China urgently needs to carry out more effective public diplomacy if it is to overcome the misunderstandings, prejudice and suspicions that people in other countries have toward it. Public diplomacy is an indispensable part of a country's approach to foreign relations as well as an important supplement to its traditional diplomacy. Effective public diplomacy is essential if a nation is to promote its national interests and achieve its foreign policy objectives.

Kenya has been ranked among the top ten African brands by global valuation consultancy organization Brand Finance, in its latest survey which measures the impact of a country's reputation and image on investors.

Both writers state that irrespective of what the world media has to say, true soft power is only gained by actions - by what these countries individually do. No amount of branding exercise can help their image if not backed by actions.

“The top ten Most Valuable African Nations are without a question among the most dynamic African nations at the forefront of re-inventing Africa’s image, reputation and competitiveness,” said Thebe Ikalafeng, founder and chairman of Brand Africa.

This follows the opening in 2011 of our Embassy in Addis Ababa, home of the African Union. Expanding our diplomatic footprint sends a clear signal of the Government's commitment to building a long-term partnership with the countries of Africa. Australia is also seeking membership of the African Development Bank. And our Prime Minister Julia Gillard hopes to attend the African Union Summit in Malawi this year, the first ever Australian Prime Minister to do so.

The SHOUT campaign is a great initiative...However, this should be done through chords, bass lines and rhythms that are proudly South African. We don't see Australians importing music for "Australia Day", so why do we import their music for usage in what is a SA challenge?

The most-populous nation has been throwing tens of billions of dollars at its prestige deficit for a decade, all part of an effort to enhance China’s soft power, something of which the U.S., for all its crises, has a surplus.