What's so new about new public diplomacy?

It seems somewhat peculiar to talk about new public diplomacy, especially because of the enduring difficulty of defining what is just plain public diplomacy. Nonetheless, recent years have displayed obvious changes in the way public diplomacy is being done across the board, which Nicholas J. Cull summarizes in “Lessons from the Past.” These changes are numerous, but they all speak to a new focus on relationship-building.

To the average observer, the most evident changes to public diplomacy are the digital tools being used to communicate. PD practitioners are present on blogs, social networks, and in some cases virtual worlds. These tools have had two profound effects on PD. The first effect is to make communication occur in real time. Audiences expect immediate responses, meaning PD practitioners must be more autonomous. They must also have a presence in the same time zone as the target audience to keep up with the local news cycle. The second effect is the expansion of potential audiences. These digital technologies have created a global networked society, meaning messages aimed at Albania can be read in Alabama.

Another novelty of the new public diplomacy is the increase of actors to include NGOs, private organizations, and even average citizens. The state still plays an important role in PD, but it’s challenge now is to balance its efforts with more actors. For example, an organization like InterAction that has members in the field, engaging with local communities, is an enormous PD resource because of their knowledge and humanitarian work. As Bruce Gregory observed, education and aid are more effective than diplomatic rhetoric. These partnerships will foster greater engagement with local communities.

Finally, the most significant transformation relates to the objective of PD. Top-down communication has become relationship building. The new public diplomacy recognizes that PD is about facilitating a dialogue, not imposing a system of values or beliefs. Building relationships constitutes a much smoother way of applying Nye’s soft power – letting foreign publics arrive at their own conclusions because of the attractiveness of one’s behavior. The future of PD

Overall the new public diplomacy has resulted in questions about who holds the power in these relationships. Power dynamics are changing on both sides with the growing numbers of actors and the tools that give voices to the audiences. Public diplomacy, new or old, means an attempt to manage the international environment. And a more democratized environment means more people to engage with. The best new PD will maximize these opportunities for engagement.