Localising public diplomacy: The role of sub-national actors in nation branding.

The post-9/11 world has brought public diplomacy back into the spotlight; yet the burden of winning the hearts and minds of foreign publics can no longer solely fall on the national government. Building upon the literature in international relations and communication, this paper discusses the vital importance of sub-national actors' engagement in the process of public diplomacy and nation branding. It explains the rationale for such involvement as well as delineating the possible roles they may play in the communication process. It argues that public diplomacy must be pursued at multiple levels, with sub-national participation being most effective in building mutual understanding and relationships. The analysis and propositions are not only theoretically important in the debate on the role of public diplomacy in nation branding and communication, but also have public policy implications in the design and execution of these programmes. [ABSTRACT FROM AUTHOR]