Is it a matter of profile?
Posted by DannyRCS - 25/10/09 at 12:10 amAs the Conversation has gone on, a question I am frequently asked is: why
should public profile matter for an association like the Commonwealth? In fact, I’ve got myself into hot water from time to time for going on the record saying I think the Commonwealth has to do more to raise its public profile.
I would be fascinated to hear views on this question. The profile debate seems to go to the heart of what we are trying to achieve in the Conversation.
Those who have said public knowledge about the Commonwealth is not important argue that its most important work is done ‘behind the scenes’; that it often works to benefit small and vulnerable countries (which may not be known in bigger countries); and that it is what political leaders think that matters, not the general public.
On the other hand, I and others argue that public awareness is critical to the mission of any public institution, particularly one that aspires to be as much an association of peoples as a club of countries. While the Commonwealth’s most important work may fall below the radar, I am convinced that more has to be done to (re)capture the public’s imagination. At a practical level, without public awareness, there will be less public support for the association, and without public support, political leaders are less likely to invest time and resources in the association. That’s partly why I believe doing a public consultation like this is critical.
But please tell me if I am wrong…
Category : Director's Blog
Tags: CHOGM, danny
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October 28th, 2009 at 9:31 pm
‘Absolutely it’s a matter of profile. When people in Britain and Canada, two of the richest Member states, don’t know what the Commonwealth is doing at all, let alone FOR THEM, then there’s a serious issue at stake. Of course the Commonwealth needs to raise its profile. Somebody referred to the organisation as a ”Public Relations Disaster”. This is true, inasmuch as people seem to associate it not only with the British Empire, but with the very worst aspects thereof… at least in Developed Member states. The organisation is inaccessible enough without making it nigh impossible to find out what’s happening. Partly this is down to National Media, but the Commonwealth seems to have been rather lazy on self-promotion in recent years. Unless one takes an active interest one never hears about it. Which is a shame.
October 29th, 2009 at 7:02 am
I place my full support with Dr. Danny when he says that Commonwealth ought to raise its profile because as per our experiences in carrying different Commonwealth Activities in Different Schools & Colleges in India we frequently come across with the same view from most of the youth that the commonwealth is conoted with just the commonwealth games and thats it. This is over the leaders to sit & thing for possible solutions of the problem – that Commonwealth it loosing its charm and it needs a facelift, makeover and policies that would arouse the interest of Common citizen of the Commonwealth in its workings and association. We have to think ”How Common is the Commonwealth”…??
October 29th, 2009 at 12:18 pm
I agree with the above comments. Part of what I would like to see would be a ‘Brand Commonwealth’ campaign. That is, Commonwealth based companies could use identifiable trademarks when dealing in member states. Research In Motion, for example, does some work on the Blackberry devices in the UK. Why not fly a Commonwealth flag in front of the facility? Why not place a ‘Commonwealth made’ logo on the packaging. In the city where I live, the metals company Novelis has a global technology centre. Novelis, being owned by India’s Aditya Birla Group, could stress the Commonwealth connection here in Canada. The same would follow for South African wines, Australian mining companies, New Zealand and Caribbean produce, etc. It does three things. One, it puts the Commonwealth brand everywhere – including in your town, on your street, and in your refrigerator. Secondly, it gives people the opportunity to shop smart – to seek out Commonwealth products and foster greater trade. Third, it overcomes the psychic barrier many companies have when entering new markets. In essence, one can become less ‘foreign’, and meet with greater local consumer acceptance. This strategy could be adopted tomorrow, with little additional cost, and would set the foundation not only for trade development, but for closer Commonwealth ties.
October 29th, 2009 at 12:45 pm
Without a doubt Danny. Without profile the Commonwealth cannot ask for public funds. This under the radar approach is all well and good, but is not the modern way. The organisation needs at least one aspect of its work (and no, not the games or the Queen) which makes you think of development or democracy work. Not everyone body is going to know about it.. or care about it. But at the moment nobody who knows anythnig about international development or economics or human rights gives it a second thought. This is not to be critical of its work – just its present outlook. It is either arrogant in thinking it has a devine right to exist, with nobody knowing what it does… or its timid. Fearing that if people draw the spotlight onto it, then all its faults will be exposed. It is down to groups like the Commonwealth Human Rights Initiative to make the bold public prouncements. This has got to change.
November 10th, 2009 at 7:04 am
You are right Danny. Sure there are some activities, especially sensitive good offices, which might need to remain under the radar.
But the Commonwealth fails to make much of its successes – such as in recent years with political progress in Guyana, Maldives, Sierra Leone, Tonga and so on. Where are the interviews with relevant Special Envoys in the media or Commonwealth websites on how they helped bring about these achievements? It could help other countries.
And what happened to the SG’s idea for Commonwealth Champions? High profile figures from the Arts, Sport, Media, Politics who might speak up in support of what the Commonwealth has done for them. Our best champion is HM the Queen – but she can’t do it alone.
One very prominent group are former Commonwealth Scholarship recipients. But I see no interviews with them on the ComSec website or in the wider media. There should be a new one every week. This is where some of your interviews are leading the way Danny.
Out here in countries like Australia we don’t know much of what is going on in London, let alone in Trinidad and Tobago. We need more visits with targeted media exposure from senior Commonwealth figures and we need to see the Commonwealth speaking out more on issues in a way that grab’s attention – like the Maldives President underwater cabinet meeting which hit the spot on climate change. Now he would make a great champion for the Commonwealth – the Commonwealth helped get him out of jail as a political prisoner and create an environment where he could become President!
Let’s also hear more from all those wonderful civil society figures who have put in time and effort over the years at their own cost to promote Commonwealth values and make the world a better place – whether from the Clth Nurses Federation, the Clth Magistrates and Judges Association, the Clth Lawyers Association, the Clth Journalists Association and on on.
The Commonwealth needs to show a bit more charisma and enthusiasm and the Secretariat needs to take more of a lead in getting its message out there. Otherwise people and Presidents will lose interest and it won’t be around for the next 60 years to help – and the world will be the poorer for it.
November 10th, 2009 at 2:56 pm
The Commonwealth definitely does need to raise its profile in the world. It needs a permanent Commonwealth Council making policy decisions and integrated Commonwealth peacekeeping missions. The Commonwealth flag needs to be seen flying far more. I couldn’t agree more with the above statements. People only see the Commonwealth once every four years – the games – and that is not good enough. It needs a permanent every-day presence.
November 16th, 2009 at 7:51 pm
I think that this website should contiune to provied a forum for our voice inside the commonwealth that is listened to and taken to future meetings, not just this current round of talks. and in future help with sporting events and things of that nature.
The website as a fulcurm by which people through out the commonwealth are able to communicate with each other… with the aims to be slightly outside the political process. Hopefully this can be a suitable fourm for business traid within the commonwealth in future.
And of course would it not be great to have some more stuff about sport on here, that again is outside the political process that is hijacking out voice a little. We want grass roots action and not so much big room talking (no disrespect to it, vital process by it’s self).
Lastly within the commonwealth we should get better about sharing knoledge. Be that solutions for problemes or new techniquest.
If the commonwealth can raise it’s hand and look at these things, it will have the possibilitys to have a very big profile. I see vitality in this website and the discussion here, why not expand on the good work that have been started here.