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In today's global society countries are constantly competing for attention, for people, for investment and for capital. The way in which a particular country is perceived abroad is absolutely essential. This applies not only to the political sphere but also to key opinion leaders from a wide range of areas such as politics, business, culture and society. They affect the opinions of all target groups within a country.
Within such a global society, the task of Public Diplomacy is to go beyond the realms of traditional diplomacy and to understand and influence both opinion makers and the public. Continuous innovations in communication technologies, improve the exchange of ideas and information on an international level more than ever. Professional Public Diplomacy can decisively influence the awareness and actions of representatives from politics, business, culture and society and to orientate them strategically.
The goal of Public Diplomacy is to positively influence the profile and image of a country and to win trust abroad by employing suitable communications strategies.
This is where the work of The Public Diplomacy Team starts. It consists of three phases.
Phase 1 – Ground Work (Possible measures)
- Analysis of the competition
- Qualitative media analysis
- Analysis of target groups
- Development of key messages
- Communications strategy
- Creative advertising concept
- Media planning
- Action plan
- Budgeting
Phase 2 – Realisation (Possible measures)
- Media campaign
- Roadshows
- Tours for key opinion leaders and the press
- Media workshops
- Advertisements
- Inserts
- Media training
- Press conferences
- Presence at trade fairs
- Lobbying
- Parliamentary evenings
- Information materials
- Website/internet
Phase 3 – Evaluation (Possible measures)
- Qualitative media analysis
- Image study
Public Diplomacy Communication uses these strategic and operational elements and aims at the following target groups along the objectives of a particular country or institution:
Media:
- TV, radio, print and online media, magazines, specialised press (for special themes)
Politics and business:
- Political and political science institutions and organisations, business and economic associations, corporate management
Culture and society:
- Important cultural organizations, professionals in theatre, film and arts, sports associations