Public Diplomacy & Nation Branding
Build effective public diplomacy and nation branding campaigns to enhance national image and influence. Grounded in real GCC case studies and practical simulations.
Program Overview
In an era where global reputation shapes diplomatic influence, public diplomacy and nation branding have become essential tools for countries to assert their identity, values, and vision. This program enables professionals to design and execute strategic narratives, soft power initiatives, and global engagement campaigns.
Drawing on successful case studies – such as Expo 2020 Dubai, Qatar World Cup, and Saudi Vision 2030 – participants will explore how cultural exchange, media, public perception, and policy are woven into a unified national brand.
Mode of Delivery
- Live interactive lectures (in-person or online
- Case study analysis (global and GCC-focused
- Strategic simulation exercises and group workshop
- Practical campaign design lab
- Guest speakers from diplomacy, branding, and media sectors
Target Audience
This program is tailored for:
- Diplomats and government spokespersons
- Ministry of Foreign Affairs professionals
- Communication and PR officers in government and semi-government sectors
- Media advisors and cultural attachés
- Tourism board and expo/event strategists
- Professionals in national identity and international relations
- Branding and public affairs consultants
Objectives of the Training Program
By the end of the program, participants will:
- Understand the foundations of public diplomacy and nation branding
- Learn how governments project influence through strategic communication
- Analyse international and GCC nation branding case studies
- Explore the use of media, events, and culture as diplomatic tools
- Practice designing and implementing multi-channel campaigns
- Apply public diplomacy in times of crisis and geopolitical tension
- Build strategies to align national identity with foreign policy goals
Course Description
This professional training equips participants with the tools to develop effective public diplomacy strategies and national branding campaigns. The course explores:
- Strategic communication and narrative framing
- Media relations and digital diplomacy
- Cultural diplomacy and international cultural exchange
- Nation branding through mega-events and sports
- Stakeholder engagement and policy alignment
Participants will apply their knowledge in simulations and design real-world branding campaigns that enhance soft power and elevate a nation’s presence on the world stage.
Learning Outcomes
Participants will be able to:
- Define and assess a country’s soft power assets
- Build coherent nation branding strategies with long-term impact
- Leverage media and storytelling to engage global audiences
- Utilize cultural and event diplomacy to enhance public perception
- Design and deliver a strategic communication campaign
- Respond effectively to reputational challenges and crises
Methodology
1. Expert-led lectures and discussions
2. Real-world case study exploration (UAE, KSA, Qatar, South Korea, Sweden)
3. Group work and collaborative strategy design
4. Branding labs and storytelling workshops
5. Diplomatic communication simulations
6. Final strategy presentation and evaluation
Certification
1. Certificate of Completion from the American University in the Emirates (AUE)
2. Attendance certificates are attested by KHDA
3. Optional 2 Continuing Education Credits (CECs)
Schedule & Topics
Workshop Schedule and Topics
A 7-day structure with clear session focus and outcomes.
Introduction to Public Diplomacy & Soft Power
Focus & Outcomes: Concepts, tools, and global trends
Foundations of Nation Branding
Focus & Outcomes: Brand identity, messaging, values, audience segmentation
Cultural Diplomacy & Strategic Cultural Engagement
Focus & Outcomes: Culture as influence: arts, heritage, education, sports
Media & Digital Diplomacy in the 21st Century
Focus & Outcomes: Social media diplomacy, online reputation, media framing
Mega-Events & Sports as Nation Branding Platforms
Focus & Outcomes: Analysis: Expo 2020, World Cup, Vision 2030 initiatives
Crisis Communication & Reputation Management
Focus & Outcomes: Case scenarios, framing under pressure, narrative control
Final Lab: Strategy Simulation & Campaign Design
Focus & Outcomes: Group project, strategy development, feedback session
Perfect For You
Program Investment
AED 6,500 – 9,000 per participant Includes:
1. Certification & KHDA documentation
2. Access to case studies and branding toolkits
3. Final project evaluation and expert feedback
4. Exclusive guest sessions with experts in diplomacy and branding
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