Media listening services are nothing new, but the Swiss tourism authority's use of a heavyweight firm speaks to its concern as being seen as just a place for disreputable dictators and shady CEOs to hide their questionable gains.
Dedicated to promoting a positive image of Switzerland abroad, Presence Switzerland, has recently begun using state-of-the art technology – developed by a company which created a similar programme for Israeli security agency Mossad – to monitor when, why and by whom Switzerland is mentioned by foreign media outlets.
Discussion of Switzerland in Asia tends to focus more on tourism because people there know less about Switzerland. However in Europe, the question of Switzerland’s policies towards the European Union generates much more media interest, the results of this monitoring show.
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