian Foreign Ministry told that when forming positive image of the country there were also important such details as slogan, motto of the country. Andrei Savinykh offered to use as a working version the opinion of Štefan Füle, Commissioner for European Integration, who during his recent visit to the Republic said that Belarus was Europe’s great mystery.
According to Andrei Savinykh, many foreigners, who visited Belarus, share this opinion. «In 100% of cases, any unbiased person, who arrives in Belarus from Europe for the first time, returns shocked. European comes to us with information he read about Belarus. But when he comes to our country and sees dynamic society, beautiful, full of life Minsk, modern trends, of course, he is surprised, and, returning for the first time, he always expresses delight», the spokesman for Belarusian Foreign Ministry stressed.
In this regard, according to Andrei Savinykh, it is necessary to do everything to maintain such a high level of the country’s perception. For this purpose it is necessary to form a positive image of the country by all available means, think well over it and prepare for foreigners’ perception, TTT.BY informs.
According to the head of information department of the MFA, the process of Belarus’ image forming is going on. «Moreover, it will continue regardless of whether we do something consciously or not», Andrei Savinykh stated. Therefore, we should make this process to be of more conscious nature, and thus to increase its efficiency, he underlined.
The country’s image depends on the information policy of other states, the MFA
Furthermore, according to Andrei Savinykh, we must take into account the fact that the country’s image also depends on the information policy of other states, as its allies so and rivals, the country’s image is also seriously affected by communication channels of non-state audiences and non-governmental organizations.
According to the spokesman, the image is also important with regard to investment. «This is a myth that investors invest in countries, regions, basing just on a detailed analysis of investment tendencies, risks, calculating supply and demand curves», the representative of Belarusian Foreign Ministry noted.
«If we want to position our country as a favorable place to invest, as a profitable place to implement major infrastructure projects, as a place where innovations are countenanced and protected, where they can be successfully developed, it is necessary to form a positive image», Andrei Savinykh said.
The image promotes Belarusian products abroad, the MFA
In addition, the country’s positive image would work to promote Belarusian products abroad, Foreign Ministry spokesman said. In this case, important things are brands, which the country possesses (Belarus tractors, BelAZ, Belarusian potash fertilizers, Milavitsa, Keramin, Krystal). According to the expert, the more such brands we have, the better country’s image will form.
«I believe it is important that any foreigner who has heard the phrase «Made in Belarus», to imagine that this is a good product with an optimal combination of price and quality, inexpensive to operate, easy to use and continuously upgraded. We must create a positive attitude to the product through the country’s brand», Andrei Savinykh said.
The image is a sacred cow, the MFA
According to the MFA spokesman, everybody has to work on creating the country’s image, without any exception, as the positive image is beneficial for all Belarus’ citizens without exceptions. «Generally, it may be considered as a sacred cow, which should be cherished and fostered in all circumstances and work on it», Andrei Savinykh said.
«It is clear that «everybody» means «no one», therefore, speaking in details — these are state authority bodies, and without exception», Foreign Ministry spokesman specified. This is explained by the fact that in the era of globalization of international relations all ministries and departments are engaged in international activity, not just the MFA. «We are rather working in the field of intergovernmental political contacts, while industry ministries are working at industry level», Andrei Savinykh said.
In general, the process of country’s image forming is a sphere of art rather than of technologies and production, the expert said. According to him, it is badly controlled by administrative planning. «The approach of inspiration and creativity is more important here, because the image forming is mainly subjective process, entirely based on psychology of perception», Andrei Savinykh summed up.
