There are two topics that stuck out to me this week. First is the notion that diplomacy is changing and second, the concept of nation branding in the realm of public diplomacy.
Are we all diplomats? The current practice of diplomacy is very wishy-washy in my mind. I have the old sense of diplomatic institutions and lifestyles, but I find that notion changing or one could argue already changed. Diplomacy has an expansive role and has been integrated into many of our own lives. Diplomacy is beginning to be redefined into how we as individual diplomats are helping solve global problems. With our technological advances we each have a greater deal of engagement with the rest of the world.
In Sustainable Public Diplomacy: Communicating about Identity, Interests and terrorism, Anthony Deos and Geoffrey Allen Pigman explain that there are many challenges in the “global environment that have altered the practice of traditionally diplomacy”(154). I think this notion of diplomacy changing is for the better, however one must be careful. I like how the power of diplomacy is now spread out to many individuals, but that also makes it much harder to moderate our diplomatic engagements with the rest of the world.
In terms of nation branding, I am curious how nation branding is built into public diplomacy efforts. The concept of nation branding is fairly new. Simon Anholt, the pioneer of the field, first coined the term ‘nation branding’ in 1998. Anholt, a British marketing consultant, noted that the concept of “country of origin” goes further that places and that nations themselves are brands.[1] Anholt also noted that countries have reputations, which they trying to improve and developing through branding. Now with a global market place, those reputations have much greater significance. Advertising, like TV campaigns is just a small part of the way Nations brand themselves and is all part of their public diplomacy effort. Nation branding is about consistent policies. Anholt believes that “living the brand” and making sure that every government agency is in tune with each other must occur.
Branding can both help and hurt a country. Positive brands can stick with and help a country for a long time, while a country that is branded a ‘rogue’ nation, is very different to undo the damage. Yet, Anholt believes that all of the nation branding in the world won’t help a country that’s selling a poor product.[2]
Countries are hiring media producers to create campaigns about their country. For example, Sherif Sabri, known as the most successful producer of music videos in the Arab world, was hired in 2006 to work on a campaign about Egypt. He stated, “I am branding Egypt.” Egypt, a country with almost 80 million people and known as the land of Pharaohs, is being branded as if they were a product like Coca-Cola or Nike.[3] The campaigns are produced for tourists, investors, and even for Egyptians.
[1] Eric Weiner. "Consultants Develop Notion of Branding Nations", npr http://www.npr.org/templates/story/story.php?storyId=5149506.
[2] Eric Weiner.
[3] Eric Weiner.
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