Challenge
Soft power is the ability of an entity (originally a state) to be attractive, credible, and legitimate; to be a reference model, to influence the preferences of others so that their decisions align with your interests. Soft power depends on the ability of a state, a company, or an organization to reflect attractive, conventional, and acceptable political values to international actors.
In the context of a foreign company, in a now complex West African environment, with strong public opinions, higher political demands, a more dynamic civil society, and a more reactionary youth, it is necessary for companies to manage their image, place greater importance on their reputation, and strengthen their capacity for influence and co-optation with populations and all stakeholders.
A company perceived as disconnected from local realities, predatory, or heir to neocolonial logics exposes itself to reputational, political, and operational risks that could permanently compromise its activities.
Approach
In such an environment, companies must not only implement "corporate diplomacy." But they must build a wholesoft power strategy,which would allow them to:
- legitimize their "license to operate,"
- strengthen their brand,
- be better able to influence perceptions as well as public policies.
Foreign companies, for some of them, need to distinguish themselves from the colonial and neocolonial legacy attached to their country of origin, from the perception of being a predator, while others must avoid falling into this framework, avoid paternalism, respect social realities, and encourage a culture of shared prosperity.
To successfully build a positive image and strengthen its legitimacy in resource exploitation in a third country, the company must therefore:
- have a strategy that takes into account its corporate social responsibility,
- build a structured dialogue with all stakeholders,
- establish a communication strategy that considers local realities,
- go beyond the simple pursuit of profit.
What does ESPA Advisory offer you?
As part of corporate diplomacy and soft power, ESPA Advisory helps you to:
- establish a soft power strategy that responds to the realities of West Africa,
- conduct an image and reputation diagnosis,
- design strategic monitoring and monitoring of reputational and geopolitical risks,
- establish strategic communication and expose the mistakes to avoid.
