This chapter reflects on the evolving nature of “the public” in contemporary society. It calls for a renewed focus on the public as the central concern of public diplomacy efforts. The discussion begins with a reconsideration of Walter Lippmann’s seminal insights into how publics form perceptions of the world beyond their immediate experience, which remain strikingly relevant in today’s digital information environment. The essay then outlines six key characteristics that define the contemporary public. It concludes by emphasizing the need for more advanced approaches to audience analysis as essential elements of effective public diplomacy.