Importance of public diplomacy in the contemporary world:

In the present contemporary world with the spread of democracy has created a new environment in the international system to win hearts and minds of people by governments. This is what public diplomacy does by trying to influence foreign nationals and the public with values, policies and actions of their governments to be supported. Public diplomacy can be defined as the efforts of one nation to influence public or elites of the next nation for the purpose of using foreign policy to its target. Governments always attempt to communicate with foreign public to export their ideas, its institutions and culture, as well as national goals and current policies.

Public diplomacy looks at promoting its culture for long term aims while short-term when it comes to current foreign policies and can also be looked at as propaganda for a nation state by improving its image abroad which will be favourable to the state. The importance of foreign public diplomacy is that it is influenced by soft power rather than use of force or hard power and has brought dependency of citizens on their governments and the local press for information on foreign events and increased potential targets for direct communication of diplomatic messages.

Another important point is that distribution of information around the globe is not restricted due to new technology that can transmit messages around the world in seconds like with fighting terrorism in an age of global real-time television and the internet. Public diplomacy also serves both bilateral and multilateral diplomacy in the sense that they are intended for national interest like in the quest of investment, promotion of trade, and international tourism which is also referred to as branding and also creates cooperation and interaction. Example can be seen in the Canadian and Norwegian experience with the Ottawa process on landmines which shows how collaboration between the domestic and international policy arenas and the public and private sphere (Smith, P.H. Public diplomacy).


Smith, P.H. Public diplomacy, by Minister-Counsellor for Public Affairs, U.S. Embassy, London. Retrieved on 26/04/2010. From: http://www.diplomact.edu/books/mdiplomacy-book/smith/p.h.%20smith.htm