Communication and Engagement
Edited By Guy J. Golan, Sung-Un Yang and Dennis F. Kinsey
24. An Integrated Approach to Public Diplomacy Guy J. Golan The current book aimed to synthesize the wide body of literature regarding the conceptual similarities between international public relations and public diplomacy scholarship. Based on the integrated public diplomacy approach (Golan, 2013), authors discussed strategic communication programs, rep- utation management and long-term relational engagement dimensions that bridge the two disciplines. A multitude of definitions were presented in the book regarding what public diplomacy actually means and how it relates to international public relations. I believe that public diplomacy is a subset of political public relations (see Stromach and Kiousis, 2011) with an emphasis on government as the primary organization and foreign publics as the primary publics. My definition of pub- lic diplomacy is government based and may not be consistent with those of scholars who argue for a wider definition that includes government, corpo- rations and even citizen-to-citizen diplomacy (Gregory, 2008; Seib, 2009). Recognizing the many conceptual similarities between public diplomacy and international public relations, several of the book chapters argue for the appropriateness of mass communication and public relations theoretical per- spectives on the study of public diplomacy. While dozens of peer-reviewed academic studies have examined the many facets of public diplomacy, the field is continuously undermined by its un- derdeveloped theoretical approach. Inspired by various disciplines, such as international relations, political science and mass communication, public diplomacy scholarship draws upon many discipline-related theories but lacks a guiding theoretical framework that allows scholars to make predictions regarding international engagement...
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