Branding Canada : projecting Canada's soft power through public diplomacy / Evan H. Potter.

Format:

Book

Author/Creator:

Potter, Evan H.

Language:

English

Subjects (All):

Diplomacy.

Public relations and politics--Canada--History.

Public relations and politics.

Canada--Foreign relations--1945-.

Canada.

Canada--Relations.

Physical Description:

1 electronic text (xvi, 368 p. : ill.) : digital file.

Other Title:

Projecting Canada's soft power through public diplomacy

Place of Publication:

Montreal : McGill-Queen's University Press, c2009.

Language Note:

English

Summary:

The communications revolution and increased democratization and globalization have made every country more aware of its image and reputation - its "national brand." Whether a country needs to build international coalitions against terrorism, encourage cooperation to protect the environment, or attract investment and skilled labour, influencing foreign public opinion is now as crucial to national success as negotiating with foreign governments. Evan Potter analyses how the federal government has used the instruments of public diplomacy - cultural programs, international education, international broadcasting, trade, and investment promotion - to exercise Canada's soft power internationally. He argues that protecting and nurturing a distinct national identity are essential to Canada's sovereignty and prosperity, and suggests ways to achieve this through the strategic exercise of public diplomacy, at home and abroad. In offering the first comprehensive overview of the origins, development, and implementation of the country's public diplomacy, Branding Canada offers policy advice on Canada's approach and advances the thinking on public diplomacy in general.

Contents:

1. Introduction: Canada's Warm but Fuzzy International Image

Pt. 1. Definitions, Debates, History

2. What Is Public Diplomacy?

3. The Origins and Development of Canada's Public Diplomacy / Sean Rushton

Pt. 2. The Instruments

4. Public Affairs and International Cultural Relations

5. International Education

6. International Broadcasting and New Media

7. The Economic Face of Public Diplomacy: International Business Promotion and Tourism / Jason Bouzanis

Pt. 3. The Process

8. The Practice of Public Diplomacy

9. How to Brand Canada: Experiences on the Ground

10. A New Architecture for Canada's Public Diplomacy.

Notes:

Includes bibliographical references and index.

ISBN:

9786612866296

9780773583917

0773583912

9781282866294

128286629X

9780773575820

0773575820

OCLC:

923233983