Public Diplomacy and Nation Branding

Public Diplomacy and Nation Branding: Image Management

Public diplomacy and nation branding are the strategic communication and promotion of a country’s image overseas. It combines cultural diplomacy, digital engagement, and economic promotion to form attitudes, attract tourists, and boost worldwide influence, all of which are crucial in modern international relations.
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Overview

Public diplomacy and nation branding have become central tools for countries seeking to shape their image, enhance their international standing, and promote their values abroad. In an increasingly globalized and interconnected world, the importance of these strategies cannot be overstated. As countries compete for influence and resources, effective communication with foreign publics and the cultivation of a positive national identity are vital. This article by Academic Block explores the intricacies of public diplomacy and nation branding, examining their definitions, historical development, strategies, challenges, and their relationship with emerging technologies.

Understanding Public Diplomacy and Nation Branding

What is Public Diplomacy?

Public diplomacy refers to a country’s efforts to influence public opinion and foster understanding abroad by communicating directly with foreign populations, as opposed to traditional diplomacy, which operates through formal government-to-government interactions. Public diplomacy involves the use of various tools, including cultural exchanges, educational programs, media campaigns, and other soft power tactics, to build relationships and promote a positive national image.

The goal of public diplomacy is not only to shape foreign perceptions of a nation but also to influence the attitudes and behaviors of foreign citizens, organizations, and governments. Unlike traditional diplomacy, which primarily focuses on state-to-state relations, public diplomacy emphasizes people-to-people connections and seeks to build long-term partnerships that enhance mutual understanding and cooperation.

What is Nation Branding?

Nation branding, often considered an extension of public diplomacy, involves the strategic use of marketing techniques to build and manage a country's image and reputation. This concept borrows from corporate branding, with the aim of positioning a nation as an attractive destination for tourism, investment, and talent, as well as an influential actor on the global stage. Nation branding encompasses a country’s cultural identity, its political and economic systems, and its social values.

The goal of nation branding is to differentiate a country in the international marketplace by creating a strong, positive identity. A well-developed national brand can enhance a nation’s ability to attract foreign investment, tourism, skilled workers, and even political allies. It shapes how a country is perceived across the world, influencing everything from trade relations to foreign policy.

The Historical Evolution of Public Diplomacy and Nation Branding

Early Foundations of Public Diplomacy

While the term "public diplomacy" emerged in the 20th century, the concept has ancient roots. Early forms of public diplomacy can be traced back to the ancient world, where emissaries and ambassadors worked to influence foreign populations and forge alliances. In modern history, the first major use of public diplomacy occurred during the World Wars, where governments sought to influence neutral countries and sway public opinion through media, propaganda, and cultural outreach.

The 20th century saw a formalization of public diplomacy practices. The United States, for instance, recognized the importance of public diplomacy during the Cold War, utilizing radio broadcasts, films, and other forms of media to counteract Soviet influence and promote democratic ideals. The creation of the United States Information Agency (USIA) in 1953 marked the beginning of systematic public diplomacy efforts, with a focus on winning "hearts and minds."

Rise of Nation Branding in the Late 20th Century

The concept of nation branding began to gain prominence in the late 20th century, as countries began to recognize the importance of their image in the globalized economy. The term “nation branding” was popularized by marketing expert Simon Anholt in the early 2000s. Anholt argued that countries could benefit from managing their reputations just as businesses do through branding techniques.

The global competition for resources, tourists, and investment created an environment where nations needed to differentiate themselves. Nation branding was not just about political power but also about economic and cultural influence. As such, many countries began to adopt nation branding strategies to enhance their visibility and attractiveness on the international stage.

Key Strategies in Public Diplomacy and Nation Branding

Public Diplomacy Strategies

  1. Cultural Diplomacy : Cultural diplomacy is one of the primary tools used in public diplomacy. This involves promoting a country’s culture abroad through exhibitions, performances, art shows, and other cultural exchanges. By highlighting a nation’s cultural heritage, governments seek to foster goodwill and mutual understanding. Cultural diplomacy humanizes a country, allowing foreign audiences to connect with its people and traditions on a personal level.

  2. Educational and Academic Exchange Programs : Education has long been a pillar of public diplomacy. Programs like scholarships, exchange programs, and academic partnerships allow citizens of other countries to experience a nation’s educational system and culture firsthand. These programs create lasting relationships and often result in positive perceptions of the country. For example, the United States has long used educational exchange programs like the Fulbright Program to promote mutual understanding and goodwill. Similarly, China’s Confucius Institutes spread Chinese language and culture worldwide, contributing to its soft power.

  3. Media and Communications : Media plays a crucial role in shaping a country’s image abroad. Governments often use international broadcasting services like the BBC, Voice of America, or France 24 to communicate their messages to foreign audiences. In recent years, digital platforms such as social media have become essential for reaching global audiences. Social media allows countries to connect directly with foreign publics, share their narratives, and engage in real-time dialogue.

  4. Public Diplomacy through Sports and Events : Sports diplomacy is another significant component of public diplomacy. Hosting international sporting events like the Olympics or the FIFA World Cup allows nations to showcase their hospitality, infrastructure, and organizational capabilities while promoting their cultural values. Sports diplomacy helps to build soft power by establishing emotional connections with global audiences.

Nation Branding Strategies

  1. National Identity and Image Crafting : At the heart of nation branding lies the creation of a unique and compelling national identity. Countries often focus on specific traits that set them apart, whether it’s their rich history, natural beauty, technological innovation, or progressive values. Nations must craft a coherent narrative that resonates with both domestic and international audiences. For instance, Switzerland has successfully positioned itself as a symbol of neutrality, stability, and high-quality living, while countries like Japan have capitalized on their technological prowess and rich cultural traditions to strengthen their brand.

  2. Tourism and Investment Promotion : Tourism is a major driver of nation branding, as it allows a country to showcase its culture, natural resources, and hospitality. Countries often design tourism campaigns that reflect their brand identity. Likewise, nations looking to attract foreign investment often highlight their economic stability, skilled labor force, and favorable business environment through branding strategies. Singapore, for example, has successfully branded itself as a global business hub, attracting both tourists and investors with campaigns that emphasize its strategic location, efficient infrastructure, and multicultural society.

  3. Government and Corporate Synergy : Effective nation branding requires collaboration between the government and private sectors. Governments must align national policies with the branding strategy, while businesses, cultural institutions, and citizens contribute to the country’s image abroad. Successful nation branding often relies on the active participation of all sectors of society, ensuring that the message is consistent and authentic.

The Relationship Between Public Diplomacy and Nation Branding

While public diplomacy and nation branding are distinct, they are intimately connected. Public diplomacy can be seen as the vehicle through which a nation's brand is communicated to global audiences, while nation branding serves as the strategic framework that guides the messaging and overall narrative.

Public diplomacy activities, such as cultural diplomacy, academic exchanges, and social media campaigns, play a critical role in shaping the way a country is perceived. These activities aim not only to foster goodwill but also to build a consistent image that aligns with a country’s desired brand identity. For example, the United Kingdom's "Great Britain" campaign, which sought to project a modern, innovative, and creative image of the country, was a clear example of how public diplomacy initiatives can support nation branding goals. Similarly, the "Incredible India" campaign effectively used public diplomacy tools to promote India’s diverse cultural heritage and tourism potential.

Furthermore, nation branding and public diplomacy intersect in the digital age. Social media platforms, blogs, and digital content have revolutionized the way nations communicate with foreign publics. Social media allows for direct interaction with audiences, providing an opportunity for nations to build their brand in real-time. Social media campaigns, viral videos, and online influencers are now integral components of public diplomacy efforts that also support nation branding.

At the same time, nation branding has become more complex due to the fragmented nature of global media and the proliferation of alternative sources of information. The traditional top-down flow of information, where governments controlled the messaging, has shifted to a more decentralized model in which multiple actors—ranging from international organizations and NGOs to individual citizens—participate in shaping a country’s image.

The table below provides a concise comparison of the relationship between Public Diplomacy and Nation Branding:

Aspect
Public Diplomacy
Nation Branding
Intersection
Primary Function
Engages foreign publics to influence perceptions
Builds and manages a nation's image and reputation
Public diplomacy serves as a tool to communicate nation branding goals
Focus
Cultural exchanges, media engagement, people-to-people interactions
National identity, culture, political, and economic image
Nation branding provides strategic guidance for public diplomacy activities
Examples
UK "Great Britain" campaign, "Incredible India" campaign
Projecting a modern, innovative image, promoting tourism and culture
Use of social media, digital content, and influencers in both public diplomacy and nation branding
Digital Age Impact
Social media and digital tools enhance communication with global audiences
Nation branding now includes real-time digital interaction
Social media campaigns, viral videos, and influencers now central to both strategies
Challenges
Building trust and engaging with diverse audiences
Ensuring consistency between projected image and actual practices
Fragmentation of global media and the decentralized flow of information complicates both efforts

The Role of Technology in Public Diplomacy and Nation Branding

Digital Diplomacy and Social Media

The rise of digital diplomacy has transformed the way countries engage with foreign publics. Social media platforms like Twitter, Facebook, Instagram, and YouTube provide governments with direct channels to communicate with a global audience. These platforms allow for real-time engagement, enabling countries to respond quickly to international events and shape their image in ways that were not possible before. Digital diplomacy also facilitates the spread of cultural products, ideas, and values, making it easier for nations to connect with people abroad. Hashtags, viral videos, and user-generated content are now common tools in a country’s diplomatic arsenal.

Data Analytics and Targeted Messaging

Advances in data analytics have also played a crucial role in refining public diplomacy and nation branding strategies. By analyzing digital data, governments can better understand the preferences and behaviors of foreign audiences, allowing them to create more targeted and effective messaging. This level of personalization helps countries to engage with specific demographics in a more meaningful way. For example, countries can tailor their branding campaigns to appeal to tourists, investors, or students based on data about travel patterns, spending habits, or educational interests.

Case Studies in Public Diplomacy and Nation Branding

  1. The United States : The U.S. has been a leader in public diplomacy, using cultural diplomacy and media outreach to enhance its global image. The Fulbright Program and cultural exchange initiatives helped foster a positive image during the Cold War. More recently, digital diplomacy, such as during the Arab Spring, saw the U.S. engage with youth movements through social media platforms. Media outlets like Voice of America and Radio Free Europe have been essential in broadcasting democratic values, reinforcing the U.S. as a promoter of freedom and democracy worldwide.

  2. The United Kingdom : The UK has effectively utilized education and culture as tools of soft power. Prestigious universities like Oxford and Cambridge, along with programs like the Chevening Scholarship, have established the UK as an academic leader. The British Council promotes English language and British culture globally, while the UK’s contributions to music, film, and literature enhance its global image as a hub of creativity and innovation.

  3. South Korea : South Korea's nation branding strategy has been largely built around the success of its cultural exports, particularly the "Korean Wave" (Hallyu), which includes K-pop, Korean dramas, and films. International successes like BTS and Parasite have bolstered South Korea’s image as a vibrant, innovative country. The government’s active promotion of these cultural exports through various ministries has not only enhanced South Korea’s global standing but also boosted tourism and investment.

  4. Germany : Germany’s post-WWII branding shifted focus from wartime devastation to economic strength. With an emphasis on high-quality engineering, German brands like BMW, Audi, and Volkswagen symbolize precision and reliability. Germany has also used public diplomacy to highlight its leadership in global environmental policy, notably in green energy. Its economic success and sustainability initiatives help position Germany as a key advocate for global cooperation and innovation.

  5. Brazil : Brazil’s branding strategy has centered on its cultural diversity, sporting achievements, and growing economic influence. Hosting the 2014 FIFA World Cup and the 2016 Olympics showcased Brazil's vibrant culture and economy. Additionally, Brazil’s environmental sustainability initiatives, particularly around the Amazon, strengthen its image as a global leader in renewable energy and a growing economic power, despite challenges like political instability.

Challenges in Public Diplomacy and Nation Branding

Negative Perceptions and Crisis Management

One of the key challenges in public diplomacy and nation branding is managing negative perceptions, especially in times of crisis. A country may work for years to build a positive brand image, only to see it undermined by a single event. Political scandals, human rights violations, or environmental disasters can damage a country’s reputation quickly. In these situations, public diplomacy becomes critical to rebuilding trust and offering transparent communication.

For instance, countries like the United States and the United Kingdom have faced criticism over their foreign policies and military interventions, which has affected their global image. Effective crisis management involves proactive communication, honesty, and tangible efforts to address issues.

Cultural Sensitivity and Misunderstandings

Another challenge lies in navigating cultural differences. Public diplomacy campaigns and nation branding strategies often rely on cultural exchanges and messages that may not resonate equally with all foreign audiences. Misunderstandings can arise, especially when messages are not tailored to the cultural norms or preferences of the target population.

Successful public diplomacy and nation branding require cultural sensitivity. Understanding the nuances of foreign cultures is essential to avoid miscommunication and backlash. For example, a campaign intended to promote a country’s eco-friendly initiatives might be misunderstood or even resented in a country where environmental issues are not a priority.

Consistency and Long-Term Commitment

Public diplomacy and nation branding are long-term endeavors that require consistency and sustained efforts. Nations cannot rely on short-lived campaigns or one-time events to maintain their global image. This long-term commitment is essential, as countries must continuously evolve their branding and diplomatic strategies to keep pace with changing global dynamics.

The Future of Public Diplomacy and Nation Branding

The future of public diplomacy and nation branding will be shaped by rapid advancements in technology, growing cultural exchange, and the need for global cooperation. Digital transformation will play a critical role, with social media platforms like Twitter and Instagram enabling real-time, direct communication with foreign audiences. Governments will also utilize artificial intelligence and big data to analyze global sentiment, predict trends, and craft precise, impactful messaging strategies. These technologies will allow nations to adapt quickly and remain relevant in an increasingly competitive global landscape.

Sustainability and cultural diplomacy will become central to nation branding efforts. Countries that prioritize environmental conservation, renewable energy, and climate action will stand out as global leaders, enhancing their reputation and appeal. At the same time, cultural exports, such as South Korea's K-pop or Japan's anime, will continue to strengthen national identity and foster positive perceptions abroad. Authenticity and values-driven narratives will define successful nation branding in a globalized and environmentally conscious world.

Non-state actors will also play a larger role in public diplomacy and nation branding. Multinational corporations, influential individuals, and diaspora communities will complement government efforts by acting as informal ambassadors. This collaborative approach will amplify messaging and expand reach, demonstrating the power of public-private partnerships in modern diplomacy. As global challenges like climate change, pandemics, and disinformation persist, public diplomacy must adapt to address these issues effectively, ensuring relevance and credibility in the evolving international order.

Final Words

Public diplomacy and nation branding are integral to the way countries navigate the global landscape, fostering relationships, enhancing their reputation, and advancing their interests. While challenges such as negative perceptions, cultural misunderstandings, and global competition remain, advancements in technology provide powerful tools to overcome these obstacles. By leveraging digital platforms, data analytics, and multimedia storytelling, countries can engage with foreign publics in innovative ways.

Understanding the relationship between public diplomacy and nation branding is key to maximizing their impact. By aligning both strategies and ensuring coordination across sectors, countries can create and maintain a positive, compelling image that resonates with audiences worldwide. As nations continue to compete for influence in the 21st century, the effective integration of public diplomacy and nation branding will be essential to achieving global success. We hope this article by the Academic Block has given you valuable insights into public diplomacy and nation branding, highlighting how countries shape their global image and influence. Feel free to share any thoughts or questions in the comments below. Thank you for reading!

This Article will answer your questions like:

+ What is branding in public diplomacy? >

Branding in public diplomacy refers to the strategic effort by countries to create and promote a positive national image and identity on the global stage. This involves developing a coherent narrative and utilizing various communication tools to influence perceptions among foreign audiences. Effective branding can enhance a nation's soft power, facilitate diplomatic relations, and attract tourism and investment. It encompasses elements such as cultural exports, international partnerships, and public engagement, ensuring that a country's values and interests are effectively communicated and resonate with global audiences.

+ What do you mean by nation branding? >

Nation branding refers to the process of promoting a country’s image and reputation through strategic marketing techniques. It involves creating a distinct identity for the nation that conveys its culture, values, achievements, and attractiveness to foreign audiences. The aim is to enhance national pride, stimulate tourism, attract foreign investment, and foster international relations. Nation branding encompasses various aspects, including economic performance, cultural heritage, political stability, and social values, employing storytelling, visual identity, and communication campaigns to shape perceptions and engage global stakeholders effectively.

+ What is place branding and public diplomacy? >

Place branding refers to the strategic efforts to create a unique identity and image for a specific location—such as a city, region, or country—aimed at attracting visitors, investors, and residents. In public diplomacy, place branding serves to communicate the values and characteristics of a location to international audiences, enhancing its appeal and competitiveness. By leveraging cultural, historical, and social attributes, place branding helps foster positive perceptions and build relationships, positioning the place as a desirable destination or partner on the global stage, while promoting tourism, trade, and investment opportunities.

+ What are the 5 elements of public diplomacy? >

The five elements of public diplomacy include: 1) Cultural diplomacy: promoting cultural exchange and understanding. 2) Communication: effectively conveying messages through various media. 3) International broadcasting: utilizing media outlets to share information globally. 4) People-to-people exchanges: facilitating interactions between citizens of different countries. 5) Advocacy: promoting national interests and values through engagement and dialogue. These elements work together to enhance a country's global image and influence, fostering mutual understanding and collaboration.

+ How does digital diplomacy impact nation branding? >

Digital diplomacy significantly impacts nation branding by providing platforms for real-time engagement and communication with global audiences. Social media, websites, and digital campaigns allow countries to showcase their culture, policies, and values effectively. This accessibility enhances transparency, fosters dialogue, and enables direct interaction with foreign citizens, influencers, and stakeholders. Digital tools facilitate swift responses to misinformation, promote national narratives, and build community through online engagement.

+ What are some examples of successful nation branding campaigns? >

Successful nation branding campaigns include “I Amsterdam,” which effectively promoted the city as a vibrant cultural and business destination, attracting millions of tourists. “Incredible India” showcased the diverse heritage and attractions of India, increasing tourism significantly. Additionally, New Zealand's “100% Pure New Zealand” emphasized its pristine landscapes and eco-friendly image, boosting tourism and export opportunities. These campaigns leveraged visual storytelling, cultural heritage, and social media engagement to reshape perceptions, enhance national identity, and position the countries favorably in global tourism and investment markets.

+ How important is cultural diplomacy in public diplomacy? >

Cultural diplomacy is crucial in public diplomacy as it fosters mutual understanding, respect, and collaboration between nations. By promoting cultural exchanges, such as art, music, and education, countries can build bridges and enhance their global image. Cultural diplomacy facilitates dialogue, reduces stereotypes, and creates a positive perception of a nation’s values and lifestyle. It enables nations to share their heritage while also appreciating the cultures of others, reinforcing soft power and diplomatic relations.

+ What role does social media play in shaping national image? >

Social media plays a pivotal role in shaping a nation's image by facilitating real-time communication and engagement with global audiences. It allows governments and institutions to share their narratives, successes, and cultural attributes directly, bypassing traditional media filters. Social media platforms enable user-generated content, amplifying diverse perspectives and influencing public perceptions.

+ What are the challenges in implementing nation branding strategies? >

Implementing nation branding strategies presents several challenges, including aligning diverse stakeholders’ interests, both domestically and internationally. Disparities in national identity perceptions can hinder cohesive branding efforts. Additionally, negative historical legacies, geopolitical tensions, and ongoing conflicts can impede progress. Resources and funding for branding initiatives may also be limited, affecting outreach and impact.

+ What are the future trends in public diplomacy and nation branding? >

Future trends in public diplomacy and nation branding are increasingly shaped by digital transformation and technological advancements. The rise of artificial intelligence and data analytics will enhance targeted messaging and audience engagement. Additionally, collaborative initiatives among nations to address global challenges such as climate change and health crises will become vital. Authenticity and transparency in messaging will gain importance as citizens demand accountability. Social media's role will continue to grow, fostering direct interactions between governments and global audiences.

Risk Associated with Public Diplomacy and Nation Branding

Misinterpretation of Messages: Messages intended to portray a positive image or convey cultural nuances can be misunderstood or misinterpreted by international audiences, leading to unintended consequences.

Cultural Insensitivity: Insufficient understanding of cultural sensitivities in different regions can result in campaigns or messages that inadvertently offend or alienate local populations.

Political Backlash: Public diplomacy initiatives may provoke political backlash, especially if they are perceived as interfering in domestic affairs or promoting controversial political agendas abroad.

Overpromising and Underdelivering: Nation branding campaigns that promise economic prosperity or cultural richness without tangible follow-through can lead to disillusionment and a loss of credibility.

Media Manipulation and Disinformation: In the digital age, public diplomacy efforts are vulnerable to manipulation by hostile actors spreading disinformation or conducting influence operations to undermine a country’s reputation.

Financial Investment vs. ROI: Significant financial resources are often required for effective nation branding and public diplomacy, with risks of investments not yielding proportionate returns in terms of economic benefits or enhanced international standing.

Internal Consistency: Maintaining consistency between a country’s domestic policies and its public diplomacy messages is crucial. Inconsistencies can undermine credibility and lead to accusations of hypocrisy.

Dependency on Leadership and Political Climate: Nation branding efforts may heavily depend on the political leadership and prevailing political climate, making them vulnerable to sudden shifts in policy or leadership changes.

Ethical Considerations: Ethical dilemmas arise when nation branding involves selectively highlighting positive aspects while downplaying or ignoring negative realities such as human rights abuses or environmental concerns.

Long-term Sustainability: Sustaining a positive national brand over the long term requires ongoing investment, adaptation to changing global dynamics, and proactive management of emerging issues and challenges.

Facts on Public Diplomacy and Nation Branding

Digital Transformation: The advent of digital platforms and social media has revolutionized public diplomacy, enabling direct engagement with global audiences and facilitating real-time communication and interaction.

Strategic Communication: Public diplomacy now emphasizes strategic communication aimed at shaping perceptions, influencing public opinion, and fostering goodwill toward a country on a global scale.

Cultural Diplomacy: Cultural diplomacy plays a prominent role in nation branding efforts, promoting a country’s cultural heritage, arts, and traditions as a means to enhance soft power and international influence.

Economic Benefits: Effective nation branding can boost a country’s economic competitiveness by attracting foreign investment, promoting tourism, and enhancing market access for exports and products.

Soft Power and Influence: Soft power, as conceptualized by Joseph Nye, remains central to public diplomacy strategies, leveraging cultural appeal, political values, and policy initiatives to enhance a country’s influence without coercion.

Global Competitiveness: Nation branding contributes to a country’s global competitiveness by differentiating it from others, showcasing its unique strengths, and promoting its economic, cultural, and political advantages.

Challenges and Risks: Despite its benefits, public diplomacy and nation branding face challenges such as cultural misunderstandings, ethical considerations, political sensitivities, and the risk of misinformation and disinformation campaigns.

Public-Private Partnerships: Many nation branding initiatives involve collaboration between governments, private sector entities, cultural institutions, and civil society organizations to maximize impact and reach diverse audiences.

Measuring Impact: Evaluating the effectiveness of public diplomacy and nation branding involves assessing changes in international perceptions, economic metrics (e.g., FDI, tourism revenue), and diplomatic outcomes over time.

Adaptation to Global Trends: Successful nation branding strategies adapt to evolving global trends, technological advancements, and geopolitical shifts to remain relevant and effective in an increasingly interconnected world.

Academic References on Public Diplomacy and Nation Branding

  1. Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Palgrave Macmillan.
  2. Melissen, J. (Ed.). (2005). The new public diplomacy: Soft power in international relations. Palgrave Macmillan.
  3. Gilboa, E. (2008). Searching for a theory of public diplomacy. The ANNALS of the American Academy of Political and Social Science, 616(1), 55-77.
  4. Snow, N. (2010). Public diplomacy and international relations: The significance of advocacy and international perception management in the new world order. Routledge.
  5. Van Ham, P. (2008). The rise of the brand state: The postmodern politics of image and reputation. Foreign Affairs, 87(3), 2-7.
  6. Nye, J. S. (2004). Soft power: The means to success in world politics. Public Affairs.
  7. Snow, N., & Taylor, P. M. (Eds.). (2009). Routledge handbook of public diplomacy. Routledge.
  8. Györkös, J. (Ed.). (2011). Nation branding: Theory and cases. Cambridge Scholars Publishing.
  9. Zaharna, R. S., Arsenault, A. M., & Fisher, A. (Eds.). (2013). Relational, networked and collaborative approaches to public diplomacy: The connective mindshift. Routledge.
  10. Pamment, J. (2014). New public diplomacy in the 21st century: A comparative study of policy and practice. Routledge.
  11. Van Ham, P. (2003). Globalization and the nation state. Palgrave Macmillan.
  12. Golan, G. J. (2013). Winning hearts and minds: Public diplomacy and strategic communication to counter violent extremism. Peter Lang Publishing.
  13. Sevin, E. (Ed.). (2012). Public diplomacy and soft power in East Asia. Palgrave Macmillan.
  14. Kunczik, M. (Ed.). (2009). Images of nations and international public relations. Peter Lang Publishing.

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