The Brazilian Approach to Public Diplomacy

Authored by: Augusto Pestana

Routledge Handbook of Public Diplomacy

Print publication date:  January  2020
Online publication date:  January  2020

Print ISBN: 9781138610866
eBook ISBN: 9780429465543
Adobe ISBN:


 Download Chapter



An emerging nation of nearly 210 million people, a free and vibrant democracy, the world’s fifth largest country, and one of its top ten economies, Brazil has an inherently high profile in the international scene. It cannot either be easily ignored or afford itself to ignore any of its resources and potentialities, including, of course, the deployment of its soft power. Converting Brazil’s global attractiveness to leverage multilateral agenda setting and effective development opportunities is a long-standing objective of the Brazilian foreign policy. Its public diplomacy efforts have been mostly led and implemented by the Ministry of Foreign Affairs (and its associated agencies, especially Apex-Brasil, the country’s trade and investment promotion organization) and the Media Office of the Federal Government. One of their greatest challenges is to tackle the information deficit and distortions that still affect Brazil’s international image. More than ever, this task demands long-term planning, policy consistency, and a robust communication effort capable of engaging global audiences in a complex, competitive, and technologically changing environment.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.