From image management to relationship building: A public relations approach to nation branding

This article's aim is to contribute to the theoretical advancement of nation branding by focusing on public relations' (PR) contribution to this fast developing field. Relationship building is proposed as a new framework for nation branding, which could replace image management - the current dominant view of place and nation branding. This article first undertakes a critical review of the definitions and conceptualisations of nation branding. The role of PR in the place branding literature is reviewed, followed by a synthesis of core models and concepts of PR with nation branding. Finally, image management and relationship management are contrasted in the context of nation branding.