Comparing China's public diplomacy to sports activities, where both professionals and public support are critical to success, Zheng addressed a group of top government officials, international affairs experts, and media professionals at the 2012 Charhar public diplomacy conference in Zhangjiakou, Hebei province on Aug. 18.

...the opening ceremony of the 2012 London Olympic Games is estimated to have been watched live by more than 1 billion people. Therefore, for a few hours on the night of July 27th, Britain enjoyed a complete monopoly of television sets across the globe. Through its narrative in the opening ceremony it was able to highlight specific features of Britain and either introduce or remind the world of these.

“I always begin with, well, what is this nation about?” she said. Most people hesitate to go there, presumably for fear of offending this group or that, or because in a nation as diverse as America definition is not easy. However, reaching for a definition based on ideas and national principles, Sonenshine gave U.S. public diplomacy a basis for a strong mission statement:

Australia is world famous for its beautiful and productive natural assets, the unique lifestyle and friendly people. But this is only part of the story. The challenge is ensuring Australia is known for being clever and not just beautiful; to make sure the achievements of our scientists, designers, artists and entrepreneurs are acknowledged, helping them to compete globally.

...that task fell to none other than British Prime Minister David Cameron, who, in September 2011, launched a “Britain is GREAT” promotional campaign. Coordinated by multiple government departments and foreign consulates, with events in 17 cities worldwide, the £37 million image project is designed to use the Games to jumpstart tourism and increase inward investment and job opportunities in the UK.

Belief in something is very important, especially if one is selling a country brand. A country, after all, is an amalgam of the tangible and the intangible. It is a living thing with a soul that is a reflection of the many elements that make it up-including those little quirks that make it distinct and distinguish it from the rest.