Is Mugabe’s DMCC visit a PR coup or disaster?


There’s few people who have been more vilified in the Western media than the President of Zimbabwe for events in the African country over the past couple of decades. Robert Mugabe is a pariah in the West. But he’s been over in Dubai, and his government is set to open up a ‘diamond embassy’ in Dubai. Dubai Multi Commodities Centre (DMCC), where the embassy will be based, put out a press release and photo op. I’ll leave it to you to answer the title question, namely was chasing media coverage the right or wrong thing for DMCC to do when it comes to Mugabe?

Will the press release and the above image of the visit backfire on DMCC and erode public trust in the organization? Or it is a sign of pragmatism and a coup for the country’s diamond business (image source: