The evolving complementarity of nation-branding and public diplomacy: projecting the Canada brand through "weibo diplomacy" in China

Diplomacy is evolving at a much faster rate today than in the first 70 years of the previous century and diplomats and their foreign ministries have been forced to communicate more with publics at home and abroad. At the heart of this reboot, arguably, is a reconsideration of the value of public diplomacy and nation-branding within diplomatic practice, leading to questions about whether there is convergence of public diplomacy and nation-branding practices in support of international policy goals. The article first examines public diplomacy and nation-branding as concepts and fields of study. It then analyzes the growing complementarity of public diplomacy and nation-branding in Canada's foreign policy due, in large measure, to the growth of digital platforms in international communication. The article concludes by examining how public diplomacy and nation-branding appeared to converge online in Canada's weibo diplomacy with China, starting in 2011.