CIAO DATE: 02/2009
November 2008
This paper examines some of the public diplomacy challenges that national governments and international organizations like NATO are increasingly facing. While new media technologies have become a powerful enabler in the globalised information environment, international security issues no longer remain ‘close-hold’ subjects reserved to foreign and security policymakers. Analyzing some of the current public trends in transatlantic themes in Europe and the United States, the author takes a closer look at NATO’s evolving communication policies and activities. Evidently, public diplomacy has its limits. No matter how skilfully designed, it cannot replace political messages and contents. A serious political crisis or the loss of human lives cannot (and must not) be turned into a positive news story. However, if public diplomacy aims at establishing a trustful and interactive relationship between the seekers of information and the respective organization or government, public diplomacy requires political will, strategy and resources to be effective and credible.
Resource link: Reinventing NATO´s Public Diplomacy [PDF] - 202K