The purpose of this case study analysis is to examine the public relations and public affairs aspects of cultural diversity within the context of the UAE help the government Masdar City in Abu Dhabi as headquarters for the new upcoming International Renewable Energy Agency (IRENA.) In February 2009 UAE put Edelman charge to stir UAE government in the right direction to win the votes for beating the renewable energy leaders against the tough competition against renewable energy enterprises such as Austria, Denmark and Germany. Edelman’s strategy to their success is due their tactics they uses in global politics and lobbying strategies in which it explains the documenting the origin of the city and branding evolution. The case I found related to some key concepts and terms that are used in the case study The Global Public Relations Handbook (Page 182), which are Soft power, Culture, and cultural diplomacy that became key factors in the success of branding the city and diplomacy tactics and overview framework. Research
Edelman and UAE’s biggest challenge was to figure out how to win the IRENA headquarters The UAE vision created an inspiring image and multi-cultural hub for the rest of the world. Edelman’s case study contained secondary research in the case study contains 3 main focal points. First, UAE needed to differentiate itself by means of a unique branding in order to set it apart from its competitors. The secondary research Edelman used was using a survey which conducted in 25 countries among college-educated 1,000 residents from each country. The survey was categorized into three segments – Trusters, Neutral and Distrusters – with countries scoring below 50 are considered Distrusters. Secondly, Edelman defined who UAE target audience of the political elites they needed to persuade and separated them into 4 categories 1.) IRENA member countries, 2.) Prospective IRENA member countries, 3.) Developing counties that would serve as the UAE’s base support, and 4.) European Union countries that was likely to vote for Germany, Austria or Demark. They execute the message and content development in which they highlighted UAE potential serve as role model for renewable energy and international community, produced a strategic plan, sent compelling letters to foreign officials and third parties, briefing materials and presentations that related with the overall message. Objective and Goal
Edelman study shows how public relations part it plays when the UAE evolves and explains that cities that that wish to remain competitive in the global industry must also evolve. The capital city is Abu Dhabi, which is the largest city in the emirates (Emirates.org, 2010). This method has been adapted by governments in increasing numbers as a means to support national identity while promoting the economic benefits vital to their ability to successfully compete in this contemporary globalized economic structure. Essentially, city branding is a benign way to communicate national interests without the antagonistic elements of other forms of nationalism and allows the assembly of diverse images of heritage and modernization, domestic and foreign concerns, and economic and moral ideologies to convey the proposed national identity (Aronczyk, 2008). The quick globalization of the business market is the cause the increased the growth in the number of organizations that have branched out their business to other countries internationally, in which plays a factor in the way cultural differences are handled between of foreign nations. Strategy and Tactics
Edelman branding strategy in the case study shows how they executed key elements in building a well known and impressive image to reflect a good reputation that differentiate them from their neighbors. Strategic Plan, the Abu Dhabi is to...