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National leaders struggle to communicate in ways that are perceived as trustworthy by citizens of other nations because trust is linked to efficiency, business opportunities, and political influence. In this article, four recent public diplomacy activities are analyzed from a trust-building perspective: Iranian President Hassan Rouhani's letter in The Washington Post, The British Council's strategy for trust building in China, Russian President Vladimir V. Putin's letter in The New York Times, and the USA's trust-building effort in Turkey. The analyses are based on already publicized descriptions of public diplomacy activities, public polls, and scholarly literature. Public diplomacy ideas discussed include lightshow, hand-on cooperation, win-win projects, and the creation of frameworks for self-expression. A central concept is international trust as described by Brewer, Gross, Aday, and Willnat. Based on the analysis it is suggested to amend the concept, to distinguish between trust in foreign people and trust in foreign governments. ; National leaders struggle to communicate in ways that are perceived as trustworthy by citizens of other nations because trust is linked to efficiency, business opportunities, and political influence. In this article, four recent public diplomacy activities are analyzed from a trust-building perspective: Iranian President Hassan Rouhani's letter in The Washington Post, The British Council's strategy for trust building in China, Russian President Vladimir V. Putin's letter in The New York Times, and the USA's trust-building effort in Turkey. The analyses are based on already publicized descriptions of public diplomacy activities, public polls, and scholarly literature. Public diplomacy ideas discussed include lightshow, hand-on cooperation, win-win projects, and the creation of frameworks for self-expression. A central concept is international trust as described by Brewer, Gross, Aday, and Willnat. Based on the analysis it is suggested to amend the concept, to distinguish between trust in foreign people and trust in foreign governments.

Countries struggle to find ways to be perceived as trustworthy by people around the world because trust is linked to efficiency, business opportunities and political influence. This paper is based on case studies of five Public Diplomacy activities: Iranian President Hassan Rouhani's letter in The Washington Post (2013); Denmark's trust-building effort in Pakistan following the so-called "Muhammad crisis" (from 2010); The British Council's strategy for trust-building in China (2012); Russian President Vladimir Putin's letter in The New York Times (2013), and the USA's trust-building effort in Turkey (from 2006). The best results have been obtained where Public Diplomacy has been linked to successful traditional diplomacy at state-level (Iran) or has created a framework for people-to-people relations (Denmark, UK and USA). A backlash was experienced in the case where a foreign state leader patronized the national leader (Russia). In all cases, respect for people in other countries despite differences in culture seems fundamental for a Public Diplomacy initiative to succeed. A central concept in the paper is International Trust as described by Brewer, Gross, Aday and Willnat (2004). ; Countries struggle to find ways to be perceived as trustworthy by people around the world because trust is linked to efficiency, business opportunities and political influence. Social trust is also important for democracy to function. A central concept in this paper is International Trust as described by Brewer, Gross, Aday and Willnat (2004). The paper is based on case studies of five Public Diplomacy activities: Iranian President Hassan Rouhani's letter in The Washington Post (2013); Denmark's trust-building effort in Pakistan following the so-called "Muhammad crisis" (from 2010); The British Council's strategy for trust-building in China (2012); Russian President Vladimir Putin's letter in The New York Times (2013), and the USA's trust-building effort in Turkey (from 2006). The best results have been obtained where Public Diplomacy has been linked to successful traditional diplomacy at state-level (Iran) or has created a framework for people-to-people relations (Denmark, UK and USA). A backlash was experienced in the case where a foreign state leader patronized the national leader (Russia). In all cases, respect for people in other countries despite differences in culture seems fundamental for a Public Diplomacy initiative to succeed. From a social responsible perspective journalists may have a role to play in creating international trust, and Public Diplomacy staffs consider it already important

This article views television news coverage of ongoing terrorist attacks and their immediate aftermath as a special genre within journalism, and describes norms connected with the genre. The description is based on qualitative analyses of the coverage on the major American networks in the first 24 hours after the events on September 11, 2001, and on semi-structured personal interviews with 37 journalists who covered the events for ABC, CBS, NBC, CNN, MSNBC and FOX News. In accordance with legal and moral philosopher Alf Ross, each of the norms was expressed as a directive in the interviews and also reflected in the journalistic practices. The described norms form a coherent pattern if safeguarding the existing democracy and the general public is considered to be the main purpose. A coverage based on this pattern of norms can be compared to other forms of crisis management following attacks because it counteracts well known symptoms of national crisis.