![]() ![]() So what is public diplomacy all about? The basic idea is that in order to achieve a wide range of goals?from economics to military?you need to get support of ordinary people. Since social power is the ability to set standards and determine what is normal and desirable, the relevance of public diplomacy and place branding as a phenomenon in international politics should be evident. use place branding to affect, even modify, their reputation by similar means and processes as commercial brands. Place branding is inherently part of the constructivist paradigm, since it builds on the understanding that territorial actors have considerable agency in shaping their place and role in international politics. Today, even International Organizations such as the European Union, the United Nations and NATO are conscious of their brand, as are NGO's, universities, and media. Both public diplomacy and place branding use social power by uploading (new) norms and values, and occasionally pushing for (new) standards and rules. It is closely linked to public diplomacy since place branding tries to affect the image and perception of foreign as well as domestic communities regarding territorial entities, be they states, regions, or cities. This practice overlaps with place branding, which can be considered an effort to manage, if not necessarily wield, the social power of a geographical location by using strategies developed in the commercial sector. Public diplomacy seems to be the latest buzzword, billed as the key to reinvigorating democracy at home and winning "hearts and minds" abroad. ![]() Like all parts of social life, international politics has fads and fashions. ![]()
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