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World communication was at the core of discussions at the Business Week Convention organised by the prestigious Economic Faculty Association, Rotterdam (EFR) this week. After having met for discussions with Foreign Minister Jozias van Aartsen, Lord Robertson was invited to open the event on 23 April and received the "Business Week Award 2001" for his achievements in this field.

In his speech, the Secretary General underlined the fact that NATO is about communication, whether it is between members, between members and partners or, more broadly, with the general public. He stated that not only did NATO need to sell itself more actively than ever before but it was "Only by being responsive to the communication challenges of today [that we] can [...] bring home the key message of all: that NATO is about safety".

Every year, this association organises a student convention around a specific theme and presents the "Business Week Award" to a distinguished speaker. This was the 17th event of its kind. It was held at the Eramus University, Rotterdam.