Public Diplomacy and Country Branding

New technologies have opened immense possibilities to Public Diplomacy and Country Branding. Good, engaging communications and well-drafted messages can reach large audiences and play an indispensable role in reaching your goals. 

During my time as the Press Counselor and the Head of the Public Diplomacy Section at the Embassy of Finland in Washington DC, we transformed the way we used digital tools, especially social media. 

The true challenge came during the height of the COVID-19 pandemic, as we were forced to dig even deeper to develop new ways of engaging with the audience that suddenly was reachable only through the screens.

However, the essence of the work remained the same: successful public diplomacy and country branding require most of all careful listening and understanding of the environment and collaboration with local actors.

Today I believe that public diplomacy effort at its best combines the physical and virtual spaces, creates new encounters, new experiences, and most of all lively discussion. Uplifting the doers – like the diplomats – make all efforts more relatable and interesting for all.

Some examples of my team’s work in Washington DC:

Sauna diplomacy 

Sauna diplomacy has long roots in Finnish political history. In Washington DC sauna has not been used as a place for negotiations, but rather as a Public Diplomacy tool. Sauna events are well-known, invitation-only events. The success story of the sauna (and COVID-19-friendly sauva) continued during my era in Washington DC with some new twists.

Events related to Finland’s Presidency of the EU Council in Washington DC

Tree planting: All EU Embassies together with the US State Department, National Park Service, Casey Trees,  and Friends of Montrose Park US friends came together to organize a tree planting event.

Understanding country branding and digital diplomacy is essential to governmental actors, but can also play an important role for cities, regions, and even companies looking to expand abroad. 

Interested in working together on your next country branding project?

Please get in touch! 

Photo: Satu Järveläinen