Book Review: Public Diplomacy – New Dimensions, Implications

  • 1st October 2014
  • 921 Views
Book Review: Public Diplomacy – New Dimensions, Implications

Public diplomacy is on the rise, writes Professor Nancy Snow (@drpersuasion on Twitter) in Global Communication: Theories, Stakeholders and Trends, a book edited by Thomas L. McPhail and published by John Wiley & Sons (2014). While not directly linked to place branding – at least not from a management/marketing perspective, public diplomacy is a term closely linked to nation branding, thus a topic to be taken seriously by The Place Brand Observer. Snow’s book chapter offers a useful introduction, history and outlook of public diplomacy.

Professor Nancy Snow on Public Diplomacy

From Old to New Public Diplomacy

Public diplomacy, while rooted in social influence, rhetoric, persuasive communication, international exchange and engagement, nowadays refers to “global communication efforts to inform, influence, and engage global publics in support of national interests.” (p. 67)

Let’s be clear though: “There is no one accepted definition of what public diplomacy is. Rather, every nation has its own definition in line with its stated goals and objectives.” (p. 70)

Traditional diplomacy, according to Snow (2014), “is about relationships between state officials. It is top-down, elite, and driven by government officials who conduct business and negotiation privately, and have little contact or communication with the public.” (p. 67)

Public diplomacy efforts, on the other hand, “are designed to be transparent in their mission and open-sourced in their function. It is the support of the overseas public, in particular non-official target groups, individuals and organizations, that a nation seeks, not just that of an individual head of state or foreign minister.” (p. 67)

Public diplomacy is a global process oriented toward diplomacy to publics. Open communication, interaction, and reaching out to publics through news and opinion management are expected in public diplomacy. Unlike traditional diplomacy, which involves a small network of trained and educated individuals, public diplomacy’s mission is open to everyone.  (Snow, 2014, p. 67)

New Public Diplomacy – The Future

New public diplomacy (NPD) is about public-to-public communication between NGOs, private citizens, practitioners. It involves an active and participatory public, focuses on dialogue and exchange, and is generally more long-term regarding behavioral change (Snow, 2014, p. 71)

Snow (2014) foresees a future where public diplomacy “will not be centered on the United States but defined by global civil society actors working both with and without government partners. It will be more personal, rather than being directed by the nation-state or government.” (p. 77)

In the future, public diplomacy will become more ad-hoc, spontaneous, and chaotic rather than state-room formal, as new social networks emerge to challenge the growing impotence of the nation-state system to resolve global conflicts or to fairly represent the aspirations of citizens. (Snow, 2014, p. 78)

“We are in the age of a new mindset in public diplomacy. The focus has shifted from traditional one-way informational diplomatic objectives to two-way interactive public exchanges… Public diplomacy today is more personal than ever and it is likely that collaborative approaches in public diplomacy will become more dominant in the twenty-first century as nations realize that do-it alone management is neither practical, effective, nor affordable.” (Snow, 2014, p. 78)

If you’d like to learn more about public diplomacy by Professor Snow (the chapter also provides a history section and much more details), here’s the link to Global Communication: Theories, Stakeholders and Trends on Amazon. If you decide to purchase, please do so though this link, as this will get The Place Brand Observer a small commission – a very easy way to help me cover expenses at absolutely no extra cost to you!

To cite:
Snow, N. (2014). Public Diplomacy: New Dimensions and Implications. In T.L. McPhail (Ed.), Global Communication: Theory, Stakeholders, and Trends (Fourth ed., pp. 64-79). Chichester, United Kingdom: John Wiley & Sons, Inc.

http://placebrandobserver.com/2014/09/23/book-review-public-diplomacy-new-dimensions-and-implications/

Please follow and like us:

Generic selectors
Exact matches only
Search in title
Search in content
Search in posts
Search in pages

RSS BIDD

  • To harness the AI age, governments must keep these 7 factors in mind 25th September 2020
    Governments should weight AI and data competitiveness as heavily as other economic and social improvements. Factors such as investment in research and tech literacy are key to ensuring competitiveness in the long term. Economic performance, cooperation and productivity are undergoing cataclysmic disruptions. Alongside these changes, data and AI are poised to transform economies and improve […]
  • ‘Digital diplomacy’ at the UN General Assembly 24th September 2020
    The annual meeting of the United Nations General Assembly, which begins today in New York, usually involves a long convoy of limousines on the streets of Manhattan as world leaders and their entourages congregate to discuss the world’s problems.But even as the UN marks its 75th birthday, one of the world’s biggest problems right now […]

RSS Diplo Portal Belgrade

  • Egyptian Ambassador to Serbia at the conference “Multilateral Relations and International Security” 25th September 2020
    On September 21, the Ambassador of Egypt in Belgrade, H.E. Amr Aljowaly, gave a speech at a conference entitled “Multilateral Relations and International Security” within the United Nations, the Faculty of Security at the University of Belgrade, and the Institute for International Politics and Economics. anniversary of the founding of the United Nations. Aljowaly presented […]
  • Testival 2020 scheduled! 25th September 2020
    The topic was chosen for TESTIVAL # 2: BREAD, so the smell of fresh bread and pastries will overwhelm all visitors to Dorcol Platz! Throughout a history of over six thousand years, bread has always reflected the specificity of the culture in which it was prepared, and it was never just a mere product for […]

Catalog of Destroyed and Desecrated Churches in Kosovo ( VIDEO )

How Belgrade based diplomats use Digital Diplomacy and Internet 2016

Diplo Portal Belgrade

Please follow and like us:
Scroll Up
error

Enjoy BIDD? Please spread the word :)