What has 20 years of dedicated research taught us about place branding and public diplomacy? To mark the 20th anniversary of the esteemed academic journal ‘Place Branding and Public Diplomacy’, we are delighted to share this guest contribution by Magdalena Florek and James Pamment, editors of the journal. Together, they reflect on the evolution, challenges, and transformative impact of research in this dynamic field. This special feature also celebrates the journal’s milestone issue, showcasing insights from some of the most influential scholars in place branding and public diplomacy.
Over the last ten years we’ve shared many of its research insights and interviewed numerous researchers who contribute to its editorial board and articles. Congratulations to the journal on two decades of shaping this fascinating field!
Celebrating 20 Years of Dedicated Research
November 2024 marked a major milestone: 20 years since the launch of Place Branding and Public Diplomacy, the first academic journal dedicated to this dynamic and evolving field.
Originally established in 2004 as the Journal of Place Branding, the publication has grown alongside the disciplines it serves, fostering critical discussions on how cities, regions, and countries shape their reputations and navigate global challenges.
To celebrate this anniversary, a special issue has been curated, featuring contributions from some of the most prominent voices in place branding and public diplomacy. Thought leaders Simon Anholt, Nicholas Cull, Keith Dinnie, Kathy Fitzpatrick, Eytan Gilboa, Robert Govers, Bruce Gregory, Mihalis Kavaratzis, Philip Kotler, Ilan Manor, Nicolas Papadopolous, Nancy Snow, Rhonda S. Zaharna, and Sebastian Zenker reflect on the journey so far and the road ahead.
Key Insights from the Special Issue
The contributors explore key challenges, opportunities, and transformative trends that have shaped the field over the past two decades. Their reflections highlight:
- The Shift from Assets to Global Good: Success in place branding now hinges more on demonstrating societal impact and contributions to global challenges than on promoting tangible assets. This marks a significant shift toward values-driven strategies.
- Accountability and Evaluation: As investment in branding and public diplomacy grows, so does the need for systematic evaluation to ensure these efforts deliver measurable societal benefits.
- Digital Tools: A Double-Edged Sword: While digital technologies can foster empathy and solidarity—especially during crises—they also complicate narratives by enabling the spread of misinformation. Effective strategies are needed to navigate this duality.
- Emerging Technologies and Trends: Innovations like artificial intelligence, the metaverse, and the professionalisation of the field are reshaping place branding and public diplomacy. These tools offer new opportunities for engagement but require fresh approaches to implementation.
- Tailored Approaches for Smaller Communities: Smaller places face unique challenges, and contributors stress the importance of customised branding strategies to maintain authenticity and vitality.
- Strengthening Cultural, Economic, and Political Connections: By integrating place branding and public diplomacy more effectively, communities can foster stronger international relationships and local pride.
The authors collectively call for bold experimentation, refined methodologies, and deeper frameworks to address global challenges while balancing local identity with global relevance.
Looking Ahead
The past two decades have shown that place branding and public diplomacy are essential tools for navigating a rapidly changing world. As the fields continue to evolve, this anniversary is both a moment for reflection and a call to action. Greater innovation, collaboration, and accountability are needed to tackle the challenges ahead and harness the transformative potential of these disciplines.
Take a deep dive – access the Place Branding and Public Diplomacy 20th Anniversary Issue.
More about the journal and its editorial board here.
Publisher’s Note — At TPBO, we take pride in being the exclusive media partner of the Journal of Place Branding and Public Diplomacy—a unique collaboration, as far as we know, between a specialist publishing platform and an academic journal. This partnership reflects our commitment to bridging the gap between research and practice in place branding, ensuring valuable insights reach both professionals and scholars in the field.
