Public Diplomacy

The term public diplomacy was coined in the early 1960s in the U.S. and describes the orientation of modern diplomacy, which is addressed in particular has foreign publics to the destination. Public Diplomacy thus represents a mixture of foreign propaganda, political marketing, international understanding and cultural diplomacy

Hans M. cloth defines it as follows: " Public diplomacy is the communication process of a government with foreign publics with the intention to create an understanding of the ideas and ideals of their own country, its institutions and cultures as well as its national goals and current policy guidelines. "

Signitzer (1995 ) describes two basic functions of the Public Diplomacy (PD). Thus, there is both the " hard" school of PD - the political information. It is the " influence foreign audiences through Persuasion [ ... ] It's mostly about the short-term explanation or defense of specific positions and activities of governments. "

This contrasts with Signitzer According to the "soft" school of PD. The function described as a cultural Communication " aims at mutual understanding rather on the longer term presentations of the society as a whole or of specific aspects thereof. "

Definition

A publication of the U.S. State Department describes PD as follows:

Objectives

The goal of public diplomacy is to improve the image of their own country in the perception of other countries.