RESTRICTEDWORLD TRADE
ORGANIZATIONWT/GC/W/158
1 April 1999
(99-1341)
General Council
14 April 1999
PROMOTION OF THE INSTITUTIONAL IMAGE OF
THE WORLD TRADE ORGANIZATION
Note by the Secretariat
In response to a request made at the General Council meeting on 16 February 1999, the
Secretariat has prepared this note for the purpose of further discussion in the General Council on the
above-mentioned matter.WT/GC/W/158
Page 2
INTRODUCT ION................................................................................................................... ...........2
II. EVALUATION OF POSSIBLE APPROACHES TO IMPROVING THE
INSTITUTIONAL  IMAGE .................................................................................................4
1. Research..................................................................................................................... ............4
2. Media Re lations.............................................................................................................. .......4
3. Advertisement campai gns for television .............................................................................6
4. Direct Marketing Techniques:.............................................................................................6
5. Conferences and Special Events ..........................................................................................7
6. Third Party endorsement.....................................................................................................7
III. ACTIONS DIRECTED SPECIFICALLY  TOWARDS INDIVIDUALS OR GROUPS
OF PERSONS WITH DECISI ON-MAKING AUT HORITY ..........................................7
1. Exchanging national experiences.........................................................................................9
2. National WTO Committees..................................................................................................9
3. WTO Welcome Centre and visibility at book fairs of other events..................................9
IV. THE WTO'S WEBSITE ....................................................................................................10
1. Internet training & presenta tions by the WT O Secretariat ...........................................12
V. CONCLUS ION ................................................................................................................... 13
VI. ANNEX I – OTHER ACTIVITIES OF THE WTO'S INFORMATION AND MEDIA
RELATIONS DIVISION ...................................................................................................14
1. Media Re lation s: ............................................................................................................. ....14
2. Visitors to  the WTO.......................................................................................................... ..14
3. The WTO Library .............................................................................................................. 15
4. Publications ................................................................................................................. ........15
5. Up-dating activities in the audio-visual area ....................................................................16
6. Promoting the WTO's institutional image through audio-visual services.....................17
VII. ANNEX II - THE WTO'S INFORMATION ACTIVITIES AND BUDGET
COMPARED TO THOSE OF OTHER INTER- GOVERNMENTAL
ORGANIZATIONS ............................................................................................................18
VIII. ANNEX III - PROMOTION OF THE INSTITUTIONAL IMAGE OF THE WORLD
TRADE ORGANIZATION - COMMUNI CATION FROM VE NEZUELA ................21
INTRODUCTION
Since its inception in 1995, the World Trade Organization has emerged as a vitally important
player on the international scene. Media coverage of the WTO has been far more extensive than that
of its predecessor, the General Agreement on Tariffs and Trade. World leaders have assigned theWTO a far higher profile than the GATT and the increasingly political nature of the organization's
activities has led many elements of civil society to focus closely on the WTO.WT/GC/W/158
Page 3
The increased prominence of the organization can be attributed to various factors including
the binding dispute settlement system and the enhancement of the WTO's mandate to include
agriculture, textiles, services and intellectual property. The dispute settlement process has been a
particular focus of attention among politicians, academics, the media and civil society. Reports from
dispute settlement panels and the Appellate Body have been the source of great interest around the
world and have brought to the WTO a level of public attention rare among international organizations.
While a higher profile for the WTO has its advantages, many delegates and members of the
secretariat have expressed the view that this more  prominent role for the trading system is a mixed
blessing. Because of the highly complex nature of the organization's activities, there is a sense that the
wider public has little understanding of the principles, objectives, procedures and the limits of the
World Trade Organization.
By most objective measures, it has to be said that the Members and the Secretariat can do a
better job of explaining the relevance and importance of the WTO. In failing to adequately make the
case for the organization, Members and the Secretariat run the risk of allowing critics and opponents
to define the WTO in a manner which is not conducive to building public support.
This document, prepared by the secretariat, examines ways in which the organization might
improve its programmes for educating the public about WTO activities. The strong view of the
Information and Media Relations Division (IMRD), is that to a very large extent, responsibility for
informing the public lies with Member governments. Most Member governments are better placed
than the secretariat to understand public sentiment and sensitivities in their respective countries.Moreover, government officials in capitals have larger budgets and better access to channels of
information than Geneva-based Secretariat officials.
Notwithstanding this point, the Secretariat has an important role to play in providing member
states with tools and ideas that can assist them in  raising public awareness about the importance of the
World Trade Organization.
_______________
At the WTO's General Council meeting of 16 February, the WTO Secretariat was asked to
prepare a note concerning a proposal made by Venezuela in document WT/GC/W/142. Venezuela
proposed the Secretariat prepare a draft report that "would focus on the best ways to build national
support for the multilateral trading system and study ways of achieving such support, at national and
regional levels," including:
(a) evaluating the possibility of a marketing campaign as described in paragraph 4 of the
Venezuelan proposal, including its contents and cost;
(b) examining ways of assisting members with their national information campaigns in
order to enhance public understanding of the WTO;  and
(c) presenting suggestions about what the Secretariat could do to achieve proposals
mentioned in paragraphs 4 and 5 of Venezuela's document.
This document addresses these points and others of relevance to public understanding of the
WTO. Annexes to this document provide WTO Members with an overview of current information
activities undertaken by the Secretariat.WT/GC/W/158
Page 4
In its proposal, Venezuela said the promotion or dissemination of the institutional image of
the WTO should follow two courses of action.  Th e first would apply the marketing guidelines and
techniques used by the private sector, governments and international organizations, including the use
of a wide range of available media.
The second course of action proposed by Venezuela is for a targeted information campaign
directed specifically towards individuals or groups of persons with decision-making authority who are
in a position to influence public opinion in their respective countries.  Venezuela proposed focusing
on members of national legislatures or parliaments,  business associations, consumer organizations and
the media, especially television programmes which focus on economic and trade matters.
II. EVALUATION OF POSSIBLE APPROACHES TO IMPROVING THE
INSTITUTIONAL IMAGE
The first course of action proposed by Venezuela calls for a promotional campaign to enhance
the institutional image of the WTO. Such a campa ign could entail some or all of the following
activities: research and opinion polling; media relations with press activity directed at specific
countries or regions; advertisement campaigns to run on national, regional or global  television andradio stations; direct marketing campaigns; conferences and other special events, and third-party
endorsement. Provided below are short descriptions of what these activities entail. Also listed, where
possible, are initial costings from various public relations and advertising companies for
implementing the activities.
1. Research
The WTO has never attempted any public opinion research designed to examine public
awareness and understanding of its activities. Many companies and organizations, however, apply
such research methods to determine public understa nding, awareness or acceptance of their products
and to identify issues which confront either their product or their industry. Research is oftenconducted before any communications effort is put into place. It is applied mainly to test assumptions
that what is perceived to be a problem is, in fact, just that. Such research not only tests assumptions
but can turn up ideas on approaches that will successfully address negative perceptions.
Professionals in this field pose questions in the most neutral way possible. Neutral questions
are critical in any opinion polling exercise. Biased or leading questions may influence opinions,
rendering the exercise futile.
One company with experience in this field is the Angus Reid Group of Toronto, Canada. The
company undertakes research requests as part of its World Poll service which allows clients to share
research costs with other clients in non-competing subject categories. Other options include
customized research. Research can be conducted in 50 countries in 40 languages. Costs for sharedresearch can range between US$8,000 to US$22,000 depending on the number of questions asked. A
customized poll could cost considerably more.
2. Media Relations
Activities of the WTO's Information and Media Relations Division concerning relations with
journalists and the broadcast media are described in full detail in Annex I. The WTO's Information
Division deals with the world's media on a daily basis. In its relations with the media, the WTO
Secretariat provides objective, factual information on a timely basis.  It has never engaged in a
sustained pro-active campaign to influence the media or public opinion on a particular issue in aWT/GC/W/158
Page 5
systematic way.  Indeed, such a pro-active effort may undermine the credibility of press officers in the
minds of journalists.
Targeted media relations activity differs from the work of press officers. Normally, such work
is carried out by public relations professionals. It involves the dissemination of information, usually
press releases, video news releases, reports or other research documents to journalists working inspecific countries and for selected news organizations. In many cases, such activity is linked to a
specific event or issue. In almost all cases, the aim is to generate "positive" news coverage of a given
subject or issue.
Many corporations or inter-governmental organizations are capable of doing this on their
own.  But public relations specialists can be useful because they have contacts which a given
company or organization may not possess.  Public relations firms are especially desired if a companyor organization wants to reach an audience in a market where it is not yet established or where
understanding of its activities is poor or non-existent. An important element dictating all work in this
area is the kind of information or message to be delivered and to whom. It should not be taken for
granted that an editor will publish an article delivering the desired message to the desired audience. It
is especially difficult if the editor does not know the subject, or the company or believes the storyholds little interest for his readers. It is precisely in such cases that public relations firms are hired to
intervene.
The Secretariat contacted two companies and asked them to provide cost estimates for
targeted media relations work.
The first, Hoffman and Hoffman, is a small public relations firm in the United States which
currently works for a number of Geneva-based inte r-governmental agencies, specifically the World
Health Organization and the International Labour Office. The company specialises in getting news
items on major television stations with global reach and in devising press releases around key issuesof concern to its clients. In its initial proposal to undertake a communications strategy, the company
said: "A comprehensive media strategy should consist of substantive press releases that give examples
of the WTO's successes in developing countries and show how the organization works as a global
partnership among nations to improve economies worldwide. Freer trade is a key element of
economic development. By demonstrating this fact to the public and private sectors, we can help theWTO increase cooperation among global partners."
For a series of targeted press releases issued in the national languages of eight countries
around the world, the company charges US$25,000 per release. Costs for video news releases can be
considerably higher and depend on whether existing film footage can be used or must first be created.
Issuing a single release, once or twice a year, says the company, is not deemed to be very effective.
Hoffman and Hoffman suggest the WTO consider issuing four such releases per year, at a cost ofUS$100,000 for a targeted public relations campaign. Many public relations companies also advise
their clients to hire them to follow up on their media activities to maintain a steady level of public
interest. This would be in addition to the base costs for targeted media relations work.
A second company contacted by the WTO was the London-based office of Hill and Knowlton
International, one of the world's largest public relations firms. This company operates through
associate offices located all over the world. Hill and Knowlton was asked to provide estimates for
issuing releases, appropriate follow-up activities and organizing press conferences in seven countries.
The estimates, forwarded to Hill and Knowlton from the respective associate offices and which
represent base costs only,  are as follows:WT/GC/W/158
Page 6
Country Media Relations
(for five press releases)Press Conferences
USA
France
Brazil
IndonesiaIndia
Egypt
ZimbabweUS$27,750
  US$6,000
US$12,000
  US$3,750  US$7,500
  US$3,000
  US$4,000US$68,000 in New York City
US$10,000
US$15 to US$20,000
US$9,000US$5,000
US$5,000
US$3 to US$5,000
3. Advertisement campaigns for television
While the WTO has produced several videos and footage in the form of video news releases
for use by television, it has never hired an advertising firm to create an advertisement aimed at
promoting public understanding of its activities. Several inter-governmental organizations use
advertising to draw attention to their work. Many of these organizations are concerned withhumanitarian relief or with issues concerning health, poverty, education, development or the
environment. Advertisements for UNDP, UNICEF, UNHCR, the UN and the World Bank are
regularly shown on television stations with global reach such as BBC, CNBC, CNN, Reuters
Television and the Middle East Broadcasting Corporation. Many specialized agencies of the UN also
focus on national stations to air their ads in Europe, North and South America and Asia. Some of the
agencies, notably UNICEF, collect donations directly from the public.  Advertising is a way for them
to maintain or increase public awareness of their activities and to raise funds.
Cost estimates for a 30-second commercial on CNN vary between US$750 for 30 seconds
during the morning hours in Asia to US$16,000 for 30 seconds during prime television viewing hours
in the United States. Costs stated here are for one-time airing of the commercial. The large cost spread
is attributable to varying rates charged for prime time slots, the type of programme and market. The
North American market is the most expensive. A special Latin American service exists as well. CNN
does offer pro bono rates to inter-governmental agencies. These rates can be considerably lower (and
sometimes free of charge) than cost estimates cited here and are usually negotiated directly with
CNN's management.
In addition to the costs of broadcasting an advertisement, there are the costs of producing the
ad itself. Once again, it is important to know what kind of information or message is to be delivered
and to which target audience. The London-based office of J.W. Thompson, an advertising agency,
said cost differences for producing a commercial depend largely on what is required in terms of the
concept, the creative idea for the commercial, any special effects it may contain, its length and the
location where it is filmed. Employing actors would be an additional cost. The company suggested
that a maximum amount of US$200,000 would have to be spent on creating such a commercial. CNN
has said that they too work with advertisers to devise appropriate advertisements. Costs here depend
on the sophistication of the commercial's content, quite similar to that described above. The World
Bank spends regularly between US$8,000 and US$10,000 for their 30-second commercials on CNN.
4. Direct Marketing Techniques:
Aside from press releases, reports and newsletters which are mailed out to journalists,
universities, businesses, NGOs and governments, the WTO has never used direct marketing as a
communications tool. Direct marketing is used by some companies, NGOs and by some inter-
governmental organizations wishing to attract new customers, readers or to increase or raise
awareness of their activities or to raise funds to  carry them out. Non-profit organizations and someWT/GC/W/158
Page 7
environmental organizations use direct marketing to promote awareness of their work in a specific
national market. Such techniques involve searching potential clients through mail campaigns. Mailing
lists are purchased from specialized companies on a one time basis and costs depend largely on the
size of the mailing and on the nature of the lists used. Direct marketing is a technique often used to
foster relations with a select group of individuals, i.e. of a certain income bracket,  or a segment of
society with specific interests. It is not deemed a particularly effective tool when communicating with
the public in general but could prove valuable in targeting a specific group in selected markets.
5. Conferences and Special Events
There is little doubt that the WTO's regional 1998 and 1999 seminars on trade and
environment, its NGO conferences on trade and environment held in 1997 and 1998 and the two
symposia on trade and environmen t and trade and development held in March have helped NGOs,
other inter-governmental organizations and WTO Members improve their understanding of thecurrent and future work of the WTO. The conferences and symposia focused attention on specific
themes debated from a variety of perspectives.  The contents of such conferences were also
disseminated to wider audiences and bolstered by media coverage. The proceedings of the two
symposia in March 1999 were broadcast live on the WTO's internet site and generated an estimated
11,000 visitors each day. Many viewers were able to follow the symposia without coming to Genevaand to use the opportunity to contact the WTO, either to ask questions or to contribute to the debate.
A similar broadcast was sent out from Geneva during the 50
th anniversary commemoration.
The WTO's 3rd Ministerial Conference in Seattle, Washing ton at the end of 1999 will provide another
opportunity to explain the role and activities of the WTO.
6. Third Party endorsement
Perhaps one of the most cost-effective ways of disseminating a particular message is for
others to do it for you. Whatever good the WTO Secretariat might say about itself is never as
convincing as having a credible third party say the same thing. A good compliment to the WTO'scommunication activities would be to establish ties with credible spokespersons from academia,  from
business and civil society and from governments from advanced and developing economies and to
have them speak of the benefits of the WTO. It is important to note that any messages given out by
such third-parties must be credible, based on fact and should be presented in context. While it takes
time to establish ties with third parties,  the results of the efforts are invaluable.
III. ACTIONS DIRECTED SPECIFICALLY TOWARDS INDIVIDUALS OR GROUPS
OF PERSONS WITH DECISION-MAKING AUTHORITY
The second course of action proposed by Venezuela was to direct an information campaign
towards individuals or groups of persons with decision-making authority or those able to influence
public opinion in their respective countries.
In this context, Venezuela's proposal also addressed "launching an information campaign
focusing on the multilateral trading system specifically directed, inter alia , towards members of
national legislatures or parliaments, business associations, consumer organizations and the media,
especially television programmes which focus on economic and trade matters."The contents of such an information campaign should be agreed before establishing contacts with
opinion makers. Explaining that a WTO website is at their disposal is not sufficient for persuading
such persons to act on behalf of the organization.WT/GC/W/158
Page 8
The WTO's Information and Media Relations Division already produces information
materials which can provide decision-makers with arguments explaining how the WTO benefits
governments and the general public. It may be approp riate to meet with IMRD officials who can assist
in preparing the ground so that national differences and sensitivities are examined before such
materials are distributed.
Messages which draw attention to the benefits of the WTO and the multilateral trading system
it represents could include the following:
(1) The WTO is a rules-based and not power-based organization – decisions taken by
consensus – small countries have equal rights;
(2) The multilateral trading system helps promote peace, not least because trade wars
could lead to real wars if the WTO's dispute settlement mechanism did not exist;
(3) Consumer choice keeps prices lower and promotes healthy competition, resulting in a
wider selection and better quality of goods;
(4) Freer trade helps reduce the cost of living;(5) Trade contributes to stimulating economic growth;  and(6) Free trade does not exist – trade based on the rules of law does – disputes settled in
the WTO by WTO Members.
Some of these issues are highly complex and difficult to explain in a simple way. However, it
is vital that the messages are easily understood by the general public. WTO Members, therefore,
might agree that some simplification is necessary of the WTO's legal language if the desired end goal
is really to genuinely enhance public understanding of the WTO.
Venezuela's proposal also addresses assistance the WTO Secretariat could provide to
individual governments wishing to do more to inform their general public. Member governments are
better placed than the Secretariat to understand public sentiment and sensitivities in their respective
countries. The Secretariat has an important role to play in providing Member states with tools andideas that can assist them in raising public awar eness about the importance of the WTO. Preparation
of specific materials, i.e. booklets, brochures, fact sheets, slide shows, etc. would certainly help to
raise awareness of the WTO's work and activities among decision-makers. Other actions could
include the following:
- Working with elected officials who are sympathetic to the WTO.  Such officials
could publicly speak out on behalf of the WTO in their respective legislatures and intheir public speaking engagements;
- Contacting trade officials and/or foreign a ffairs ministries working in capitals to do
more to explain to the public why and how their government benefits from the WTO;
- Encouraging employers whose companies are export-oriented to inform their
employees about the merits of the WTO and to use public speaking engagements toendorse the rules-based system;
- Mobilizing national chambers of commerce and other business organizations to do
more in their respective markets to support WTO understanding;WT/GC/W/158
Page 9
- Providing national education ministries with WTO information tailored for secondary
and university-level students;
- Convincing editors of popular news publica tions and television programmes to write
and air more features about the WTO and international trade issues;
- Organizing "Model WTOs" for university-level students along the lines of the Model
UN;
- Hosting “Open Door” days at the WTO’s headquarters to provide Geneva residents
and citizens of Switzerland and France with the opportunity to learn more about what
the organization does and represents;
- Creating national WTO inter-active websites (as is already being done by Japan) to
provide users with basic information on the WTO;
- Organizing WTO seminars for journalists in Geneva or regional capitals (as is done
regularly by the World Bank, the IMF and the European Communities).
1. Exchanging national experiences
Informal WTO meetings could be arranged for Members to exchange views and experiences
on how to enhance public understanding of international trade issues and the WTO's multilateral
trading system. Australia has suggested that the WTO could draw on ideas already being implementedas part of its APEC information campaign. Japan said it produced school booklets about the WTO and
held meetings with civil society. The European  Communities has suggested that the experiences of
individual countries should be shared among interested WTO Members.
2. National WTO Committees
Any campaign to educate target groups and change attitudes about the WTO and the
multilateral trading system will need to be sustained over time if it is to have any effect. This requires
support by opinion leaders in each target country. One way to achieve this is to set up a national
committee composed of individuals from business, go vernment, universities, research institutes and
members of civil society. The main thrust of the national WTO committees would be to providepublic information through their networks of contacts, conferences and public events which they
could organize. Another aim for such committees is to focus on the work of their respective
governments vis-à-vis the WTO and future trade negotiations. Such committees already exist in many
countries in the form of associations for the United Nations. The WTO national committees could
function in a similar way and could liase with the WTO Secretariat, and particularly with the WTO's
Information and Media Relations Division.
Such committees should try to become self-sufficient by obtaining financial support from
their national governments and from corporations or individuals.
3. WTO Welcome Centre and visibility at book fairs of other events
A WTO Welcome and Information Centre could be established in Geneva. Such a centre
could be located inside the WTO or in a public location very close to the Centre William Rappard.
This centre would be equipped with terminals allowing visitors to learn more about the WTO's
website. The public would receive free information materials and booklets and could be provided with
information as to who to contact in the Secretaria t for more information on a precise subject. The ideaWT/GC/W/158
Page 10
behind the welcome centre is to increase the WTO's visibility in Geneva and to provide the regional
Swiss and French public with a chance to learn more about what the WTO does.
Another option is for WTO officials to participate at book fairs and similar events in and near
Geneva. There are numerous cultural events in the course of a year where it would make sense to set
up a publications/public information booth. The main cost involved would be to acquire a simple,portable display stand (about Sw F 6,000 to 7,000), and to reserve space at relevant events. This
would not only be a good way to introduce the WTO in a positive context but could be a self-
financing activity in that the WTO could also sell its publications and other products.
IV. THE WTO'S WEBSITE
Venezuela's proposal also mentioned the WTO's website and suggested that the existing site
might be complemented by a separate part of the si te designed for readers who know little about the
WTO. The WTO's current website already contains such information, but it may not always be easy
for the first-time user to find it. For this reason the site could direct users to WTO information
expressed in general terms that describe its main aims and goals.
Efforts in this direction have already begun. An information brochure entitled 10 benefits of
the WTO was released during the March 1999 High-Level Symposia and posted on the WTO's
website. Two other brochures are currently being prepared. One is entitled The WTO in Brief; the
other, 10 common misconceptions of the WTO.
Efforts are also underway to re-evaluate the website and its content. Concerns have been
expressed about keeping the website as up to date as possible in the three, official WTO languages.
The WTO's website generates a substantial number of enquiries. 7,300 inquiries were
received in 1998. This does not include questions or requests for information sent directly to otherstaff members of the Secretariat. The enquiries range from simple questions to highly complex
requests for detailed information. The enquiries concern every possible aspect of the WTO's legal
agreements and activities. In less than 5 per cent of the cases, questions are received which have
nothing to do with the WTO's main areas of activity. These are forwarded either to another inter-
governmental agency or, in some cases, to WTO Members.
The overall use of the Internet site by the public and by trade specialists around the world
continues to increase. The following are statistics for the WTO Internet sites (English, French and
Spanish versions) during the month of  February  1999, as measured by specialized software on the
UN's International Computer Centre server.
(a) USERS:
There were 138,902 individual visitors to the site during the month. The software
selects repeat users and counts them as one single user for the period measured. The number
of individual users is a strict minimum since multiple users accessing the site from behind the
same "firewall" are counted as a single user.   For example, 100 users from WTO  would be
counted as a single user.WT/GC/W/158
Page 11
(b) LOCATION:
- About 97% of users during February were from locations outside Switzerland.
- Users came from 150 countries, including 21 in Africa. The majority of users
came from North America and Europe.
(c) DURATION:
The average length of a user session wa s 16 minutes, a relatively long period when
compared to user sessions recorded by the UNICC for other inter-governmental
organizations.
(d) DOWNLOADS:
Users downloaded over 43,000 megabytes of texts and data. This is equivalent to over
40 million pages of information. The files most often downloaded were:
- 3,285 compressed files from the DDF – the documentation download facility
which contains working documents
- 2,167copies of the WTO's "Trading Into the Future" interactive guide, of
which 338 in French and 233 in Spanish.
- 1,167 copies of various dispute reports
- 1,110 copies of the interactive guide to the WTO and Developing countries.
- 1,089 copies of the WTO video clip
- 749 copies of the WTO employment application form
- 499 copies of FOCUS
- 318 copies of  WTO Statistics and
- 307 copies of the PDF version of the WTO's brochure "Trading Into the
Future"
(e) OCCUPATION
- 32% of users are from  private  companies
- 28% were from universities
- 10% from international organizations and NGO's
- 3.4 % from governments.WT/GC/W/158
Page 12
(f) MOST ACCESSED DIRECTORIES:
The following shows how many users accessed various components of the WTO
internet site:
- 12,483 users went directly to the Document Dissemination Facility (DDF)
- 3,504 users went to the Trade Policy Review pages
- 3,448 users consulted the "About the WTO" information pages
- 2,634 users went to the WTO Training Package
- 1,325 users went to the WTO Vacancies pages
- 997 users went to the Dispute Settlement pages
- 905 users went to the Intellectual Property pages
- 867 went to the news release pages
- 797 users went to the Development pages
- 792 users went to the Services pages
- 774 users went to Research (ERAD) pages
- 747 users went to the 50th anniversary pages
- 708 users went to the Legal pages.
- 674 went to the Goods pages
- 654 users went to the Government Procurement pages
- 615 users went to the on-line forum WTO and Developing countries.
- 611 went to international trade pages
- 562 users went to the Environment pages
1. Internet training & presentations by the WTO Secretariat
Since 1997, about 600 staff and officials in LDC a nd developing country trade ministries have
benefited from training, which enables them to access and use WTO information resources on the
Internet and on CD-ROMs. By September 1999, 69 reference centres will have been established in
countries in Asia, Africa, and the Caribbean. Government officials receive computer equipment and
extensive training. Earlier this year, officials from 16 countries with established reference centres took
part at a WTO notification seminar in Geneva. They also used the occasion to evaluate additionaltraining needs and plans for the future.
On-line forums on trade issues of interest to developing countries have also been organized.
Five forums were organized in 1998 and early 1999 on a variety of topics including, financial
services, low-income countries in the GATT/WTO framework, the 50
th Anniversary of the GATT,WT/GC/W/158
Page 13
regionalism (with the World Bank) and intellectual property rights (also with the World Bank). Each
of the forums had an average of 800 participants from all over the world, but mainly from least-
developed and developing countries.
Training has also been provided for those participating in the WTO's Trade Policy Courses so
that participants in the regular training courses can learn to access WTO computerized informationresources. About 200 trainees have benefited from this training component since January 1998.
V. CONCLUSION
In its request to the Secretariat to produce this document, Venezuela raised the point that a
failure to adequately inform the public on WTO principles, objectives and activities could have
profoundly negative consequences for the organization and its Members. "The possible consolidationof (a) negative institutional image of the WTO could have a negative impact on the organization's
credibility and future development."
Growing concerns about globalization in many countries and the feeling among some people
that the WTO is somehow responsible for this phenomenon, have contributed to the negativesentiment about the organization that has arisen in recent years.
If this perception is to be turned back, effective communication about the organization and the
global trading system are essential. This is a job which lies largely with the Members for the reasons
explained above. There are a variety of approaches that could be pursued, but there is no single best
strategy that applies to all Members. The Secretar iat has an important role to play in assisting
Members in formulating their information programmes in a manner best suited to the needs of the
individual governments. Should Members decide that this is an issue which requires attention on an
on-going basis, the Information Division will be pleased to contribute in any way.
Though all Members have different aspirations for the WTO, it is clearly in the interests of all
that the organization and the multilateral trading system be strengthened. Efforts to improve
understanding of the WTO will require both an investment in time and adequate funding. With a
Ministerial Conference scheduled for later this year and new negotiations to follow shortly thereafter,
Members have an opportunity and a responsibility to educate their citizens on the benefits to all froma non-discriminatory, rules-based trading system in which decisions are taken by consensus. This is
an opportunity that should not be missed.WT/GC/W/158
Page 14
VI. ANNEX I – OTHER ACTIVITIES OF THE WTO'S INFORMATION AND MEDIA
RELATIONS DIVISION
1. Media Relations:
All formal, and many informal, meetings of WTO Councils, Committees, Working Groups
etc. are covered by IMRD press officers. Each week, press officers in the Information Division give
three of four briefings to journalists in the Palais des Nations. The attendance at these briefingsdepends largely on the WTO activity under consideration. For the General Council and Dispute
Settlement Body briefings, as many as between 40 to 50 journalists attend. These journalists come
from all over the world and represent many of the largest and most important national newspapers and
wire services.
In addition to briefings, press officers field an average of 10 phone calls per day from
journalists and others seeking information on any WTO activity. Press officers are on 24 hour call andreceive calls at night and on weekends. Calls from journalists come primarily form Asia, Europe and
North America. Increasingly, the Information Division is also contacted by e-mail. Each press officer
receives about 5 to 10 messages a week. On average, the Information Division receives about 150
telephone calls per week from the general public.
Since the WTO's inception, the Information Division has issued 127 press releases in the three
official languages. More than 100 trade policy review press releases have also been issued.
Background information and documents were also written for journalists attending major WTO events
such as the first two Ministerial Conferences.
During the past five years, the Information Division developed contacts with journalists from
least-developed countries where press coverage of the WTO and international trade issues was
minimal or non-existent. Groups of between 10 to 15 journalists where invited to attend the meeting
of the signing of the Marrakesh Agreement in 1994, and the WTO's 1
st and 2nd Ministerial
Conferences in 1996 and 1998. A smaller group was invited to attend the High-Level Meeting onLeast-Developed Countries held in October 1997. After each of these events, published news stories
were sent back to Geneva. Many of the journalists are now in regular contact with the WTO. All of
them receive the organization's press releases and newsletters.
Efforts will continue to establish more contact s with journalists from least-developed  and
developing countries, but using a more systematic approach where appropriate funding is made
available well in advance of major WTO conferences. Bringing journalists to Geneva for three-day
briefings or holding such meetings in regional capit als would be a start toward explaining the WTO to
journalists who know little about international trad e issues. It would be a start toward enhanced public
understanding in many developing countries.
2. Visitors to the WTO
In 1998 the WTO organized 84 visits for groups of students, journalists, business associations
and government officials. In total 2,550 persons came to the WTO for general and detailed WTO
presentations by WTO Secretariat staff.
The visitors range from young students (between 17 and 18 years of age) to groups of senior
diplomats and officials from WTO Member governme nts.  The majority of those visiting are under-
graduate and post-graduate university students. 65% of the presentations were in English,  22% in
French, 11% in German and 2% in Italian.WT/GC/W/158
Page 15
In the first two months of 1999, 19 groups representing over 500 people came to the WTO.
Another 26 visits are planned (almost 1,000 people) up until June 1999. Of these 45 visits, 55% will
be in English, 26% in French, 17% in German and 2% in Spanish.
The majority of the presentations are given by Press Officers from IMRD with staff members
from other divisions also participating when requested.  Presentations vary according to the level ofthe participants and special requests asked for by the organizers. Generally, groups request a general
presentation of the WTO, which could include a showing of a WTO video (the 50th Anniversary of
the Multilateral Trading System), followed by a presentation of around 45 minutes about thefunctions and the principles of the WTO, including the dispute settlement system and trade issuescurrently under discussion. A question-and-answer session usually completes the presentation. Forsome groups, government officials are asked to address the participants to provide a nationalperspective.
Full-day or two-to-three day programmes involving in-depth discussions on many subjects
now are being organized with greater frequency. An estimated 80 per cent of all requests forpresentations come form organizers who have already been to the WTO before and have realizedthe value such presentations offer their participants.
3. The WTO Library
The public has the same access to the WTO's library as the Secretariat staff and
representatives from WTO Member governments. More than 3,600 people visit the library each year.When WTO staff and government representatives are counted, this total increases to more than 9,000
users per year.
More than 16,000 books and periodicals are lent to users per year. With its 30,000
monographs, 1,100 annual publications and more than 1,700 periodicals, the library is already well-known in Geneva as one of the most important sources of documents concerning internationaleconomics, trade law, and titles focusing on all subjects related to the activity of the WTO.
Requests for information are handled by one person. Currently, it is necessary for anyone
seeking information for his/her research to come to the WTO's library in person. In the near futurethe library's catalogue will be made available on the WTO's internet website, allowing users toaccess the catalogue from anywhere in the world. The library can then offer the public andgovernment officials research from its inter-active da te base. This will prove particularly useful for
government officials working in developing and least-developed countries in need of specificinformation concerning legal and economic aspects affecting specific products and markets. Thiscould also help the WTO achieve greater transparency vis-à-vis the general public. It is important tonote, however, that such a "library website" should be designed to encourage not discourage users.It should be an easy to use system that provides users with required results.
4. Publications
Since the entry into force of the WTO, the organization's approach to the writing, production
and sales of its publications has undergone significant changes. Two main directions have emerged:
the first is to complement traditional publications by  also offering them in an electronic format; the
second is to engage in co-publishing agreements.WT/GC/W/158
Page 16
Since 1 January 1998 the Publications department has issued 51 books for sale and several
brochures for free distribution. This includes the new series of Dispute Settlement Reports and two
special publications marking the 50th anniversary of the GATT/WTO.
A new electronic library of WTO reference and information publications has been created on
CD-Roms since January 1998. It includes:
- Complete Uruguay Round Results, trilingual
- Complete 42 volumes of GATT BISDs, trilingual
- WTO Trade Policy Review reports since January 1, 1998.
- The GATT Analytical Index
- WTO Internet site, CD version
- International Trade Statistics CD- Trading Into the Future, WTO brochure, trilingual
- Guide to WTO and Developing Countries, trilingual
- Interactive Guide to WTO Textiles Agreement, trilingual
Many of the print and electronic publications listed above have been produced under co-
publication agreements. Such agreements result in reduced production costs for the WTO and muchbetter distribution and promotion of WTO works through the facilities of professional publishing
houses. Cost savings in terms of production costs assumed by outside publishers totalled about
Sw F 00,000 during 1998.
The first  comprehensive on-line database of WTO materials is being developed under a new
co-publication agreement with Lexis-Nexis, the worl d leader in providing legal and professional data
on-line. The database will eventually contain all WTO reference and information collections (BISDs,
TPRs, etc). WTO professionals will have a minimum of 50 hours of free access to the collection per
month through the WTO Library. The cost to the WT O of creating such a database on its own would
be well in excess of  SwF1 million.
5. Up-dating activities in the audio-visual area
Since 1996 the WTO has produced three videos entitled Trading into the Future, The
Singapore Ministerial Conference  and the 50
th Anniversary video. Copies of the 50th Anniversary
video were distributed to all WTO Members States and to television broadcasting stations by way of
the Geneva-based European Broadcasting Union.  Efforts are being considered to ensure an even
wider circulation by providing copies of the most recent video to the education ministries of those
WTO Member governments.
During the 2nd Ministerial Conference in Geneva in May 1998, the WTO's Information
Division broadcast the conference live via the internet and provided delegations and broadcasting
stations with complete copies of the event.WT/GC/W/158
Page 17
The Information Division has also developed information and technical cooperation materials
for the broadcast media working in developing countries. Examples of recent work include:
- The 1st Ministerial Conference in Singapore - interviews were conducted with African
country Ministers and other high-level officials attending the Ministerial. They were
broadcast by satellite to various countries throughout Africa to augment news itemsprepared by national television stations;
- During the WTO's negotiations on telecommunications services in February 1997 and
its negotiations on financial services in December 1997, interviews were conducted
with officials from Asian and African governments participating in the talks. These
interviews were supplemented with other background information and an intervention
by the WTO's Director-General;
- At the first High-Level Meeting on Least Developed Countries in October 1997,
interviews were conducted with Ministers and senior government representatives
from LDC countries participating at the Meeting. Again these interviews were
broadcast to various television stations in Africa and Asia.
Future work in the area of audio-visual services could focus more on technical cooperation
and assistance. In-house videos could be produced to assist developing country representatives withtheir WTO notification requirements, for example, or with issues they think need to be better
understood in their respective countries. More use could also be made of the internet to broadcast
interviews with WTO officials or major press conferences.
6. Promoting the WTO's institutional image through audio-visual services
Aside from the filming and dissemination of footage taken during major WTO events like the
upcoming 3
rd  Ministerial Conference in Seattle, Washington, the WTO's audio-visual service could
focus more on issues facing the work and role of the WTO. Such a focus would be particularly
relevant in conjunction with a specific WTO area of activity, i.e. the integrated framework for least-
developed countries. An issue-focused video could also lend support to the release of major WTOresearch or publications and how such research affects specific countries and developing countries in
particular.
There is a growing demand for information whic h examines the impact of trade agreements
and future multilateral negotiations on developing countries. However, there are too few occasions toexplain such developments to the general public in Africa, Asia or in Central and South America. A
suggestion here could be to arrange contacts between WTO officials travelling to a particular country
on a technical mission to meet with the local media. This would benefit both the host country in its
efforts to increase public awareness of the WTO and would help the WTO expand its visibility.WT/GC/W/158
Page 18
VII. ANNEX II - THE WTO'S INFORMATION ACTIVITIES AND BUDGET
COMPARED TO THOSE OF OTHER INTER- GOVERNMENTAL
ORGANIZATIONS
Information from other organizations has been provided to the WTO.  However, in some
cases the data provided is only an approximation and numbers compared sometimes do not cover
exactly the same sort of activities. This comparison is by no means exhaustive and is only includedhere to provide Members with a general overview.
= information unavailable
1. BUDGET
Per year (98/99) WTO World Bank IMF UNEP
Total information
budgetUS$755,0001US$24 million US$24.1 million US$3.54million
2. STAFF
WTO World Bank IMF UNEP
Total information staff 20.5 170 78 19
3. MAIN AREAS OF ACTIVITY
Per year WTO World Bank IMF UNEP
Press releases 55 400 170 120
Video news releases none none none 3 to 4
Briefings for the press 170 (and
interviews)varies 350 (and
interviews)30
Phone calls
(a week)400 varies 1000
Information sent
through emails
(a week)60 varies 200 200
Background notes 15 to 20 varies 50
Speeches 10 75 50
Other 50 press
conferences2 school visits a
week
                                                     
1 Figure for 1999 not including salaries and related costs;  US$1 = Sw F 1.44WT/GC/W/158
Page 19
4. PUBLICATIONS
Per year WTO World Bank IMF UNEP
Magazine Monthly No 1 quarterly and 1
fortnightly1 bimonthly
Subscribers 14,000 15,000
Other publications
(including annual
reports)35 250 multiple 100 (newsletters,
reports, books,
periodicals)
CD-ROMs 4 10 1 major 2
Souvenirs yes yes no yes
Total publications
budgetUS$570,0002US$3 million varies
Revenue from sales US$500,0002US$2.12 million US$100, 000 to
US$200, 000
5. WEBSITE
December 98 WTO WIPO UNHCR UNCTAD ITC
Users 138,902 42,237 38,509 12,474 13,569
Data downloads (in
megabytes) 27,632 8.2 5 2.2 1.7
Monthly WTO World Bank IMF UNEP
On-line forums yes yes (with WTO) no yes, Infoterra
Other interactive
featuresvideos, audio
recordings,
Speechesno
6. VIDEOS
Per year WTO World Bank IMF UNEP
Videos 2 52 (in total) 2 15 approx.
7. LECTURES
(to the public, i.e. students, governme nts and non-governmental organizations)
Per year WTO World Bank IMF UNEP
Lectures 100, none abroad
– not countingconferences to
which WTO staff
are invitedyes, and abroad 115, including
abroad45, including
abroad
                                                     
2 Figure for 1998;  US$1 = SwF 1.44WT/GC/W/158
Page 20
8. SPECIAL EVENTS
Per year WTO World Bank IMF UNEP
Special events
(seminars,
symposiums,
conferences, etc)Ministerial
Conference,
symposia on trade
& development,
& environment,seminars for the
pressvaried seminars for the
press, NGOs,
parliamentarians
and studentsWorld
Environment Day,
Sasakawa
Environment
Prize, Global 500,Clean-Up, World
Water Day, &
others.
9. INFORMATION CAMPAIGN
WTO World Bank IMF UNEP
On television no yes no yes (ozone,
water, oceans,
etc.)
On radio no yes no yes
In newspapers no yes no yes
Recourse toprofessional public
relations or
advertisingcompaniesno no no yes
Cost in 1998/99,
US$90, 000 plus
US$3 million
from sponsorsWT/GC/W/158
Page 21
VIII.  ANNEX III - PROMOTION OF THE INSTITUTIONAL IMAGE OF THE WORLD
TRADE ORGANIZATION - COMMUNICATION FROM VENEZUELA3
The following communication, dated 1 February 1999, received from the delegation of
Venezuela is circulated to WTO Members.
_______________
1. The WTO has not done enough to consolidate a positive institutional image.  On the contrary,
the WTO is increasingly perceived as a supranational power consisting of an impersonal and
dogmatic bureaucracy pursuing its objectives relentlessly without taking account of possible impact in
other areas.  We need only consider the example of  the public demonstrations that took place during
the last Ministerial Meeting in Geneva.  Similarly, arguments against the benefits of opening up trade
are becoming increasingly prominent in the media.  This distorted image is gaining ground in the
developing and least-developed countries in particular, especially in the wake of the Asian financial
crisis.
2. The possible consolidation of this negative institutional image of the WTO could have a
negative impact on the organization's credibility and future development.  For the delegations of the
developing countries and the least-developed countries which are already having problems
implementing the WTO Agreements, this situation is particularly delicate since we could see a
generalization, at the different levels of power (executive, legislative, public opinion, media, etc.), of
the tendency to reject the role and importance of the WTO.  This situation is not unique to developingcountries.  There are many parallels in advanced economies.
3. Bearing in mind the content of paragraph 4 of the Ministerial Declaration of Geneva
(May 1998), the delegation of Venezuela proposes that we consider the possibility of developing a
fitting institutional image of the WTO, emphasizing that it is an organization directed by its Members,
that its decisions are adopted by consensus, etc.
4. The promotion or dissemination of the instit utional image of the WTO should follow two
courses of action.  The first would apply the guidelines and techniques used for the marketing of
products, which implies using a wide range of media available.  It would be wise to call on the
services of corporate image specialists.  At the same time, the WTO website could include a separate
section in which information about the WTO is pres ented in a more "digestible" format for a broader
public with little knowledge of international trade issues, i.e. a kind of WTO for beginners:  a step-by-
step guide.
5. The second course of action would be directed more specifically towards individuals or
groups of persons with decision-making authority and/or able to influence public opinion in their
respective countries.  Here we suggest launching an information campaign focusing on the
multilateral trading system specifically directed, inter alia , towards members of national legislatures
or parliaments, business associations, consumer organizations and the media, especially televisionprogrammes which focus on economic and trade matters.
6. It is important that work on the initiatives described above begin as soon as possible and be
underway well before the WTO's Third Ministerial Conference planned for the end of
November 1999.  While the WTO Secretariat already has an abundant amount of information
material, it is clear for many WTO Members that more must be done at the national level to explain
                                                     
3 Previously circulated as document WT/GC/W/142.WT/GC/W/158
Page 22
the WTO and the multilateral trading system it represents to the public and to key decision makers.
We believe that the Secretariat could prepare a document that would focus on the best ways to build
national support for the multilateral trading system and study ways of achieving such support, at
national and regional levels, including:
(a) to evaluate the possibility of a marketing campaign as described in paragraph 4,
including its contents and cost;
(b) to examine ways of assisting members with their national information campaigns in
order to enhance public understanding of the WTO;
(c) to present suggestions about what the Secretariat could do to achieve proposals
mentioned in paragraphs 4 and 5.
7. The Secretariat could present to the General Council a draft report on the previous matters in
the next 60 days, for further discussions.
__________