Crans-Montana tragedy is putting Swiss reputation to the test

The deadly bar fire that claimed 40 lives in the Swiss ski resort of Crans-Montana on January 1 led to unprecedented coverage by foreign media. Alexandre Edelmann, the director of Presence Switzerland, believes a major information campaign will be needed to prevent lasting damage to the country’s image and reputation. Almost three weeks after the tragic blaze in the Le Constellation bar in Crans-Montana, media pressure has eased slightly. But criticism from abroad remains fierce, particularly in Italy. In view of the situation, Presence Switzerland, the foreign ministry unit responsible for promoting Switzerland’s image abroad, has already cancelled two evening events planned during the upcoming Winter Olympic Games in Milan-Cortina. Swissinfo: In the wake of the Crans-Montana tragedy, Switzerland has faced severe criticism from abroad. How does this affect your work at Presence Switzerland? Alexandre Edelmann: From the morning of January 1, the world’s media started reporting on ...