Public Diplomacy: A Buzzword or Real Change?

Abstract

The article aims to introduce the phenomenon of public diplomacy,
highlighting the key features of the concept. The author is looking into why
public diplomacy is worth of the attention of academics, pointing out the
reasons for considering public diplomacy a relevant and legitimate segment
of foreign policy - and not just a trendy phrase. The article presents a brief
overview of the development of public diplomacy so far, identifying the
main reasons for public diplomacy being an important item on today's
foreign policy agenda. Seeking to clarify what public diplomacy is and what
its implications are, the author highlights some core features of public
diplomacy and their temporal and thematic change. The article also
touches upon the relationship between public diplomacy and propaganda,
branding, international cultural relations and traditional diplomacy. The
author concludes with effective public diplomacy strategies and
preconditions for its further development.