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dpantin@hotmail.co

Modern marketing for trade negotiations

In a genuinely developed, democratic society public participation in national decision-making would be a challenge only in terms of how to effectively garner the attention of people who may be otherwise pre-occupied with the natural personal demands of life.

In other types of societies there is a prior challenge to persuade both decision-makers and those who will be impacted upon to take participation seriously.

Let us take the case of international trade negotiations for example. As noted last week the stakes are high in terms of the impact of agreements signed in distant lands by so-called representatives of the people of the Caribbean.

Admittedly, trade negotiations are not the most “sexy” of issues. Yet, given the seriousness of the implications there is a legitimate case for bending over backward on the part of those who are representing regional society to involve as many as possible.

I like to use the analogy of the new brand of toothpaste as the approach to public consultations in general. How does a new toothpaste company get the attention of the population? Clearly a toothpaste is a toothpaste is a toothpaste!

It cannot be by placing an invitation to a consultation meeting in a small box on page 30 of a newspaper; or indicating that if you wish to get the documents you have to come in and read it (when the Internet exists); or that you have two weeks after the public notice to provide comments.

Public education

The first stage would be to seek to use a range of communication media to persuade the public they should pay attention to the trade negotiation issue. This should be linked to some method of assessing the extent to which the public is aware of the issue before and after a communication blitz.

Debate alternatives

A second stage would be to provide opportunities for alternative perspectives to be articulated without any clear preference expressed by the decision-makers since, it is not their decision to make independent of the people who they are representing.

Draft decision

Having had the benefit of views expressed on alternatives it is the responsibility of the decision-makers to indicate, with due justification, the alternative that they consider to be in the best interest of the public. The latter ought then to have an opportunity to comment and react.

At the end of the day there is hardly likely to be a decision as large as that involving trade negotiation in which some people are not likely to end up disaffected.

If it is done properly and fully such people should be in the minority. Moreover, in so far as such people may actually end up on the losing end, compensatory policies should be put in place as far as is possible to ameliorate their pain.

Takes years

Trade negotiations take years of discussions before they are given effect. There is, therefore, ample room for the above suggested methodology to be applied.

The Economic Partnership Agreement (EPA) with the European Union has been under negotiations for several years now, for example. Yet, it is only at this 99th hour that an alert and alarm has been sounded by those who are learning of details now. This is not good enough.

In my own view we should seek a deferral of at least one year before signing the EPA. Within this time there should be an attempt to undertake a version of the approach proposed above.

Place to begin

The place to begin is not with the EPA but with the overall framework of trade negotiations under the rubric of the World Trade Organisation. The reason is simple. All non-WTO trade negotiations are subject to its over-arching framework.

In the language used: all other trade negotiations have to be ‘WTO-compatible.” As I have asked in an early paper on the EPA, however, is the WTO compatible with sustainable development in the Caribbean and other regions of the world? Until we answer this question we already are negotiating with our hands tied behind our backs.

Next week: My own key imperatives

for trade negotiations

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