This document discusses public diplomacy as international communication strategy. It notes that sovereignty is no longer confined to states and that new actors like corporations, citizens, media and lobby groups influence international politics. It also notes the rise of new media like the internet. The document outlines that there are now around 200 countries and 100,000 multinational corporations and 50,000 NGOs. It defines traditional diplomacy versus public diplomacy and lists some preliminary findings. It identifies three main goals of public diplomacy: the international economy, identity projection, and influence. It discusses methods like strategic communication, relationship building, news management and positioning.

1. Public Diplomacy:
International
Communication as
Strategy
Juan Luis Manfredi
11th July 2012
@juanmanfredi
@juanmanfredi 1

2. Why now?
Sovereignty is no longer a state-monopoly
European Union, and NATO but also the cities and
regions
New actors like global corporations, citizens and
celebrities, media or lobby develop international politics
Internet and New Media: Here Comes Everybody
“Diplomacy fell under the scrutiny of the media and
public opinion” (Gilboa, 2008)
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

3. About 200 countries
100,000 multinational
corporations
50,000 transnational
nongovernmental
organizations
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

4. Public Diplomacy and
Communication
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

5. Diplomacy as Action
Diplomacy The mechanisms short of war deployed by
an international actor to manage the
international environment
Traditional International actor’s attempt to manage the
Diplomacy international environment through
engagement with another international
actor
Public Diplomacy An international actor’s attempt to manage
the international environment through
engagement with a foreign public
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

6. Preliminary Findings
1. Culture + Political Values + Foreign Policy
2. Source of influence
• Setting the agenda
• Determining the framework
3. PD produces attraction and desire
4. Smart Power = Soft Power + Hard Power
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

7. Three main goals
International Foreign Trade
Economy International Business Economics
Country Branding
Identity To reinforce domestic policies through
international projection
Language, Media & Culture
Influence Strategy and Power
Public Opinion
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

8. Communication & Strategy
Environment Public Opinion
Trends Analysis Reports
Methodologies How to do it?
Mission and Vision
Positioning Image or identity
How to be perceived?
Narratives Storytelling
Cultural Significance
Framing Coherent voice
Rational + Emotional Discourse
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

9. How to do it?
News Management Journalistic Approach
Foreign Editors & Correspondents
Strategic PR Approach
Communication Events, Advertisement
Press Meetings
Relationship Civil society
building Grants, Exchanges and Education
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

10. How to do it?
Public Diplomacy & Communication
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Juan Luis Manfredi @juanmanfredi

11. Dr. Juan Luis Manfredi Sánchez
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@juanmanfredi

12. Thanks!
Q&A?
Now?
After coffe break?
CU online!!
Juan.manfredi@uclm.es
@juanmanfredi
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