The Challenge
ASEAN was formed by member countries to foster a stable and prosperous region. The association took important steps toward achieving this goal, in particular by developing the Asian Free Trade Agreement and critical new security measures to combat terrorism in the wake of the September 11, 2001 terrorist attacks and the 2002 Bali bombing. Despite these decisive measures, ASEAN was often perceived as powerless to effectively aid the region's economic recovery. Recognizing this as a drag on effective implementation of its intergovernmental initiatives, ASEAN wanted a communication campaign that would bring the image of the organization and the region into sharper focus.
The Solution
APCO, in close coordination with the ASEAN secretariat, developed an integrated public affairs and communication plan targeting regional and international audiences through:
- Developing and delivering key messages and a press kit on trade and security in Southeast Asia
- Conducting media relations that leveraged key ASEAN ministerial meetings
- Organizing presentations for the Secretary General with industry and opinion leaders on the sidelines of international meetings
- Planning media interviews, briefings and press conferences with international press
- Crafting and placing opinion editorials by top government officials and thought leaders in regional and international publications
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The Result
The program expanded the reach of ASEAN's communication to audiences inside and outside the region. Consistent delivery of key messages by diverse third parties about ASEAN's achievements helped restore confidence in the association, while press interviews and speaking engagements raised awareness of ASEAN and its key initiatives among stakeholders. Increased positive, in-depth reporting and commentary resulted in ASEAN being positioned as an important player on the world stage, a catalyst for strengthening the region, and an effective organization in advancing economic and social development.
Services Provided
- Government relations
- Issue management
- Media relations
- Positioning
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ASEAN wanted a world-class public affairs communication program to reach
audiences outside the region. With APCO's strategic counsel, we were able to raise awareness about the association's accomplishments in security and economic cooperation with the stakeholders who matter most to the region.
