Operation Smallbridge: Chester Ronning, the Second Indochina War, and the Challenge to the United States in Asia
In 1966 Canadian diplomats and politicians sought to bring the United States and North Vietnam to the negotiating table. Canada9s secret search for peace, code-named Operation Smallbridge, was led by retired
 diplomat Chester Ronning, who twice traveled to North Vietnam. Although Ronning9s first mission convinced him that Hanoi was willing to discuss terms, U.S. escalation of the war continued. On his second
 mission, Ronning discovered that Washington9s rejection of Hanoi9s overture had hardened the official attitude in North Vietnam. Ronning may have exaggerated the breakthrough from his earlier visit, and
 his efforts may have unrealistically raised expectations for a settlement. Instead of bringing the adversaries closer together, Operation Smallbridge inadvertently made the Vietnam conflict and its belligerents
 more intractable and the prospects for a peaceful political solution more unlikely.
A Helpful Fixer in a Hard Place: Canadian Mediation in the U.S. Confrontation with Cuba
With the breakdown of relations between Washington and Havana after the Cuban revolution in 1959, officials in Ottawa found themselves in an unenviable position. Increasingly, Canadian diplomats and politicians felt caught between, on one side, their most important ally and trading partner, and, on the other, a country that had not caused harm to Canada in any significant way. Alarmed by this state of affairs, Canadian officials on several occasions considered mediating the dispute between Cuba and the United States. Ultimately, however, policymakers in Ottawa stopped short of taking this step, largely because they recognized that their U.S. allies disapproved of mediation. Many historians, in playing up the differences between Canadian and U.S. foreign policies toward Cuba, have ignored Canada's caution in choosing an independent stance. This article shows that in dealings over Cuba, Canadian officials were mindful both of Canada's limited capabilities and of its position as a close ally of the United States.
La participacion de los stakeholders en las iniciativas de branding del hospital en las redes sociales: una propuesta de modelo para construir marcas colectivas
Introduction : All health organizations face many managerial and economic challenges such as the consolidation of private and international hospitals, the increasingly interest of society for health education issues or the development of telemedicine. In this framework, many organizations prioritize social media as the main corporate communication tool for building a reputed brand in a collective way along with stakeholders. Objectives : This paper aims to identify a communication model allowing hospitals to efficiently apply branding initiatives on social media in order to build a brand in a collective way with stakeholders. Methodology : We carried out a literature review about corporate communication, health communication, branding and social media; and, then, we proposed the PET Model for Branding Hospitals on Social Media. Results and Conclusion : We conclude that hospitals should create a multidisciplinar corporate communication department, implement management initiatives for allowing health professionals have more time for using social media and integrate health education and patient’s empowerment in every communication initiative.