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🇵🇱 Poland
Poland has plenty to boast abroad, but lacks a coherent image strategy
Poland has genuine assets for building a positive international image — a growing economy, successful start-ups, a successful democratic transformation and tourism appeal — but consistently lacks a coherent strategy for communicating them. The case of Mróz-Gorgoń, tasked with promoting Poland's brand abroad but instead damaging her own reputation, has become the latest public-institution scandal turned political quarrel and internet meme. Analysts argue that without a unified approach, Poland's image-building efforts will keep falling short.
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