Ole E. Moesby

Ole E.: Diplomatic customs are changing. Diplomacy entails establishing, developing and strengthening good relations with other countries. Diplomats today are different than we were50 years ago. We have a different communication network and we are facing different challenges than we were before. This put us in a better position to brand ourselves but it does not necessary means that we have to separate our own branding from our diplomatic role. The diplomatic and personal roles do not have to be separated. On contrary, they can support each other. I have a positive attitude to the sustainable way of living, healthy lifestyle, sport, biking, democratic, non-hierarchical, open society. This goes very much in line with what Denmark represents not only in the Czech Republic. I am a freak when it comes to jazz, to bicycling and to running events, but it does not make me less focusing on my role as a diplomat Being a diplomat is not a self-contained task. And to convey information about Denmark, Danes, Danish values, Danish culture and Danish policies relates to some of these areas. I may be building a different – and complementary – network, but I will not lose the sight of why I am here.

Ole E.: I have tried to answers the questions by not being to detailed, but if you need more information than the following then please let me know. 1) Who are the customers of the Embassy? 2) How do you find and target them to offer your serivces? 3) How do you promote your embassy (online/offline)? 1) We have many different customers at the Embassy. A main group of customers is the politician and decision-makers in Denmark. They need us to carry out Danish foreign policy, European policy, Security policy and trade policy. Another group of customers is Danish companies. They need our assistance to promote Danish export and we also assist companies that are establishing themselves in Czech Republic and investing here. And then we are assisting Danes who lose their pass or who are facing other challenges as tourists or who are seeking adoption or other civilian rights issues here in this country. And we also have a group of Czech customers which for various reasons may want to be informed about our experience and policy, build a partnership or want to know something about Denmark. 2) We are building up a large and strong network by hosting conferences, seminars, arranging visits in Czech Republic and in Denmark, producing papers and materials and by visiting Danish (and Czech) companies. We are also trying our best to promote Danish values in the local press and by informing a Danish publicity in Danish press about the possibilities and visions in Czech Republic. 3) We are using our website www.ambprag.um.dk/da and www.ambprag.um.dk/eng . This is not static. On the contrary: They provide you with many links and a range of interactive self-service solutions. Effective use of ICT is an important parameter in supporting the Embassy’s business and strategic planning so we are constantly trying to enlarge and improve it and to set up the most recent technology. And we are also promoting our Embassy by participating in various events – on bicycles, Marathon, Cultural events including film festivals and music festivals and by making speeches and contributions to various academic events.