http://www.reuters.com/article/us-usa-el...o-idUSKCN0XM1RF

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At first, Mexico's government did its best to ignore Donald Trump. Then it likened him to Adolf Hitler. Now it has appointed a new ambassador to come up with a better plan.

Fed up with the front-runner for the Republican presidential nomination labeling Mexico as a cradle of drug-runners, job poachers and rapists, the government is sending in respected diplomat Carlos Sada to lead a fightback.

Mexico's new ambassador in Washington, Sada acknowledges his country has neglected its image across the border and aims to fix that with PR and media campaigns, and by lobbying prominent U.S. companies, lawmakers and civic leaders.

"We need to do a more thorough job so that people understand what (Mexico) contributes," he said after he was sworn in at Mexico's Senate on Thursday.

Sada's strategy includes underscoring Mexico's importance to the U.S. economy, although it centers on defending the rights of Mexican citizens in the United States and promoting Mexican culture.

That focus has fed doubts over whether the government is trying hard enough to win over its most important audience: American voters.

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