In 2012 news broke about a public relations contract between a firm called Racepoint Global and the Rwandan government. The contract involved a plan written by the firm to improve Rwanda’s image internationally, including managing the image of its authoritarian leader, Paul Kagame.
The plan is telling. Of course, it includes the standard public relations stuff like making the country look attractive and Kagame a wise leader. But more interestingly, it details its aims to undermine Rwanda’s critics abroad – including human rights activists.
The plan also aims to cultivate journalists in leading outlets to promote a positive image of Kagame, and Rwanda. Thanks to the US Foreign Agents Registration Act, you can look up the plan for yourself.
‘Soft power’
We often think about states promoting a positive image of themselves abroad through “soft power” initiatives. And rightfully so: they do…