ABSTRACT
Governments are increasingly using digital channels to communicate and manage their relations with internal and external stakeholders. These channels, including official websites, social media platforms, and mobile apps, also enable government entities to define and position themselves online. As globalization accelerates the mobility of people and assets, and the internationalization of media, the competition among nations and cities for skilled individuals, resources, and investments is intensified. In both face-to-face and digital media, many cities in the United States and across the world are now branding themselves with a message to current and future residents by highlighting their suitability as a location for a great quality of life, as well as a secure destination for tourism and economic development. Cities are becoming innovative in how and what features they use to promote their brands. This chapter provides an overview of digital branding strategies for municipalities. It discusses the potential of digital branding for government public relations and examines tactics for the successful implementation of place branding. The chapter also recommends approaches to integrate digital branding techniques with traditional face-to-face branding practices, thereby offering a more sustainable model for public relations for municipal governments.
