"Controlling the Message" is a specialized book that explores the role of strategic communication in the process of nation branding. Nation branding is closely linked to the perception of target audiences, which is why the messages and promises of the brand are crucial for the success of these campaigns. The book introduces three fundamental aspects to analyze how messages are formulated and disseminated. First, it discusses the definition and components of nation branding. Next, it evaluates the concept of nation branding, focusing on the communication tools, rhetorical mechanisms, and media platforms that can be used to engage target audiences. Finally, it analyzes the role of strategic planning in nation branding. The findings of this research provide valuable insights for scholars and practitioners to illuminate the rhetorical aspects and strategic planning of future nation branding campaigns.