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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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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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