Public Affairs, Public Diplomacy

Question 1

What are corporate communication functions?

Answer 1

• Public affairs: liaison, lobbying, advocacy with governments; “efforts related to public policy and corporate citizenship”
• Public diplomacy: a political and/or communication instrument by state and non-state actors “to understand cultures, attitudes and behaviour; build and manage relationships; and influence opinions and actions to advance their interests and values”

Question 2

Explain the term: Public diplomacy

Answer 2

• PD first mentioned by Edmund Gullion in 1965 (Cull, 2009)
• PD traditionally reserved for governments: ‘soft power’ in contrast to military and economic power (Nye, 2008)
• “…the public, interactive dimension of diplomacy which is not only global in nature, but also involves a multitude of actors and
networks…“

Question 3

Explain following terms: New PD, Propaganda, Public Relations

Answer 3

• ‘New public diplomacy’ when non-state actors engage in PD once reserved for states to promote their own image and activities (Gilboa, 2008)
• PD vs. propaganda, nation-branding and cultural relations (Melissen, 2005)
• Kelley (2009) PD and propaganda may not be the same, public diplomacy has at times shown a “propagandistic communication style,” for example in long-term campaigns or crisis management
• Snow (2009), Gilboa (2009) and L’Etang (2009) see parallels between public diplomacy and public relations, as well as strategic studies, international relations and diplomacy

Question 4

What is the difference between Public Diplomacy and Strategic Communications?

Answer 4

• 4 types of relationships: synonymous; distinct; either can overarching the other
• PD not strategic in itself: lack of resources, limited degree of evaluations and their expertise, insufficient institutionalization of PD in orgs
• Public diplomacy is strategic in that it is purposeful in order to reach an objective

Question 5

From Strategic Communication to PD

Answer 5

• All actors deliberately engage in public discourse; can be seen as strategic communication
• “the purposeful use of communication by an organization to fulfill its mission,” assuming that people will engage in “deliberate communication practice on behalf of organizations, causes, and social movements.”
• SC on the international stage is often referred to as PD
• PD not only between sovereign states’ traditional diplomacy of official state-state relations, but also educational and cultural exchange programmes and visits, radio and television broadcasting and even language training, all to improve a country’s image abroad.

Question 6

Zaharna’s PD Taxonomy

Answer 6

Information Framework
• Linear process of transferring info in order to persuade or control
• Messaging strategy
• Passive target audience
• One-way flow via various channels
• Specific goal, e.g. policy advocacy & image/reputation
• Quantitative evaluation
• Propaganda, nation-branding, media relations, international broadcasts
Relational Framework
• Social process of building relationships & fostering harmony
• Relationship-building strategy
• Active stakeholders
• Interactive communication channels
• “Control mutuality” between parties
• Qualitative evaluation
• 3 tier initiatives: educational & cultural exchanges & visits; cultural and language institutes, “twinning,” relationship building campaigns, “network weavers”; building coalitions

Question 7

What does culture mean?

Answer 7

“Culture is a fuzzy set of attitudes, beliefs, behavioural norms, and basic assumptions and values that are shared by a group of people, and that influence each member’s behaviour and his/her interpretations of the “meaning” of other people’s behaviour.”