Attempting to Re-brand the Branded: Russia’s International Image in the 21st Century

Abstract

The way in which international relations are being conducted in the 21st century is evolving from the earlier reliance on government to government communications and the use of hard power in order to achieve policy objectives. Currently there is a rush by countries around the world to build up their soft power potential and use attraction as a persuasion and means to attain their goals, Russia being one of these countries. This article focuses on a number of different PR programmes and events run as a means of trying to shift the national reputation and image to a more positive one. The actors and events described are viewed mostly through the lens of public diplomacy, government to people communication. I track a number of the different PR programmes that have been run through mass media and PR agencies. The aim is to gain an insight into the wider picture of Russia’s attempts to rebrand itself, and the successes and obstacles along the way.