Public Diplomacy

This chapter describes the evolution of public diplomacyDiplomacypublic. It points out that its roots are found in the middle of the nineteenth century. GlobalizationGlobalization, technical, and technological development have also significantly influenced the dynamics of public communicationCommunication. As a result of these developments, public diplomacy has emerged as an important component in international politics. Public diplomacyDiplomacypublic is conceptualized as a combination of media, cultural, educational, and informational engagements that focuses on influencing international public opinion in order to promote international cooperationInternationalcooperation and understanding. The author also explains the concept of “soft power,” comparing it to “hard power.” Soft power is an important mechanism in achieving foreign policyForeign policy objectives through attraction and persuasion rather than coercion. The chapter also discusses the development of the media in the last twenty years. The extensive development of the media and other means of communicationCommunication tools requires that politicians and diplomats ensure congruence between their activities and diplomatic actions. At the end of the chapter, the dual nature of public diplomacyDiplomacypublic is examined. While public diplomacy can be used for peaceful and cooperative purposes, it can also be employed for manipulation and aggressionAggression. In its negative form, often referred as propagandaPropaganda, it can be used to manipulate public opinion.