A large neighbouring country

Managing the reputation of an EU neighbourhood country

The government of an EU neighbourhood country wanted to ensure that its reform efforts, business-friendly environment, EU and Euroatlantic integration, and stability in a geopolitically sensitive area are clearly projected and recognised by the EU.

Our approach

SEC Newgate EU provided strategic counsel, high-level media relations support and monitoring for reputation management at European level and in support of the negotiation of an Association Agreement of an important EU neighbourhood partner country. We promoted its key foreign policy priorities of EU and Euro-Atlantic integration.

The result

The government’s profile in Brussels and awareness of its messaging have increased substantially. This government has successfully negotiated and signed key agreements with the EU and NATO. Its media profile has demonstrably improved. Within three years, negative coverage fell eight-fold, so that more than 90% of reporting by top-tier international media turned neutral or positive.