WASHINGTON, D.C.—The International Monetary Fund has hired Hill & Knowlton and Euro RSCG and AMO (a network comprising Abernathy MacGregor in the U.S., Maitland in the U.K. and Euro RSCG C&O in France) to communicate its message in the developing world. Hill & Knowlton will manage the fund's communications in the Middle East and Asia, and AMO and Euro RSCG to handle Africa and
Euro RSCG provided public relations counsel and support to Dominique Strauss-Kahn, the former French finance and economics minister who was named managing director of the IMF in September.
The IMF is struggling to repair its image in the developing world amid budget and staff cuts resulting from the fact that fewer countries are requesting loans, and spokesman Masood Ahmed said the appointment of two external agencies is part of an effort to reduce costs by outsourcing work. Ahmed told Reuters it was more cost-effective to hire PR agencies with existing international networks than to expand IMF’s own operations.
“We are committed to trying to improve the way in which we can reach out and respond to concerns and criticisms about the fund and explain what we do," Ahmed said. "We recognize that to do this we have to reach out well beyond