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Reconfiguring public diplomacy from competition to collaboration
July 31, 2008. Diplomacy has continually adapted to change in the international system, in states and in societies. Brian Hocking argues that a growing concern with public diplomacy has to be seen in this context. The growing integration of economies and societies has enhanced the perceived need to project national brands in a competitive global environment. But alongside this, another perspective on public diplomacy is emerging, which views it in terms of a different way of conducting international policy. This recognizes the need to operate within more complex domestic and international networks. Working with a more diverse set of stakeholders raises questions about the structures and processes of national diplomatic systems and their policy capacity. More fundamentally, it touches on the principles and norms underpinning a world order in flux. Read more »