Just completed this draft of course. have some examples and more notes + case studies. Still refining it. Planning to teach this in 2012

1. Public Engagement Essentials
Notes from Dr Gregory Payne
Edited by Robin Low

2. public diplomacy defined
According to the Planning Group for Integration of USIA into the Dept. of State (June
20, 1997), public diplomacy is defined as follows:
Public diplomacy seeks to promote the national
interest and the national security of the United
States through understanding, informing, and
influencing foreign publics and broadening
dialogue between American citizens and
institutions and their counterparts abroad.

3. why public diplomacy(PD)
• Many of the principles and practices used by
governments for public diplomacy can be
applied to corporations and organizations to
engage the public.
• Nation branding is closely related to corporate
branding. The nation can benefit from a strong
corporate brand and the corporation can
benefit from the nation’s brand.

4. public affairs vs public diplomacy
"Public Affairs is the provision of information to
the public, press and other institutions
concerning the goals, policies and activities of
the Government. Public affairs seeks to foster
understanding of these goals through dialogue
with individual citizens and other groups and
institutions, and domestic and international
media. However, the thrust of public affairs is to
inform the domestic audience."

5. Convergence of PR, PD and PA
• Both PR and PD are creatures of rhetoric.
• A river runs through them: the river of public
opinion
• PR and PD are particularly constructed to
address complex issues
• PR and PD are not so much about
communication as they are about drama.
• Communication is not a sufficient answer.

6. Convergence of PR, PD and PA
• In much writing about public relations and public
diplomacy, Human rationality has been
overemphasized.
• Public Relations is the propagation of awe.
• Convergence is not a curse but an opportunity.
• We are living in an age of crisis.
• Convergence is a dynamic feature of the
postindustrial information-communication
economy.

7. origins of the term public diplomacy
"Public diplomacy . . . deals with the influence of
public attitudes on the formation and execution of
foreign policies. It encompasses dimensions of
international relations beyond traditional
diplomacy; the cultivation by governments of public
opinion in other countries; the interaction of
private groups and interests in one country with
those of another; the reporting of foreign affairs
and its impact on policy; communication between
those whose job is communication, as between
diplomats and foreign correspondents; and the
processes of inter-cultural communications.

8. "Central to public diplomacy is the
transnational flow of information and ideas."

9. public diplomacy and propaganda
To this day views differ as to whether or not "public diplomacy" and "propaganda" are
similar.
Two examples:
• In 1955, Oren Stephens, author of Facts to a Candid
World: America's Overseas Information Program, called
such programs (now known as "public
diplomacy"), "propaganda." He referred to the
Declaration of Independence as being "first and
foremost a propaganda tract."
• In 1961, Wilson Dizard, in the first book to be written
specifically about USIA, which was then about eight
years old, wrote: The United States has been in the
international propaganda business, off and on, for a
long time . . . propaganda played a crucial role in the
war of independence."

10. "American traditions and the American ethic
require us to be truthful, but the most
important reason is that truth is the best
propaganda and lies are the worst. To be
persuasive we must be believable; to be
believable we must be credible; to be credible
we must be truthful. It is as simple as that."
-- Edward R. Murrow (1963)

11. what is public diplomacy?
Are the following Public Diplomacy?
• Moon Landing
• Student or Educator in a foreign country
• Performing artists visiting foreign countries

12. importance
‘once the stepchild of diplomats has assumed its
rightful place at the center of diplomatic relations’
‘…if each country could make its own culture and
civilization understood, this will promote
international understanding strongly. The
government will coordinate official and private
efforts, and equip them with appropriate external
and domestic institutions.’

13. initial definition
‘…public diplomacy is distinct from (but related
to) a foreign ministry’s public affairs role, with
similar activities and techniques directed at
one’s own citizens…to help them interpret the
outside world from a nationalist perspective and
raise awareness of their own country’s role and
that of its own diplomatic service.’
From Dr. Gregory Payne

14. evolution of definition
Public diplomacy (PD) originally referred to
attempts by governments to influence foreign
publics, to shape their views on issues and to
take a more favorable view of them. It has been
called: ‘efforts by the government of one nation
to influence public or elite opinion in a second
nation for the purpose of turning the foreign
policy of the target nation to advantage.’

15. evolution of definition
Joseph Nye has taken a completely different
approach, equating PD with ‘soft power’. Based
on that approach, Jozef Batora defines PD as
‘the development and maintenance of a
country’s soft power of persuasion and
attraction’.

16. evolution of definition
‘The new public diplomacy is no longer confined to
messaging, promotion campaigns, or even direct
governmental contacts with foreign publics serving
foreign policy purposes. It is also about building
relationships with civil society actors in other
countries and about facilitating networks between
non-governmental parties at home and abroad…In
order to safeguard their interests in a globalizing
world, countries need “permanent friends” in other
nations.’

17. in short
• It covers activities that address publics and other non-state
entities, at home and aboard, advocating the home country’s
viewpoint on external issues.
• The initiators of PD may be governments, but also include non-
official actors that contribute to the country’s external policy,
such as tourism, media, education organizations, and others.
• The country’s external image sums up the way it is perceived
abroad, and is a dimension of its PD. We also call this its ‘soft
power’.
• The broadest definition compares it with relationship
management, and outreach to all non-state partners. That
takes it to cover a large portion of contemporary mainstream
diplomatic activity.

18. influence of social media
• In 2012, there will be 1 billion people on
Facebook. With the proliferation of mobile
devices and social media, it is easier to reach
people and listen to ground sentiments.
• People can organize faster, people can
influence each other. (with or without you)
• Keeping quiet causes speculation, and rumors;
which may do more harm than the truth.

19. influence of social media
• Social media is international. Something
interesting can become viral in the matter of
days.
• Things happening in the country does not
need the official new channels to proliferate,
it can be shared through peers online.
• Collective minds can be harnessed, reducing
time, costs and efforts.

20. internal objectives of PD
• The government wants people, and different home
institutions including think -tanks, academia and
other stakeholders, to support the country’s
foreign policy goals. This is especially important if a
delicate negotiation is underway; the foreign
ministry then wants pre-empt the other side from
winning over home publics, in favor of the other
country’s position. There is thus both an offensive
and a defensive purpose. Even in normal times, the
government in power seeks public support to win
elections and remain in office.

21. internal objectives of PD
• Educated public opinion is an asset to the
government. It particularly wants the foreign
affairs community to appreciate its policies. This
amorphous group consists of scholars, retired
diplomats and military and civil officials, the media,
and all those who may be engaged in track-two or
track-three activities directed at foreign countries,
usually at neighbors.

22. internal objectives of PD
• Governments also need the support of the
publics at large, in relation to external policy. This
is gauged by opinion polls that measure the scale
of public support on key issues, as well as the
popularity of the government and individual
leaders. This is vital for the government in power,
in the arena of partisan domestic politics.
• Foreign ministries also seek public support, in
appreciation of their work, and for the good
reputation of their diplomatic services and
embassies.

23. external objectives of PD
• First, it tries to appeal to the important non-
state agencies (and individuals ) that
influence foreign policy, especially the way
that target country behaves towards one’s
own country. These are the think tanks,
political parties, the chambers of business and
industry, and the civil society activists
concerned. This group also includes the
scholars who specialize on one’s country and
region, newspaper commentators and the like.

24. external objectives of PD
• The foreign media are in a special
category, always important as the window
through which the foreign publics see the
world, including one’s own country. Media
management and diplomacy has long been a
specialized genre of diplomacy.
• The foreign publics at large, who are affected by
the stereotyped images that they hold, and are
perhaps the hardest to influence, because of
their diffused nature and size. Image
management is important, for tourism and for
business relations with external partners.

25. PD activities
Foreign ministries usually take the lead in
working with other agencies in projecting a
coherent and consistent image and message, be
it in relation to tourism promotion or
mobilization of trade and investments.
Governments where this is not done are the
losers in terms of missed opportunity for
synergy and getting a bigger bang for the buck.

26. PD activities
Image projection works best when a range of
non-state actors is harnessed to join the
marketing effort. These include the operators of
the tourism industry, the chambers of commerce
and industry, the external media agencies
(whether or not they have semi-governmental
status), the education authorities that receive
foreign students, and other agencies that are
strong in their external actions.

27. PD activities
The foreign ministry can provide leadership and
coordination even when these agencies are not
answerable to the government, on the simple
premise that they can be persuaded to see the
holistic task, and their self-interest in
cooperation. The foreign ministries in France and
UK run ‘public diplomacy boards’ where a
number of different agencies meet periodically to
coordinate their actions. Such action deserves
wider emulation.

28. PD activities
When a branding or re-branding effort is to be
carried out, public private partnerships are of much
utility. Such partnerships also work in other specific
activities, such as running a brand equity fund that
supports home enterprises to develop own brands in
foreign markets, and indirectly contribute to the
country image. This has precisely been India’s
experience, overcoming the problems in running
such a state-financed fund, when it handed over the
fund’s operation to a leading industry association

29. PD activities
The US is the leading user of PD as an instrument to
reshape the way foreign publics respond to US foreign
policy, in particular in the Arab and Islamic world. It
devotes vast resources to its PD campaign, and includes in
its arsenal TV networks such as Al Hurrah, radio stations
and a range of other outreach activities. The effectiveness
of this effort is open to question, as shown in numerous
studies carried out by official and private US agencies. The
key missing element in the entire US effort is a two-way
character to the process, namely that besides offering
one’s own message to foreign publics in the most
persuasive manner possible, PD is also about listening to
foreign publics.

30. PD activities
China is the leading user of PD as an instrument of
domestic outreach, primarily using the impressive
penetration that the internet has achieved in this
country. For this authoritarian regime, multilayered
dialog with the Chinese people is a way of conveying to
them the official interpretation of international affairs,
and giving these publics a safety valve for venting their
views, in the expectation that these would be taken into
account in shaping official policy. In particular, the highly
sensitive relationship with Japan is a hot topic in these
exchanges.

31. crowdsourcing
• Social media has been very good at
crowdsourcing funds, ideas and other
information.
• Open source, co-creation, idea platforms are
common in businesses to get new ideas.
• Can there be more open dialog to discuss
issues and ideas?
• Can there be an open platform on social
media for governments to engage with public?

32. methods
• Mobilizing one’s think-tanks and other
institutions for outreach to counterparts; they
often need financial support, as well as good
interconnections with the MFA, so as to improve
their work. This is especially true in countries
where new think-tanks have to be built up.
• Reaching out to potential non-official allies in
foreign countries through networked
diplomacy, as a mirror activity to the above.

33. methods
• Parliamentary groups abroad are especially
important targets, though such a policy can be
pursued only in relation to major countries when
issues of major importance are involved. Nurturing
such contacts attracts increasing attention, and
involves careful planning.
• Enlisting the different home players to work on a
coherent strategy. This is a classic MFA
coordination task; the PD ‘boards’ mentioned
above are one method of achieving this

34. methods
• Harnessing ethnic communities in foreign
countries to play a role in their local context in
favor of the home country. While this may not
be feasible as overt activity in all situations -
outside the Western countries such
communities often cannot play a political role
- they are often influential, and are excellent
sources for information on the local scene.

35. bilateral and multilateral relations
• How can PD be utilized in bilateral relations?
• How effective is PD in enhancing multilateral
relations?
• Do we have any “Best Practices” in PD for
building relations?

36. further readings
• Public Goods vs. Private Goods
• Different Definitions of PD
• Communication
• Audience
• Allies & Enemies

37. specialists, partnerships & diplomats
• The report on the March 2006 Wilton Park
conference on the theme ‘Public Diplomacy: Key
Challenges and Priorities’ declares: ‘There are
differing views as to whether public diplomacy
should be mainstreamed across all diplomatic
work, or should be the preserve of specialists.
Partnerships with external institutions are critical,
whether with the media, non-governmental
organizations (NGOs) or the private sector.
Effective public diplomacy is only as good as the
policies it portrays.

38. PD in relation building
• One of the (expanded) goals of PD is
relationship building, in the sense of creating
linkages between home and counterpart
institutions in different fields where countries
are engaged, be it education and academia,
research, civil society activities and the rest.
=> Similarity with Traditional Diplomacy

39. government outreach
• Credibility (Ethos)
• Incompetency (24/7, online, foreign)
• Help from other actors

40. domestic outreach task
• Imagine that as the Deputy Director of the
Foreign Ministry’s PD Division you had the task of
approaching a cluster of top management
institutes or engineering colleges: what
arguments would you use to appeal to them to
join in a national PD effort, built on the method
of public-private partnership (PPP), to market
your country as a destination for foreign
students? How would you sell this proposition to
them in terms of its PD benefits?

41. canada
• Key method developed in 2003 involves
outreach to home scholars, especially
university students and others, to get them to
think about world issues and the policy
response that the country should adopt. Using
the internet, a ‘Canadian International Policy’
dialog is pursued, covering issues identified as
important by the Department of Foreign
Affairs and Trade, run by this Department, but
with minimal intervention

42. china
• In 2004 the Foreign Ministry created a PD
Department, which runs its website and conducts
a series of activities aimed at the home publics.
While debate via this website is restricted to
registered users, a wide range of foreign affairs
issues are covered; comment by the public is
posted on the site, of course after due screening.
China has used PD in a substantive way to
influence foreign elites, engaging scholars and
others who are seen as friends of the country.

43. kazakhstan
• Borat
• Official reaction vs. Media Effect

44. qatar
• Home of Al Jazeera
• AJ’s effects on building relations with the West
and with the neighboring Arab countries

45. words of a german diplomat
• ‘Whatever their *diplomats’+ area of
responsibility is, they must always ask
themselves the question: how can I “sell” my
topic under the auspices of Public Diplomacy?
Is there a public angle in what I am doing
which can be exploited? This is perhaps the
most innovative aspect of Public Diplomacy”

46. in short
• Effects of domestic circumstances
• What should an embassy do?
• Can countries network? :The necessity of building
relations
• Negative images may sometimes paradoxically
deliver positive value.
• Reactive PD vs. Proactive PD
• PD to gain support in disputes.
• Hard power vs. Soft power?

47. public opinion
• It is very important to engage the public in
conversation on issues. It gives the public:
– A sense of shared ownership
– The power to determine their future
– Dignity that they are smart enough to make
decisions
– A chance to share their views and opinions
– A collaborative way to contribute to society

48. Hard Power, Soft Power, and Smart Power
• What are the definitions of hard, soft, and
smart power?
• How important are these power in post 9/11
world?
• What role does communication play in
international power games?

49. readings (Pratkanis)
• Soft power is the use of the attractiveness of a
country’s culture, political ideas, and policies to get
others to follow those ideals and then follow one’s
lead.
• Using soft power during a conflict (Kuwait vs. Hussein)
• The importance of PR during a conflict
• Using Social Influence
• Being a hawk – being a dove – being the social
influence eagle

50. readings (Nye)
• Soft power is the ability to obtain what you want
through attraction.
• Soft Power can be wielded not just by States, but
by all actors in International Politics, such as
NGO's, or International Institutions.
• The primary currencies of Soft Power are an
actor's Values, Culture, Policies and Institutions.
• “The Powers to Lead” – the application of soft
and hard powers to business/personal life.
*Leader / follower relation is important.

51. readings (Leonard)
• Working in a complicated environment
– Target audience
– Two-way communications
– Role of Pathos
• Competitive vs. Cooperative PD
• Different actors: Diaspora, Political Parties
(European level politics)

52. readings (Hart)
• Gary Hart's 'fourth power', defined as the power of principle, is
in many respects similar to soft power, as the following quote
suggests:
Grand strategy has to do with the application of power and
resources to achieve large national purposes. In the case of the
United States in the twenty-first century, its powers are
economic, political, and military. In each category these
traditional powers are orders of magnitude greater than those
of any other nation - friend or rival - and, in the case of military
power, greater than those of most of the next several strongest
nations combined. America also possesses a fourth power, the
power of principle, which may well be one of its greatest
strategic assets in the twenty-first century. Much depends on
whether and how this asset is deployed. (Hart, 2004, p.1)

53. readings (Hart)
• The choices for the United States are finite. One is to act
unilaterally. Another is to form ad hoc coalitions of the
willing. Another is to involve existing international
institutions such as the United Nations. The final choice is
to devise new institutions not yet known or tried. The
alternative argued for here is an anticipatory
internationalist policy (that is, one that does not await for
crises to arise) based on collaborative sovereignty, the
collective decision by nation-states to aggregate their
sovereignty to deal with both threats and opportunities in a
structured way that benefits the interest of all. If we want
to lead the world, we may stay engaged in and ahead of the
world in a way that respects the people of the world. (Hart,
2004 p105-6)

54. readings (Yun & Toth)
• Realist PD: (a) the “state” as the principal or most
important actor in the world system and (b) power
politics and national security as the paramount
concern.
• Liberalist PD: In the eyes of liberalists, the world has
entered a new era of complex interdependence
(Keohane & Nye, 1977) on a global scale, in which
crude projection of military force as the rule of world
politics has become diluted and ineffective and soft
power takes the place of hard power as a daily
currency in world politics.
• Sociological Globalism PD: “network public diplomacy”

55. Soft Power
Soft power...is the ability to get what you want
through attraction rather than coercion or
payments. It arises from the attractiveness of a
country's culture, political ideals, and policies.
When our policies are seen as legitimate in the
eyes of others, our soft power is enhanced.
(Nye, 2004, p.x)

56. soft power vs. influence
Soft power is not merely the same as influence.
After all, influence can also rest on the hard power
of threats or payments. And soft power is more
than just persuasion or the ability to move people
by argument, though that is an important part of it.
It is also the ability to attract, and attraction often
leads to acquiescence. Simply put, in behavioral
terms, soft power is attractive power. In terms of
resources, soft power resources are the assets that
produce such attraction (Nye, 2004 p.6)

57. american soft power
America has long had a great deal of soft power. Think
of the impact of Franklin Roosevelt's Four Freedoms in
Europe at the end of World War II; of young people
behind the Iron Curtain listening to American music
and news on Radio Free Europe; of Chinese students
symbolizing their protests in Tiananmen Square by
creating a replica of the Statue of Liberty; of newly
liberated Afghans in 2001 asking for a copy of the Bill of
Rights; of young Iranians today surreptitiously watching
banned American videos and satellite television
broadcasts in the privacy of their homes. These are all
examples of America's soft power. (Nye, 2004 p.6)

58. another concept: sticky power
Sticky power refers to economic attraction and is
closely related to those dimensions of soft
power dealing with products, financial
institutions, trading opportunities upon which
many of the cultural assets that prove so
attractive are based. Once enmeshed in the
economic systems which underlie sticky
power, it is difficult to extricate oneself, hence
the term.

59. soft Power/hard Power & PD
• Nye distinguishes between soft power as a
guiding principle and public diplomacy as an
executive practice
• How can hard power be involved (if it can be)
in PD process?

60. three dimensions of PD
• Reacting to news events as they occur in a
way that tallies with our strategic goals
• Proactively creating a new agenda through
activities and events which are designed to
reinforce core messages and influence
perceptions
• Building long-term relationships with
populations overseas to win recognition or
our values and assets and to learn from theirs

61. in short
• Hard power (obtained from the use of military
and/or economic coercion) is outdated and not
effective.
• Soft power is obtained through attraction.
• Sticky power is the economic power.
• Smart power is the ability to use a mixture of soft
& hard power.
• The fourth power is the power of principles.
• Communication stands as the key method to
imply soft, sticky, smart, and the fourth power.

62. diktat vs. dialogue: Importance of Communication
• What are the differences between one-way
communication streams and two-way
communication bridges?
• What ultimately does PD depend on, dialogue
or diktat? Is the choice an exclusive one?

63. readings (Roscho)
• Miscommunication/Lack of communication in
diplomacy
• Secret diplomacy and open diplomacy.
When/where to use?
• What creates a nation’s reputation?
Words/Deeds
• The limits of soft power: Can diplomacy work
without hard power?
• The complex nature of international relations
(military, politics, economics, culture etc).

64. readings (Nelson & Izadi)
• The authors introduce many invaluable political
communication theories and models.
• Peace-time broadcasting instead of “crisis-
management” propaganda. (USIA)
• PD necessitates persuasion. But where does truth
stand?
• On one extreme, there is dialogue and relationship
management. On the other extreme, there is sender-
centered, one-way communication.
• PD attempts might gain legitimacy from ethics and
social responsibility.

65. readings (Scott)
• Paradox 1: Message discipline vs. Diversity
• Paradox 2: Credibility of the actors vs.
Proximity to the Government
– Solution: Using credible source, creating dialogue
• In this global battle for influence the
international reputation of a country is now
one of its most important assets.

66. traditional diplomacy vs. PD
TD PD
state people power
coercion attraction
imposing convincing
ideologies preferences and perception
secrecy credibility
power-play mutual-benefit
self-serving partnership and networks
win/lose wars for land win/win for values, stability

67. dialogue vs. debate
DIALOGUE DEBATE
Oppositional: two sides oppose each
Collaborative: two or more sides work
other and attempt to prove each other
together toward common understanding.
wrong.
Finding common ground is the goal. Winning is the goal.
One listens to the other side(s) in order
One listens to the other side in order to
to understand, find meaning, and find
find flaws and to counter its arguments.
agreement.
Enlarges and possibly changes a Affirms a participant's own point of view.
participant's point of view.
Reveals assumptions for re-evaluation. Defends assumptions as truth.
Causes introspection on one's own
Causes critique of the other position.
position.
Opens the possibility of reaching a better
Defends one's own positions as the best
solution than any of the original
solution and excludes other solutions.
solutions.
Creates an open-minded attitude: an
Creates a closed-minded attitude, a
openness to being wrong and an
determination to be right.
openness to change.

68. truth & dialogue
• “In the last century, our nation advanced its
principles, we debated our policies, and we
welcomed dialogue. We did so on every
continent and we did so with people of
diverse cultures, creeds, races and religions.
We spoke openly and candidly and truthfully
and we were faithful to the tradition that
open debate is the only antidote to closed
minds. As a result, we achieved much success
in the last century.” C. Rice

69. in short
• PD is usually based on two-way
communication. One-way communication
raises question marks about:
– Ethics
– Social Responsibility
– Efficiency
• Lack of communication/miscommunication
creates conflicts.
• Ethos is an important constituent in PD.

70. A euphemism for propaganda?
• What are the differences between
Propaganda and PD?
• Is PD a new polished name for propaganda?

71. Is one man’s PD another man’s propaganda?
How might such a conflict impact on the
practice and evolution of PD?

72. propaganda
• Propaganda was first used to explain mass
persuasion attempts. After several
governmental practices, propaganda gained a
negative connotation (including false
information, deceiving etc.)
• Institute for Propaganda Analysis defines
propaganda as deliberately designing
messages so that people will be influenced to
think or act in predetermined ways,

73. types of propaganda
• Name Calling – giving an idea a bad label – is
used to make us reject and condemn the idea
without examining the evidence.
• Glittering generality, simply put, is the
opposite of name calling. Instead of negative
labeling, in this device, the aim is to associate
something with positive, highly appreciated
beliefs and concepts.

74. types of propaganda
• Transfer involves taking the prestige and other
positive aspects of one concept and applying
it to another concept.
• Plain folks is the propaganda technique when
the speakers try to convince the masses that
they belong to the society, they are common
people, and as well their ideas are those of
the people.

75. types of propaganda
• Testimonial device is mainly having a famous
or infamous publicly known figure’s personal
commentary on a concept.
• Band Wagon technique simply tries to benefit
from the power of the majority in society.

76. types of propaganda
• Card stacking is a propaganda technique that
seeks to manipulate audience perception of
an issue by emphasizing one side and
repressing another, for example by creating
media events that emphasize a certain view,
by using one-sided testimonial, or by making
sure critics are not heard.

77. how to detect propaganda
• Check the source of the message, consider the
sender’s credibility
• Research other resources, other message
senders
• Take a look at non-governmental resources
• Critically analyze the news

78. in short
• Propaganda started out as a value-neutral term.
• Public Diplomacy was used by USIA in order to
label its propaganda-like projects.
• Propaganda has negative connotations in
people’s minds.
• It is possible to differentiate PD from negative
understanding of propaganda.
• It can be said that PD tends to be less-
government controlled and biased than
propaganda attempts.

79. importance of grassroots movements in PD
• What are the roles of non-state actors and
individuals in PD?
• Do the states/governmental
agencies/international organizations dominate
PD?

80. in short
• Grassroots movements have a bottom-up approach.
• PD is an effective tool to create communication bridges but it
might not be able to solve all your problems – It is not a
magical wand.
• Crisis times bring great opportunities for grassroots
movements.
• Grassroots PD projects do and will attract negative criticism.
You should be ready to face these challenges in your projects.
• Corporations oversees are affected by governmental policies.
They can also serve as “corporate diplomats” (i.e. UPS, Flour).
• President Obama promotes open dialogue. During his
presidency, PD is likely to gain importance.

81. nation branding
• What is Nation Branding?
• How does it relate to Corporate Branding?
• Is there a strategic framework for Nation
Branding?
• Where does PD stand?

82. what is nation branding?
• Restoring images
• Breaking stereotypes
• Giving promises
• Strengthening position
• Increasing attractiveness

83. can nations be branded?
Absolutist Moderate Royalist

84. what is corporate branding?
• Comes from cattle branding
• Unique set of real and perceived distinctions
attached to a brand by customers
• Giving promises to increase sales
• Branding and Lack of Branding

85. corporate branding
• Branding today is not only the task of the
Marketing department. It incorporate the
whole company and everyone working for
them, their stakeholders and even their
vendors.
• Employees make up a large portion of the
brand of a company. They are potentially the
source for crisis.

86. nation branding
• Branding today is not only the task of the
Ministry for Foreign Affairs or Tourism Board.
It is the individual companies, people and
governing body that makes up the country’s
brand.
• Citizens do make up a large portion of the
brand of a country. They are potentially the
source for crisis.

87. NB vs. CB
• Stakeholders
• Legitimacy
• Public good vs. Private good
• Brand promise
• Policies vs. promises

88. strategic framework for NB
• Analyze the situation and audiences
• Establish planning terminology (vision –
mission)
• Communication part – crafting messages
• Choose the right channels to communicate

89. PD vs. NB
NB
NB
PD
NB PD
NB = PD
PD
NB

90. in short
• Nation branding is applying brand
management techniques to nations.
• Although techniques are the same, there are
many differences between NB and CB.
• A strategic framework for NB can be created.
• PD and NB are inter-related concepts, there
are different views explaining this relationship.
• Communication is an important part of NB.

91. personal branding and social media
• Public officials and top officials in public
companies need to understand and monitor
their digital footprints.
• Choice of words on public programs, forums
and blogs can cause a big stir and a social
media crisis.
• Empathy is required when responding to
sensitive issues.

92. Less is more
If only she had left out the last sentence.

93. 1 sentence that created news

94. talk to.. not talk at
• People want to engaged in a conversation,
when a reply comes in, find time to respond.
• Build trust and credibility. Share snippets of
life which makes you more “human” and
connect with the everyday man.
• Ask questions to provoke feedback.
• When a crisis happens, respond on same
medium. Don’t start another crisis elsewhere.

95. social media and change
Social media has started a revolution in how
people connect, learn and communicate, and its
effects cannot be undone.

96. Most notably, social media is helping to facilitate
real world revolutions by bringing together
passionate people around social platforms to
organize efforts and achieve desired outcomes. And
through each, the world learns the importance of
Facebook, Twitter, YouTube and other emerging
networks in our society.
As the old saying goes, “we ain’t seen nothing yet.”
Change is in the air and the ties that bind are
formed through the relationships between people
who share online connections, experiences, and real
world aspirations.

97. hear the masses
From the Arab Spring to Occupy Fall.
• In 2011, the world was introduced a powerful
uprising in the Middle East that would later
become known as the “Arab Spring.”
Facebook, Twitter and YouTube served as the
nervous system of shared repression and fed
the rise against tyranny.

98. hear the masses
• In less than 60 days, the “99%” took to Wall
Street and eventually inspired movements in over
95 cities across 82 countries and in over 600
communities in the United States. Initiated by the
Canadian Activist group Adbusters, the Occupy
movement was inspired party by the Arab Spring
and was organized to express a clear and
resounding message that everyday people, the
99%, had had enough and it was time to say
something. It was this single word, enough, that
expressed so much and so little at the same time.

99. hear the masses
• Customers feel unsupported.
• Citizens question their representative’s
motives.
• Consumers are fed up with corporate greed
and golden bailouts.
• People want to be heard and they’re willing to
fight for change, equality, and democracy.

100. The era of command and control is over.
The world needs you now more than ever.

101. As we’re all learning, social networks can
do more than simply play a role in just
connecting friends, family and co-workers
for meaningless banter or pleasant
distractions.

102. Technology plays a part in transformation
and it is up to you to learn how social,
mobile, real-time, and all other emerging
trends are affecting your industries,
communities, or markets.

103. enlightened engagement
What’s missing from the equation is vision and
leadership.
• Tell us what you see.
• Share with us your vision for a better future.
• Inspire us to follow you.
• Keep us next to you along the way.
People need guidance, inspiration, trust to extend
the reach of our mission, and we need help to
develop a working infrastructure, process, and
milestones to help us work together.

104. opportunity
• There is an opportunity now to co-create
• There is an opportunity now to collaborate
• There is an opportunity now to be relevant
• There is an opportunity now to be part of the
change
Do you wish to lead the transformation of your
stakeholder engagement program through social
media or do you wish to lead the transformation of
your entire organization?

105. your role
• Shared experiences contribute to a collective
reality that differs from how you see and sell
your brand or story today.
• Your role is to make things matter, to make
people align with your mission, and to share
values and experiences that marry ideas,
desires, and quests to bring people together
as one.
• With or without you, change will happen.

106. 10 tenets of transformation
Identify the channels your stakeholders use to
communicate, learn and share.
1. Study the true sentiment and experiences of
those who represent threats and opportunities.
2. Document themes, trends, gather the necessary
data, and open yourself to input and empathy.
3. Evaluate the best practices in how other similar
organizations are successfully embracing change.
a. Also study those who are failing to
recognize opportunities.

107. 10 tenets of transformation
4. Conduct an internal and external audit to assess
needs, readiness for change
and surface the nuances necessary to create an
action plan.
5. Write your change manifesto to define the
change you wish to see and demonstrate
the upside of transformation to make the case to
skeptics or the uninformed.
a. Ensure that your manifesto becomes a
working strategy and plan. make it actionable.

108. 10 tenets of transformation
6. Seek an influential, executive-level sponsor who
will champion your mission among decision makers.
7. Organize a taskforce of authoritative or connected
stakeholders to create a centralized organization to
take responsibility for leading the transformation.
a. This taskforce includes representatives from
all functions, affected divisions, and notable
stakeholders
b. Assign responsibilities and milestones to your
change management team. make everyone
accountable for delivering against the plan

109. 10 tenets of transformation
8. Define messages and the communication plan.
a. Shape the messages for each stakeholder
group
b. Set expectations
c. Reduce fears and concerns
d. Inspire your stakeholders to make change
scale and optimize transformation

110. 10 tenets of transformation
9. Activate all social channels that reach
stakeholders to impart and earn relevance.
a. Communicate the vision, mission, and
purpose
b. Convey empathy
c. Build awareness and demonstrate
progress
d. Convert detractors
e. Recruit new stakeholders to extend reach

111. 10 tenets of transformation
10. Your mission is to lead transformation and
plant the seeds that lay a foundation for a more
adaptive organization or cause.
10 tenets of transformation by Brian Solis