The European Union has been an example of a leadership with no charisma, with no capacity to add wills and lead a common project, in which relationships and international dialogue have become traditional marketing tools.
There is a clear need to acquire flexible tools which meet better the needs of globalization. Therefore, “Public Diplomacy” and the “Management of Reputation” could be these shifters for the political action and the defense of national interests.
In short, the international scenario expects a thorough change in the Spanish way of governing its foreign interest. Therefore, the management carried out by the Alto Comisionado para la Marca España seems like a good start.
The following special report, “Public Diplomacy and Reputation: Ideas for Spain”, drafted by Juan Luis Manfredi and me, analyzes and highlights ideas to change the reputation management in Spain.
Jorge Cachinero, Corporate Director of Innovation at LLORENTE & CUENCA, Professor at IE Business School and Member of the Scientific Council of Elcano Royal Institute