Evaluating Public Diplomacy Programmes
Abstract:
The new operational environment generated by the mass media revolution and the advent of the global information society lays the ground for a generalized re-emergence of public diplomacy (PD). After having been dismantled during the 1990s, this branch of foreign policy is undergoing a redevelopment phase within the chancelleries of many states around the globe. The growing salience of public opinion and the exponential development of the new information and communication technologies predispose this diplomacy of persuasion to play an increasing role at the forefront of twenty-first century international relations.
Inspite of the increased importance that public diplomacy is acquiring, the question of its real effectiveness nevertheless remains unanswered. For the moment, governments are still unable to determine to what extent their PD initiatives are able to influence foreign audiences or contribute to the achievement of their foreign policy goals. Without a valid evaluation tool, PD will remain condemned to play a secondary role within states' foreign policy systems. This article addresses the main aspects of this issue by analysing the many technical and methodological problems that are attached to PD evaluation, exploring research avenues that could remedy these gaps, and thus helping to resolve a problem that is still underestimated yet bound to become increasingly important in the 'hyper-media' age of international relations.
The requested document is freely available to subscribers. Users without a subscription can purchase this article.
- Sign in below if you have already registered for online access
- Permission to re-use this article via RightsLink
Register for online access if you are a personal subscriber to and want to set up online access
Visit IngentaConnect to activate access to an institutional subscription
Find out how to subscribe
Sign in
Article Access Options
The full text electronic article is available for purchase. You will be able to download the full text electronic article after payment.
$25.00
plus tax
Refund Policy
OR
Back to top