Over the past decade, scholars, practitioners, and leading diplomats have forcefully argued for the need to move beyond one-way, mass-media-driven campaigns and develop more relational strategies. In the coming years, as the range of public diplomacy actors grows, the issues become more complexly intertwined, and the use of social media proliferates, the focus on relations will intensify along with the demands for more sophisticated strategies. These changes in the international arena call for a connective mindshift: a shift from information control and dominance to skilled relationship management.
Leading international scholars and practitioners embark on a forward-looking exploration of creative conceptual frameworks, training methods, and case studies that advance relational, networking, and collaborative strategies in public diplomacy. Light on academic jargon and rich in analysis, this volume argues that while relationships have always been pivotal to the practice of public diplomacy, the relational dynamics are changing. Rather than focus on specific definitions, the contributors focus on the dynamic interplay of influence in the public diplomacy environment. That environment includes state and non-state actors, public and private partners, competitors and collaborators, new and old media, and is conditioned by power, ethics, and cultures.
This book is an essential resource to students and practitioners interested on how to build relationships and transform them into more elaborate network structures through public communication. It will challenge you to push the boundaries of what you think are the mechanisms, benefits, and potential issues raised by a relational approach to public diplomacy
Table of Contents
Introduction: The Connective Mindshift; R.S. Zaharna, Ali Fisher, Amelia Arsenault Part I: Visions of Connectivity 1: Social Power in Public Diplomacy; Peter van Ham 2: Linking Ethics and Effectiveness: Public Diplomacy as a Relational Enterprise; Kathy R. Fitzpatrick 3: The Politics of Relational Public Diplomacy; Robin Brown 4: Taking Diplomacy Public: Science, Technology and Foreign Ministries in a Heteropolar World; Daryl Copeland 5: Diaspora Diplomacy in Public Diplomacy; Kishan Rana 6: Relational Aspects of a Chinese Model of Public Diplomacy; Yiwei Wang Part II: Conflict & Culture: Connectivity in Practice 7: Building and Measuring Sustainable Networks of Organizations and Social Capital: Post-War Public Diplomacy in Croatia; Maureen Taylor and Michael Kent 8: New Frontiers in Relational Public Diplomacy: Collaborative Cultural Initiatives in Peace Building; Tadashi Ogawa 9: The Relational Paradigm and Sustained Dialogue; Harold Saunders 10: Delivering Digital Diplomacy: Information Technologies and the Changing Business of Diplomacy; Charles Causey and Philip N. Howard 11: The Virtual Last Three Feet: Incorporating Relational Perspectives into Public Diplomacy 2.0; Hyunjin Seo Part III: Networks & Collaboration: The Connective Mindshift 12: Network Purpose, Network Design: Dimensions of Network and Collaborative Public Diplomacy; R.S. Zaharna 13: Networks of Freedom, Networks of Control: Internet Policy as a Platform and an Impediment to Relational Public Diplomacy; Amelia Arsenault 14: From Fortunate Sons to the Crowd: Learning Strategies for Collaboration in Public Diplomacy; Ali Fisher
R. S. Zaharna is an Associate Professor in the School of Communication and an affiliate Associate Professor in the School of International Service at the American University in Washington, DC. She has been one of the leading scholars in public diplomacy and was recently selected as a Research Fellow by the USC Center on Public Diplomacy. In addition to more than twenty years of teaching strategic communication, she has advised on communication projects for multinational corporations, governments, and international organizations, including the United Nations, World Bank, and USAID. Since 9/11 she has testified on several occasions before the US Congress and has addressed diplomatic audiences and military personnel in the United States and Europe on strategic communication and public diplomacy.
Amelia Arsenault is Assistant Professor of Communication at Georgia State University, and the Media and Democracy Research fellow at the Center for Global Communication Studies at the Annenberg School for Communication, University of Pennsylvania. She specializes in collaboration and digital media strategies in public diplomacy.
Ali Fisher, director of Mappa Mundi Consulting in London, is widely recognized as a leading thinker on network public diplomacy. He regularly advises governments, charities, companies, and NGO on best practices for online engagement and network building. He is the former director of Counterpoint, the British Council’s research think-tank.
"The editors and contributors of this volume have done a fine job of defining crucial issues that will shape the future of public diplomacy. The key to true engagement and the successful wielding of influence – the essence of public diplomacy – is to be found in the relational strategies described in this book. Those who manage and study nations’ foreign policy should pay close attention to these analyses of the new realities of connectivity."
—Philip Seib, University of Southern California
"Ambitious, thought provoking, and highly readable, this is the best available account of the relational approach to public diplomacy. These probing and insightful essays by accomplished scholars will prompt reflection, agreement, and counter-argument – precisely what is needed in the study and practice of 21st century diplomacy."
—Bruce Gregory, George Washington University
"This volume has a great deal to offer, as even the three visions included in this volume lend constructive advice to those in public diplomacy circles today. Perhaps by increasing accessibility to the public, looking forward to a relational and networked paradigm, while imagining new uses of social media, cultural initiatives and collaborative exercises, we just might shift public diplomacy out of crisis. This book could be a useful resource for institutions where international relations and public affairs are taught or researched, as well as a thought-provoking resource for students and professors addressing geopolitical communications."
- Brooke Bagan, Lausanne, Switzerland
"In short, adding to the sum total of knowledge in the field and offering ideas opening new doorways for thoughts and practices, this book will be a relevation to all who open its cover."
- Ellen Huijgh, University of Antwerp