Abstract

Based on a theoretical discussion, this article attempts to place trust as a key component of Public Diplomacy and Nation Branding discussion and, by doing so, to move a step further beyond the traditional functions ascribed to them by the current literature: promotion and influence, image and identity building, and national reputation. By doing this, it aims to enrich theory in the area and highlight engagement, rather than information transmission, as the central goal of Public Diplomacy and Nation Branding.