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.
Review quotes
"As diplomat and scholar Evan Potter reminds us in his illuminating new book, Branding Canada, we must present a more compelling, coherent image of Canada to the world. We need to harness the tools of public diplomacy -- culture, international education, business promotion -- to present an image of a certain kind of country, with a certain kind of values, which reflects the people we are." Andrew Cohen, The Ottawa Citizen
Evan H. Potter is assistant professor in the Department of Communication, University of Ottawa. He is the founding editor of the Canadian Foreign Policy journal and a former Fulbright Visiting Chair in Public Diplomacy at the Annenberg School for Communication, University of Southern California. He is also a former senior strategist in the Communications Bureau at the Canadian Department of Foreign Affairs and International Trade and the author of Cyberdiplomacy: Foreign Policy in the 21st Century.
