9. Communication Switzerland explains its foreign policy through coordinated and appropriate communication that is geared to the target group in Switzerland and abroad. This helps Swiss citizens to freely form their own opinions and promotes awareness and understanding of Switzerland’s positions, interests and values abroad. Strategic communication therefore contributes to an effective foreign policy. Understanding of foreign policy in Switzerland: Foreign policy is also domestic policy – this is why communicating foreign policy issues in a readily understandable way in Switzerland is essential. Through active communication, the Federal Council helps the Swiss population form opinions on foreign policy topics and empowers them to make informed decisions at all political levels. To achieve this, the departments communicate in a coordinated, transparent, timely, proactive and quality-assured manner, and take care to ensure their communication is consistent. The Federal Council supports the media in performing its role in a democracy. The information market has become more competitive due to technical developments. Switzerland uses appropriate measures to help ensure its messages reach the intended audience. The Federal Council is therefore increasingly communicating via online channels. Providing the public with credible information and maintaining dialogue also protect against disinformation. Understanding of foreign policy abroad: Domestic policy is also foreign policy. In an increasingly competitive and interconnected international environment, Switzerland cannot afford to leave it to chance or external actors to determine whether and how it is perceived. Switzerland’s communication abroad serves to actively help shape how the country is perceived externally. Targeted communication activities explain Switzerland, its positions and its strengths, as well as its domestic and foreign policy actions. Ensuring Switzerland enjoys a positive image abroad is not an end in itself. It affects factors such as diplomatic room for manoeuvre, the attractiveness of Switzerland as a business location, economic and scientific hub, and tourism. The country’s image is a key asset in the global competition for attention, influence and appeal. Communication abroad is a pivotal and strategically important instrument in safeguarding the country’s interests. In the age of digitalisation, Switzerland needs to deploy its communication abroad in a swift, targeted and flexible manner to optimally position itself. Switzerland’s communication abroad improves understanding of selected basic topics and of how the country works and can support Federal Council communication in the case of specific concerns. Communication abroad aims to safeguard Switzerland’s interests abroad using public relations tools to help ensure a positive and differentiated perception of the country. Switzerland primarily wants to be seen as an attractive location with a high quality of life – a country which is innovative and competitive and which shows solidarity and takes responsibility. In terms of content, communication abroad focuses on topics with the potential to influence positive perceptions. When necessary, it also counteracts potential negative perceptions. It anticipates developments and identifies promising subject areas. The Federal Council will set out the substantive priorities for the legislative period in the Strategy for Communication Abroad 2020–23. Photo: FDFA ‘Meet the Ambassadors’ in Bellinzona, Ticino 36