Nation Branding in Result of a Crisis: An Analysis of the Beijing and London Summer Olympics

摘要

Crisis communication and nation branding are rarely used together. Crisis communication is used to offset negative consequences, while nation branding glamorizes nations. Since crisis communication focuses on coming out of a crisis with the same or better reputation than before, effective crisis communication combined with nation branding efforts, could strengthen a nation in the post crisis period. This study aims to focus on the Summer Beijing and London Olympics, since the Olympics are one of the largest nation branding efforts, and how the government and the media handled crisis situation presented and how they framed these issues. These crisis situations are then looked at and compared with nation branding to see if the two work together to strengthen messages produced during times of crisis.