ABSTRACT

The demand for strategic Public Relations services is much greater now in the globally networked world than in the 70s when this author began generating “press coverage” for clients from Africa to Asia. Despite progress has the international profession done enough, especially in the high context, complex, disruptive, and digital world? With relatively immature practice and limited theory, this chapter attempts to ‘join the dots” between disciplines and concepts, particularly relating to Public Diplomacy, where there is practical, if not much theoretical overlap. The chapter also deals with the significant subset known as Corporate Diplomacy, based on his experience, research, and teaching, given the increasing political, environmental, and social role being played by some international corporations collaborating with governments and civil society globally. The chapter anticipates further research, theoretical development, and increased exchanges between practitioners and academics in disciplines such as International Relations, Economics, Business/Management as well as Public Relations/Public Affairs will be needed. This will require new skills, strategies, systems, and structures if a new cadre of Corporate and Public Diplomats are to be created.