Public Relations and Public Diplomacy: Conceptual and Practical Connections

Abstract

Conceptual and practical connections between public relations and public diplomacy, or the process by which governments communicate and build relationships with foreign publics in pursuit of political objectives, have been observed by scholars in both fields. Yet, there is little empirical evidence demonstrating similarities and/or differences in the two disciplines. This study helped to fill that gap through comparative analyses of the knowledge and skills considered important for success in each profession and in effective practices. Although some differences were revealed, the data provided evidence that perceived conceptual and practical links between public relations and public diplomacy are real. The research indicated significant potential for public relations concepts and practices to inform thinking and practices in public diplomacy, particularly in the area of research and evaluation. At the same time, insights gained by public diplomats working in international environments could be valuable to global public relations practitioners.