CIPR International webinar on Thursday on ‘From stereotypes to strategy building a nation’s narrative’

CIPR (UK) President and Curzon PR Founder and CEO Farzana Baduel	Adfactors PR Founding Chief Executive Officer Rezani Aziz	Associate Professor in Strategic Communication and Public Diplomacy Dr. Alina Dolea	Moderator, CIPR International Special Adviser Eva Maclaine

The Chartered Institute of Public Relations (CIPR) International has announced a global webinar titled ‘From Stereotypes to Strategy Building a Nation’s Narrative,’ scheduled for 30 April at 12 p.m. BST and 4:30 p.m. IST. 

The online event will bring together senior experts in strategic communication, public diplomacy, and reputation management to examine how countries can move beyond outdated perceptions and develop authentic national narratives in a fast-changing global environment.

As global communication continues to evolve under the influence of digital transformation, shifting geopolitics, and increased cultural interconnectedness, the way nations are understood by international audiences has become more complex than ever before. National identity is no longer shaped only by government messaging or traditional diplomacy. Instead, it is influenced by media, diaspora communities, online platforms, and a wide range of non-State actors. In this context, building a clear and credible national narrative has become a strategic priority for many countries.

The upcoming webinar is designed for communications professionals, policymakers, academics, and business leaders who are interested in understanding how national reputation is formed and managed. The session is free to attend and offers five Continuing Professional Development credits, making it a valuable opportunity for professional learning and engagement. 

The event will feature a distinguished panel of speakers with extensive experience in international communication practice, research, and advisory work.

CIPR (UK) President and Curzon PR Founder and CEO Farzana Baduel will bring a practitioner perspective shaped by her experience advising governments, multinational organisations, and global institutions. She is a Chartered PR Practitioner and an Honorary Fellow of the CIPR. She also serves as the Resident PR Expert at the Saïd Business School at the University of Oxford. Her expertise lies in leadership communication, reputation strategy, and international public relations, with a strong focus on how organisations and nations communicate identity and values in global markets.

Adfactors PR Founding Chief Executive Officer Rezani Aziz will also join the panel. With more than two decades of experience in corporate communication and public affairs, she has led major campaigns for multinational companies and industry organisations. Her work has focused on crisis communication, stakeholder engagement, and advocacy communication. She is also known for her contribution to developing women leaders in the communications field and has worked extensively across emerging markets, offering insight into how reputation is built and maintained in diverse economic and cultural contexts.

Associate Professor in Strategic Communication and Public Diplomacy Dr. Alina Dolea will contribute an academic perspective grounded in research. Her areas of study include public diplomacy, nation branding, migration, and media discourse. She has a particular interest in how narratives are shaped by both State and non-State actors, including diaspora communities and civil society groups. A Fulbright Senior Scholar and award-winning researcher, she has published widely on transnational communication and the role of emotions and identity in shaping public perception. Her contribution will help explain how national stories are constructed, challenged, and reshaped across borders.

The discussion will be moderated by experienced global communication strategist and CIPR International Special Adviser Eva Maclaine. She has advised governments and major organisations across Europe, Asia Pacific, and other regions on reputation strategy, organisational change, and communication planning. A Fellow of CIPR and recipient of multiple international awards, she specialises in designing communication programs that support public understanding and institutional trust. Her role as moderator will ensure a structured and insightful exchange between speakers from both academic and professional backgrounds.

The webinar will address several important themes that are central to the practice of modern nation branding and public diplomacy. One key area of discussion will focus on how countries can move beyond stereotypes to develop more authentic and inclusive national narratives. Many nations continue to be defined by outdated perceptions that do not reflect their current realities. The panel will explore how strategic communication can help reshape these narratives in a way that reflects diversity, progress, and cultural depth. 

Another major theme will examine the role of communication in shaping international perception. In today’s global environment, perception can directly influence economic opportunity, diplomatic relationships, and cultural exchange. Effective communication is therefore essential not only for image building but also for long-term national strategy. 

The role of diaspora communities and non-State actors will also be explored. These groups often play a significant role in shaping how countries are perceived abroad. Through cultural exchange, advocacy, and digital engagement, they contribute to the ongoing construction of national identity beyond official Government messaging.

The panel will also discuss how nations can manage reputation during times of crisis and uncertainty. In a rapidly changing world, countries must be prepared to respond to challenges such as misinformation, political instability, and global scrutiny. Strong communication strategies are essential for maintaining trust and credibility during such periods. 

Storytelling as a tool for soft power will form another key focus of the discussion. By communicating values, culture, and national priorities effectively, countries can strengthen their influence and build lasting international relationships. Soft power has become an important element of diplomacy in the modern era, complementing traditional political and economic approaches.

This webinar is part of CIPR International’s ongoing commitment to supporting professional development and encouraging global dialogue in the communications sector. By bringing together practitioners and academics, the organisation aims to connect theory with practical experience and encourage deeper understanding of the communication challenges faced by nations today. The session is open to professionals from a wide range of sectors including public relations, Government, international relations, marketing, media, and higher education. It reflects the increasing need for cross disciplinary collaboration in addressing complex global communication issues.

CIPR International is part of the Chartered Institute of Public Relations, the world’s only Royal Chartered professional body for public relations practitioners. It represents a global network of communication professionals committed to ethical practice, professional standards, and continuous learning. 

Through initiatives such as this webinar, CIPR International continues to support practitioners in navigating the evolving communication landscape and addressing the challenges of an interconnected world. As global attention on national identity and reputation continues to grow, the need for strategic and authentic communication has never been more important. This webinar offers a timely opportunity for professionals to explore how nations can move from stereotypes to strategy and build narratives that are inclusive, credible, and forward looking.

Registration is now open. 

Interested participants can contact Eva Maclaine at [email protected] or register online through the CIPR International events page: https://www.cipr.co.uk/CIPR/Events/Event_Display_Groups.aspx?EventKey=IT0327790