PR leaders expect Olympics to put magnifying glass on Beijing

London, 25 March 2008 - The PRCA PR Leaders' Panel has highlighted the need for China and companies associated with the 2008 Olympic Games in Beijing to manage their reputations especially carefully over the coming months. A majority of the Panel think that the Olympics will not improve China's reputation, and 67% of respondents feel that it is right for the Olympics to be used as a lobbying platform to highlight important issues unrelated to the Games.

Francis Ingham, PRCA Director General said "There can be no doubt that this summer's Olympic Games will be used to draw attention to various causes - we have already seen the lighting of the Olympic flame hijacked by Tibetan protesters four months before the Games even begin. The fact that a majority of PR Leaders think the Games will actually harm China's reputation shows that these Games could be the most controversial since the Moscow Olympics, nearly thirty years ago.

"The Olympics is the biggest sporting spectacle in the world and the intense global media attention that surrounds it means that the stakes could not be higher. China and the official Olympic sponsors will have to work very hard to manage their reputations over the coming months."

- ENDS -

 

Notes to editors

 

The Responses 

Question 1 - How will the Olympics impact on China's reputation?

  • Negative impact - 52%
  • No change - 16%
  • Positive impact - 32%
     

Question 2 - Is it right that a celebration of sport and unity risks becoming a lobbying platform?

  • No, the Olympics should remain a celebration of sport - 29%
  • No issues will overshadow the Olympics - 4%
  • Yes, it is an opportunity to highlight more important issues - 67%
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