Written in preparation of the completion of the NYU graduate program in Public Relations and Corporate Communications in Spring of 2023, this paper examines the role and impact of public relations in shaping Colombia's changing global perception. Catalina Mejía Arenas conducted primary research which consisted of five expert interviews -- including Colombian singer-songwriter Carlos Vives, Billboard's Latin-Español Chief Content Officer Leila Cobo, artist Eddie White, writer Camilo Garzón, and former ProColombia representative Tatiana Cordoba -- as well as 413 survey respondents from 39 countries and five continents.