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Options for Public Diplomacy
February 5, 2008. In this text based on his keynote speech at the British Council conference 'Scotland's Place in the World' (Edinburgh, 22 January 2008), Jan Melissen argues that Scotland is no newcomer to the field of public diplomacy-related activities. Its luck is that it benefits from a largely problem-free international image. In recent years the Scottish government has invested substantially in branding and tourist promotion (scenery, castles, bagpipes), contributing to Scotland's reputation and distinct identity on the British Isles and overseas. Now the time has come to build on this, and to develop a public diplomacy focusing on aspects of society and culture that better reflect what makes Scotland tick as an independent-minded nation. Read more »