This episode considers how two core concepts of this field fit together: public diplomacy and place branding. Nick sees PD as the overall concept and place branding as one of the tools; Simon sees place branding as the overall approach and PD as just one aspect of a country's image. They find agreement in the issue of impact and the importance of real evaluation in both activities. Cases considered include the evolution of British public diplomacy and historical missteps to the United States. The conversation concludes with Simon and Nick both affirming that what is really important is getting to the right policies. Good policies that lay the foundation for success in both place branding and public diplomacy.