On Public Diplomacy

PR diplomacy has been executed as an endeavour to win the heart of foreign public and it serves as an important element in the external relation policy to enhance the image and position in an increasing number of countries and international institutions. For a long time, international relations were seen in the eyes of economic and defence superpowers. In such a context, it was not surprising to see that not many students studying international relations chose to study PR diplomacy. Now comes a change in the perception on national power that is characterized by optimization of soft power and comprehensiveness and multi-sector features in diplomatic activities where PR diplomacy is one of the strategic instruments. So what is PR diplomacy? This article analyses implications of PR diplomacy, the relationship between PR diplomacy and state diplomacy as well as the soft power of PR diplomacy.

Keywords: public diplomacy, state diplomacy, soft power

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