State Marketing In Global Era
Convergent Diplomacy® This new discipline introduced by Mr Nali is supported by increased governmental involvement in adressing local and international civil societies to gather support/sympathy to its forign policies.
The current global environment has been defined by the so called national revolutions and it is increasingly characterized by high levels of interconnectedness and "democratization", as well as more competition at the international level for a fair share of the global economic presence. Governments today are required to communicate with foreign publics more than ever before and employ public diplomacy to promote their images in support of national interests. Likewise, globalization and competition for international consumers define the contemporary landscape for multi-national corporations; many of which are more economically powerful than small or developing countries.
Public and private actors on the global stage are compelled to engage in branding to successfully differentiate themselves in pursuit of competitive advantages.
International corporations regard public relations as an essential activity and have long recognized that a strong brand confers economic and political benefits
International corporations regard public relations as an essential activity and have long recognized that a strong brand confers economic and political benefits; however, the understanding that nation states must also cultivate their image is a relatively recent phenomenon. Over the past decade, there has been an upsurge in interest among policy makers and scholars in the function and role of public diplomacy. In the wake of the sad event of September 11, 2001, there were considerable concerns among American intellectuals and politicians about why they had lost the ‘hearts and minds’ of oil rich middle eastern countries, consequently, public diplomacy has since come to the forefront of diplomatic affairs. Unlike classic diplomacy, public diplomacy does not involve privileged government-to-government interactions, rather initiatives targeting change in the knowledge, attitudes, and beliefs of foreign constituencies; though government officials may also be targets.
Public diplomacy shapes international images and reputations, enhances the ability of nations to attract international trade and investment, tourism and immigration, and translates into foreign influence. Governments and academics alike have acknowledged the importance of public diplomacy and it is not just national governments that practice public diplomacy, but sub-national governments as well.
Cities, provinces (or similar federated entities) and regions have begun to actively brand themselves internationally to capitalize on the opportunities and minimize the threats of globalization, increased competition, and economic integration. Recognizing that communication and interaction with foreign audiences have become a defining feature of the international system for governments and multi-national corporations alike, My upcoming book will examine the relationship between public diplomacy and public relations. Sharing similar approaches and techniques, public diplomacy and public relations are important drivers of contemporary international communications. The notion that the two domains were experiencing a process of convergence in their article, “Public Relations and Public Diplomacy: Conceptual Convergences”. However, the public diplomacy / public relations nexus has received only limited attention in the existing academic literature.