Unit for Public Diplomacy

The Unit for Public Diplomacy serves as the Secretariat of the Finland Promotion Board, which directs country branding work and is responsible for its coordination at the national level. The Unit for Public Diplomacy plans and directs the country branding work of the Foreign Service and is responsible for producing and implementing the content of country branding work in cooperation with stakeholders. 

The Unit for Public Diplomacy comprises the following teams:

• Country Brand Team
• This is Finland Editorial Team.

The main duties of the Unit for Public Diplomacy are:

1. the national coordination and implementation of country branding work as the Secretariat of the Finland Promotion Board (FPB);
2. the coordination and production of international online communications that support Finland’s country image and the provision of other expert services within the FPB framework;
3. planning, directing and implementing public diplomacy and country branding work in the Foreign Service;
4. producing content and services for country branding work and country branding communications for Finnish missions abroad and the rest of the network involved in country branding.