Public Diplomacy

New technologies have opened up fresh possibilities for public diplomacy, but this has not erased the importance of history. On the contrary, the lessons of the past seem more relevant than ever, in an age in which communications play an unprecedented role. Whether communications are electronic or hand-delivered, the foundations remain as valid today as they ever have been.

Blending history with insights from international relations, communication studies, psychology, and contemporary practice, Cull explores the five core areas of public diplomacy: listening, advocacy, cultural diplomacy, exchanges, and international broadcasting. He unpacks the approaches which have dominated in recent years – nation-branding and partnership – and sets out the foundations for successful global public engagement. Rich with case studies and examples drawn from ancient times through to our own digital age, the book shows the true capabilities and limits of emerging platforms and technologies, as well as drawing on lessons from the past which can empower us and help us to shape the future.

This comprehensive and accessible introduction is essential reading for students, scholars, and practitioners, as well as anyone interested in understanding or mobilizing global public opinion.

List of Figures viii

Preface and Acknowledgments ix

List of Abbreviations xiii

1 Diplomacy through Foreign Public Engagement: Core Terminology and History 1

2 Listening: The Foundational Skill 20

3 Advocacy: The Cutting Edge 39

4 Culture: The Friendly Persuader 60

5 Exchange and Education: The Soul of Public Diplomacy 80

6 International Broadcasting: The Struggle for News 101

7 Nation Brands and Branding: The Metaphor Run Amok 120

8 Partnership: The Emerging Paradigm 141

Conclusion: Public Diplomacy and the Crisis of Our Time 162

Notes 171

Select Bibliography 205

Index 211

“Public diplomacy is increasingly important in this era of information and social media. Few people are better placed to guide you through the public aspects of diplomacy than Nick Cull, and he does it deftly in this book.”
Joseph Nye, Harvard University and author of The Future of Power

“Nick Cull’s work has long been foundational for each student, teacher, researcher, and practitioner of public diplomacy, and this book is a tremendous service to all of us. His painstaking historical research and astute analysis of current events make this a must-read for anyone who wants to help shape the future of the field.”
Katherine A. Brown, President & CEO, Global Ties US

“There is substance of considerable value in this book… In imaginative prose [Nick Cull] frames concepts, explains practitioners’ tools and methods, and offers much to ponder and debate… We learn a great deal from his analysis...”
Bruce Gregory, Diplomacy's Public Dimension: Books, Articles, Websites

Nicholas J. Cull is Professor of Public Diplomacy in the Annenberg School for Communication and Journalism at the University of Southern California.