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What is Public Diplomacy?
The term "public diplomacy" describes all communication efforts - direct and indirect - between a government and another country's public. Public diplomacy therefore is part of a country's foreign policy and is often described as the "public face" of diplomacy. It aims at fostering understanding for a nation's ideals, culture and policies, thereby creating a sympathetic environment that makes it easier for the government to pursue its foreign policy goals.
Where traditional diplomacy is limited to interactions between state officials, public diplomacy can take many forms and also addresses businesses, NGOs, foreign diasporas in your own country and other stakeholders. Similarly, public diplomacy is not only conducted by state officials, but also by international companies, by civil society organisations, by cultural organisations and by ordinary people travelling abroad.
Although historically, public diplomacy is not an entirely new concept (especially in war times, governments have always tried to influence foreign publics), its importance is growing with a 24/7 worldwide media, pressing transnational problems that can only be solved in concert with other states and with an increasing reliance on soft power as a means to achieve foreign policy goals. Therefore, a strong public diplomacy with clear goals and a coherent strategy will be decisive for the success of nation states in the 21st century.
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