Public Diplomacy and Nation Branding

Abstract

Purpose: The general aim of the study was to explore public diplomacy and nation branding.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings reveal that there exists a contextual and methodological gap relating to public diplomacy and nation branding. Preliminary empirical review revealed that that public diplomacy plays a crucial role in shaping a nation's brand image and reputation globally. It emphasized the significance of innovative communication strategies, particularly in the digital age, to engage with international audiences effectively. The research highlighted the importance of coherence and coordination in public diplomacy efforts, advocating for a strategic and integrated approach across government agencies and stakeholders. Overall, the study underscored the complex interplay between public diplomacy and nation branding, emphasizing the need for continuous evaluation and adaptive strategies to promote national interests and identity on the global stage.
 Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Agenda Setting theory and Stakeholder theory may be used to anchor future studies on public diplomacy and nation branding. The study provided valuable recommendations that contributed to theory, practice, and policy in the fields of public diplomacy and nation branding. Through a comparative analysis of existing theories and empirical research, the study identified gaps and opportunities for theoretical development, encouraging scholars to adopt a holistic approach to theory-building. Practical recommendations were offered for public diplomacy practitioners and policymakers, emphasizing best practices and innovative strategies for enhancing nation branding efforts. Additionally, policy recommendations were provided for government officials, emphasizing the strategic importance of public diplomacy in advancing national interests and enhancing soft power. Overall, the study's recommendations helped shape more effective and impactful communication strategies, fostering constructive international relations and mutual understanding.