Abstract

The purpose of this article is to explore the differences between public diplomacy and similar concepts that relate to the country’s international image. Concepts such as public diplomacy, traditional diplomacy, foreign policy, international public relations, propaganda, national branding, etc., are often seen as synonymous. A mere observation of these concepts is provided in the literature review. These concepts are elaborated based on the communication actors’ perspective, the inter-communicating parties, the message providers, the message recipients, and the mode of communication, whereas identifying the differences and distinctions between them is realized according to the Lasswell communication formula. The conclusions show that this communication approach provides more potential to identify the differences between these concepts as compared to the current approaches, which view them from an interdisciplinary perspective.

Highlights

  • Concepts such as public diplomacy, soft power, national branding, international public relations, etc. have found widespread support in recent decades

  • In order to demonstrate transparency in foreign policy, traditional diplomacy often speaks of public diplomacy; there are small states that claim their branding without having to export and, there is confusion among scholars when it comes to the concept of public diplomacy and soft power

  • Public diplomacy is often equalized with foreign policy, and when no distinction is drawn between public diplomacy and what is known as traditional diplomacy, the actors of communication are confused even though the goals of the two might be the same

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Summary

Introduction

Concepts such as public diplomacy, soft power, national branding, international public relations, etc. have found widespread support in recent decades. Concepts such as public diplomacy, soft power, national branding, international public relations, etc. Have found widespread support in recent decades Common to these notions is that states aim to increase their international image in order to gain substantial benefits. These benefits are primarily of an economic and political nature, areas in tourism, exports, investments, the consumption of cultural products, greater opportunities for alliances, political support, etc. In order to demonstrate transparency in foreign policy, traditional diplomacy often speaks of public diplomacy; there are small states that claim their branding without having to export and, there is confusion among scholars when it comes to the concept of public diplomacy and soft power. Let us look at the meaning of public diplomacy and the undertaken measures to enhance a country’s image

New definitions of public diplomacy
The difference between Foreign Policy and Public Diplomacy
Public diplomacy and traditional diplomacy
Differences between public diplomacy and international public relations
The distinction of public diplomacy from the national brand
Public diplomacy and propaganda
Conclusions
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