The Challenge
COSCO faced a series of complex challenges harming its reputation and ability to compete in the U.S. marketplace. The company was subjected to discriminatory treatment under U.S. trade laws, placing it at an economic disadvantage vis-à-vis competitors. In addition, the company suffered from unfounded and negative perceptions among U.S. policy makers and the media who viewed it as a state-owned company that violated market principles and acted on behalf of the Chinese government. COSCO brought in APCO to help the company navigate the adverse policy environment.
The Solution
APCO engaged with the U.S. Congress and U.S. federal agencies to build relationships among key decision makers. APCO also developed arguments and key messages to justify COSCO's request for an exemption from discriminatory trade laws and to reposition the company in the eyes of policy makers and the media. Points of emphasis included COSCO's commitment to the following: practicing free market principles, using private financing to spur business growth, partnering with U.S. and multinational companies, maintaining a U.S. presence, cooperating with the U.S. government on security issues and facilitating U.S.-China maritime relations.
APCO developed and coordinated meetings, fact sheets and press interviews to highlight the issues and redefine COSCO's image. APCO also established a network of political allies from the public and private sectors. These allies understood the company, publicly communicated messages about its role in global maritime trade and advocated for changes to U.S. trade laws.
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The Result
The U.S. government agreed to exempt COSCO from laws discriminating against state-owned shipping companies. Media coverage of the company continues to be positive and focused on its business, trade and economic success. The company has established relationships with and is well-regarded by the U.S. Congress, federal transportation agencies, key maritime and trade media and the maritime community. In addition, COSCO is now recognized for its role in supporting positive U.S.-China maritime relations.
Services Provided
- Coalition building
- Government relations
- Media relations
- Positioning
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COSCO has been able to establish and maintain an open communication
channel with the U.S. government and congressional members through
the services of APCO.
