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Public Diplomacy

European and Latin American Perspectives


Edited By María Luisa Azpíroz Manero

Public diplomacy is a diplomatic and international communication activity aimed at foreign publics and seeking to create a positive image and/or political influence, contributing to the achievement of foreign policy goals.
On June 9 th , 2015, public diplomacy scholars and practitioners coming from Europe and Latin America gathered in a research seminar organised by the Centre for International Relations Studies (CEFIR), at the University of Liège. They contributed their works on public diplomacy from the perspectives of its cultural, communicative and image components. The result of that seminar is this book, which reflects the current diversity of theoretical aspects and practices of public diplomacy.
Taking the European Union, some Latin American countries (Venezuela and Mexico) and even civil society organisations as the actors whose public diplomacy actions are studied, this book provides both reflections and empirical analysis of public diplomacy strategies developed from different angles.
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Improving Efficiency in Public Diplomacy Practices: Advising Non-State Actors’ Strategies in the EU Framework


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Improving Efficiency in Public Diplomacy Practices

Advising Non-State Actors’ Strategies in the EU Framework

María Teresa LA PORTE

Professor of International Political Communication at the University of Navarra (Spain)


Public diplomacy, like other kinds of international political communication, is undergoing radical change. The emergence of new political actors – ranging from NGOs to religious organisations and multinational corporations –, the progressive decentralization of power, and increasing social interconnectivity have prompted governments and international organisations to modify traditional strategies of getting in contact with foreign publics in order to explain and promote interests in foreign affairs. Non-state actors have to master how to gain legitimacy to act in the international realm in order to pursue their own goals, as well as to collaborate with traditional actors, which still preserve the executive and legislative power in that sphere.

The object of this article is to examine current communication strategies that should be applied by non-state actors in order to enhance their social influence, both when acting independently and when collaborating with states. The content will be structured as follows: first, the theoretical frame and conceptual precisions will be discussed; secondly, the role that communication plays in the non-state players’ actions will be examined; thirdly, specific strategies will be proposed to non-state actors in order to improve their effectiveness when dealing with international institutions: a) the importance of defining and integrating relevant agendas; b) the elaboration of...

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