Verejna diplomacie - jen modni pojem nebo skutecna zmena?
In: Mezinárodní vztahy: Czech journal of international relations, Band 41, Heft 3, S. 83-99
ISSN: 0543-7989, 0323-1844
The article aims to introduce the phenomenon of public diplomacy, highlighting the key features of the concept. The author is looking into why public diplomacy is worth of the attention of academics, pointing out the reasons for considering public diplomacy a relevant & legitimate segment of foreign policy -- and not just a trendy phrase. The article presents a brief overview of the development of public diplomacy so far, identifying the main reasons for public diplomacy being an important item on today's foreign policy agenda. Seeking to clarify what public diplomacy is & what its implications are, the author highlights some core features of public diplomacy & their temporal & thematic change. The article also touches upon the relationship between public diplomacy & propaganda, branding, international cultural relations & traditional diplomacy. The author concludes with effective public diplomacy strategies & preconditions for its further development. Adapted from the source document.