And you need to pick your audience --- Simon Anholt also says (heard him in a conference in Mexico, so no link) that, in general, any normal citizen in any country (most of the time) only has three countries in mind: their own, their closest ally or most important enemy, and whoever is in the news recently given a natural disaster, political scandal, war, etc. In that sense, he mentioned that it is very hard to change the perceptions the general population of other countries have of our country, because they do not normally think about it or are attentive to "reputation campaigns".

Source author: Desirée Colomé Menéndez dcolome@sre.gob.mx