Nicholas J. Cull is Professor of Public Diplomacy in the Annenberg School for Communication and Journalism at the University of Southern California.

“Public diplomacy is increasingly important in this era of information and social media. Few people are better placed to guide you through the public aspects of diplomacy than Nick Cull, and he does it deftly in this book.”Joseph Nye, Harvard University and author of The Future of Power“Nick Cull’s work has long been foundational for each student, teacher, researcher, and practitioner of public diplomacy, and this book is a tremendous service to all of us. His painstaking historical research and astute analysis of current events make this a must-read for anyone who wants to help shape the future of the field.”Katherine A. Brown, President & CEO, Global Ties US“There is substance of considerable value in this book… In imaginative prose [Nick Cull] frames concepts, explains practitioners’ tools and methods, and offers much to ponder and debate… We learn a great deal from his analysis...”Bruce Gregory, Diplomacy's Public Dimension: Books, Articles, Websites

• List of Figures viiiPreface and Acknowledgments ixList of Abbreviations xiii1 Diplomacy through Foreign Public Engagement: Core Terminology and History 12 Listening: The Foundational Skill 203 Advocacy: The Cutting Edge 394 Culture: The Friendly Persuader 605 Exchange and Education: The Soul of Public Diplomacy 806 International Broadcasting: The Struggle for News 1017 Nation Brands and Branding: The Metaphor Run Amok 1208 Partnership: The Emerging Paradigm 141Conclusion: Public Diplomacy and the Crisis of Our Time 162Notes 171Select Bibliography 205Index 211

Nicholas J. Cull is Professor of Public Diplomacy in the Annenberg School for Communication and Journalism at the University of Southern California.

“Public diplomacy is increasingly important in this era of information and social media. Few people are better placed to guide you through the public aspects of diplomacy than Nick Cull, and he does it deftly in this book.”Joseph Nye, Harvard University and author of The Future of Power“Nick Cull’s work has long been foundational for each student, teacher, researcher, and practitioner of public diplomacy, and this book is a tremendous service to all of us. His painstaking historical research and astute analysis of current events make this a must-read for anyone who wants to help shape the future of the field.”Katherine A. Brown, President & CEO, Global Ties US“There is substance of considerable value in this book… In imaginative prose [Nick Cull] frames concepts, explains practitioners’ tools and methods, and offers much to ponder and debate… We learn a great deal from his analysis...”Bruce Gregory, Diplomacy's Public Dimension: Books, Articles, Websites

• List of Figures viiiPreface and Acknowledgments ixList of Abbreviations xiii1 Diplomacy through Foreign Public Engagement: Core Terminology and History 12 Listening: The Foundational Skill 203 Advocacy: The Cutting Edge 394 Culture: The Friendly Persuader 605 Exchange and Education: The Soul of Public Diplomacy 806 International Broadcasting: The Struggle for News 1017 Nation Brands and Branding: The Metaphor Run Amok 1208 Partnership: The Emerging Paradigm 141Conclusion: Public Diplomacy and the Crisis of Our Time 162Notes 171Select Bibliography 205Index 211

Nicholas J. Cull is Professor of Public Diplomacy in the Annenberg School for Communication and Journalism at the University of Southern California.

“Public diplomacy is increasingly important in this era of information and social media. Few people are better placed to guide you through the public aspects of diplomacy than Nick Cull, and he does it deftly in this book.”Joseph Nye, Harvard University and author of The Future of Power“Nick Cull’s work has long been foundational for each student, teacher, researcher, and practitioner of public diplomacy, and this book is a tremendous service to all of us. His painstaking historical research and astute analysis of current events make this a must-read for anyone who wants to help shape the future of the field.”Katherine A. Brown, President & CEO, Global Ties US“There is substance of considerable value in this book… In imaginative prose [Nick Cull] frames concepts, explains practitioners’ tools and methods, and offers much to ponder and debate… We learn a great deal from his analysis...”Bruce Gregory, Diplomacy's Public Dimension: Books, Articles, Websites

• List of Figures viiiPreface and Acknowledgments ixList of Abbreviations xiii1 Diplomacy through Foreign Public Engagement: Core Terminology and History 12 Listening: The Foundational Skill 203 Advocacy: The Cutting Edge 394 Culture: The Friendly Persuader 605 Exchange and Education: The Soul of Public Diplomacy 806 International Broadcasting: The Struggle for News 1017 Nation Brands and Branding: The Metaphor Run Amok 1208 Partnership: The Emerging Paradigm 141Conclusion: Public Diplomacy and the Crisis of Our Time 162Notes 171Select Bibliography 205Index 211