The Routledge Handbook of Public Diplomacy provides a comprehensive overview of public diplomacy and national image and perception management, from the efforts to foster pro-West sentiment during the Cold War to the post-9/11 campaign to "win the hearts and minds" of the Muslim world. Editors Nancy Snow and Philip Taylor present materials on public diplomacy trends in public opinion and cultural diplomacy as well as topical policy issues. The latest research in public relations, credibility, soft power, advertising, and marketing is included and institutional processes and players are identified and analyzed. While the field is dominated by American and British research and developments, the book also includes international research and comparative perspectives from other countries.
Published in association with the USC Center on Public Diplomacy at the Annenberg School based at the University of Southern California.
"Snow, Taylor and a distinguished group of scholars have produced the definitive sourcebook on one of the most important subjects of our time. This collection offers a highly readable and comprehensive look at how the U.S. has veered off course in the battle for the hearts and minds of much of the world. This is a must read for students and scholars, and should be placed in the hands of the policymakers who inherit the challenge of restoring the public image and credibility of this wayward superpower."
--Lance Bennett, Professor of Political Science & Ruddick C. Lawrence Professor of Communication, Director, Center for Communication and Civic Engagement, University of Washington
"Since 9/11 public diplomacy has emerged as a critical, but little understood, component of foreign policy. This Handbook explains what it is, what it isn’t, who does it well, and who doesn’t. In short, it is essential to understanding how countries present themselves to the world."
--Ambassador Cynthia P. Schneider, PhD, Distinguished Fellow in the Practice of Diplomacy, Georgetown University, Senior Non Resident Fellow, Brookings Institution
"Snow and Taylor's Routledge Handbook of Public Diplomacy offers valuable and timely advice about China as it struggles to tell its story of Tibet and the 2008 Beijing Olympics. The editors take a global perspective to address the public diplomacy issue in a well-admired effort to build a global dialogue between the East and the West."
--Li Xiguang, Dean, International Center for Communication Studies, Tsinghua University
Vice-Chairman, Journalism Education Committee of Chinese Ministry of Education
"A nation's success in global politics of the 21st century will depend in large part on the management of national image and reputation. Soft power has become a necessary rather than optional complement to hard power. With its breadth and depth of analysis, the Routledge Handbook of Public Diplomacy is required reading for those who care about how countries can use the tools of communication to create a competitive advantage in the Information Age."
--Evan H. Potter, Department of Communication, University of Ottawa
Introduction 1. Rethinking Public Diplomacy Nancy Snow 2. Public Diplomacy and Strategic Communication Philip M. Taylor Part 1: The Context of Public Diplomacy 3. Public Diplomacy: The Evolution of a Phrase Nick Cull 4. Public Diplomacy as Loss of World Authority Michael Vlahos 5. Public Opinion and Power Ali Wyne 6. Exchange Programs and Public Diplomacy Giles Scott-Smith 7. Arts Diplomacy: The Neglected Aspect of Cultural Diplomacy John Brown Part 2: Public Diplomacy Applications 8. Operationalizing Public Diplomacy Matt Armstrong 9. Between ‘Take-offs’ and ‘Crash Landings’: Situational Aspects of Public Diplomacy John Robert Kelley 10. Mapping Out a Spectrum of Public Diplomacy Initiatives: Informational and Relational Frameworks R.S. Zaharna 11. The Nexus of U.S. Public Diplomacy and Citizen Diplomacy Sherry Mueller Part 3: Public Diplomacy Management: Image, Influence and Persuasion 12. Public Diplomacy in International Conflicts: A Social Influence Analysis Anthony Pratkanis 13. Credibility and Public Diplomacy Robert Gass and John Seiter 14. The Culture Variable in the Influence Equation Kelton Rhoads 15. Military Psychological Operations as Public Diplomacy Mark Kilbane Part 4: State and Non-State Actors in Public Diplomacy 16. American Business and Its Role in Public Diplomacy Keith Reinhard 17. The Public Diplomat: A First Person Account Peter Kovach 18. The Case for Localized Public Diplomacy William P. Kiehl 19. The Distinction Between Public Affairs and Public Diplomacy Ken S. Heller and Liza M. Persson 20. Valuing Exchange of Persons in Public Diplomacy Nancy Snow Part 5: Global Approaches to Public Diplomacy 21. Four Seasons in One Day: The Crowded House of Public Diplomacy in the UK Ali Fisher 22. German Public Diplomacy: The Dialogue of Cultures Oliver Zoellner 23. Origin and Development of Japan’s Public Diplomacy Tadashi Ogawa 24. China Talks Back: Public Diplomacy and Soft Power for the Chinese Century Gary Rawnsley 25. Central and Eastern European Public Diplomacy: A Transitional Perspective on National Reputation Management Gyorgy Szondi 26. Australian Public Diplomacy Naren Chitty Part 6: Advancing Public Diplomacy Studies 27. How Globalization Became U.S. Public Diplomacy at the End of the Cold War Joseph Duffey 28. Ethics and Social Issues in Public Diplomacy Richard Nelson and Foad Izadi 29. Noopolitik: A New Paradigm for Public Diplomacy David Ronfeldt and John Arquilla