International messages sent out from the closing ceremony of London 2012 - Emperor's clothes?

The closing ceremony of the 30th Olympiad held in London may have said it all about the host nation's mood.  An eclectic outburst of euphoria without a clear strategy. If for an unlikely moment UK stopped to consider dispassionately what messages were being sent across the globe through the closing ceremony alone the sense of untrammelled exultation may have disappeared. A motley collection of pop figures from bygone years appearently constituted the vanguard of the desired image to be projected by Britain at the close of a highly successful London 2012 Games. The Pet shop Boys, Madness, the WHO, Queen heralded by a distinctly ghostly Freddie Mercury video seem to reinstate the 1980's as present day.  The distinctly surreal sight of the Spice Girls reunited, cavorting on the top of Black Cabs bizarrely added to the rooting of vibrant present day London in the past. Nothing was displayed of the innovative solutions that are being found to encourage growth and make London and the UK a continued magnet for foreign investment.  It may only have been an imaginative Royal Ballet corps beautifully bedecked in eycatching, colouful costumes on the Olympic stage to mark the extinguishing of the Olympic flame that saved the national pride of the host country. Given the various moralistic notes that have been struck many times during the past couple of years of recession it was perplexing that Russell Brand and George Michael were projected as national icons, a fact on which numerous foreign representatives commented wryly.
London is a genuinely global and modern metropolis that contributes hugely to the world economy - as every significant international politician and business leader knows.  Confidence in the future should have marked the close of an historic event for London and would have been a truer reflection of London's capacity to deliver imaginative and effective solutions and thought leadership for global challenges.  Lord Coe's extraordinary achievement in delivering the 2012 Olympic Games with flair, passion and extraordinary drive should be extolled.  But enough of rock and pop stars of decades past. 

Alexandrite international communications specialises in international communications and global profile and reputation management including crisis response. It is led by international journalist and longtime BBC news anchor Keshini Navaratnam  
   

Cross Cultural Issues and International Awareness Matter

As anyone who does business or engages with other countries will tell you one of the most important issues to prepare for any cross cultural encounter is to double check that nothing will be done that will embarrass, offend or irritate your foreign partners. Mistakes make an interlocutor look incompetent or distinctly parochial. This obviously matters when it applies to one of the world’s leading international centres of business, a global meeting point and the host city of the 2012 Olympic Games.

It is absolutely staggering that with 7 years to prepare London’s Olympic organising committee, LOCOG, has shown extraordinary lack of attention to international details that could make or break the 2012 Olympics. London looks far from the multi cultural success story in many foreign eyes in the light of recent cultural gaffes that loomed on the eve of the opening of the London Games.

It is hard to imagine a more damaging diplomatic episode than the South Korean flag being displayed on screens with the North Korean team on the pitch. Given the decades of hostilities and the huge sensitivities over a raft of issues between the two countries it is mind-boggling that no-one thought to double check that the correct flag would be displayed.  A similar belt and braces approach needs to be applied to the national anthems – which constitute  another potential high-casualty area.  

David Cameron’s dismissal of the deeply damaging flag incident as an “honest mistake” in no way mitigates the impact. Anyone who has worked in the international arena knows that mistakes are just not acceptable as an excuse for lack of preparation and attention to this predictable minefield of sensitivities.

What is most troubling is that the offence given to the North Korean team was not the only incident in this area.  Further problems arose after Britain’s Foreign Office was obliged to intervene after the display on London’s Regent Street of the Taiwanese flag, rather than the flag of the Chinese Taipei Olympic committee, the body under which Taiwan’s team officially competes. China is of course hugely sensitive about Taiwan, which it regards as part of its national territory.  

LOCOG were also having to placate Ukraine and Armenia after athlete information on an official Games website appeared to suggest the two countries were still part of Russia. Both countries independence was recognised in 1991.

Other cross cultural gaffes occurred on Wednesday at the Westfield shopping centre, where most Olympic ticket holders would pass on their way to the Olympic site from Stratford rail station, where the Arabic welcome signs were back to front on both sign boards and staff t-shirts.

London is widely regarded as a leading international centre.  Anybody conducting international business knows that avoiding cultural mistakes is key to a successful outcome.  With hundreds of millions of global television viewers focused on the London Olympics for the next several weeks LOCOG should take particular note that London’s reputation as a global business centre post games is also at stake. In today’s straightened global economic context foreign investment is incredibly important to the UK.  It is worth billions of pounds to the UK economy to get our cross cultural communications right.  An international, culturally aware approach is not an optional add-on , it is integral to the success and renewal of the British economy.

Alexandrite international communications specialises in cross cultural global communications, international media and reputation management

www.alexandriteglobal.com  and www.globalnewsmakers.com