Nation Branding, Public Relations and Soft Power: Corporatising Poland, 1st Edition (Hardback) book cover

Nation Branding, Public Relations and Soft Power

Corporatising Poland, 1st Edition

By Pawel Surowiec


216 pages | 4 B/W Illus.

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pub: 2016-08-04
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Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices.

By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy. The book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs.

Challenging and original, this book will be of interest to scholars in public relations, corporate communications, political marketing and international relations.


‘Surowiec explores a fascinating and under-researched area - the role played by nation branding in post-communist transition. His work will make a major intervention into debates surrounding transition and Europeanisation. The strength of this book lies in the combination of a sophisticated approach to global issues grounded in a Bourdieusian perspective with a deep knowledge of the national politics and sociology of Poland.’ - Dr Stuart Shields, Senior Lecturer in International Political Economy, University of Manchester, UK

'This is an original and topical book about a country searching for a dignified place on the modern map of Europe. Readers learn not only about Poland, but also about blending nationalism with neo-liberalism and about adjusting the old-fashioned diplomacy to the digital age.' - Jan Zielonka, Professor of European Politics, St Antony’s College, University of Oxford, UK

'I like this book for two reasons. It is stimulating to see Bourdieu’s work applied to the investigation of promotional practices. As a Pole, I am delighted to see this careful analysis of institutional discourses of Polishness and the experiences that flow through them.' - Dr Magda Pieczka, Reader in Public Relations, Queen Margaret University, UK

Table of Contents

Introduction 1. From ‘Total Wars’ To ‘Total Markets’ 2. Soft Power, Nation-Building and Globalism Re-Considered 3. Reforming the Polish Statecraft: Foundations for Corporatization 4. Mapping Out the Polish Field of National Images Management 5. Field Habitus and Legitimacy of Nation Branding In Soft Power 6. Political Economy of Nation Branding Practice in Poland 7. Articulating Branded Vision of Polishness for Soft Power 8. Poland as Markets’ Playground: Towards New Statecraft 9. Conclusions: Updating the Field and Considering the Future of Soft Power Research

About the Author

Pawel Surowiec,Ph.D, is a Senior Lecturer at the Faculty of Media and Communication, Bournemouth University, UK and Research Fellow at Charles University in Prague, Czech Republic. He lectures in Political Economy of Public Relations and leads a module on International Relations. His scholarly research is driven by questions relating to the re-invention of classical models of propaganda praxis and socio-cultural changes in European politics.

About the Series

Routledge New Directions in PR & Communication Research

Current academic thinking about public relations (PR) and related communication is a lively, expanding marketplace of ideas and many scholars believe that it’s time for its radical approach to be deepened. Routledge New Directions in PR & Communication Research is the forum of choice for this new thinking. Its key strength is its remit, publishing critical and challenging responses to continuities and fractures in contemporary PR thinking and practice, tracking its spread into new geographies and political economies. It questions its contested role in market-orientated, capitalist, liberal democracies around the world, and examines its invasion of all media spaces, old, new, and as yet unenvisaged.

The New Directions series has already published and commissioned diverse original work on topics such as:

  • PR’s influence on Israeli and Palestinian nation-building
  • PR's origins in the history of ideas
  • a Jungian approach to PR ethics and professionalism
  • global perspectives on PR professional practice;
  • PR as an everyday language for everyone
  • PR as emotional labour
  • PR as communication in conflicted societies, and
  • PR's relationships to cooperation, justice and paradox.

We actively invite new contributions and offer academics a welcoming place for the publication of their analyses of a universal, persuasive mindset that lives comfortably in old and new media around the world.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Public Relations
LANGUAGE ARTS & DISCIPLINES / Communication Studies
POLITICAL SCIENCE / International Relations / Diplomacy