Public Diplomacy: How to Think About and Improve It

Public Diplomacy: How to Think About and Improve It

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This paper sharply distinguishes the "marketing" encompassed in public diplomacy from the marketing of commercial products, focusing instead on the central roles of constituencies and adversaries. The authors argue that the antipathy for the U.S. government aroused by some U.S. policies suggests the desirability of outsourcing some aspects of public diplomacy.