TY - JOUR
TI - Znaczenie mediów w strategicznej komunikacji zewnętrznej państwa – szkic teoretyczny
AU - Szymańska, Agnieszka
TI - Znaczenie mediów w strategicznej komunikacji zewnętrznej państwa – szkic teoretyczny
AB - 
	According to the Joseph S. Ney’s soft power concept, in the audiovisual era grows the significance of the non-material elements of a state’s power and the perception of the state in the international circles based on its image. Governments of numerous countries create specific promotional strategies within which different types of communication tools are applied, including the Public Relations tools with a special emphasis of the media relations and event marketing and also the Nation Branding and Public Diplomacy. The tasks of the government is then first of all to establish a relevant direction of proceedings and then to coordinate the activities of all of the entities which participate in the implementation of the country’s promotional strategy
VL - 2014
IS - Tom 57, Numer 2 (218)
PY - 2014
SN - 0555-0025
C1 - 2299-6362
SP - 273
EP - 292
DO - 10.4467/2299-6362PZ.14.015.2336
UR - https://ejournals.eu/czasopismo/zeszyty-prasoznawcze/artykul/znaczenie-mediow-w-strategicznej-komunikacji-zewnetrznej-panstwa-szkic-teoretyczny
KW - strategic external communication
KW - media diplomacy
KW - nation branding
KW - public diplomacy