Public diplomacy has become one of the central instruments of foreign policy and national security; this crucial Research Agenda provides a new outline for its investigation. Aiding the comprehension of the broad boundaries of the field, it proposes a clear starting point for contemporary research into important areas of public diplomacy.

This book presents a comprehensive framework, six pathways of connection, which explains the impact of public diplomacy on achieving foreign policy goals. The comparative study of three important public diplomacy practitioners with distinctive challenges and approaches shows the necessity to move beyond soft power to appreciate the role of public diplomacy in global politics. Through theoretical discussions and case studies, six pathways of connection is presented as a framework to design new public diplomacy projects and measure their impact on foreign policy.

A diminished image abroad has required the U.S. to commit itself to extending public diplomacy initiatives designed to accurately illustrate its founding principles and values. Fundamentally, the goal of public diplomacy is to build and improve relationships between countries through enhanced communication. On its face, public diplomacy presents a challenge for the U.S. government with the plethora of potential players (i.e., broadcast media, NGOs, multinational corporations, and Hollywood). Mass media serve a most basic function of public diplomacy. Traditional media contributions to public diplomacy have been in the form of one-way transmissions; however, new technology, particularly social media, provides a unique opportunity for research and progress. The proliferation of social media requires scholars, PR practitioners, and government officials to reconsider traditional notions of agenda-setting. Social media platforms, such as Twitter, have the potential to level the playing field for publics to interact with media.

After 9/11, which triggered a global debate on public diplomacy, 'PD' has become an issue in most countries. This book joins the debate. Experts from different countries and from a variety of fields analyze the theory and practice of public diplomacy. They also evaluate how public diplomacy can be successfully used to support foreign policy.

This book examines the concept of new public diplomacy against empirical data derived from three country case studies, in order to offer a systematic assessment of policy and practice in the early 21st century. The new public diplomacy (PD) is a major paradigm shift in international political communication. Globalisation and a new media landscape challenge traditional foreign ministry 'gatekeeper' structures, and foreign ministries can no longer lay claim to being sole or dominant actors in communicating foreign policy. This demands new ways of elucidating foreign policy to a range of nongovernmental international actors, and new ways of evaluating the influence of these communicative efforts. The author investigates the methods and strategies used by five foreign ministries and cultural institutes in three countries as they attempt to adapt their PD practices to the demands of the new public diplomacy environment. Drawing upon case studies of US, British, and Swedish efforts, each chapter covers national policy, current activities, evaluation methods, and examples of individual campaigns. This book will be of much interest to students of public diplomacy, foreign policy, political communication, media studies and international relations in general.

This book explores the roles of civil society organisations (CSOs) when engaging in public diplomacy activities and their impact on community development and change. It provides up-to-date analysis of the challenges and constraints facing CSOs involved in diplomatic missions and working with foreign donors. Bringing together case studies from Cameroon, Egypt, Poland, Palestine, Lebanon and Libya, this edited collection reflects on how external calls for proposals in the fields of women’s empowerment, community development, education, training, exchange programmes, democracy, human rights and peacebuilding influence the way civil society organisations contribute, deliver, intervene and position themselves in various societies. It explores the lessons learnt by various CSOs in identifying societal problems, understanding grassroots demands, prioritising development agendas and campaigning for peacebuilding. Grounded in a firm theoretical framework and based on up-to-date empirical research, the book reflects on the leadership shown by civil society organisations in development, politics and business and their impact on community development initiatives and local change process. This book will be an important resource for researchers, policymakers, donors, NGO practitioners and the beneficiaries themselves, within the areas of international development, peacebuilding, civil society, politics and international relations.