Public Diplomacy: Foundations for Global Engagement in the Digital Age

by Nicholas Cull

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 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.

272 pages, Paperback

Published April 29, 2019

Reviews

[Rachel Yeager · Rating 5 out of 5]

Great book written by an expert in the field. Approachable if you don't know much about what public diplomacy is but gives Cull's perspectives on the 5 elements of Public diplomacy. Cull is through yet brief. He keeps this book focused on his 5 elements and throughly explains them with good and bad examples, contemporary and historic. The book is not overtly long, only 170 pages, but is a good primer on the subject and this scholar's perspective on it. I most enjoyed how this book gives credit and shout outs to other works that I plan on diving into based on his recommendation. Obviously this is an academic book so don't read it unless you have sincere interest in public diplomacy and learning about it. That being said, the style is not boring. The book is educational and interesting, achieves its mission and I have no complaints!

[Doug Becker · Rating 5 out of 5]

Nick has provided a detailed understanding of public diplomacy as a field and its history. How states present themselves for foreign publics is an increasingly important area of research and Nick’s book is a tremendous introduction to the field. It threads the needle between academic excellence and readability to the general public.