ABSTRACT
This chapter explores the characteristics and features of public diplomacy. It puts emphasis on public diplomacy as a crucial instrument for wielding soft power. The chapter points out various definitions of public diplomacy provided by practitioners, academics, research institutes, and governments as well as describes how the concept differs from propaganda. Public diplomacy’s subsets, through which it has been conducted, have been also observed. Such include cultural diplomacy, listening, advocacy, international broadcasting, and exchanges. In addition, through a variety of definitions provided by scholars, the chapter examines the differences between public diplomacy and traditional diplomacy. It also defines the so called New Public Diplomacy, which demonstrates certain shifts in the practice of public diplomacy, as well as illustrates how the notion differs from the old public diplomacy. At the same time, it points out certain approaches for practicing an effective new public diplomacy abroad.
