Fortune News | Apr 13,2019
May 18 , 2019
By Eden Sahle ( Eden Sahle is founder and CEO of Yada Technology Plc. She has studied law with a focus on international economic law. She can be reached at firstname.lastname@example.org. )
Europe is a continent imbued with history, culture and magnificent architecture. It is a brand all by itself, a dazzling experience for anyone willing to visit.
In visiting other countries though, what is of note is how little people know about Ethiopia. Their knowledge of the nation does not exceed much more than its name and perhaps its geographic location.
Ethiopia is poorly represented around the world. Most people do not know anything about Ethiopia. Worse, those who do only know of the negatives. For decades, the image that has been embedded in the eyes of the world about us is of a nation that is backward, poor or at war.
Decades of weak planning and misguided economic development strategies has meant a nation that cannot depend on a skilled workforce. Instead, we have been looking for handouts, either from Western development partners or our own diaspora community overseas, most of which subsist on jobs that they would have looked down on in Ethiopia.
This dependent mentality has long infected leaders who are busy asking for aid and funds to support a fragile economy. Like much of the public, their view is of a country that is impossible to fix. The notion of a good day's work is barely existent. We have failed to grasp the concept that every developed country has had dynamic economic strategies and sacrifices to make a better nation for future generations.
Ethiopian embassies are not doing much to change the image of this country through the access they have to public figures and leaders overseas. Annual event activities in Ethiopian embassies are nothing more than ineffective promotion campaigns and do very little to build an Ethiopian brand.
Certainly, building a nation's good name is not simple. But conveying a good image locally and to the rest of the world should be one of the priorities of the government. The nation must take advantage of globalisation, in which communication, opportunity and culture are used to generate sustainable economic benefits. It is a powerful method that can allow Ethiopia to be identified in the global social and economic arena.
The government will go a long way if it can craft public diplomacy to inform and to reach citizens and companies. This would create the organisational framework in which our diplomats can be led and measured by.
A positive image cannot be crafted unless institutions and cultures are promoted, as well as national goals and current policies for sustainable economic development. Instead of working hard to be eligible to acquire aid and funds from developed countries, international relations must be directed toward establishing a good image and promoting ideals for non-nationals to take an interest in.
Ethiopia can be represented by the culturally diversified nation with untapped opportunities it has. The ever-increasing development of social media means that the infrastructure is already there - what is missing is the creativity to use this to our advantage. Public diplomacy is directly related to effective public relations at the government level, where the image of nations is successfully communicated on a brand. Hiring local and international firms can go a long way in popularising branding.
Ethiopia is a poor country, but this is not the only defining characteristic it has. It is also a tragedy that this is what the world thinks of it. Images of hunger and famine have lingered ever since the 1980s, while the successes since that moment and culture of the nation have failed to garner as much attention. A constructive image that can help the world develop an updated image of the country is overdue. The initiative should come from the government by developing a policy and putting in leadership skilled people that know how to navigate the challenges.
PUBLISHED ON May 18,2019 [ VOL 20 , NO 994]
Fortune News | Apr 13,2019
Commentaries | Dec 07,2019
Fortune News | May 23,2020
Radar | Aug 31,2019
Sunday with Eden | Apr 10,2021
Viewpoints | Apr 02,2022
Fortune News | Jul 12,2021
Sponsored Contents | Oct 25,2021
Fortune News | Apr 10,2021
Fortune News | Jan 25,2020
Photo Gallery | 54704 Views | May 06,2019
Fortune News | 47175 Views | Jul 18,2020
Photo Gallery | 46531 Views | Apr 26,2019
Fortune News | 46184 Views | Sep 01,2021
Commentaries | Aug 13,2022
Life Matters | Aug 13,2022
My Opinion | Aug 13,2022
Sunday with Eden | Aug 13,2022
Agenda | Aug 14,2022
Editorial | Aug 14,2022
July 2 , 2022 . By RUTH TAYE
On a rainy afternoon last week, a coffee processing facility in the capital's Akaki-Qality District was abuzz with activ...
November 27 , 2021
Against my will, I have witnessed the most terrible defeat of reason and the most sa...
November 13 , 2021
Plans and reality do not always gel. They rarely do in a fast-moving world. Every act...
October 16 , 2021 . By HAWI DADHI
Residing in a country with no capital market, an organised marketplace for trading se...
Leaders of the National Election Board are in a charm offensive mood, of a sort. Last week, they organised a rare tour for members of the me...
When the country’s most senior diplomats and envoys return back to their posts after two-week debriefings, they leave behind a point or tw...
August 14 , 2022
The call for lofty ideals such as national dialogue and consensus has been as old as...
August 6 , 2022
Few initiatives by the administration of Prime Minister Abiy Ahmed (PhD) have been pu...
July 30 , 2022
Ethiopia’s banking industry is not merely underdeveloped. It has historically regre...
July 23 , 2022
The flip side of a government spending plan is financing. Behind the campaign promise...
PM Abiy Ahmed (PhD) at a Gala Dinner Called for the Awarding of the Félix Houphouët-Boigny Peace Prize
May 6 , 2019
Having studied psychology, I am fascinated by how our thoughts shape our lives. I am also interested in mental health and try my best to cre...
August 14 , 2022 . By RAHEL BOGALE
Federal authorities approved submissions by the Addis Abeba University (AAU) administ...
August 13 , 2022 . By BERSABEH GEBRE
The federal government is imposing a new tax, hoping to generate an additional 22 bil...
August 15 , 2022
Agricultural authorities have backpedalled on a decision to raise the minimum price t...
August 13 , 2022 . By ELSHADAY HAGOS
Transport authorities have introduced unique license plates to vehicles owned by indi...
Or see contact page