by Weronika Cycak | Draft 2016.01.15
Weronika Cycak
Research Assistant, European Union Academic Programme Hong Kong
Abstract
Public diplomacy builds bridges between countries, enables people-to-people exchanges and fosters dialogue and mutual understanding. By going one step further from mere information dissemination to engagement and shared experiences, states can improve international image, attract investments and promote their values abroad. This paper aims to examine discourses in existing literature in area of public diplomacy, in particular in the context of the European Union. It looks at the concept of public diplomacy, its aims and factors that contribute to effective communication with foreign audiences. Institutional structure of public diplomacy within EU institutions, the role of EU Delegations and EU Centres are also discussed.