More than a decade after its first publication, this essay returns in a third edition that confirms its continued relevance. Drawing on public relations, international affairs, public diplomacy, and mass communication, the book offers a multidisciplinary framework for understanding how national reputations are built and managed. Its core argument is straightforward: authenticity is non-negotiable.
A country's image cannot rest on propaganda or slogans - it must be grounded on genuine cultural identity. As is commonly said in the field... actions speak louder than words. The volume also functions as a practical toolkit, with operational frameworks readers can apply directly: Anholt's Nation Brand Hexagon, the PESO model (Paid, Earned, Shared, Owned media) for communication channels, and analytical lenses such as Coordinated Inauthentic Behavior (CIB) to detect and counter manipulative narratives in the information environment.
The new edition gives substantial attention to digital diplomacy, social media monitoring and, of course, the AI revolution, reflecting the shift from one-way government communication to genuine public dialogue. Cutuli also examines the role of stakeholders beyond government - the private sector, cultural institutions, citizens, and diaspora networks - in co-creating the national brand.
Useful for diplomats, policymakers, tourism executives, and business leaders working internationally, the book makes a clear case that in an environment of information overload, trust and reputation are among a country's most valuable and most exposed assets.
