International Public Relations and Public Diplomacy: Communication and Engagement

468 Pages·2015·2.97 MB·English

by  Guy J. Golan

I
N
T
This book provides an important discussion of the conceptual and practical
E
R
interconnections between international public relations and public diplomacy.
N
Written by some of the leading thinkers in both disciplines, the volume provides A
T
key lessons regarding global relationship-building and stakeholder engagement. IO
A
Written from a government, corporate, and not-for-profit perspective, the book NN
DA
deals with such topics as mediated public diplomacy and information subsidies, L
P
UP
international broadcasting, nation-branding, diaspora relationships, international
BU
exchanges, and soft power. A variety of international conceptual pieces and LB
IL
C
I
real-life case studies present an in-depth analysis of the strategic application C
D
of public relations tactics in governmental and organizational global relationship IR
PE
management efforts. The book is recommended for students, scholars, and LL
OA
practitioners in the fields of international public relations, public diplomacy, and MT
I
AO
international relations.
CN
YS

GUY J. GOLAN (Ph.D., University of Florida) is an associate professor at the S.I.
Newhouse School of Public Communications at Syracuse University. G
O
L
A
N
SUNG-UN YANG (Ph.D., University of Maryland) is an associate professor and ,

Y
Director of Research and Grants in the School of Journalism at Indiana University. A
N
G
,

K
DENNIS F. KINSEY (Ph.D., Stanford University) is a full professor at the S.I. IN
S
Newhouse School of Public Communications at Syracuse University. E
Y
,

E
D
I
T
O
R
S
www.peterlang.com
P
E
T
E
R

L
A
N
G
I
N
T
This book provides an important discussion of the conceptual and practical
E
R
interconnections between international public relations and public diplomacy.
N
Written by some of the leading thinkers in both disciplines, the volume provides A
T
key lessons regarding global relationship-building and stakeholder engagement. IO
A
Written from a government, corporate, and not-for-profit perspective, the book NN
DA
deals with such topics as mediated public diplomacy and information subsidies, L
P
UP
international broadcasting, nation-branding, diaspora relationships, international
BU
exchanges, and soft power. A variety of international conceptual pieces and LB
IL
C
I
real-life case studies present an in-depth analysis of the strategic application C
D
of public relations tactics in governmental and organizational global relationship IR
PE
management efforts. The book is recommended for students, scholars, and LL
OA
practitioners in the fields of international public relations, public diplomacy, and MT
I
AO
international relations.
CN
YS

GUY J. GOLAN (Ph.D., University of Florida) is an associate professor at the S.I.
Newhouse School of Public Communications at Syracuse University. G
O
L
A
N
SUNG-UN YANG (Ph.D., University of Maryland) is an associate professor and ,

Y
Director of Research and Grants in the School of Journalism at Indiana University. A
N
G
,

K
DENNIS F. KINSEY (Ph.D., Stanford University) is a full professor at the S.I. IN
S
Newhouse School of Public Communications at Syracuse University. E
Y
,

E
D
I
T
O
R
S
www.peterlang.com
P
E
T
E
R

L
A
N
G
INTERNATIONAL
PUBLIC RELATIONS
AND
PUBLIC DIPLOMACY
This book is part of the Peter Lang Media and Communication list.
Every volume is peer reviewed and meets
the highest quality standards for content and production.

PETER LANG
New York  Bern  Frankfurt  Berlin
Brussels  Vienna  Oxford  Warsaw
INTERNATIONAL
PUBLIC RELATIONS
AND
PUBLIC DIPLOMACY

communication and engagement

guy j. golan,
sung-un yang,
dennis f. kinsey,
editors

PETER LANG
New York  Bern  Frankfurt  Berlin
Brussels  Vienna  Oxford  Warsaw
Library of Congress Cataloging-in-Publication Data
International public relations and public diplomacy: communication and engagement /
edited by Guy J. Golan, Sung-Un Yang, Dennis F. Kinsey.
pages cm
Includes bibliographical references and index.
1. Public relations and politics. 2. Diplomacy. 3. International relations.
I. Golan, Guy J. II. Yang, Sung-un. III. Kinsey, Dennis F.
JF1525.P8I57 327.1’1—dc23 2014031261
ISBN 978-1-4331-2688-8 (hardcover)
ISBN 978-1-4331-2687-1 (paperback)
ISBN 978-1-4539-1432-8 (e-book)

Bibliographic information published by Die Deutsche Nationalbibliothek.
Die Deutsche Nationalbibliothek lists this publication in the “Deutsche
Nationalbibliografie”; detailed bibliographic data are available
on the Internet at http://dnb.d-nb.de/.

The paper in this book meets the guidelines for permanence and durability
of the Committee on Production Guidelines for Book Longevity
of the Council of Library Resources.

© 2015 Peter Lang Publishing, Inc., New York
29 Broadway, 18th floor, New York, NY 10006
www.peterlang.com

All rights reserved.
Reprint or reproduction, even partially, in all forms such as microfilm,
xerography, microfiche, microcard, and offset strictly prohibited.

Printed in the United States of America
Contents
1. Introduction: The Integrated Public Diplomacy Perspective 1
Guy J. Golan & SunG-un yanG
Foundations
2. U.S. Public Diplomacy Since 9–11: The Challenges of Integration 15
Michael D. SchneiDer
3. Public Diplomacy in NGOs 37
olGa Zatepilina-Monacell
4. The Evolving Links Between International Public
Relations and Corporate Diplomacy 51
SarabDeep K. Kochhar & Juan-carloS MolleDa
5. Public Diplomacy and Public Relations:
Will the Twain Ever Meet? 73
nancy Snow
The Functions of International Public Relations and Public Diplomacy
6. Application of Relationship Management to
Public Diplomacy 93
eyun-JunG Ki
7. Application of Issues and Crisis Management to
Public Diplomacy 109
JanGyul robert KiM
vi contentS
8. Diplomacy in a Globalized World: Focusing Internally
to Build Relationships Externally 131
Kelly Vibber & JeonG-naM KiM
9. Stewardship and the Political Process: Improving the Political
Party-Constituent Relationship Through Public Relations 147
KriSti S. GilMore & richarD D. waterS
10. Ethical Visions for Public Diplomacy as International
Public Relations 167
hua JianG
Nation Brands and Country Reputation
11. Public Diplomacy and Competitive Identity:
Where’s the Link? 189
SiMon anholt
12. Repairing the “Made-in-China” Image in the U.S. and U.K.:
Effects of Government-supported Advertising 209
Kineta hunG
13. Taking It to the Streets: The Evolving Use of VNRs as a
Public Diplomacy Tool in the Digital Age 229
colleen connolly-ahern & lian Ma
14. Conceptualizing International Broadcasting as
Information Intervention 245
Shawn powerS & tal SaMuel-aZran
Engaging Domestic and Foreign Publics
15. Contextual Meaning 267
bruce w. Dayton & DenniS F. KinSey
16. The Importance of Diaspora Communities as Key
Publics for National Governments Around the World 279
VaneSSa braVo
17. Soft Power, NGOs and Virtual Communication Networks:
New Strategies and Directions for Public Diplomacy 297
aiMei yanG
18. Live Tweeting at Work: The Use of Social Media
in Public Diplomacy 315
Juyan ZhanG & Shahira FahMy
Contents vii
Global Issues & Challenges
19. The Public Relations of Populism: An International
Perspective of Public Diplomacy Trends 333
JiSKa enGlebert & Jacob GroSheK
20. Presidents, Approval Ratings, and Standing:
Assessing Leaders’ Reputations 349
MarGaret G. herMann
21. A Contextualized Interpretation of PD Evaluation 363
JaMeS paMMent
22. Tenets of Diversity: Building a Strategy for Social
Justice in Public Diplomacy 379
brenDa wriGley
23. Public Diplomacy, Public Relations, and the Middle East:
A Culture-Centered Approach to Power in Global Contexts 397
Mohan J. Dutta
Conclusion
24. An Integrated Approach to Public Diplomacy 417
Guy J. Golan
Contributors 441
Index 451