In compared with great financial powers of Europe and elsewhere in the
world which have staged outstanding financial and business forums Latvia has just stepped
on this road. Nevertheless, the decision to hold the EBRD Board of Governors’ Meeting in
Riga summons marked attention of foreign countries to Latvia. Consequently, it requires
constructive efforts to gain publicity and promote a positive image of Latvia in the eyes
of potential participants and guests of the Meeting. Iveta Bojare, the journalist, Advisor
to the Minister for Special Assignment for Co-operation with International Financial
Agencies and a member of the Supervisory Committee for the Organisation of the EBRD Board
of Governors’ Meeting in Riga, was asked, how challenging this task is in the course of
the preparation for the EBRD.
How could we promote a positive image and publicity of Latvia abroad
while preparing for the EBRD Board of Governors’ Meeting in Riga?
The fact that Riga is going to host the EBRD Meeting this year offers a
variety of unique opportunities for Latvia, the question is whether and how we are going
to use them.
SIA Birojs 2000 has already started promotion of Latvia. The
catalogue Latvia published last year received acclaim for its good quality at the
1999 EBRD Meeting in London. It was also made available to the participants of the Annual
Meeting of the World Bank Group and the International Monetary Fund in Washington. Perhaps
some of them heard Latvia’s name for the first time in their life.
We have to be under no illusion - the world does not have a clear idea
about our country and people yet.
It is necessary that the participants and guests of the Meeting leave
Riga full of nice surprise of both the level of the organisation of the Meeting and Latvia
and its people. It is no less important that our guests have an enjoyable time and rest
during the stay in Riga.
Speaking about the information that we could present to those coming
over here to draw their attention to the name of Latvia, I do not think we should overdo
things by reporting different figures and economic indicators. In the first place, these
people will be fairly well informed about the domains they are interested in. Secondly, at
meetings of this kind informative materials of economic nature are so abundant that they
may even produce the opposite effect. Latvia must not get lost in this wealth of
information therefore we could distinguish ourselves by something unique. There is no easy
way to achieve it so hopefully SIA Birojs 2000 manages to succeed while preparing
catalogues about Latvia and other information materials as well as arranging different
events during the Meeting.
Should the entrepreneurs of Latvia also seize the opportunity and
present themselves in Latvian and international media?
In order to speak about the placement of advertisements, one has to be
sure of the target audience and the media this audience uses to obtain information.
Consequently, it should be left for them to decide where and how to advertise. But there
is no denying the fact that our guests’ interest about Latvia is going to be greater
than usual. Considering whether Latvia as a state should take this opportunity, I would
say - of course, yes. However, as always the question is about ways and means. Within the
limits of our resources I suppose we should make use of electronic mass communications and
seriously consider the placement of information on the Internet.
Can our local media contribute to providing information about
Latvia?
Our local media can greatly affect the level of information because
people from foreign countries read Latvian newspapers and reports prepared by news
agencies and available on the Internet. This information gives an idea about the country
and is often employed while making analytic reports about Latvia. The way we value our
country, the way we voice our opinion about it affects other people’s minds.
What would the outcome of the Meeting be for Latvia?
The main outcome has already been achieved - the Meeting is going
to be held in Riga. Firstly, I do hope that there are going to be a lot of people who
would like to come here again some time. It makes no difference in what capacity - either
as tourists or to visit their newly acquired friends, or to implement their business
ideas. Secondly, which is no less important, Latvia will have a lot more people with
international event organising experience. And thirdly, this Meeting will serve as
evidence that similar conferences could also be arranged in the future. We shall have the
premises we have not had in Riga so far; we shall have the people capable of co-ordinating
large forums. It means that we stand the chance to organise similar international events
in the future as well. I do not exclude the idea that Latvia will be capable of competing
at an international level and that would be a giant step forward.
