The new ordinance on the promotion of Switzerland’s image comes into force in January 2009
Bern, 12.12.2008 - At its meeting today, the Federal Council approved the total revision of the Ordinance on the promotion of Switzerland’s image abroad as well as the strategy for the country’s communication abroad for 2010-2011. The Ordinance has been modified in view of the integration of Presence Switzerland into the General Secretariat of the Federal Department of Foreign Affairs (FDFA), and will come into force on 1 January 2009.
The Ordinance on Switzerland’s communication abroad has been modified and revised in line with the Federal Council’s decision to dissolve the Presence Switzerland Commission and to integrate Presence Switzerland’s operations totally into the FDFA. The Ordinance has been extended with the new duties of the FDFA, that the Federal Council defined on 3 September 2008, to meet threats to Switzerland’s image or an emergency situation regarding its image. In future, strategy on Switzerland’s communication abroad will be determined by the Federal Council instead of the Presence Switzerland Commission.
In addition, at its meeting today, the Federal Council approved the strategy for Switzerland’s communication abroad for 2010-2011. In countries that are important to Switzerland, efforts will continue to ensure that foreign politicians and journalists understand its political system and political principles, for example regarding its financial centre, its fiscal and transport policies, and its bilateral relationship with the EU. In future Switzerland intends to become better known as a reference for modern environmental and transport policies and as a location for leading technology in the environmental, energy and transport sectors.
Another new aspect of the Ordinance is that the FDFA is to increase its monitoring and analyses of Switzerland’s current image and topics that are relevant to it abroad. The information collected will be systematically evaluated, and the results and suggestions concerning Switzerland’s communication abroad will be passed on to the relevant federal departments.
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Federal Department of Foreign Affairs