Trendy vyvoje verejne diplomacie v dnesni zahranicni politice
In: Politologický časopis, Band 18, Heft 1, S. 65-79
ISSN: 1211-3247
The aim of this study is to analyze the current use of public diplomacy in foreign relations. It attempts to show how necessary public diplomacy strategy is for the formation of diplomatic relations. The first part of the study focuses on the analysis of changes in political communication in international relations. Presented are factors such as the transnationalisation or medialisation of foreign policy and the role of soft power in international relations. Then it presents a three dimensional model of public diplomacy that takes into account short-term and long-term goals. The main part of the text presents a change in the operation of today's foreign policy actors. This mainly concerns classical diplomacy, which has transformed its role, primarily by heavily engaging professional public affairs agencies and non-state actors in foreign policy. The article also cites examples from Europe and the United States of America of successful and unsuccessful strategies of public diplomacy. Adapted from the source document.