Public Diplomacy:   InternationalCommunication as      Strategy   Juan Luis Manfredi     11th July 2012    @juanmanfredi  ...
Why now?Sovereignty is no longer a state-monopolyEuropean Union, and NATO but also the cities andregionsNew actors like gl...
About 200 countries             100,000 multinational             corporations50,000 transnationalnongovernmentalorganizat...
Public Diplomacy and               CommunicationPublic Diplomacy & Communication                                   4Juan L...
Diplomacy as ActionDiplomacy          The mechanisms short of war deployed by                   an international actor to ...
Preliminary Findings   1. Culture + Political Values + Foreign Policy   2. Source of influence      • Setting the agenda  ...
Three main goalsInternational      Foreign TradeEconomy            International Business Economics                   Coun...
Communication & StrategyEnvironment     Public Opinion                Trends Analysis ReportsMethodologies   How to do it?...
How to do it?News Management   Journalistic Approach                  Foreign Editors & CorrespondentsStrategic         PR...
How to do it?                Public Diplomacy & Communication                                                   10        ...
Dr. Juan Luis Manfredi Sánchez                                 11        @juanmanfredi
Thanks!      Q&A?       Now?After coffe break?   CU online!!  Juan.manfredi@uclm.es      @juanmanfredi                    ...
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Public Diplomacy: International Communication as Strategy

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Public Diplomacy: International Communication as Strategy
Panel en Madrid 2012, XXII World Congress of Political Science http://www.ipsa.org/events/congress/madrid2012

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Public Diplomacy: International Communication as Strategy

  1. 1. Public Diplomacy: InternationalCommunication as Strategy Juan Luis Manfredi 11th July 2012 @juanmanfredi @juanmanfredi 1
  2. 2. Why now?Sovereignty is no longer a state-monopolyEuropean Union, and NATO but also the cities andregionsNew actors like global corporations, citizens andcelebrities, media or lobby develop international politicsInternet and New Media: Here Comes Everybody“Diplomacy fell under the scrutiny of the media andpublic opinion” (Gilboa, 2008) Public Diplomacy & Communication 2 Juan Luis Manfredi @juanmanfredi
  3. 3. About 200 countries 100,000 multinational corporations50,000 transnationalnongovernmentalorganizations Public Diplomacy & Communication 3 Juan Luis Manfredi @juanmanfredi
  4. 4. Public Diplomacy and CommunicationPublic Diplomacy & Communication 4Juan Luis Manfredi @juanmanfredi
  5. 5. Diplomacy as ActionDiplomacy The mechanisms short of war deployed by an international actor to manage the international environmentTraditional International actor’s attempt to manage theDiplomacy international environment through engagement with another international actorPublic Diplomacy An international actor’s attempt to manage the international environment through engagement with a foreign public Public Diplomacy & Communication 5 Juan Luis Manfredi @juanmanfredi
  6. 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 6 Juan Luis Manfredi @juanmanfredi
  7. 7. Three main goalsInternational Foreign TradeEconomy International Business Economics Country BrandingIdentity To reinforce domestic policies through international projection Language, Media & CultureInfluence Strategy and Power Public Opinion Public Diplomacy & Communication 7 Juan Luis Manfredi @juanmanfredi
  8. 8. Communication & StrategyEnvironment Public Opinion Trends Analysis ReportsMethodologies How to do it? Mission and VisionPositioning Image or identity How to be perceived?Narratives Storytelling Cultural SignificanceFraming Coherent voice Rational + Emotional Discourse Public Diplomacy & Communication 8 Juan Luis Manfredi @juanmanfredi
  9. 9. How to do it?News Management Journalistic Approach Foreign Editors & CorrespondentsStrategic PR ApproachCommunication Events, Advertisement Press MeetingsRelationship Civil societybuilding Grants, Exchanges and Education Public Diplomacy & Communication 9 Juan Luis Manfredi @juanmanfredi
  10. 10. How to do it? Public Diplomacy & Communication 10 Juan Luis Manfredi @juanmanfredi
  11. 11. Dr. Juan Luis Manfredi Sánchez 11 @juanmanfredi
  12. 12. Thanks! Q&A? Now?After coffe break? CU online!! Juan.manfredi@uclm.es @juanmanfredi 12

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