From Propaganda to the New Public Diplomacy: Experienced and New Stakeholders in International Communication

The “New Public Diplomacy” represents the latest evolution of soft power theories. In order to positively influence foreign perceptions within the framework of global public opinion, international communication deals with international stakeholders’ interactions, with the aim of determining media flows of information. Whether they are states, international organisations, non-governmental organisations, private companies, otherwise, press, publicity and/or public relations services are sought to shape international information. Facing such public diplomacy and/or propaganda practices, international communicators should avoid becoming mere instruments and instead play the analytical and critical role demanded by international society. Today, such a task involves increased complexity due to: 1) actors’ multiplicity, and 2) and the new balance of forces on the field of play.