Would a World’s Fair Revival Improve U.S. Image?

by admin ~ February 20, 2009

At a time when U.S. international relations are weak and foreign policy heavily criticized, Manuel Delgado, CEO of Houston-based Hispanic marketing and research firm REALITY, proposes the ‘ultimate’ PR recovery tool: a U.S. expo.

According to an article from the 2/19 The Wall Street Journal, Delgado isn’t the only one to back this “solution”:

“A group in Las Vegas is drafting plans for a U.S. expo with the theme ‘The Future of My Future,‘ which will showcase innovations in vaccines and energy production. In San Francisco, graphic designer and expo historian Urso Chappell has been agitating for several years to stage a follow-up to the city’s 1915 fair, where visitors could float down a five-acre model of the new Panama Canal.”

This is not dissimilar to grandiose ideas companies propose in the aftermath of crisis scenarios, ex. “If we rent significant booth space at tradeshow X and take on premium sponsorship, then we’ll certainly show our strength and continuity…”  To some extent, such ideas could buffer a greater image problem, however, they have more in common with “bait & switch” antics, which can further fuel public distrust and slow recovery.

When making a comeback, crisis communications experts agree on the need for honesty along with solidified communication and messaging, delivered by a primary spokesperson. Instead of being concerned with presence, leadership and profit, PR practitioners must advocate plans focused on public interest, and that garner support from media institutions.

In tying public interest into proposals for a World’s Fair, kudos to Manuel Delgado for trying to creatively reinvigorate the sluggish economy and U.S. popularity ratings, but as WSJ reader Kevin Anderson comments, “Bread and circuses!  From Wikipedia: a metaphor for handouts and petty amusements that politicians use to gain popular support, instead of gaining it through sound policy.”

For the time being, it is best for capable spokesman President Obama to initiate recovery and diplomacy, domestically and abroad, as few would argue focus on the nation’s welfare.

Catherine Reinbold is a public relations professional based in Boston, MA.