Suchergebnisse

The aim of this paper is to present effective and enduring models of public diplomacy applied in education all over the world. International education as major contributor to soft power and as an important area of public diplomacy can create a lot of advantages, such as to produce commercial value, to promote a nation's foreign policy priorities and interests and to contribute to a country's economic development and investment. Successful educational systems in countries like the US, the UK, Canada and recently China, have proved the role and relevance of their impact to national interest and international soft power goals. A soft power agenda applied by a certain public policy can transform positive experiences from student mobility and intellectual and social relationships at academic levels into influential values, culture and ideas on the global stage in order to enforce a country's image and its vital interests. The main question of the study is to identify the main factors that can make a country to obtain a strong reputation in education. Another question is to find out whether there are common factors between different international education systems which are aligned to a certain public policy applied by different countries. A third question will be arise around the methodology of public diplomacy can be followed in order to become a reputational leader in education. The methodological approach is based on bibliography, published case studies and personal experience. The results of this study can provide a systematic roadmap of valuables and processes which can be applied by countries aiming to build an international image in education.

The aim of this paper is to highlight the crucial role of public diplomacy in rebranding a country, especially during a time of economic crisis, and to point out the ways it can become an important tool. Rebranding a country or a nation is the process by which a country's international image is recreated, essentially representing that nation or country with a new concept, effectively reintroducing it and establishing the country's modified image. Key tools of this process are communication in general and public diplomacy at state and professional level. Public Diplomacy helps governments launch communication campaigns that can promote a favourable image of the country to international publics, a core factor for successful rebranding. Nevertheless, campaigns alone do not amount to rebranding. Campaigns are good and useful and help reach a strategic goal; they are however only a component of the public diplomacy of a branding strategy.The main question of the study is whether Greece has a brand name and needs to adopt any sort of rebranding strategy. The study also examines whether the campaigns are aligned to a certain branding strategy, it describes the critical factors in rebranding the image of a country and the degree to which public diplomacy has developed.Finally, the paper proposes an integrated model consisting of four basic steps that can be followed by countries facing crises. The methodological approach is based on bibliography, previous studies, published case studies, field research and professional experience.The results of this study may help any scholar and practitioner avoid mistakes common in public diplomacy at times of crisis and add a new dimension to the relationship between nation brand and public diplomacy.

The aim of this study is to explore the means, the methods, and the techniques of public diplomacy that a country in crisis, such as Greece, should use. The paper addresses the very issues of whether a country in crisis can conduct public diplomacy and whether it should be recognized as a legitimate and powerful actor in the field. In a broader sense, it focuses on the processes that a country should follow and how a better understanding and framing of its situation, principles, and policy can be provided. A crucial factor for such countries is the choice of communication channels, which includes traditional tools like press releases, letters to editor, editorials, interviews, or more active tools like social media, events, campaigns, and networking. In this paper, three dimensions of public diplomacy are examined, and appropriate tools to be developed in the short, medium and long-term are proposed. The results of the study are based on case studies, methods, and tools employed by Greece during the last years that the country has faced a huge economic crisis. There is a short presentation on the methods that Greece tries to adopt in order to enhance its image worldwide. Keywords: reactive public diplomacy, proactive public diplomacy, relationship building