Place Branding and Public Diplomacy

期刊简介：Place Branding and Public Diplomacy is a pioneering journal and the first to concentrate on this fast-growing field. Its scope and reach is global and culturally unbiased. Its primary objective is to broaden the understanding of the nature, purposes and benefits of both place branding and public diplomacy and to demonstrate how place branding and public diplomacy strategies are implemented in practice.Place branding is the practice of applying brand strategy and other techniques and disciplines - some deriving from commercial practice, others newly developed - to the economic, social, political and cultural development of cities, regions and countries. Public diplomacy is the process by which an international actor – often but not exclusively a country – conducts foreign policy by engaging a foreign public. Public Diplomacy and Place Branding are not synonyms but their overlaps are sufficient to justify a journal which considers both activities in their own right and at their point of convergence.Both Place Branding and Public Diplomacy are significantly, but not exclusively, concerned with reputation management. To date the ways in which countries, cities and regions manage their reputations and influence external 'audiences' - or fail to do so - have been discussed in a fragmented way across a range of disciplines: from political philosophy to public relations, by way of destination marketing, economics, social and cultural policy, international relations, public affairs, brand strategy, tourism promotion, inward investment promotion and export branding. Place Branding and Public Diplomacy provides a comprehensive, coherent forum with which to drive the subject forward by publishing authoritative, peer-reviewed articles as well as news, debates, interviews, literature reviews, case studies and special features. It provides an international forum where practitioners, academic researchers, consultants, students, governments and the wider public can debate these issues and learn about best practice.Place Branding and Public Diplomacy is a publication which is relevant to the needs of place branding practitioners, Public Diplomats, policy makers, and researchers. It was designed first and foremost as a review that would attract submissions and be read by both practitioners and researchers. It provides researchers as well as ministries, governments, civil servants, agencies, and consultants with the latest thinking and most valuable lessons on how places can better manage their images and extend their 'soft power' for economic, social and cultural development.Who will benefit most from a subscription to Place Branding and Public Diplomacy?Academics and Researchers in place marketing and public diplomacy studies; scholars of international politics, international relations, public affairs, globalisation studies, economics, international marketing, diplomatic studies and communication.Ministries of Foreign Affairs - Ministers, Ambassadors and their staff working in international relations, public diplomacy, media relations, press offices and public affairsOther agencies dealing with Foreign Policy such as think tanks, policy advisors, foundations, diplomatic academies, embassies and consulatesOther Government Ministries - Place Branding is of direct concern to Ministries of Tourism, Foreign Direct Investment, Major Events, Sport, Culture, Regions, Industry, Exports, Economic Affairs, Treasury, Development and Education, as all these are stakeholders in the image of the country, region or cityCultural Institutes and foundationsRegional and city governments; mayoral offices; regional, cantonal, state and city tourism, economic and development agenciesCommunications Agencies; Tourism and Investment ConsultantsInvestment Promotion AgenciesNon-Governmental Organizations seeking to engage a foreign audience.

【译文】地方品牌与公共外交是一个开创性的期刊，也是第一个专注于这个快速发展的领域的期刊。它的范围和影响是全球性的，文化上无偏见。它的主要目标是扩大对地方品牌和公共外交的本质、目的和益处的理解，并展示地方品牌和公共外交策略如何在实践中实施。地方品牌是将品牌战略和其他技术及学科——一些来自商业实践，一些是新开发的——应用于城市、地区和国家经济、社会、政治和文化发展的实践。公共外交是一个国际行为体——通常是但不仅限于一个国家——通过接触外国公众来执行外交政策的过程。公共外交和地方品牌不是同义词，但它们的重叠足以证明一个同时考虑这两种活动本身及其交汇点的期刊的合理性。地方品牌和公共外交都显著地，但不仅限于，关注声誉管理。迄今为止，国家、城市和地区管理其声誉和影响外部‘观众’——或未能这样做——的方式已经在各个学科中被零散地讨论：从政治哲学到公共关系，通过目的地营销、经济学、社会和文化政策、国际关系、公共事务、品牌战略、旅游推广、 inward investment promotion and export branding。地方品牌与公共外交提供了一个全面、连贯的论坛，通过发表权威、同行评审的文章以及新闻、辩论、访谈、文献综述、案例研究和特别报道来推动该主题的发展。它提供了一个国际论坛，实践者、学术研究人员、顾问、学生、政府和更广泛的公众可以就这些问题进行辩论并了解最佳实践。地方品牌与公共外交是一个与地方品牌从业者、公共外交官、政策制定者和研究人员的需求相关的出版物。它首先被设计为一个吸引投稿并吸引从业者和研究人员阅读的评论。它为研究人员以及部、政府、公务员、机构和顾问提供了关于如何更好地管理地方形象和扩大其‘软实力’以促进经济、社会和文化发展的最新思想和最有价值的经验教训。