Unlike standard diplomacy, which might be described as the ways in which government leaders communicate with each other at the highest levels, public diplomacy focuses on the ways in which a country (or multi-lateral organization such as the United Nations), acting deliberately or inadvertently, through both official and private individuals and institutions, communicates with citizens in other societies. But like standard diplomacy, it starts from the premise that dialogue, rather than a sales pitch, is often central to achieving the goals of foreign policy. To be effective, public diplomacy must be seen as a two-way street. It involves not only shaping the message(s) that a country wishes to present abroad, but also analyzing and understanding the ways that the message is interpreted by diverse societies and developing the tools of listening and conversation as well as the tools of persuasion.
Source: USC Center on Public Diplomacy
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