Veřejná diplomacie a pověst státu - případová studie Finsko

The main aim of this bachelor thesis is to analyse public diplomacy of Finland, actors involved in the Finnish public diplomacy, and key messages for the public abroad. To achieve this goal, the work is divided into 3 parts. The first summarizes the theory of public diplomacy concerning the basic concepts, elements, system of actors, creating strategies and specifics stemming from the size of the states. The following chapter is devoted to a specific practice of public diplomacy in Finland, where the use of the concept of country branding and country image is typical. The chapter focuses on actors and institutions producing Finnish country brand and country strategies, which include primary messages for foreign audiences, designed to strengthen the reputation and image of the country. The thesis finishes with practical analysis of the current functioning of public diplomacy and country branding in Finland through direct communication with the Embassy of Finland in Prague and a questionnaire that explores the perception of the image of Finland in the Czech Republic with a focus on education.