Public Diplomacy vs. Nation Branding

Public diplomacy and nation branding are increasingly being used in the same context. While each has a unique role in communicating a strategic message, the fields differ greatly, but should be used simultaneously in order to effectively coordinate and project a desired image. Simon Anholt would argue that states can be branded similar to products and this strategy would allow for marketing communication techniques to be uses to promote a nation’s image. I agree with this notion that image is the common denominator when comparing the two terms; however, I would not conclude that a product and a country can be treated synonymously in this context. Although the main goal is to promote a favorable image, the core objectives of a product and country will never be exactly the same. A product is to be sold, and a country is to be shared and understood.

Public Diplomacy traditionally has an objective that is more politically motivated and targets influencers, elites, and politicians. Conversely, nation branding amplifies a message and image that is targeted toward a general population and has much more of an economic interest.  Public diplomacy has a role that seeks to find common values, shape beliefs and communicate foreign policy priorities. Nation and place branding views citizens as potential buyers and will specifically target a message to help promote trade and tourism.  One of the main differences between the two fields of study is that public diplomacy practitioners within the government are bound to an agenda and a certain set of guidelines. Public diplomacy messages must be approved through a complex process in order to fit within the national narrative. However, nation and place branding has the option of changing an image repeatedly in order to meet the demands and expectations of a desired public. Nation branding messages can be tested out to see how an audience will respond, whereas a public diplomacy message does not enjoy the same privilege because of potential international complications.

The field of public diplomacy could greatly benefit from nation branding strategies.  Nation branding focuses on mass marketing through a variety of tools and instruments. Public diplomacy could view culture and education as products to be marketed and consumed. Public diplomacy must continue to capitalize on the uniqueness of a particular state without compromising the message and the national narrative.