At the end of each month, diplomatic communication suffers a problem: embassy press chiefs send their capital a detailed report on the performance of their digital channels. The document is usually full of rising charts celebrating thousands of impressions, an increase in organic reach and hundreds of “likes”.…
In an embassy setting, communication teams often face a recurring challenge: the ambassador dismisses digital results, considering them mere entertainment. When cultural diplomacy is reduced to “posting pretty pictures” on social media, it loses its political and strategic weight. To change this perception, it is essential to transform the way…
The end of the quarter arrives and the Head of Communication faces the most uncomfortable meeting on their calendar: presenting results to the ambassador. On the table is a report detailing hundreds of hours invested in design, writing and hierarchical approvals. However, the metrics show stagnant reach and an engagement…
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