Public Diplomacy – What It Is and How to Do It

Government endeavours to influence foreign publics have long pre-dated the concept of public diplomacy, coined in the 1960s. The communication and technology revolution that is shaping the 21st Century has given a powerful impetus to this particular way of conducting international relations. Governments have 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?

Alan Hunt’s Public diplomacy. What it is and how to do it, represents a major tool for diplomats around the world to perform effectively in their working environment, as well as being a must-have for anyone willing to explore this area in depth.

Public diplomacy. What it is and how to do it pursues the general objective of providing its readers with a historical, conceptual and pragmatic overview of the use and practice of public diplomacy. This publication

  • Examines the different spectrums and dimensions of the term;
  • Develops the related fields of nation branding, propaganda and cultural relations;
  • Identifies the specific roles played by an increasing number of actors involved in public diplomacy;
  • Provides useful methods, tools and techniques to improve public diplomacy practices;
  • Offers a substantial overview of performance measurement and evaluation tools.

Target audience
Public diplomacy. What it is and how to do it is a tool for all actors interested in deepening their understanding or improving their mastery of public diplomacy.


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