The shifting subtleties of “special”: differences in US and UK approaches to public diplomacy in business

Abstract

PurposeThe purpose of this article is to compare the American and British approaches to public diplomacy and the impact that has on the role of business.Design/methodology/approachSince the terrorist attacks in the US on September 11, 2001, both the UK and US governments have been examining their public diplomacy activities with a view to a more effective use of their resources as well as the involvement of other parties. Given the strength of the economic relationship between these two countries, it is instructive to compare their resulting definitions of public diplomacy to attitudes found in the transatlantic business community. To that end, their current definitions of public diplomacy will be examined in light of data gathered from business survey of transatlantic companies conducted by UK Trade and Investment and BritishAmerican Business Inc. as well as views from those working in public diplomacy.FindingsThe US has increasingly taken a view of public diplomacy that conflates its political diplomatic agenda concerned with national interest and security with its general outreach in terms of information and dialogue. This makes it more difficult for business to effectively support broader public diplomacy objectives.Originality/valueThis paper provides a different view of US public diplomacy activities that may be a useful guide in revising their approach so as to make it more similar to the UK version which values more of a separation between political and public diplomacy.