The New Diplomacy

The current UNO publication, Numero 17, La Nueva Diplomacia, features articles focusing on new diplomacy and international relations, and includes a piece by CPD Director, Jay Wang titled Nation Branding Revisited. Other articles cover topics ranging from Soft Power and Digital Diplomacy to Economic Diplomacy and the role of non-state actors in diplomatic relations.

UNO is a specialist publication in which leading figures from Spain, Portugal and Latin America, together with LLORENTE & CUENCA Partners and Directors, analyze issues related to the world of communication. The articles appear in Spanish and English.

Below are highlights from some of the articles in English: 

"Conceptually, the study of nation branding sits at the nexus of soft power, public diplomacy and brand communication. Drawing on substantial fieldwork and desk research, the Shanghai Expo project offers us ways to understand nation branding that is not only conceptually grounded but also practically relevant. "
          - Jay Wang, Director of USC Center on Public Diplomacy

"And it has become the job for most ambassadors to lead the promotion of his or her country’s image or 'brand name' in the country where they are stationed. For Swedish ambassadors this means that we do not only dedicate ourselves to promoting Swedish exports or investments in Sweden. No, we are also a 'communications bureau' for the country of Sweden. "
          - Cecilia Julin, Ambassador of Sweden to Spain and Andorra

"It is an uncomfortable struggle for some who are used to the old power – and that includes most of my pre-internet generation. Traditionally, success was closely associated with command and control. Now networks are king, and to build those networks we need new systems and skills and a new license for diplomats to operate. In this new diplomacy, communication –our core business– is on the front line."
          - Hugh Elliott, Director of Communication at the Foreign and Commonwealth Office


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