Last year I blogged about the Rwandan government’s $50,000 deal with the US PR firm Racepoint, whose aims include promoting “Rwanda’s Visionary Leader… highlighting President Kagame and his visionary leadership”, while “communicating the successes of Rwanda with key stakeholders in the political and financial elite communities”.
“a consolidated set of tactics to publicize both Rwanda and President Kagame“. This will initially involve “leveraging top print and broadcast outlets to communicate the Rwanda success story… and, in the process, validate it based on their credibility”, together with “a proactive campaign that leverages the web to seed stories favorable to Rwanda”.One of the key themes within the PR strategy’s “Education and inform program” would include:
Racepoint singles out the Huffington Post as a particular online media target, together with “careful seeding across the blogosphere” to “initiate an offensive to control the organic search on Rwanda and set the agenda in print and broadcast”.
“The Rwandan Miracle: Healing of a Nation – We will highlight the rapid healing of the Rwandan nation, it will rely on visuals to drive the story home, Including inviting a handful of top-tier influencer media into the country to observe and Interview people in society.”So I was very interested to hear about a new 45-minute film, reportedly due to air on May 12th and 13th on BBC World New, called “Rwanda-17 – Healing a Nation”.
The blurb from the film paints a heartwarming picture of the country’s under-17 football team, which it suggests “represents Rwanda’s breathtaking evolution and hopes for a better future, with good leadership and unity at the heart of not only sporting success but also a nation’s efforts to achieve reconciliation and prosperity.”
“What is it about Rwanda? What it is it that you’ve got *so* right?” asks the interviewer in the 2-minute trailer. His respondent tells him that “every ship” needs to have “a good captain”.
“Our team today, to play well, *they* a good captain, they need a good coach. They need somebody who has a vision. This is what we have in Rwanda.”
The shot then cuts to an interview with Rwanda’s President Paul Kagame: “As the captain of this ship, what would you say you need to deliver to the people?”, his friendly interviewer asks. “We want to leave poverty behind us. We want to leave any kind of conflict behind us”, Kagame tells him.
This will doubtless come as good news to the UK-based dissidents who Rwanda’s government tried to murder last year… And the exiled opposition leader who has twice avoided assassination in South Africa, though it’s sadly too late for the opposition politician found beheaded in Rwanda in 2010.
Update: There is a longer version of the trailer here, where it is stated that the film was “supported by Crystal Ventures”. The Crystal Ventures website states that:
“The company is wholly owned by Rwandan business people who pooled resources together to meet challenges of economic recovery and take advantage of growth opportunities in a virgin environment.”
Opposition activists, however, have claimed that the company is effectively controlled by the Rwandan President.
According to a DFID-funded research paper on Rwanda’s development, Kagame’s ruling party “funds itself by a combination of member contributions and the dividends paid by a private company which it fully owns… formerly known as Tri-Star Investments S.A.R.L. and now registered as Crystal Ventures Ltd.”