Rethinking Türkiye's Image in the United States

We’ve seen mobile LED billboard trucks displaying President Erdo?an’s remarks near the UN headquarters and Times Square in NYC during the annual UNGA. While this has become a tradition, it seems more aimed at domestic pride for the Turkish delegation than an effective tool for promoting Türkiye. These trucks can be rented for $2,500 a day from companies like Billboard Express, Geometria, and Rolling Ad Service. Billboard ads in Times Square promoting Türkiye cost more than $50,000 a day.

Is this truly the best way for Türkiye, a G20 country with a population of nearly 90 million, to showcase its strategic location, dynamic population, robust infrastructure, and vibrant economy as an investment destination? Absolutely not.

Here’s what we should be doing, now and every year:

1. Media and PR Campaigns

A month before the UNGA, why don’t we launch a well-coordinated media campaign, including press releases, opinion pieces, and feature articles in top-tier U.S. business media (e.g., Forbes , 彭博资讯 , The Wall Street Journal , Fox Corporation )? There has been virtually no coverage of President Erdo?an or the Turkish economy in the U.S. press. Why not secure interviews for Turkish business and government leaders on platforms like CNBC and Bloomberg, rather than limiting exposure to Anadolu Agency, AHaber, or local affiliates of global networks? Why not arrange interviews with leading anchors on CBS, ABC News, or CNN for President Erdo?an?

2. Digital Marketing & Social Media

Renting billboard trucks is outdated. Instead, we should run targeted digital ads on platforms like LinkedIn, Google, and industry-specific sites to reach U.S. executives, investors, and business leaders well before the UNGA.

A dedicated social media campaign showcasing Türkiye’s investment potential, success stories, and incentives—focused on key sectors like tech, logistics, and manufacturing—requires only talent, English proficiency, and familiarity with U.S. culture.

3. Investment Roadshows

Each year, we host an investment meeting followed by a dinner, flying in the same attendees from Türkiye. The same event could easily be held in Istanbul or Ankara with the same participants.

In the past, we organized roadshows in major U.S. business hubs (New York, San Francisco, Chicago, Houston). We need to resume these to feature Turkish officials, business leaders, and industry experts who can highlight investment opportunities in Türkiye. In my experience, one-on-one investor meetings are far more effective than large events where the finance minister delivers a standard speech. Sector-specific panels focused on areas like tech, tourism, and infrastructure are also valuable and effective.

4. Partnerships with U.S. Business Associations

We should continue collaborating with key U.S. business associations, such as the U.S. Chamber of Commerce, the Turkish-American Business Council, and sector-specific groups (e.g., tech, energy), to co-host webinars, panels, and conferences. However, these associations rarely influence companies to invest in a country. C-level executives often offer only politically correct remarks in front of competitors.

Instead, we should engage top investment and government relations/lobbying firms, typically based in Washington, D.C., that U.S. companies consult for advice and advocacy on investment, stakeholder management, crisis management and risk mitigation.

5. Industry-Specific Conferences and Webinars

To promote Türkiye as a regional hub in high-growth sectors like tech startups, green energy, and healthcare, we should organize webinars and small conferences in partnership with industry-specific organizations (e.g., renewable energy, automotive, logistics) to discuss sector-specific investment opportunities in Türkiye. Currently, this is largely driven by Turkish business leaders leveraging their personal networks.

6. Influencer and Ambassador Program

Türkiye has traditionally focused on engaging its diaspora. However, we can do better by involving U.S. business influencers, thought leaders, and industry experts to act as informal ambassadors for Türkiye. We need to add more names alongside Hamdi Ulukaya —such as Ece Temelkuran, Arda Turan, and Nuri Bilge Ceylan. Additionally, we should involve figures like Gary Vaynerchuk, Tim Ferriss, Reid Hoffman , and Arianna Huffington.

We can offer exclusive experiences, access to high-level meetings, and behind-the-scenes tours to create advocates for Turkish investment among influential U.S. business figures.

7. Crisis Management & Reputation Risk Mitigation

Türkiye’s image has been damaged in the past by various crises, including geopolitical tensions and sanctions. We must be prepared to address concerns about doing business in Türkiye, particularly regarding political stability and the regulatory environment. It’s essential to set aside a budget for rapid crisis communication responses to mitigate potential issues, such as geopolitical tensions or economic shifts, during the campaign.