International public relations and public diplomacy : communication and engagement / Edited by Guy J. Golan, Sung-Un Yang, Dennis F. Kinsey.

Includes index.

Includes bibliographical references and index

Cover; Contents; 1. Introduction: The Integrated Public Diplomacy Perspective (Guy J. Golan & Sung-Un Yang); Introduction; Mediated Public Diplomacy; National Branding and Country Reputation; Relational Public Diplomacy; Conclusion; Note; Bibliography; Foundations; Foundations; Chapter 2. U.S. Public Diplomacy Since 9-11: The Challenges of Integration (Michael D. Schneider); Post-9/11 PD Realities; State's Public Communication Response; The Department of Defense Response: The Rise of "Strategic Communication"; State's Vision: The QDDR and the PD Strategic Framework at State. The State PD Strategic Framework: A Road Map to InnovationPD Initiatives: Achievements and Challenges; The CSCC: The Challenge of Moving Youth Away from Extremism; Academic Exchanges: The Challenge of Planning and Prioritization; American Spaces: The Challenge of Accessibility; New Technologies: The Challenge of Finding an Effective Mix; The Advisory Role of Public Diplomacy: The Challenge of Integrating PD into Decision Making; Unfinished Business for Public Diplomacy; The Need to Update Broadcasting; The Need for Additional Support for the Field; Looking Ahead. Green vs. Red Lines in the Whole of Government ApproachShort- Versus Long-Term Needs: The Urgent Versus the Important; Educational Exchange: A Benefit or a Necessity?; American Understanding of a Changing World: Region to Region; Messaging Versus Dialogue: Tactics Versus Strategy; Prospects for Integration: Closing the Concept-Practice Gap; Notes; Bibliography; Chapter 3. Public Diplomacy in NGOs (Olga Zatepilina-Monacell); NGOs in International Relations and Non-State Public Diplomacy; Conceptual and Operational Definitions of a U.S. NGO; Overview of the Case Studies. Country-of-Origin Is Intrinsic to NGOs' Corporate IdentitiesQuality, Stakeholder Empowerment, and Issues Management; NGOs' Autonomy and Pluralism as U.S. Reputational Assets; Note; Bibliography; Chapter 4. The Evolving Links Between International Public Relations and Corporate Diplomacy (Sarabdeep K. Kochhar & Juan-Carlos Molleda); Dimensions of Public Diplomacy; The Shift of Power: From Country Power to Corporate Power; Who Really Matters? Addressing Stakeholders in Corporate Diplomacy; The Emerging Definitions of Global Success: Authenticity and Localization. Handling a Crisis in a Transnational EnvironmentCSR and Partnerships for Global Development; Putting the Pieces Together: Propositions for Corporate Diplomacy; Bibliography; Chapter 5. Public Diplomacy and Public Relations: Will the Twain Ever Meet? (Nancy Snow); Bibliography; The Functions of International Public Relations and Public Diplomacy; Chapter 6. Application of Relationship Management to Public Diplomacy (Eyun-Jung Ki); Theoretical Background; Definitions of Public Diplomacy and Public Relations; Nexus of Public Relations and Public Diplomacy.

This book provides an important discussion of the conceptual and practical interconnections between international public relations and public diplomacy. Written by some of the leading thinkers in both disciplines, the volume provides key lessons regarding global relationship-building and stakeholder engagement. Written from a government, corporate, and not-for-profit perspective, the book deals with such topics as mediated public diplomacy and information subsidies, international broadcasting, nation-branding, diaspora relationships, international exchanges, and soft power. A variety of international conceptual pieces and real-life case studies present an in-depth analysis of the strategic application of public relations tactics in governmental and organizational global relationship management efforts. The book is recommended for students, scholars, and practitioners in the fields of international public relations, public diplomacy, and international relations.