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Staaten nutzen heute Instrumente der PR und des Marketing, um international ein positives Image aufzubauen. Nicht nur punktuell, sondern stndig und in Form einer integrierten und strategisch angelegten Kommunikation. Anna Schwan erklrt und analysiert diese Strategische Auenkommunikation von Staaten systematisch. Die bisherigen Forschungsergebnisse zur Auenkommunikation, von Nation Branding und Public Diplomacy ber Theorien der Mediatisierung von Auenpolitik bis zur Nationalismusforschung bilden dazu den theoretischen Hintergrund. Die Autorin extrahiert Erfolgskriterien und gibt konkrete Handlungsempfehlungen fr die Praxis. Sie etabliert so ein umfassendes Verstndnis fr diese neue Kommunikationsform.
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