To better understand Mexico’s attempts to reclaim its global reputation, the Holmes Report recently travelled to the nation’s capital city. The country may not be known as a hotbed of public relations innovation, but the lessons from Mexico’s public relations programme are ones that should be heeded by any government, or indeed organisation, facing its own issues or crises.

India’s policymakers have been fixated with pursuing major strategic ambitions with the hopes of one day becoming a superpower.... It has been lobbying for a permanent seat on the United Nations Security Council and it has been trying to raise its profile globally through public diplomacy and events such as the Commonwealth Games.

This new age of brand-aware governments is both good and bad news for NATO. It’s bad, because it gives member states yet another reason to shy away from conflicts that don’t concern them directly, for fear of contaminating their image ... On the other hand it’s good, because if NATO gets this right, it can offer a way for states to enhance those all-important reputations.

Recent studies of nation brand image, however, suggest that changing geopolitical trends could weaken that image. Economic power is moving eastward and our diaspora history is of receding relevance, even in the US. There is also evidence that younger people around the world are less favourably disposed to us than older generations.

Our most important shortcoming in foreign policy is the lack of an integrated, up-to-date, and above all, an initiative and creative program in image-building and confronting the organized efforts of the West in destroying the system’s reputation.

This Government has put painstaking effort into rebuilding Ireland's reputational capital in Europe, in the USA and the emerging global powerhouse that is China. There are some indications that this effort is bearing fruit, notably in the confirmation by leading international companies that Ireland continues to be as much a magnet for inward investment as it was a decade ago.

Mexico's President Felipe Calderon has called in a British expert on country branding for advice, and the country's tourism industry is now headed by a man who has worked for some of the biggest consumer brands in the world.

China is taking this cultural war seriously, on both domestic and international fronts. Beginning Jan. 1, two-thirds of entertainment programs on China’s 34 satellite channels, including game shows, dating shows and celebrity talk shows, were deemed “vulgar” and cut, making way for programs that “promote traditional virtues and socialist core values.”