Türkiye’s Public Diplomacy Ecosystem: Institutionalization, Arguments, and Practices

Türkiye’s public diplomacy has begun to be addressed within a systematic framework following the establishment of the Directorate of Communications in 2018. With this new phase, Türkiye, has entered a period which is marked by the strengthening and deepening of its public diplomacy policies across institutional, theoretical, and practical terms. Today, Türkiye’s public diplomacy ecosystem, composed of diverse actors, is shaped by the principle of ‘Strengthening the Türkiye Brand.’ Enhancing Türkiye’s reputation globally, cultivating positive perceptions, and establishing permanent relationships with foreign audiences sit at the heart of Türkiye’s public diplomacy practices and nation branding strategies. This article aims to put a spotlight on Türkiye’s public diplomacy ecosystem by examining its practices and highlight the transformative impact of institutionalization on this ecosystem through the concept of nation branding. It is stressed that as public diplomacy efforts led by the Directorate of Communications have become institutionalized, Türkiye has been actively promoting its nation brand, making use of different aspects of public diplomacy tools. The article shines light on public diplomacy actors’ efforts regarding the shared goal of ‘Strengthening the Türkiye Brand.’