Book Review: International Public Relations and Public Diplomacy: Communication and Engagement, edited by Guy Golan, Sung-Un Yang, and Dennis Kinsey

Abstract

International Public Relations and Public Diplomacy: Communication and Engagement. Guy Golan, Sung-Un Yang, and Dennis Kinsey, eds. New York, New York: Peter Lang, 2015. 458 pp. $179.95 hbk. $43.95 pbk.This edited volume contains a number of chapters that argue in support of concept of integrated public diplomacy as proposed by Guy Golan, a model that combines twoway communication and negotiation-what Joseph Nye describes as power- and media campaigns focused on information distribution and persuasion. Furthermore, it proposes that public relations (PR) provides a model for public diplomacy to follow, and outlines characteristics of a PR-led approach to public diplomacy.As a multi-perspective overview of public diplomacy, particularly what is referred to as new public diplomacy, it is a useful reference text. Chapters explore changes in public diplomacy since 9/11; public diplomacy in dealing with conflict such as between United States and Middle East countries, soft power, mediated diplomacy, ethical issues in public diplomacy, public diplomacy in nongovernmental organizations and political parties, role of diaspora, and use of social media for public diplomacy, as well as several chapters discussing PR.The book presents some original research, but this is quite dated in some cases, such as Chapter 15 by Bruce Dayton and Dennis Kinsey that cites a Q methodology study conducted in the spring of 2007, along with Chapter 12 and Chapter 18 that cite studies conducted in 2010. Overall, a relatively small amount of empirical data is presented in support of central argument in this text. Most chapters present a polemical rather than an empirical account of public diplomacy.Also, there are some flaws in central argument presented in book. For example, in Chapter 10, Hua Jiang states, Based on existing in research, it is safe to argue that public diplomacy can be seen as a form or a function of international public relations. The above trends and extant research amount to a brief summary of normative PR theory drawn from Excellence study of PR, which is increasingly challenged by critical scholars. This chapter cites Jacquie L'Etang's identification of three common functions of PR and public diplomacy, but fails to note that L'Etang is highly critical of excellence theory and two-way symmetrical notions of PR. Along with others such as Lee Edwards and Caroline Hodges in their text Public Relations, Society and Culture, Joanna Fawkes in her 2015 critical work on Public Relations Ethics and Professionalism, Priscilla Murphy in her numerous publications, and Magda Pieczka's pioneering critique of PR, she argues that twoway communication and dialogue are rare in PR practice and represent normative, not positive theories. Critics argue that PR is predominantly one-way information distribution, persuasion and, at times, propaganda.Similarly, in Chapter 6, Eyun-Jung Ki cites six commonalities between public diplomacy and PR identified by this author in a 2012 journal article. …