Public Diplomacy

What it is and How to do it

image of Public Diplomacy
Efforts by governments to influence the public in other countries have existed for some time. Though the concept of public diplomacy emerged in the 1960s, the advent of ICT has given powerful impetus to this particular way of conducting international relations. Increasingly, governments lost their quasi monopoly on the control of information to the benefit of public opinion and non-state actors. Who, then, does public diplomacy belong to? How is the task divided? What are the responsibilities of government officials? What is the role of non-state actors? How can one measure the power of the media? This publication is designed for diplomats but is also a must-have for anyone keen to explore this area in depth.



The changing global environment

Public diplomacy – or something very similar, even if not so described – has been practised for many centuries. The environment in which diplomacy is practised has however changed over the years and is now changing ever more rapidly. In this chapter we shall look at different aspects of this change: the ICT revolution, the 24-hour media, the growth in democracy, the blurring of the distinction between domestic and overseas issues, the increasing significance of non-state actors, and the rise of citizen diplomacy.


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