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'Public diplomacy' has become the holy grail of American foreign policy. In a Washington polarised by sharp partisan divisions, few issues have generated as much consensus. Numerous recent reports from think tanks, blue-ribbon commissions and government advisory groups offer recommendations for how the United States could improve its efforts to sway public opinion abroad, but public diplomacy is the object of a neverending, ultimately futile quest. While the tone and style of US foreign policy could stand improvement, the rest of the world is far more troubled by its substance. Rather than fixating on public diplomacy, pundits and policy makers alike should recognise that America's power and policies are the problem, not its inability to communicate. (Survival / SWP)

Public diplomacy is a political instrument with analytical boundaries and distinguishing characteristics, but is it an academic field? It is used by states, associations of states, and nonstate actors to understand cultures, attitudes, and behavior; build and manage relationships; and influence opinions and actions to advance interests and values. This article examines scholarship with relevance, usually unintended, to the study of public diplomacy and a body of analytical and policy-related literature derived from the practice of public diplomacy. Ideas, wars, globalism, technologies, political pressures, and professional norms shaped the conduct of public diplomacy and the literature of scholars and practitioners during the hot and cold wars of the twentieth century. In the twenty-first century, thick globalism, network structures, and new technologies are transforming scholarship, governance, and state-based public diplomacy. An achievable consensus on an analytical framework and a substantial scholarly and practical literature hold promise for an emerging academic field. [Reprinted by permission of Sage Publications Inc., copyright 2008 The American Academy of Political and Social Science.]

In recent months China's public diplomacy has had to move into high gear. Recent problems with the safety of China's food and toys exports, Beijing's close relations with the regimes of Sudan and Myanmar, and telling pictures of China's environmental problems on newspaper front pages have seriously undermined the projected image of China as a reliable and responsible world power. Even more importantly, these issues have a direct negative impact on China's economy and domestic political situation. If the safety issue is not dealt with adequately, the label 'Made in China' may become known as 'Buyer Beware' and exports may plummet. If China distances itself too much from the international mainstream on Sudan and Myanmar, the call by various non-governmental groups and Hollywood individuals for a boycott of the Beijing Olympic Games of 2008 may gain support and lead to actions that could blemish or even disrupt the Games. The Olympics have become a two-edged sword: a major public diplomacy tool for China but also an international stick to urge the Chinese government to step up its compliance to international norms and values. These recent developments illustrate the importance of image and public diplomacy for a country that is rising to play a more substantial role in world politics and economics. Adapted from the source document.

Публичная дипломатия чрезвычайно важна для успешного ведения как внутренней, так и внешней политики. С ее помощью как гражданское общество, так и власти получают возможность оказывать влияние друг на друга не только в своей стране, но в других странах.
Публичная дипломатия во внешней политике должна быть открытой, ясной и предельно понятной для общественности. С ее помощью достигается лучшее понимание ценностей нации и государства в целом, а также стереотипов и других общественных установок, которые помогают сформировать положительное мнение к государству.