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What is the point of contact between public diplomacy and government sponsored public relations? A discussion on the interrelationship of disciplines

Božo Skoko orcid id ; Fakultet političkih znanosti Sveučilišta u Zagrebu

Puni tekst: hrvatski pdf 531 Kb

str. 55-74

preuzimanja: 333



The paper analyzes the interdependence of public diplomacy and public relations as ‎increasingly present and increasingly important disciplines in international activities of countries. It ‎investigates their theoretical foundations and practice, with particular emphasis on common points‎ and overlap. In point of fact, although there has been an awareness of the connection between these ‎two disciplines since the 1960s when public diplomacy emerged as a term and a separate diplomatic ‎and communication discipline, since 2001, theorists and practitioners have increasingly written about ‎the interdependence and convergence of public diplomacy and public relations. In its beginnings, public‎ diplomacy was more associated with propaganda or reduced to cultural diplomacy programs, while‎ public relations was perceived through the model of one-way public information. In modern times, public‎ relations is increasingly perceived through the two-way communication symmetrical model, the purpose‎of which is to achieve understanding and build relationships with key publics. Public diplomacy is usually‎ viewed through three areas of activities: information management, long-term strategic communication‎ campaigns, and relationship management. Therefore, the author considers public diplomacy without‎ public relations, i.e., its consideration outside theory and practice of public relations inconceivable. Only‎ through synergy, joint activities and the use of similar strategies and tactics can public diplomacy and‎ public relations achieve full effectiveness in international communication and activities of the state ‎towards the target audiences and influence their knowledge, opinion and behavior.‎

Ključne riječi

public relations, public diplomacy, state, convergence, international relations, communication

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Podaci na drugim jezicima: hrvatski

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