Public Diplomacy in Regional Integration: Strategizing Policy Goals

Abstract

Contributing to the growing call on integrated public diplomacy approaches, this study examines the priorities and opportunities of public diplomacy activities in regional integration and it addresses a literature gap on the most favorable public diplomacy approach that would give regional blocs room to take a more strategic role in policy communications. The study briefly conceptualizes public diplomacy and regional integration through an integrative strategic communication framework grounded in relationship building as an end goal of public diplomacy. The study suggests a reconsideration of public diplomacy approaches through a two-way communication to both domestic and foreign audiences. It reveals structural challenges to grounded engagements, dialogue and collaboration strategies of co-existence, understanding mutual interdependence and relationship building. Through a contextual analysis, the study expounds the view of public diplomacy beyond governments and to that which downplays globalization and reintroduces territory into its governance.