ABSTRACT
The focus of this chapter will be the field of international public relations with particular reference to the issue of image cultivation by nations. Taking the quantity of publications as an indicator, one has to conclude that the body of research on this topic has large gaps. Even the relationship between news media and images of nations is not well researched and for this very reason the following discussion cannot be treated as complete. The main reason for this gap in research can be seen in the often highly sophisticated methods that states adopt to influence world opinion. Among others, public relations agencies and even the secret service units play a decisive role in these activities, which very often take place far from public view (Kunczik, 1997). Public relations is often perceived as the art of camouflaging and deceiving and it is assumed that for public relations to be successful, target groups (those to be influenced) not notice that they have become the “victims” of public relations efforts.
