Public diplomacy and nation branding have recently been important topics in the diplomatic communities around the world and the importance for governments of reaching out to foreign publics has been recognized like never before. This book explores why these concepts have risen to prominence amongst several ministries of foreign affairs, particularly in Europe and North America, lately and have become an integrated part of their diplomatic strategy. Whether public diplomacy and nation branding will contribute to an increased efficiency in reaching foreign policy goals is still unclear and is investigated in detail. From a foundation of a history of diplomatic practice the author explores if this new trend signifies a new era of diplomacy and international relations, or if it is merely an added function in a modern ministry of foreign affairs with little impact on the way diplomacy and communication between states have been conducted. This book will help provide a better understanding of the latest trends in diplomacy for the practitioner, student of international relations or any person with a general interest in diplomacy and political communication.

Jens Nielsen Sigsgaard, MSc in International Relations and BA in History from Aalborg University. Has for the past years worked for multinational technology companies in Dublin, Ireland.