IM Yearbook 2018/19

IM INVESTMENT MIGRATION YEARBOOK 2018/2019
Interview: Markus Kramer, Partner at Brand Affairs
Stop Pitching and
Start Engaging
with the Media
The birth of effective communications campaigns for the investment
migration industry must begin with a serious ‘soul-searching’
process as to where the industry stands. If the media, policy-makers
and the public at large are ever going to relate to its concepts, the
industry needs to work closer together and give up its sales-driven
communication approach, says brand strategy expert Markus Kramer.
Can you give us an introduction to Brand
Affairs and explain how you got involved
in the investment migration industry?
Brand Affairs is a growing team of talented and
passionate communications experts. We offer
services in the fields of Brand Strategy, Public
Relations and Social Media. We run offices
in Zurich, Lausanne, Düsseldorf, Vienna and
London. Our client base includes international
corporations such as Harley-Davidson, Chiquita
and Nokia but also governments and promotional
FDI and export organisations such as
Switzerland Global Enterprise, for example. We
also offer reputation management services and
deal with reputational issues along the lines of
what Volkswagen is currently experiencing. Our
expertise lies in developing detailed communication
strategies. We work with a global network
of trusted partners in both communication and
media law to see these through with precision.
We have been involved in the investment migration
industry for two years now. It is a fascinating,
dynamic but also very complex industry, genuine
on the inside, but misunderstood on the outside.
The investment migration industry has
a difficult relationship with the media.
From your experience, what would you
highlight as the main reasons for this?
The industry is still relatively young, and it is only
in recent years that it has gone mainstream. The
problem with immature industries – and you can
see similar dynamics in other emerging sectors –
is that many people are focused on quick returns
and place very little effort in building up the
reputation and credibility of the sector. It is no
secret that many people do not think highly of
the industry and perceive it either as unethical, a
security threat and so on.
Perception is a reality until proven otherwise.
The players within the investment migration industry
are not yet doing enough to change the
public’s perception of the industry. This requires
a consolidated and continuous effort and a cohesive
approach, which also needs to take into
account the media industry’s own dynamics.
Media organisations are having to adapt to evershorter
attention spans, which, at times, leads to
a lack of in-depth reporting. It is the investment
migration industry’s biggest challenge to get the
media onboard. Quality journalism can play a
big and positive role in shaping perception by
informing and educating the public and policymakers.
How would you characterise the current
communication practices of the industry?
The industry has adopted a very sales-driven
communication approach and is communicating
mainly to potential clients. It has paid little
or no attention to engage with policy-makers, the
media and the public at large. There have been
cases where media organisations have carried
sensational stories, and we have seen no reaction
from the industry. No reaction is usually a dangerous
strategy. And there are certainly ways to
rewrite the sector’s nascent story. The most important
thing is that the industry helps the media
understand the industry. This means engage and
communicate more, better and deeper. I also feel
that governments – who are key actors in this
sector – need to be more proactive and visible. It
simply cannot be that they do not communicate
and help shape this industry.
It is a
fascinating,
dynamic but
also very
complex
industry,
genuine on
the inside, but
misunderstood
on the
outside
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