Public Diplomacy

3 Credits · Level: Graduate

Public diplomacy is the management of international political communication in the interests of foreign policy. Its objective is the exercise of influence on international society, which is global in nature. Technologies, new media and the dissolution of geographical boundaries for the transmission and production of messages have transformed public diplomacy. The message is global, it is communicated both to its own publics (constituents, nationals) and to foreign publics. Public diplomacy is a foreign policy tool. In the abstract, it is an instrument that structures messages to legitimize, attract, and collaborate in the global public sphere. In detail, it is the public policy that articulates communication strategies, educational programs, institutional information, relations with journalists, cultural activities, and other similar actions. The course has three objectives: 1) To understand political influence through communication and culture. Through reputation, countries (cities or regions) gain or lose the ability to influence decision-making. Political campaigns for the defense of interests, ideas, or objectives. 2) Connecting economics and diplomacy. Public diplomacy attracts investment and talent and boosts the internationalization of economies and industries. 3) When the culture is the message. Cultural agenda in the making: culture, book fairs, sports, food, architecture, music, cinema. Through this course, the student acquires the skills to design and execute a public diplomacy plan. The student will learn how to define objectives, design an institutional architecture, foster public-private collaboration, identify unique opportunities, and manage culture as an asset of international policy.