Friday, March 29, 2024

Public Relations and Cultural Diplomacy

PR has seen developments in history in the way the notion is understood and its difference from other closely related notions such as media relations, publicity, advertising and marketing etc. However, it manages relations between an organization and its public, seeks to influence and orientate the taste of the public and uses media channels for two way information flow etc. In reality, PR takes on programming, defining objectives, planning for actions; writing and editing press releases, speeches printed materials, selecting the right channel, organizing events etc.

Closely related to PR is cultural diplomacy As space and sovereignty can no longer be barrier to cultural exchanges, many countries have seized the opportunities to transform culture into soft power. In recent years, the US has taken the lead in winning the hearts and minds of the public, especially the Muslim community in the Middle East. New to this kind of activities, Vietnam should formulate and adopt a strategy to project itself culturally. This strategy should include the identification of the public and objectives and the planning for actions.

 

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