Post-Brexit, the UK should be talking to emerging market audiences

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Since Britain’s departure from the EU, the government has been working hard to negotiate trade deals with advanced and developing countries. But with the focus on bilateral talks, it’s important not to overlook or diminish the importance of communicating the ‘Global Britain’ story to audiences in the countries we are looking to partner with. That is particularly the case with emerging markets where the UK’s new-found status as an independent economic actor not so well understood. Developing countries, particularly in Asia, are the growth markets that the government is prioritising, but to secure deals it must do as much as it can to ensure that public opinion in these jurisdictions is on board. Scepticism or ignorance of Britain’s intentions and aims could complicate trade negotiations or even undermine them, which is why communicating the mutual benefits of prospective deals to local media has clear valu