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International Public Relations and Public Diplomacy

Communication and Engagement

Edited By Guy J. Golan, Sung-Un Yang and Dennis F. Kinsey

This book provides an important discussion of the conceptual and practical interconnections between international public relations and public diplomacy. Written by some of the leading thinkers in both disciplines, the volume provides key lessons regarding global relationship-building and stakeholder engagement. Written from a government, corporate, and not-for-profit perspective, the book deals with such topics as mediated public diplomacy and information subsidies, international broadcasting, nation-branding, diaspora relationships, international exchanges, and soft power. A variety of international conceptual pieces and real-life case studies present an in-depth analysis of the strategic application of public relations tactics in governmental and organizational global relationship management efforts. The book is recommended for students, scholars, and practitioners in the fields of international public relations, public diplomacy, and international relations.

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1. Introduction: The Integrated Public Diplomacy Perspective (Guy J. Golan & Sung-Un Yang)

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1. Introduction: The Integrated Public Diplomacy Perspective Guy J. Golan & SunG-un yanG Research on public diplomacy serves as the intellectual meeting point of var- ious academic disciplines, including international public relations, mass com- munication, international relations, strategic studies, and diplomatic studies (Gilboa, 2008). Since Edmund Gullion, dean of the Fletcher School of Law and Diplomacy at Tufts University, coined the term public diplomacy in 1965 (Cull, 2009), the field of public diplomacy has increasingly attracted attention from international professionals and scholars alike. Despite the growing body of scholarship on public diplomacy, there is still much confusion about what the term actually means and how it differs from international public relations. The current book aims to clear some of the confusion regarding the percep- tual intersection between the two fields. Based on Golan (2013)’s integrated public diplomacy model, our book aims to provide a comprehensive perspec- tive on what often seems like a complex and multilayered area of scholarship and practice. Public relations is most commonly referred to as management of commu- nication between an organization and its publics (e.g., J. E. Grunig & Hunt, 1984). To be more specific, public relations has been defined as “the manage- ment function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure de- pends” (Cutlip, Center, & Broom, 2000, p. 6). As such, international public relations can be understood as the relationship management function in its global sense. In the past, communication scholars and researchers,...

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