Public Diplomacy in the Public Interest
As public diplomacy becomes a more collaborative, socially conscious enterprise with increased focus on global issues, problem-solving and shared goals, public interest communications--or strategic communication efforts to influence outcomes on issues that transcend the particular interests of any single organization (Fessmann, 2016)--will become an increasingly important aspect of public diplomacy practice. This article explores public diplomacy’s expanding role and impact in global society, identifying key ways in which public diplomacy serves the public interest. It then recommends a research agenda to help explain how public interest communications works (or might work) in achieving public diplomacy goals that extend beyond national borders. The emphasis is on communication models, publics, ethics, and measurement.
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