Country Marketing Framework: Public Diplomacy and Turkey Analysis

In the new world system, which has evolved into a multi-polar and multi-civilized state with globalization, it has become very important to consider differences between civilizations in managing this change. The socio-political events that have developed since the beginning of the 1990s have led political actors towards more co-operation with foreigners. All these developments seem to have led to profound changes in classical diplomacy. In this framework, the 'public diplomacy' which was met with the open diplomacy for many years unlike the classical diplomacy but the literature in 1972 constitutes the main debate centered on this work. Public diplomacy today refers to a wide range of communicative interaction, not just governments, but also actors, such as non-governmental organizations, organizations, citizens. In this study, which is based on the branding of the country, public diplomacy was questioned in the context of political information and cultural communication, and points of connection with international and intercultural public relations management were examined. Relational and communicative modalities related to the topic have been analyzed. From all these theoretical findings, the development parameters of public diplomacy in terms of Turkey's image have been examined through descriptive and argumentative analysis techniques.

Keywords: Public diplomacy, International Public Administration, Intercultural Communication, Country branding, Image, Perception management, Turkey

In the new world system, which has evolved into a multi-polar and multi-civilized state with globalization, it has become very important to consider differences between civilizations in managing this change. The socio-political events that have developed since the beginning of the 1990s have led political actors towards more co-operation with foreigners. All these developments seem to have led to profound changes in classical diplomacy. In this framework, the 'public diplomacy' which was met with the open diplomacy for many years unlike the classical diplomacy but the literature in 1972 constitutes the main debate centered on this work. Public diplomacy today refers to a wide range of communicative interaction, not just governments, but also actors, such as non-governmental organizations, organizations, citizens. In this study, which is based on the branding of the country, public diplomacy was questioned in the context of political information and cultural communication, and points of connection with international and intercultural public relations management were examined. Relational and communicative modalities related to the topic have been analyzed. From all these theoretical findings, the development parameters of public diplomacy in terms of Turkey's image have been examined through descriptive and argumentative analysis techniques.

Anahtar Kelimeler: Public diplomacy, International Public Administration, Intercultural Communication, Country branding, Image, Perception management, Turkey