Abstract
Many national governments have employed strategic communication in promoting their external images. Though somewhat a sub-nation since its handover to China in 1999, the Macau Special Administrative Region Government (MSARG) finds it imperative to apply strategic communication to its place branding in its regional and international communities. Taking on the former Portuguese colony for an in-depth analysis, this study describes the perception of, knowledge about, and practice on strategic communication by the MSARG communication officials. The findings, though limited, seem reconcilable with the analytical assumptions of strategic communication studies in the west.
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