• Switzerland's communication abroad (pdf, 420 kb) 
• Switzerland's strategy of communication abroad 2010-2011 (pdf, 426 kb)

1. The Federal Act on the promotion of Switzerland’s image abroad (German, French, Italian)
2. The Ordinance on the promotion of Switzerland’s image abroad (German, French, Italian)

• Relevant literature (German, French, Italian, English)

Players

Players in Switzerland’s communication abroad:

1. Federal Departement of Foreign Affairs (FDFA)
2. State Secretariat for Economic Affairs SECO
3. Swiss Olympic Association (German, French)
4. Federal Chancellery
5. Swissnex
6. Switzerland Tourism
7. Pro Helvetia
8. Osec 
9. Organisation of the Swiss Abroad 
10. ch Youth Exchange
11. economiesuisse
12. Swiss Bankers Association
13. swissinfo.ch
14. SRG SSR idée suisse
15. Swiss Federal Culture Office (German, French, English)
16. Conference of Cantonal Authorities (German, French)
17. Some Swiss cities and regions

Other countries

1. Germany:
   Deutschlandbild im Ausland
   Haus der Deutschen Wissenschaft
2. Denmark: Ministry of Foreign Affairs
3. Sweden: Swedish Institute
4. Great Britain: Foreign and Commonwealth Office

Switzerland’s communication abroad helps to protect Switzerland’s interests using various public relations tools. The definition of this task is set out in the Federal Act and Ordinance on the promotion of Switzerland’s image abroad (SR 194.1 and 194.11).

• to promote general knowledge about Switzerland abroad,
• to increase awareness of Switzerland abroad,
• to present Switzerland’s political views and positions to a target public abroad,
• to expand and nurture Switzerland’s network of contacts with present-day and future decision-makers and opinion-leaders.

This task is implemented by the Federal Department of Foreign Affairs (FDFA) through Presence Switzerland, which is part of the General Secretariat of the FDFA.

Theoretical approaches for Switzerland's communication abroad and Switzerland’s position

The approach of Switzerland's communication abroad

The FDFA, Presence Switzerland, adhers to the following theoretical basis:

• the notion of Soft power
• the concept of Public diplomacy
• the concept of Nation branding