1. Branding Canada: The New Public Face of Canadian Diplomacy.
- Author
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Potter, Evan H.
- Subjects
- *
DIPLOMACY , *MIDDLE powers , *INTERNATIONAL relations , *NATIONAL interest - Abstract
We are witnessing a fundamental shift in how nations manage their international relations. National interests are being advanced abroad through events and actions that go well beyond the classic diplomacy of communiqués, demarches, and aide memoires. Foreign ministries must now devise programs and muster complex coalitions involving the wider public aimed directly at specific problems rather than simply urging governments or international organizations to act. This article will examine the extent to which Canada as a middle power has embraced this new diplomacy and will describe how Canada is positioned to develop the ‘information edge’ in its diplomacy. My thesis is that a middle power such as Canada with only a limited ability to influence the global public discussion, must give its image serious attention since Canada’s global influence today depends increasingly on factors that transcend raw economic or military power and that appeal more to public perceptions abroad. The paper will show that at present Canada is losing this global image war. Part one of the paper will examine why public diplomacy is growing in importance. Part two will look at Canada’s public diplomacy instruments. Part three will examine some of the challenges facing Canada in this ‘nation brand’ war. The article will present two case studies of Canadian public diplomacy in action. [ABSTRACT FROM AUTHOR]
- Published
- 2004