The Inter-Services Public Relations Creating Narratives through Visuals: Pakistan’s Nation branding and Public Diplomacy

Abstract

In Pakistan, the Inter-Service Public Relation (ISPR) Media wing of Armed Forces in Pakistan has historically been considered as an institution that is sufficiently delivering to change the false narrative about Pakistan. The international image of Pakistan was being linked to unsafe country because of terrorism, religious extremism, and presumed branding as a failed state. There was a need to change the image of Pakistan internationally. States now adopt nation-branding and public diplomacy strategies to safeguard their national interests and to maintain their good image internationally. This paper would discuss that how the strategies of nation branding and public diplomacy enhanced the image of Pakistan and which variables Pakistan used for developing favorable public perception and country branding.