My Brand is Public Diplomacy

It was all about nation branding in this week’s PD News roundup. Global headlines from Asia, Europe and the Middle East all showcased the public diplomacy potential of a strong national brand for bilateral cooperation on defense, economic and other trade-related issues. In Belarus, the Kremlin is using soft power and an “aggressive” media campaign that evokes shared national symbols, myths and history to “ensure pro-Russian moods” among Belarusian society, while Qatar is cultivating its nation brand though partnerships with non-governmental organizations and multinational corporations. Meanwhile, India is strengthening its ties to the Middle East, both via the 22-member India-Arab Cooperation Forum and through diplomatic visits to Israel, the latter of which has led India to “carve out a mutually beneficial bilateral relationship” with Israel on topics including agriculture, defense and counterterrorism. As more nations seek to cultivate and manage their nation brand abroad, the significance of public diplomacy cannot be overlooked.

• As it happened: India and France are made for each other: PM—The Hindu
• Billions in the Balance: Why Managing a Nation’s Brand Matters—Knowledge @ Wharton
• Branding the Nation of Qatar—The Peninsula
• Mr. Kerry Arrives at Perfect Time to Strengthen Cambodia-US Ties—Khmer Times
• Pope Meets Iranian President Rouhani as Holy See Diplomacy Moves Up a Gear—National Catholic Register
• The Kremlin Is Using Soft Power to Ensure pro-Russian Moods in Belarus—Belarus in Focus
• Why India Is Getting Serious About Its Relationship With Israel—The Diplomat

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Image by HJI | CC BY 2.0