Services
„Public Diplomacy is a government’s process of communicating with foreign publics in an attempt to bring about understanding for its nation’s ideas and ideals, ist institutions and cultures, as well as its national goals and current policies.”
Hans M. Tuch, American diplomat and author
In the age of a global information and media society, Public Diplomacy has become an essential element of a nation's foreign policy. It pursues a holistic communications approach, explaining and going along with its policies and solicits worldwide the support of the foreign public. Today, the activities of countries around the globe, of their governments and their society, are public via the media to an unprecedented extent. An essential feature of Public Diplomacy is therefore to provide a thorough and up-to-date representation of the state together with its policies, business interests, culture and society in selected foreign countries.
The primary target groups are the decision makers and key opinion leaders within these areas. Addressing journalists in a targeted and theme-oriented manner is also particularly important. Modern Public Diplomacy goes beyond the typical 'one way’ spread of information and stands for dialogue and discussion as well. Often working closely with non governmental partners, Public Diplomacy strives to create permanent links between countries as well as to awaken interests and curiosity. It's about reaching “the hearts and minds of people”. Nations should start to realise just how necessary it is that the values which define both their society and international engagement, are understood by the global public at large.