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June 2, 2002

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Public Diplomacy

Mark Leonard, with Catherine Stead and Conrad Smewing

In the world of al-Jazeera, global protest and mass democracy, building relationships with overseas publics can be as important as talking to governments. Whether countries build an international coalition against al-Qaida, reform the Common Agricultural Policy, or attract inward investment, influencing public opinion abroad will be crucial.

What should our strategy for success be in this global competition for exports, tourism, investment and political influence? How can governments harness the power of NGOs, brands, diasporas and political parties to project a modern image? What lessons emerged from public diplomacy after September 11? The report sets out a practical agenda for public diplomacy which draws on fieldwork in six countries, hundreds of interviews with practitioners, and contributions from the experts in academia and communications – from Harvard academic Joseph Nye to Downing Street spokesman Alistair Campbell.

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