Designing a Model of Media Diplomacy to Create a National Brand ‏

National brand, by making an image of a country among international public opinion, is very   important for every country. Regardless to the domestic potentials of a country to create a national brand, the role of the media in such an effort is of great importance. The main objective of this study is to show the need for media diplomacy in making a national brand which is an influential factor for national image of any country. In order to identify the determining media factors that play a role in creating national brand , in-depth interviews have been made with media scholars and international communications studies and experienced individuals . Then, by analyzing these interviews using “Theme analysis model”, the Media Diplomact Model was designed for creating national brand. Based on the achieved model, 7 indicators of a national brand are as follows: tourism, geographical location, history, people, politics and government, culture and economy. Findings of this study show that for publicizing a national brand, some preparations should be made and a part of such preparations is media activities. Meanwhile, in this model references have been made to media diplomacy tactics that help to create or promote a brand