By Anass Benaddi, expert in strategic communication, columnist, essayist
For the uninitiated, it would be useful to recall the following: the Morocco is a constitutional monarchy where the monarchical institution plays a central role in the political life of a country that is modernizing at breakneck speed, without ever equating its authenticity embodied through age-old traditions.monarchical institutiona true symbol of this Morocco in motion, retains a predominant place in strategic decision-making. That being said, a fine understanding of these strategic orientations is the first thing to integrate into a public affairs approach for those who want it to be serious and efficient.
THE Royal initiativesoften translated into major development projects, such as massive infrastructure projects or investments in renewable energies, must be integrated into any public affairs strategy. Not taking this reality into account means depriving oneself of a major lever. However, the search for proximity to the decision-making center should not be seen as automatic access or a guarantee of success. Companies must navigate this ecosystem carefully, respecting the independence of institutions while taking into account the national interests defined at the highest level. Ultimately, it is less a question here of getting closer to the sun to obtain special privileges than of making a sustained intellectual effort – it must be recognized – to understand and learn to act proactively.
Morocco, with an ease that is almost exclusive to it, is a country that juggles between modernity and tradition. If in large metropolises like Casablanca, Rabat or Marrakechwe observe a society increasingly turned towards the digitalTHE information technology and one youth Thirsty for modernity, rural regions remain deeply attached to traditional values. This contrast, although often perceived as a dichotomy, is in reality an anchor point for Morocco, which has managed to make this “tradition versus modernity” divide a real asset, a central element of its identity, to the point of making it the cornerstone of its new development model.
Tradition vs. modernity, a real asset
In this context, an effective public affairs strategy must reflect this dual identity, just as companies must demonstrate great adaptability and sensitivity to the cultural specificities of one of the oldest Nation states of the world. A communication campaign in an urban environment cannot simply be transposed into zone rurale. Similarly, alliances with local elites, traditional authorities and regional influence networks are often more effective than purely technocratic approaches. Ignoring these social dynamics means running the risk of misunderstanding the levers of power and decision-making.
Beyond political institutions, it is crucial to take into account Moroccan civil society, a variable that has imposed itself in recent years. There is no need to recall that Morocco has experienced, like all these countries in the south of the Mediterraneansignificant social movements, particularly during the Arab Spring in 2011, which, although it took a more moderate form than elsewhere – because it was managed with aloofness and proactivity – marked a turning point in the expression of popular aspirations. Today, the rise of associations, ONG and social movements, often driven by connected and informed youth, must be integrated into any strategic analysis.
THE public affairs can no longer be limited to institutional relations with the ministries or the government agencies. We must now deal with a civil society demanding, capable of mobilizing thepublic opinion and to influence political decisions. For companies, this means that it is essential to adopt an inclusive approach, which integrates social, environmental and ethical concerns. The time when the economy could dissociate itself from public debate is over. Today, any business strategy must necessarily take into account social responsibility issues.
Administrative burdens to take into account
It would be naive, however, not to mention some of the difficulties that remain in public affairs in Morocco. As in many emerging countries, the bureaucracy can sometimes be a major obstacle. Decision-making processes are often lengthy, and the various administrative layers can delay the implementation of projects. Moreover, although Morocco has made notable progress in terms of transparency and the fight against corruptionthese issues can still pose challenges for foreign companies. However, these difficulties are not insurmountable. With a thorough knowledge of administrative circuits and close collaboration with local partners, companies can minimize friction and accelerate their projects. The key lies in a proactive and patient approach, accompanied by regular communication with decision-makers. Understanding the administrative machinery often makes it possible to bypass blockages, while scrupulously respecting the regulatory frameworks in force.
Finally, it is crucial to place Morocco in its geopolitical context. As a gateway to theSub-Saharan Africa and privileged partner of theEuropean Unionthe Kingdom plays an increasingly important role in regional dynamics. Its foreign policy, marked by a strong comeback within theAfrican Union and a network of strategic trade agreements, makes it an essential platform for companies aspiring to develop – or maintain – on the continent. To qualify it as consistent, a public affairs strategy must therefore take this regional dimension into account. Partnering with projects that support Morocco’s African integration or that contribute to its ambitions for continental leadership can offer valuable opportunities. Furthermore, in terms of regulation, Morocco tends to harmonize its practices with international standards, particularly European ones. For international companies, this represents an opportunity to benefit from an increasingly transparent legal framework that is favorable to foreign investment. Ultimately, leading a public affairs strategy in Morocco requires a detailed understanding of the country’s socio-political specificities. Between the particularities of the political game, social and cultural dynamics, administrative challenges and regional opportunities, the landscape is rich and complex. For companies, whether national or international, success does not depend solely on the ability to build relationships with decision-makers. It is based on a holistic approach, which integrates local realities while anticipating future developments. Morocco, with its strengths, is fertile ground for those who know how to combine knowledge and respect for specificities, patience and strategic vision…