Introduction
International Public Relations may be defined as the planned and organized effort of a company,
institution, or government to establish mutually beneficial relations with the people/publics or
other nations.
It is widely believed that, a positive image enables a nation to achieve a more advantageous
position in global economic and political competition. A positive national image may drive other
nation’s foreign policies in favor of a country, increases revenues from producers, and draw
tourists and foreign investment (Wang, 2006).
International Public Relation activities conducted by a government can influence the image of
the country as perceived by foreign publics and portrayed in the foreign news media about also I
can influence the public’s perception of foreign countries through news coverage.
Lees (2004) path of influence
International Public Relation activities of foreign countries
Country
Country News coverage in a Public
target country perception
in a target
Country
country
Country
Country
(A theoretical model of national image processing and international public relations, by S. Lee,
2004, P. 4)
Governments sign Public Relations with Public Relation agencies of big countries like USA in
order to receive coverage (news coverage) in those countries).
, According to (Lee 2004). The more Public Relations contracts foreign countries sign with Public
Relation agencies in the US, the more coverage those countries receive in the US.
International Public Relation News coverage Public Perception
Example Tanzania during this corona pandemic, when it announces that it allows tourists, and
that we are covid-19 free. This is international Public Relation that aims to receive news
coverage in other countries example USA.
NATIONAL IMAGE HEXAGON
Tourism
Presence of tourism attraction features which are effectively communicated to other countries
helps to shape the image of the country as perceive by the publics of foreign countries. Example
the presence of Kilimanjaro in Tanzania, National ranks sets a good image for Tanzania.
Exports
The quantity and the quality of exported goods from a certain country towards other countries is
also a determinant of the country’s image for example, the export of electronic goods from china
makes people of diff countries to have an image of china as a technologically advanced nation in
the world.
International political situation and foreign affairs.
The political situation of a country shapes an image of that country. Its international relation with
foreign countries gives a clear image to other nations as of what kind the country is example
North Korea.
International Public Relations may be defined as the planned and organized effort of a company,
institution, or government to establish mutually beneficial relations with the people/publics or
other nations.
It is widely believed that, a positive image enables a nation to achieve a more advantageous
position in global economic and political competition. A positive national image may drive other
nation’s foreign policies in favor of a country, increases revenues from producers, and draw
tourists and foreign investment (Wang, 2006).
International Public Relation activities conducted by a government can influence the image of
the country as perceived by foreign publics and portrayed in the foreign news media about also I
can influence the public’s perception of foreign countries through news coverage.
Lees (2004) path of influence
International Public Relation activities of foreign countries
Country
Country News coverage in a Public
target country perception
in a target
Country
country
Country
Country
(A theoretical model of national image processing and international public relations, by S. Lee,
2004, P. 4)
Governments sign Public Relations with Public Relation agencies of big countries like USA in
order to receive coverage (news coverage) in those countries).
, According to (Lee 2004). The more Public Relations contracts foreign countries sign with Public
Relation agencies in the US, the more coverage those countries receive in the US.
International Public Relation News coverage Public Perception
Example Tanzania during this corona pandemic, when it announces that it allows tourists, and
that we are covid-19 free. This is international Public Relation that aims to receive news
coverage in other countries example USA.
NATIONAL IMAGE HEXAGON
Tourism
Presence of tourism attraction features which are effectively communicated to other countries
helps to shape the image of the country as perceive by the publics of foreign countries. Example
the presence of Kilimanjaro in Tanzania, National ranks sets a good image for Tanzania.
Exports
The quantity and the quality of exported goods from a certain country towards other countries is
also a determinant of the country’s image for example, the export of electronic goods from china
makes people of diff countries to have an image of china as a technologically advanced nation in
the world.
International political situation and foreign affairs.
The political situation of a country shapes an image of that country. Its international relation with
foreign countries gives a clear image to other nations as of what kind the country is example
North Korea.
