Domestic public diplomacy as a communications strategy. Analysis of the Spanish case
The concept of public diplomacy is recent. In this paper, we analyse its potential as a country brand communication strategy. In this case we have applied it to Spain, but the conclusions can be extrapolated to other countries. The applied methodology has been based on a survey of 1800 people. The s...
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Taylor & Francis Group
2025-12-01
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| Series: | Political Research Exchange |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/2474736X.2025.2483515 |
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| author | Israel Doncel-Martín Carlos Elías |
| author_facet | Israel Doncel-Martín Carlos Elías |
| author_sort | Israel Doncel-Martín |
| collection | DOAJ |
| description | The concept of public diplomacy is recent. In this paper, we analyse its potential as a country brand communication strategy. In this case we have applied it to Spain, but the conclusions can be extrapolated to other countries. The applied methodology has been based on a survey of 1800 people. The sample distribution set quotas by gender, age group and autonomous region. And weighting was established to adjust the data by gender, age and autonomous region to the population data published by the Spanish Institute of Statistics (CIS), with a sampling error of +/- 2.34 and a confidence level of 95.5%, and p = q = 0.5. Among the main conclusions, worth noting is that the image of international institutions (UN, EU, and NATO) is not good, especially among residents in rural areas. Regarding news consumption, the ‘entertainment seeker’ group (9.4% of the respondents) and the ‘disconnected from the news’ (10.2% of the sample) have a more negative perception of the three institutions. Another surprising conclusion is that the respondents positioned on the right (36.3% of the sample) prefer, by 52.6%, for Spain to pursue its own interests. Unlike those on the left where this option is not the majority (41.3%). |
| format | Article |
| id | doaj-art-8535cbbdd97a4d3daa00d14548df38c8 |
| institution | DOAJ |
| issn | 2474-736X |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Political Research Exchange |
| spelling | doaj-art-8535cbbdd97a4d3daa00d14548df38c82025-08-20T02:54:01ZengTaylor & Francis GroupPolitical Research Exchange2474-736X2025-12-017110.1080/2474736X.2025.2483515Domestic public diplomacy as a communications strategy. Analysis of the Spanish caseIsrael Doncel-Martín0Carlos Elías1Carlos III University of Madrid, Madrid, SpainCarlos III University of Madrid, Madrid, SpainThe concept of public diplomacy is recent. In this paper, we analyse its potential as a country brand communication strategy. In this case we have applied it to Spain, but the conclusions can be extrapolated to other countries. The applied methodology has been based on a survey of 1800 people. The sample distribution set quotas by gender, age group and autonomous region. And weighting was established to adjust the data by gender, age and autonomous region to the population data published by the Spanish Institute of Statistics (CIS), with a sampling error of +/- 2.34 and a confidence level of 95.5%, and p = q = 0.5. Among the main conclusions, worth noting is that the image of international institutions (UN, EU, and NATO) is not good, especially among residents in rural areas. Regarding news consumption, the ‘entertainment seeker’ group (9.4% of the respondents) and the ‘disconnected from the news’ (10.2% of the sample) have a more negative perception of the three institutions. Another surprising conclusion is that the respondents positioned on the right (36.3% of the sample) prefer, by 52.6%, for Spain to pursue its own interests. Unlike those on the left where this option is not the majority (41.3%).https://www.tandfonline.com/doi/10.1080/2474736X.2025.2483515Communicationpublic diplomacyinstitutional communicationdomestic public diplomacySpain |
| spellingShingle | Israel Doncel-Martín Carlos Elías Domestic public diplomacy as a communications strategy. Analysis of the Spanish case Political Research Exchange Communication public diplomacy institutional communication domestic public diplomacy Spain |
| title | Domestic public diplomacy as a communications strategy. Analysis of the Spanish case |
| title_full | Domestic public diplomacy as a communications strategy. Analysis of the Spanish case |
| title_fullStr | Domestic public diplomacy as a communications strategy. Analysis of the Spanish case |
| title_full_unstemmed | Domestic public diplomacy as a communications strategy. Analysis of the Spanish case |
| title_short | Domestic public diplomacy as a communications strategy. Analysis of the Spanish case |
| title_sort | domestic public diplomacy as a communications strategy analysis of the spanish case |
| topic | Communication public diplomacy institutional communication domestic public diplomacy Spain |
| url | https://www.tandfonline.com/doi/10.1080/2474736X.2025.2483515 |
| work_keys_str_mv | AT israeldoncelmartin domesticpublicdiplomacyasacommunicationsstrategyanalysisofthespanishcase AT carloselias domesticpublicdiplomacyasacommunicationsstrategyanalysisofthespanishcase |