This book analyzes when and how Poland implemented public diplomacy. The author explains it as a form of external political communication of governments conducted in cooperation with non-state actors to position the country internationally. The Polish case illustrates how a mid-size country in Europe attempts to impact the public opinion formation abroad while implementing soft power tools. Since 2004, when Poland joined the EU, the country has used public diplomacy to inform the world about its achievements. Poland's public diplomacy has been strongly oriented on Europe and shaped by geopolitics. It integrated transmission and network models of communication. The Polish model reflects the relevance of public diplomacy domestic dimension and the focus on foreign politics on memory. «The book (...) is the first monograph analyzing contemporary Polish public diplomacy written in English, being at the same time a methodologically sound piece of research, based on extensive primary source research.» Professor Andrzej Mania, Chair of American Studies and the History of Diplomacy and International Politics, Jagiellonian University «An excellent case study of public diplomacy. Ociepka systematically analyzed the Polish utilization of key public diplomacy instruments including cultural diplomacy, branding and Twiplomacy, and properly placed them within historical and theoretical contexts.» Professor Eytan Gilboa, Director, Center for International Communication, Bar-Ilan University

After 9/11, which triggered a global debate on public diplomacy, 'PD' has become an issue in most countries. This book joins the debate. Experts from different countries and from a variety of fields analyze the theory and practice of public diplomacy. They also evaluate how public diplomacy can be successfully used to support foreign policy.

This edited book explores the multi-layered relationships between public diplomacy and intensified uncertainties stemming from transnational political trends. It is the latest wave of political uncertainty that provides the background as well as yields evidence scrutinised by authors contributing to this book. The book argues that due to a state of perpetual crises, the simultaneity of diplomatic tensions and new digital modalities of power, international politics increasingly resembles a networked set of hyper-realities. Embracing multi-polar competition, superpowers such as Russia flex their muscles over their neighbours; celebrated ‘success stories’ of democratisation – Hungary, Poland and Czechia – move towards illiberal governance; old players of international politics such as Britain and America re-claim “greatness”, while other states, like China, adapt expansionist foreign policy goals. The contributors to this book consider the different ways in which transnational political trends and digitalisation breed uncertainty and shape the practice of public diplomacy.

Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices. By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy. The book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs. Challenging and original, this book will be of interest to scholars in public relations, corporate communications, political marketing and international relations.

Do the various aspects of Europe's multi-leveled public diplomacy form a coherent overall image, or do they work against each other to some extent? European Public Diplomacy pushes the literature on public diplomacy forward through a multifaceted exploration of the European case.