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Nation Branding, Public Relations and Soft Power: Corporatizing Poland is the latest publication from Dr Pawel Surowiec, Senior Lecturer in Propaganda Studies at мÓƶà¶à¿ª½±¼Ç¼ (BU). In it he examines how individuals have been managing Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices. 

By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy.

Published by Routledge, the book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs.

Pawel commented on his work, saying: "I am interested European politics, and my research on soft power enables me to bring international politics, media and research on communication practices closer together. I am particularly interested in the ways in which different political players contribute to exercising soft power, that is the ability of the state to shape diplomatic realities and national reputations, by means of persuasion."

He went on to say: "From it, the reader will learn about realities of Poland’s diplomacy and the implication of the introduction of corporate concepts to diplomatic circles, and their significance for Polish statecraft and national identities." 

Nation Branding, Public Relations and Soft Power: Corporatizing Poland is available from Routledge. You can order a copy online at .

‘Surowiec explores a fascinating and under-researched area - the role played by nation branding in post-communist transition. His work will make a major intervention into debates surrounding transition and Europeanisation. The strength of this book lies in the combination of a sophisticated approach to global issues grounded in a Bourdieusian perspective with a deep knowledge of the national politics and sociology of Poland.’ - Dr Stuart Shields, Senior Lecturer in International Political Economy, University of Manchester, UK

'This is an original and topical book about a country searching for a dignified place on the modern map of Europe. Readers learn not only about Poland, but also about blending nationalism with neo-liberalism and about adjusting the old-fashioned diplomacy to the digital age.' - Jan Zielonka, Professor of European Politics, St Antony’s College, University of Oxford, UK

'I like this book for two reasons. It is stimulating to see Bourdieu’s work applied to the investigation of promotional practices. As a Pole, I am delighted to see this careful analysis of institutional discourses of Polishness and the experiences that flow through them.' - Dr Magda Pieczka, Reader in Public Relations, Queen Margaret University, UK