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Monitoring and analysis

What is Switzerland's image abroad and how can it be cultivated and improved? Successful communication abroad requires a precise picture of how Switzerland is perceived in other countries and where its strengths and weaknesses lie. To this end, instruments of monitoring and analysis are employed, including image studies and analyses of foreign media coverage of Switzerland.

A transparent glass ball placed over a newspaper article.
Image analyses and media monitoring form the basis for determining the measures for communication abroad. ( © Brian S. Kissinger )

Under the Ordinance on the Cultivation of Switzerland's Image Abroad, Presence Switzerland has the legal mandate to monitor and analyse perceptions of Switzerland abroad and to identify crisis situations at an early stage in order to derive appropriate measures for communication abroad.

How people in other countries see Switzerland

Switzerland's public image in other countries is generally positive – as various image studies and reputation indices such as the Nation Brands Index show. Traditional factors such as the Swiss landscape and high-quality products have a positive and lasting impact on public perceptions of Switzerland abroad. Classic stereotypes such as the Alps, watches and chocolate are all part of that. 

Other Swiss strengths include good governance, political stability, the close relationship between citizens and politics, high quality of life and pronounced environmental awareness. Switzerland also scores well on education, research, health and transport. Swiss celebrities from the worlds of sport, culture and entertainment also have a positive influence, even if by international comparison Switzerland's profile in these three areas remains quite modest.

Switzerland reflected in foreign media

For its size and relative importance on the world stage, Switzerland has a comparatively high profile in the foreign media. In contrast to the positive image of Switzerland among the general public, however, there is also critical reporting, including headline-grabbing events relating to the financial centre and tax issues. Other relevant issues for foreign observers are Switzerland's potential vulnerability as a business location owing to increased competition, the strong Swiss franc, and uncertainty around the longer-term consolidation of bilateral relations with the EU. Switzerland is also viewed negatively in areas such as commodities trading, and has attracted criticism owing to some of the international sports associations that are based in the country (primarily FIFA), as well as the way various issues in this context have been handled by the Swiss judicial authorities. In addition, to a lesser extent, there are also topics that meet with a positive response, such as the stability and competitiveness of the Swiss economy, innovative policy approaches in areas such as health, transport, energy, the environment and research, or direct democracy.

Analytical instruments

To fulfil its legislative mandate, Presence Switzerland develops and exploits various analytical instruments. These are used to formulate the basic strategy behind Switzerland's communication abroad, identify priority themes and communication channels, and detect image crises early.

Image and perception studies

Presence Switzerland conducts regular image and reputation studies of its own to measure perceptions of Switzerland among the general public and opinion makers, and analyses the results of international image indices.

Media analysis and social listening

Presence Switzerland conducts permanent media monitoring and social listening to monitor how Switzerland is portrayed in the leading foreign media and on social media.

Advisory services

As the competence centre for monitoring and analysis, Presence Switzerland advises other federal government departments on issues of external perception and communication. It prepares thematic analyses for this purpose as required.

Reports

Annual analyses

Presence Switzerland presents an annual analysis of Switzerland's image abroad based on media monitoring, its own image studies and studies by well-known institutions.

Analysis 2021 of Switzerland’s image abroad (PDF, 13 Pages, 1.5 MB, English)

Analysis 2020 of Switzerland’s image abroad (PDF, 12 Pages, 2.6 MB, English)

Analysis 2019 of Switzerland’s image abroad (PDF, 16 Pages, 4.3 MB, English)

Analysis 2018 of Switzerland’s image abroad (PDF, 12 Pages, 1.8 MB, English)

Analysis 2017 of Switzerland’s image abroad (PDF, 12 Pages, 1.2 MB, English)

Analysis 2016 of Switzerland’s image abroad (PDF, 8 Pages, 2.5 MB, English)

Analysis 2015 of Switzerland’s image abroad (PDF, 8 Pages, 1.0 MB, English)

 Analysis 2014 of Switzerland’s image abroad (PDF, 8 Pages, 1.7 MB, English)

Quarterly analyses

Switzerland in the foreign media: 1st quarter 2022 (PDF, 2 Pages, 841.6 kB, English)

 

Switzerland in the foreign media: 4rd quarter 2021 (PDF, 2 Pages, 579.1 kB, English)

Switzerland in the foreign media: 3rd quarter 2021 (PDF, 2 Pages, 772.2 kB, English)

Switzerland in the foreign media: 2nd quarter 2021 (PDF, 2 Pages, 751.0 kB, English)

Switzerland in the foreign media: 1st quarter 2021 (PDF, 2 Pages, 792.8 kB, French)

 

Switzerland in the foreign media: 4rd quarter 2020 (PDF, 2 Pages, 766.3 kB, English)

Switzerland in the foreign media: 3rd quarter 2020 (PDF, 2 Pages, 832.9 kB, English)

Switzerland in the foreign media: 2nd quarter 2020 (PDF, 2 Pages, 1.1 MB, English)

Switzerland in the foreign media: 1st quarter 2020 (PDF, 2 Pages, 849.7 kB, English)

 

Switzerland in the foreign media: 4rd quarter 2019 (PDF, 2 Pages, 811.6 kB, English)

Switzerland in the foreign media: 3rd quarter 2019 (PDF, 2 Pages, 815.2 kB, English)

Switzerland in the foreign media: 2nd quarter 2019 (PDF, 2 Pages, 838.3 kB, English)

Switzerland in the foreign media: 1st quarter 2019 (PDF, 2 Pages, 390.7 kB, English)

 

Switzerland in the foreign media: 4rd quarter 2018 (PDF, 2 Pages, 479.0 kB)

Switzerland in the foreign media: 3rd quarter 2018 (PDF, 2 Pages, 880.1 kB, English)

Switzerland in the foreign media: 2nd quarter 2018 (PDF, 2 Pages, 639.2 kB, English)

Switzerland in the foreign media: 1st quarter 2018 (PDF, 2 Pages, 788.1 kB, English)

 

Switzerland in the foreign media: 4th quarter 2017 (PDF, 2 Pages, 281.1 kB, English)

Switzerland in the foreign media: 3rd quarter 2017 (PDF, 561.1 kB, French)

Switzerland in the foreign media: 2nd quarter 2017 (PDF, 452.1 kB, French)

Switzerland in the foreign media: 1st quarter 2017 (PDF, 2 Pages, 445.7 kB, French)

 

Switzerland in the foreign media: 4th quarter 2016 (PDF, 2 Pages, 518.5 kB, German)

Switzerland in the foreign media: 3rd quarter 2016 (PDF, 2 Pages, 191.0 kB, German)

Switzerland in the foreign media: 2nd quarter 2016 (PDF, 2 Pages, 466.6 kB, French)

Switzerland in the foreign media: 1st quarter 2016 (PDF, 2 Pages, 526.0 kB, French)

 

Switzerland in the foreign media: 4th quarter 2015 (PDF, 2 Pages, 565.2 kB, German)

Switzerland in the foreign media: 3rd quarter 2015 (PDF, 2 Pages, 555.2 kB)

Switzerland in the foreign media: 2nd quarter 2015 (PDF, 2 Pages, 512.9 kB, German)

Switzerland in the foreign media: 1st quarter 2015 (PDF, 2 Pages, 436.1 kB, German)

 

Switzerland in the foreign media: 4th quarter 2014 (PDF, 2 Pages, 937.6 kB, French)

Switzerland in the foreign media: 3rd quarter 2014 (PDF, 2 Pages, 447.6 kB)

Switzerland in the foreign media: 2nd quarter 2014 (PDF, 521.5 kB)

Switzerland in the foreign media: 1st quarter 2014 (PDF, 521.5 kB)

Last update 13.06.2022

Contact

FDFA Presence Switzerland

Bundesgasse 32
3003 Bern

Phone

+41 58 462 01 83