Th e Hague Journal of Diplomacy 2 (2007) 187-211 © Koninklijke Brill NV, Leiden, 2007 DOI: 10.1163/187119007X240497 Advancing the New Public Diplomacy: A Public Relations Perspective Kathy R. Fitzpatrick School of Communications, Quinnipiac University, 275 Mount Carmel Avenue, Hamden, CT 06518-1908, United States Kathy.Fitzpatrick@quinnipiac.edu Received: 7 June 2007 Accepted: 10 August 2007 Summary As public diplomacy assumes a more prominent role in the diplomatic aﬀairs of nations, scholars and practitioners are challenged to deﬁne the ‘new’ public diplomacy’s purpose and goals, to develop the theoretical foundations of the discipline, and to articulate principles of practice for eﬀectively and ethi- cally achieving a nation’s foreign aﬀairs’ objectives. Th is article demonstrates the potential for the public relations theory of relationship management to advance contemporary thought and practice in public diplomacy. Th e study ﬁnds that by deﬁning public diplomacy’s central purpose as relationship manage- ment, unifying the functions under one overarching concept, adopting a management (rather than com- munication) mindset, and recognizing the importance of diplomatic deeds that support communication practices, practitioners will be better equipped to conduct public diplomacy eﬀectively. Keywords Public diplomacy, public relations, relationship management, international relations, foreign aﬀairs, ethics. Introduction In Th e New Public
The Hague Journal of Diplomacy – Brill
Published: Jan 1, 2007
Keywords: PUBLIC DIPLOMACY; PUBLIC RELATIONS; ETHICS; INTERNATIONAL RELATIONS; RELATIONSHIP MANAGEMENT; FOREIGN AFFAIRS
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