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Committee formed for promoting Pakistan's soft image

02 February, 2005

ISLAMABAD: Prime Minister, Shaukat Aziz being given a presentation on projecting Soft image of Pakistan, at the Prime Ministerís House.
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ISLAMABAD, February 03 (Online): Prime Minister Shaukat Aziz has formed an inter-ministerial committee for promotion of culture, sports, tourism and trade with special focus on projecting Pakistan's soft image in abroad. Prime Minister will head the committee.

The committee would be consisted on the ministers including, the misters of foreign affairs, commerce, information and broadcasting, investment, industries, culture and sports, religious affairs. The concerned ministers of state would also be the members of the committee.

It was decided in a meeting presided by Prime Minister Shaukat Aziz here on Wednesday.

The premier said that Pakistani missions in abroad should proactively work to avail opportunities for arranging events, cultural exhibitions and functions with a view to project the real image of the country.

"Successive stories in different fields need to be projected through international media", he added.

He said that Pakistan has a very rich heritage and custodian of very old civilization.

"We have the highest mountains peaks, longest glaciers outside the polar region and heritage of the Indus valley and Buddhist civilization. This provides us a great potential for attracting foreign tourists", he added.

He further said that there was great need of projecting country heritage and civilization proactively to promote tourism. The premier said that Board of investment should hold exhibition inside and outside the country to improve business activities in the country.

"The ministry of culture should send cultural delegations in the different country of the world for projecting Pakistani culture, heritage there. "More and more sport events in Pakistan could also help in projecting the soft image of the country", he directed.

He said that Ministry of Information should intensely interact with the international media and should facilitate their visits to Pakistan for making documentaries and reports on Pakistani culture, society, developmental activities and heritage.

He further said that there was a need to adopt coordinate approach and all ministries and department should compliment in each other efforts.

He directed the ministry of Information and Broadcasting to gear up its efforts to set up media city in Islamabad to facilitate the local and foreign TV channels to uplink their programs from Pakistan. The media city should be an island of excellence and provide state of art facility.

The Minister for Information and Broadcasting, Shaikh Rashid Ahmad, Minister for Religious Affairs, Ijazul Haq, State Minister for Information and Broadcasting, Anisa Zeb Tahirkheli and secretaries of concern ministries also attended the meeting.


Reader Comments:

Promoting a soft image

The PM's point about Pakistan's geographical, cultural and historical heritage is very valid, and his suggestions for promotional activities are very useful. However the image issue also needs to be seen in the perspective of socio-economic and political realities, and prevailing levels of adequacy and equity in the basic needs coverage and the primacy given to equality of rights under law, regardless of economic, gender, age, religious affiliation, political and locational factors. Once our systems and institutions shed their fedual, tribal and otherwise autocratic mindsets and become even handed in their approach to, and treatment of people, our people's self image will improve and our frustrations be reduced. We condone many societal ills and injustices on the pretext of preserving our traditions. We must differentiate between local traditions which are good and others which are redundant and abusive. We must work towards reinforcing the positive ones and doing away with the negative ones. The biggest boost to our external image will come with a more tolerant society which is able to accomodate and appreciate the rich diversity of the various elements which constitute our nation, and when everyone begins to trust that all our systems can be depended upon to offer qualitative, unbiased and uncorruptable equality of opportunity, and when primacy is guaranteed for a just rule of law for all. We may not be able to reach this stage in a matter of days or even months, but this is what we need to strive towards, if we are serious about an effective projection of a soft image.

naheed aziz, Pakistan - 14 September, 2005

pathetic site, weak promotional strategy, no emphasis on competitive advantage & usp

alot can be done by repositioning brand pakistan.

Humaira Zulfiqar, Pakistan - 21 February, 2007

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