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Public diplomacy seminar, EUR 2017

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Etienne Augé

on 14 November 2017

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Transcript of Public diplomacy seminar, EUR 2017

What is Country branding?
aims to measure, build and manage the reputation of countries

What is Public diplomacy?
Developing a branding with rankings
6 Rules for Country branding
If you don't tell your story first, somebody else will...
Kazakhstan
Logos
Public Diplomacy seeks to promote the national interest of the United States through understanding, informing and
influencing
foreign audiences
"Seduction" of nations
United States Information Agency
Public relations
applied to diplomacy
Perception vs reality:
Tourism
Perception of tourism desirability
Coherent:
One direction
Strategic: Know your audience and define your objectives
Dynamic: Everyone is involved
Regular: always something happening
Pro-active: Do not wait for others to tell your story
Creative:
Have good stories!
Public diplomacy and nation branding

Umberto Eco
"70% of what we know comes from Hollywood"
2006
Dr Etienne F. Augé
Some final recommendations
Study good branding
Singapore
Prime mover advantage
My definition
Working definition
72nd Best University in the World
In 2014, international tourism generated 1.5 trillion in business earnings
with 1.2 billion tourists!
Education
Don't waste your money
Kuwait event plays Borat parody as Kazakhstan national anthem
Hyperinformation
Incredible India 2013
Public diplomacy today
Target audiences
Tourists
Investors
Students
Tools
Listening and
Advocacy
Cultural and Exchange
diplomacies
International broadcasting
Country branding
International Experience
Gastrodiplomacy
2014 Country brand ranking
Social Media
etienneauge.net
Many thanks for your attention!
2006
The easiest way to win hearts and minds is through the stomach
What are Public relations?
Origins: Propaganda
Edward Bernays
Public relations
Discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour
No difference between Propaganda and Public Relations
Rebranding
Finland
Noma's Menu 296 $
Avoid mega-events...
Regional Ranking
New Nordic Cuisine
Cuisine rankings
Tell
your
story
True Enough
India
Branding
Brand
1,500,000,000,000 US$
Start with 3 characteristics
What everybody says
Diverse
Progressive
Open
Caring
Your turn!
Times of Higher Education 2016
jumbo shrimp seasoned with several live black ants
Rotterdam
The Hague
Marketing is not Branding
Diverse
Hospitable
Good food
History
Click!
4 different dimensions to your country
How you perceive your country
How your country is perceived by others (especially your target groups)
The reality of your country
How you would like your country to be perceived/branded
Choose your audience
2017
Kawai Japanese city mascots
...but piggyback on them
James Bond effect
BMW Z3 in Goldeneye (1995)
James Bond’s espionage career, in one map
After the training
Why Invest In Morocco / Corporate Video (February 2017)
Aim for the undecided
Ignore the enemies
Reinforce the friends
Appeal to Authority
Control of People's beliefs
Guatemala, 1954
July 2017
Public diplomacy seminar
Erasmus University Rotterdam
November 15, 2017

Whisky Quizz!
According to the Whisky Bible, which country produces the best whisky in 2017?
South Holland
2017
Scotland
Canada
New Zealand
Italy
South Africa
Indonesia
England
Iceland
USA
Wales
2018
Diasporas
Reality of tourism 2014-2016
Global commercial brands
World's most valuable brands 2017
#17
Forbes
#20
#60
#9
#1
#2
#3?
Top 100
North Holland
The Original Cool
2017
Welcome
Guest lectures
Group presentation/Debriefing
40%
Final paper/individual presentation
50%
Attendance/participation
10%
And now, Public diplomacy the Clingendael Way
Full transcript