The relationship between identity, image/status, and public diplomacy contributes to our understanding of contemporary foreign policy; yet this aspect of public diplomacy has been largely understudied. Identity motivates and drives international actors' behavior, while it is through communication and other performative behavior, as well as through feedback in response to it, that the actor's identity is verified and reinforced, or rejected and challenged. This dissertation aims to contribute to a more systematic understanding of the role of identity in public diplomacy, which comprises the primary means of an actor's deliberate international communication. Using the case of post-Soviet Russia, the study argues that by looking at an international actor's articulation of their identity and its validation or rejection in the image perceived by others, we can draw conclusions about their potential courses of action. The study examines how identity is revealed in the Russian official foreign policy and public diplomacy discourse and, in turn, the identity and foreign policy implications of such evolution. Using an integrated framework of analysis, which incorporates models suggested by Doty, Hayden, and Hansen, the project analyzes 183 official texts and six examples of public diplomacy programs between 2004 and 2013. It demonstrates how the transformation of Russia's official identity and perception of significant others, as well as its continued failure to gain recognition as a "great power" by "the West", are closely followed by changes in its public diplomacy and foreign policy as a whole.

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.

The Routledge Handbook of Public Diplomacy provides a comprehensive overview of public diplomacy and national image and perception management, from the efforts to foster pro-West sentiment during the Cold War to the post-9/11 campaign to "win the hearts and minds" of the Muslim world. Editors Nancy Snow and Philip Taylor present materials on public diplomacy trends in public opinion and cultural diplomacy as well as topical policy issues. The latest research in public relations, credibility, soft power, advertising, and marketing is included and institutional processes and players are identified and analyzed. While the field is dominated by American and British research and developments, the book also includes international research and comparative perspectives from other countries. Published in association with the USC Center on Public Diplomacy at the Annenberg School based at the University of Southern California.

This book addresses how digitalization has influenced the institutions, practitioners and audiences of diplomacy. Throughout, the author argues that terms such as ‘digitalized public diplomacy’ or ‘digital public diplomacy’ are misleading, as they suggest that Ministries of Foreign Affairs (MFAs) are either digital or non-digital, when in fact digitalization should be conceptualized as a long-term process in which the values, norms, working procedures and goals of public diplomacy are challenged and re-defined. Subsequently, through case study examination, this book also argues that different MFAs are at different stages of the digitalization process. By adopting the term ‘the digitalization of public diplomacy’, this book will offer a new conceptual framework for investigating the impact of digitalization on the practice of public diplomacy.

This book introduces South Korea’s public diplomacy and identifies and evaluates the goals and corresponding areas of. It discusses implication for the foreign policy of the current Yoon Suk Yeol administration under the competitive geopolitical landscape. By establishing political diplomacy, economic diplomacy, and public diplomacy as the three pillars of its diplomacy, South Korea has endeavored to enhance its international image and credibility, deepen foreign nationals’ understanding of South Korea’s foreign policy, and expand its soft power across the international community. However, as current U.S.–China competition continues to expand to the domains of the political system and its organizing values, middle powers are struggling to hedge the risk of competition between liberalism and anti-liberalism, which closely relates to every middle power’s state identity and potential coalitions used to pursue certain value via public diplomacy. With that context, the contributions to the book examine the public diplomacy of South Korea and its achievement, the range of domains that it prioritizes, and future directions for such diplomacy amid the competition of great powers. Focusing on the Yoon Suk-Yeol administration’s foreign policy goals and how public diplomacy has been adapted to this framework under the intensifying great power competition between the U.S. and revisionist powers, the book addresses the ideological dimension in the ongoing power to explain how countries’ respective alignments could affect South Korea’s ability to conduct public diplomacy. This book is a novel contribution to the field and will be of interest to researchers in international relations, South Korean foreign policy, and Asian politics.

Over the past decade, scholars, practitioners, and leading diplomats have forcefully argued for the need to move beyond one-way, mass-media-driven campaigns and develop more relational strategies. In the coming years, as the range of public diplomacy actors grows, the issues become more complexly intertwined, and the use of social media proliferates, the focus on relations will intensify along with the demands for more sophisticated strategies. These changes in the international arena call for a connective mindshift: a shift from information control and dominance to skilled relationship management. Leading international scholars and practitioners embark on a forward-looking exploration of creative conceptual frameworks, training methods, and case studies that advance relational, networking, and collaborative strategies in public diplomacy. Light on academic jargon and rich in analysis, this volume argues that while relationships have always been pivotal to the practice of public diplomacy, the relational dynamics are changing. Rather than focus on specific definitions, the contributors focus on the dynamic interplay of influence in the public diplomacy environment. That environment includes state and non-state actors, public and private partners, competitors and collaborators, new and old media, and is conditioned by power, ethics, and cultures. This book is an essential resource to students and practitioners interested on how to build relationships and transform them into more elaborate network structures through public communication. It will challenge you to push the boundaries of what you think are the mechanisms, benefits, and potential issues raised by a relational approach to public diplomacy

A coherent text that tracks the historical development of diplomatic relations and methods from the earliest period to current transformations in today's post Cold War world.

When the post-war relationship between Spain and America began, Hitler's old ally was an unlikely candidate for US influence. The Cold War changed all this. Soon there were US bases on Spanish territory and a political conjuring trick was under way. This volume examines the public diplomacy strategies that the US government employed to accomplish an almost impossible mission: to keep a warm relationship with a tyrant without drifting apart from his opponents, and to somehow pave the way for a transition to democracy. The book's focus on the perspective of soft power breaks new ground in understanding US-Spanish relations. In so doing, it offers valuable lessons for understanding how public diplomacy has functioned in the past and can function today and tomorrow in transitions to democracy.

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.

Academic exchange is one of the cornerstones of public diplomacy. Receiving foreign academics is one way of influencing foreign elites in an attempt to build goodwill and stable international networks. The result is that academic mobility and the internationalization of higher education and research have always been directly affected by foreign policy decisions and diplomatic considerations — and still are. In Public Diplomacy and Academic Mobility in Sweden, Andreas Åkerlund analyses Sweden’s scholarship programs for foreign academics in a long-term perspective. Here a quantitative analysis of scholarship holders is related to Swedish exchange policy and grant practices by looking at the Swedish Institute in particular. The result is an account of how public diplomacy, foreign policy, development assistance, and the ideas of a knowledge-based economy and international competition affected academic exchanges with Sweden in the twentieth century.