Public relations message strategies and public diplomacy 2.0: An empirical analysis using Central-Eastern European and Western Embassy Twitter accounts

Abstract

This study examined 41 embassy Twitter accounts representing Central-Eastern European and Western countries. Western embassies were more likely to have Twitter accounts and demonstrated more average followers, but a CEE account (the Polish embassy in the United States) had the highest influencer score. A content analysis of 482 tweets brought together relevant literature from public diplomacy and public relations scholarship. A significant association was found between the diplomatic approaches and public relations message strategies, thus identifying a relationship between disciplines that are frequently considered separately. With regard to public diplomacy strategies, Western embassies engaged primarily in advocacy, whereas CEE embassies engaged primarily in cultural diplomacy. Listening was the least likely approach to be taken by both Western and CEE embassy accounts. With regard to public relations strategies, Western and CEE embassy Twitter accounts primarily engaged in message strategies aimed at information sharing (versus facilitative, persuasive, cooperative, etc.). Overall, analyses indicated that embassy Twitter accounts primarily engaged in approaches that may lack strategy, despite their purpose being diplomatic communication. This research provides a basis for predictive, best practices research and recommendations that merge disciplines.