Znaczenie mediów w strategicznej komunikacji zewnętrznej państwa – szkic teoretyczny

• Authors: Agnieszka Szymańska
• Languages of publication: PL

Abstracts

EN

According to the Joseph S. Ney’s soft power concept, in the audiovisual era grows the significance of the non-material elements of a state’s power and the perception of the state in the international circles based on its image. Governments of numerous countries create specific promotional strategies within which different types of communication tools are applied, including the Public Relations tools with a special emphasis of the media relations and event marketing and also the Nation Branding and Public Diplomacy. The tasks of the government is then first of all to establish a relevant direction of proceedings and then to coordinate the activities of all of the entities which participate in the implementation of the country’s promotional strategy

Keywords

EN

strategic external communication; media diplomacy; nation branding; public diplomacy

• Publisher: Uniwersytet Jagielloński
• Journal: Zeszyty Prasoznawcze
• Year: 2014
• Volume: 57
• Issue: 2
• Pages: 273-292

Dates

published

2014

online

2014-04-22

Contributors

author

Agnieszka Szymańska