Purpose The purpose of this paper is to analyse the communication management of the Swedish and Norwegian Governments during the 2015-2016 refugee crisis. It does so in the context of recent debates into public diplomacy (PD) and nation branding, on the understanding that governments seek to manage their reputations in order to attract trade, investment and tourism, as well as generate broader interest in their policies and values. Design/methodology/approach The study is based upon a case study of each country’s response, and draws upon qualitative interviews and document analysis. Findings The study finds that more than a decade of advances in PD can be readily adapted to negative branding aimed at dissuading undesired publics. However, opportunities remain for communication professionals to ensure that brand values are not discarded. Originality/value The study is among the first to examine the contemporary PD and nation branding apparatus when it is used to dissuade and even repulse target groups. It therefore explores some important issues related to communication management in the public sector.