The Islamic Republic of Pakistan
Building a modern public diplomacy platform to reshape Pakistan’s narrative in Washington
Situation Summary
Situation Summary
Pakistan faced a complex communications environment shaped by long-standing misconceptions, regional tensions, and limited public familiarity with the country’s economic progress and strategic priorities. At the same time, changing geopolitical dynamics in South Asia and renewed U.S. interest in regional partnerships created an opportunity for Pakistan to engage more closely with policymakers, journalists, and opinion leaders in Washington.
The Embassy of Pakistan in Washington wanted to strengthen how the country’s policies, culture, and global role were understood by American audiences. The Embassy needed a modern communications strategy capable of correcting misinformation, elevating Pakistan’s leadership and culture, and building sustained engagement with U.S. media, policymakers, and the broader public.
Qorvis Solution
Qorvis Solution
Qorvis partnered with the Embassy to build a comprehensive public diplomacy and communications platform, including media engagement, narrative development, digital storytelling, and stakeholder outreach.
To address misinformation and negative narratives, Qorvis designed and implemented a rapid-response framework to identify and respond to inaccurate or misleading coverage. Through targeted media engagement, strategic corrections, and disciplined messaging, the Embassy reduced the impact of hostile narratives while strengthening relationships with journalists and policy audiences.
To expand Pakistan’s soft-power presence in the United States, Qorvis launched a series of digital influencer campaigns featuring diaspora voices and cultural storytelling around major diplomatic moments such as Pakistan’s Independence Day, UN General Assembly Week, and the Embassy’s Mango Festival. These campaigns significantly expanded the Embassy’s digital reach and engagement among new U.S. audiences.
In parallel, Qorvis created and launched Pakistan News Now, an owned digital platform designed to disseminate positive stories about Pakistan’s economy, culture, and diplomacy to Western audiences while improving search and social visibility for authoritative Pakistan-related content.
The team also supported high-level diplomatic engagement in Washington by facilitating meetings between the Ambassador and Members of Congress, administration officials, and business leaders to strengthen policy and economic relationships.
Over the course of the engagement, the Embassy established a durable communications infrastructure capable of monitoring media narratives, responding to misinformation, and advancing proactive storytelling about Pakistan’s economic growth, culture, and diplomatic priorities. Media engagement improved substantially, shifting coverage from near-zero positive stories toward balanced reporting that reflected Pakistan’s perspectives and policy positions. Digital campaigns dramatically expanded audience reach and engagement, while diaspora storytelling and influencer partnerships helped strengthen people-to-people connections.
Together, these efforts created a scalable public diplomacy platform that improved Pakistan’s visibility in Washington and positioned the Embassy to engage more effectively with policymakers, journalists, and American audiences.