About the book
In textbooks and manuals, diplomacy is often defined as "the science of foreign relations" and "the art of negotiation." This certainly makes a lot of sense. A balanced analysis of the global situation and the correct consideration of the balance of power in the international arena are essential for the development of truly scientific, deeply grounded recommendations in the field of foreign policy. It is necessary to carefully study historical trends, fully take into account the different directions and trends in international relations, to be able to seek and attract allies to desired side, to achieve the isolation of the most aggressive and hostile circles. One can really expect success only if diplomacy acts in principle and, at the same time, pragmatically and flexibly, avoids dogmatism and sectarianism, and is not afraid of compromises that ultimately benefit national interests. Hence, the importance of mastering a number of sciences: history of individual countries and international relations, international law, complex sciences related to the study of the world economy and the economies of individual countries, comparative political science and law, philosophy, psychology, and etc. In short, diplomacy should rely on the laws of social life and consider the findings of the relevant sciences.
This book intends to provide the reader with a comprehensive understanding of the real essence of public diplomacy. Public diplomacy and related concepts such as ""strategic communication"" and ""national branding"" are a part of increasingly common public administration practices. It also represents an area of research with significant growth potential. The nation states have in various contexts recognized the need to communicate with foreign communities and to develop networks through various forms of interaction, including international communication, exchange programmes and cultural diplomacy. As a result, public diplomacy has become an effective tool of purposeful communication with the foreign public to promote short-term political goals, to develop long-term relations, and to address pressing issues of transnational politics. Nevertheless, there are big problems that lie behind the popularization of modern public diplomacy initiatives which will also be discussed in the book.