Th e Hague Journal of Diplomacy 2 (2007) 255-281 © Koninklijke Brill NV, Leiden, 2007 DOI: 10.1163/187119007X240523 Evaluating Public Diplomacy Programmes Pierre C. Pahlavi Canadian Forces College, 215 Yonge Boulevard, Toronto, Ontario M5M 3H9, Canada email@example.com Received: 17 December 2006 Accepted: 5 June 2007 Summary Th e new operational environment generated by the mass media revolution and the advent of the global information society lays the ground for a generalized re-emergence of public diplomacy (PD). After having been dismantled during the 1990s, this branch of foreign policy is undergoing a redevelopment phase within the chancelleries of many states around the globe. Th e growing salience of public opinion and the exponential development of the new information and communication technologies predispose this diplomacy of persua- sion to play an increasing role at the forefront of twenty-ﬁrst century international relations. Inspite of the increased importance that public diplomacy is acquiring, the question of its real eﬀectiveness nevertheless remains unanswered. For the moment, governments are still unable to determine to what extent their PD initiatives are able to inﬂuence foreign audiences or contribute to the achievement of their foreign policy goals. Without a valid evaluation tool, PD will remain condemned to
The Hague Journal of Diplomacy – Brill
Published: Jan 1, 2007
Keywords: PUBLIC OPINIONS; NEW INFORMATION AND COMMUNICATION TECHNOLOGIES (NICT); SOFT POWER; EVALUATION; STRATEGIC COMMUNICATIONS; FOREIGN POLICY; PUBLIC DIPLOMACY
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