There is no "new public diplomacy"

I disagree with the idea that there is a "new public diplomacy". In every field the practitioners are constantly evolving to incorporate new ideas and philosophies in order to be successful.  One of the largest drivers of change in the field of Public Diplomacy has been online media and social networking sites.  As political centers try to hold on to control the way public diplomacy happens has changed.  What was once a field that primarily disseminated information is now engaging in dialogue with people.  This means utilizing online media and resources in order to reach their target group.

Most importantly this has resulted in a change in the actors.  People involved in Public Diplomacy are no longer just appointed officials but are exchange students and members of NGO’s, to immigrant populations.  As the world has become more connected via technology there are infinite actors in Pubic Diplomacy.

The way that Public Diplomacy is being addressed is a natural evolution in response to the current political and technological environment.  As Nicholas Cull mentions in his piece entitled “Lessons From the Past” the way public diplomacy is done really hasn’t changed that much.   Public Diplomacy’s goal “of managing the international environment remains consistent.” The biggest change is that the structure is now horizontal and the tactic is to build relationship instead of just sending out messages.  However these changes I think are due to social media.  People’s use of social media has shown that they are looking to engage with other people.  People are no longer satisfied with the TV version of getting information they want the interaction and the sense that they have a voice .