SNSPA EXAM STUDY CASE - GLOBAL COMPETITION AND

STRATEGIC COMMUNICATIONS - JUNE 2020

Velescu Alexandra Gabriela

As part of our strategic communication campaign aimed at supporting the United States to
successfully recover from the crisis generated by COVID-19, we have established a set of
practices and suggestions that, in our view, will help greatly in the recovery process:

1. In order to properly deliver our message, we have considered of working together with
the leader of the national television broadcasting, namely CBS. The slogan has been
constructed by both our company and the help of the media experts. Therefore, it has
been concluded that a suitable slogan, which will have a high impact on the nation is the
following: UNITED WE CAN RECOVER IMMUNITY.
The slogan aims to reinforce the need to be together against the crisis and urges people to
be with each other during this difficult time.

2. We need to focus on building a more equal, inclusive, sustainable society and economy
that can cope with national and the many other global challenges we face. Together with
the US Government, the mobilization of funds will be intensified to support national
efforts to overcome the crisis triggered by this pandemic and to prevent another one.

This will be an essential step in trying to mobilize support to fight the virus and to reduce
(or even eliminate permanently) the harmful effects it produces. The campaign will seek
to mobilize the substantial resources needed to accelerate the development of new
solutions and ensure universal and inclusive access to them, ie open access to all those
who need it, wherever they are.

3. The political communicator would be Anthony Fauci, the business communicator will be
Marc Cuban and lastly, the media communicator would be Edward Felsenthal, editor-in-
chief for the Time.
4. USA is considered to be the only state to be a superpower in the world and has a GDP
considerably higher than any of the other 3 global great powers. Besides this, it has some
of the top scientists in the world. These two advantages combined, can benefit the US
considerably during this campaign. As it is vital that a vaccine/cure to be found for the
COVID-19 virus, USA has the potential and the resources of finding this and restoring
the immunity of the nation back.

5. Our main suggestion in regard to points of cooperation between the US and Brussels is a
collaboration between the two governments and the top virologists Peter Piot and Dr. Ian
Lipkin for creating an efficient and effective virus against COVID-19. We believe that
putting together two brilliant minds, along with necessary financial support for the
discovery, can benefit not only the two states involved, but could be extremely benefic
for other countries affected by the virus.

Between the US and China, the two powerful states could work together in finding an
universal economic resolution that could help the most affected states by the virus to
return to the “waterline”, as well as the rest of the states that, although they are great
economic powers, will need a well-thought-out plan. Although we are aware that not
every plan can work properly for all states, this program will be designed in such a way
that it can be adapted as much as possible to the situation of each country.

Russia is already producing a considerable amount of medical supplies and personal

protective equipment, while USA is struggling to meet an immediate need for these
critical supplies. Therefore, we suggest a partnership between the Russian Federation and
USA, to help the United States in producing these masks and medial equipment, by
reducing prices of the necessary manufacturing components. We also believe that this
proposal can be further extended globally, in a worldwide collaboration against our
common enemy: Coronavirus.

6. In terms of aid, we propose to support the Global South Countries subsidize the
development of its smaller low-income neighbors, provide technical assistance and
 training programs and deliver disaster and humanitarian relief to countries within the
Global South countries. In 2017, the US donated approximately 35 billion dollars / 0.18%
GNI to countries within the Global South. Therefore, we suggest that the amount of
money to be donated to humanitarian and economic aid to be similar to the donations so
far, because even if The U.S. is the largest donor in terms of dollars spent, it is still one of
the least generous based on its capacity to help, according to a study made by the Center
of Global Development in 2019. Therefore, for Brazil, which so far is the most affected
Global South country by Coronavirus, we suggest 80 million dollars donations in
humanitarian aid for testing and treatment procedures. For India, which has already
dozens of firms developing vaccines against the virus that causes COVID-19, we suggest
an investment of 1.2 billion dollars to support the creation of such vaccines.

7. America can become a smart power by reinvesting in global public goods and delivering
things that the people and governments of the world want, but that would not have been
achieved without the leadership of the most powerful country. Development, public
health and the fight against coronavirus are good examples. However, there remains a
lack of strategic vision for how to integrate soft and hard power into "smart power" to
address current and future challenges.

According to the Center for Strategic & International Studies, U.S.-China partnership is
indispensable for addressing many of the global challenges: global financial instability,
proliferation and terrorism, climate change, all of which we face in the twenty-first
century. By putting together the resources of each state the U.S and China can improve
the global welfare, as well as their own’s. As an example, we are thinking of a
cooperation between USA and China into economic development opportunities, due to
the great minds each state has. A program in which the elite people in the technological
and economic field of each state can exchange opinions, create schemes and ultimately
help construct a plan to better avoid a possible global economic crisis, which might be
consequence of the coronavirus pandemic.