Insights

Lessons in Navigating U.S. Economic Rapids

• Build your brand and reputation in the United States. Proactive corporate social responsibility and philanthropic projects help generate goodwill (and sales) and help show you are a responsible global company.
• Be committed for the long term. Relationship building and communications cannot be a one-off project. It needs to be an ongoing part of your business plan in the United States.

Many of the problems that foreign firms face in the United States are out of their control. But rather than viewing the current situation as an obstacle to investment, it should be viewed as an opportunity to take the necessary steps to build the firm's brand at both national and local levels. By taking a few basic steps now, foreign firms will be in much better shape the next time these problems re-emerge.

Drew Maloney is a partner at Ogilvy Government Relations, one of the largest bipartisan lobbying firms in Washington D.C.; James W. Moeller is the managing director of Global Public Affairs at Ogilvy Public Relations Worldwide.