Cover -- Contents -- 1. Introduction: The Integrated Public Diplomacy Perspective (Guy J. Golan & Sung-Un Yang) -- Introduction -- Mediated Public Diplomacy -- National Branding and Country Reputation -- Relational Public Diplomacy -- Conclusion -- Note -- Bibliography -- Foundations -- Chapter 2. U.S. Public Diplomacy Since 9-11: The Challenges of Integration (Michael D. Schneider) -- Post-9/11 PD Realities -- State's Public Communication Response -- The Department of Defense Response: The Rise of  "Strategic Communication" -- State's Vision: The QDDR and the PD Strategic Framework at State -- The State PD Strategic Framework: A Road Map to Innovation -- PD Initiatives: Achievements and Challenges -- The CSCC: The Challenge of Moving Youth Away from Extremism -- Academic Exchanges: The Challenge of Planning and Prioritization -- American Spaces: The Challenge of Accessibility -- New Technologies: The Challenge of Finding an Effective Mix -- The Advisory Role of Public Diplomacy: The Challenge of Integrating PD into Decision Making -- Unfinished Business for Public Diplomacy -- The Need to Update Broadcasting -- The Need for Additional Support for the Field -- Looking Ahead -- Green vs. Red Lines in the Whole of Government Approach -- Short- Versus Long-Term Needs: The Urgent Versus the Important -- Educational Exchange: A Benefit or a Necessity? -- American Understanding of a Changing World: Region to Region -- Messaging Versus Dialogue: Tactics Versus Strategy -- Prospects for Integration: Closing the Concept-Practice Gap -- Notes -- Bibliography -- Chapter 3. Public Diplomacy in NGOs (Olga Zatepilina-Monacell) -- NGOs in International Relations and Non-State Public Diplomacy -- Conceptual and Operational Definitions of a U.S. NGO -- Overview of the Case Studies -- Country-of-Origin Is Intrinsic to NGOs' Corporate Identities.

Quality, Stakeholder Empowerment, and Issues Management -- NGOs' Autonomy and Pluralism as U.S. Reputational Assets -- Note -- Bibliography -- Chapter 4. The Evolving Links Between International Public Relations and Corporate Diplomacy (Sarabdeep K. Kochhar & Juan-Carlos Molleda) -- Dimensions of Public Diplomacy -- The Shift of Power: From Country Power to Corporate Power -- Who Really Matters? Addressing Stakeholders in Corporate Diplomacy -- The Emerging Definitions of Global Success: Authenticity and Localization -- Handling a Crisis in a Transnational Environment -- CSR and Partnerships for Global Development -- Putting the Pieces Together: Propositions for Corporate Diplomacy -- Bibliography -- Chapter 5. Public Diplomacy and Public Relations: Will the Twain Ever Meet? (Nancy Snow) -- Bibliography -- The Functions of International Public Relations and Public Diplomacy -- Chapter 6. Application of Relationship Management to Public Diplomacy (Eyun-Jung Ki) -- Theoretical Background -- Definitions of Public Diplomacy and Public Relations -- Nexus of Public Relations and Public Diplomacy -- A Theoretical Framework of Relationship Management for Public Diplomacy -- Relationship Perspective -- Linking Relationship, Attitude and Behavior -- Attitude -- Behavior -- Discussion and Research Agenda -- Notes -- Bibliography -- Chapter 7. Application of Issues and Crisis Management to Public Diplomacy (Jangyul Robert Kim) -- Issue Management and Public Diplomacy -- Conceptualization -- Crisis Management and Public Diplomacy -- Conceptualization -- Research on Crisis Response Strategies -- Conclusion -- Suggestions for Future Research -- Notes -- Bibliography -- Chapter 8. Diplomacy in a Globalized World: Focussing Internally to Bulid Relationships Externally (Kelly Vibber & Jeong-Nam Kim) -- The International Public Inside the Border.

Advocates vs. Adversaries: Positive and Negative Megaphoning of Hosted Publics -- Impetus for Communicative Activism -- Framing the Relationship: Major Contextual Factors of Perceived Relationships Among Foreign Publics -- The Process and Outcomes of Migrants' Communicative Activism -- Strategic Public Diplomacy: The Opportunities and Threats of Communicative Activism by Behavioral, Relationship Holding Foreign Publics -- Bibliography -- 9. Stewardship and the Political Process: Improving the Political Party- Constituent Relationship Through Public Relations (Kristi S. Gilmore & Richard D. Waters) -- Introduction -- Voter Confidence Down -- Stewardship -- Soft Power -- Literature Review -- Dimensions of Organizational-Public Relationships -- Stewardship and the Organization-Public Relationship -- Dimensions of Soft Power in Public Diplomacy -- Method -- Results -- Discussions -- Stewardship Strategies Can Be Successful -- Promises Broken/Credibility -- Responsibility and Reporting -- Long-Term Involvement -- Conclusion, Limitations, Future Research -- Bibliography -- Chapter 10. Ethical Visions for Public Diplomacy as International Public Relations (Hua Jiang) -- Conceptualizations of Public Diplomacy -- Major Approaches/Perspectives in Conceptualizing Public Diplomacy -- A Broader Definition of Public Diplomacy -- Public Diplomacy and International Public Relations: Similarities and Convergences -- A Review of Ethical Visions for Public Diplomacy as International Public Relations -- Key Values, Philosophies, and Models of Ethics for Public Diplomacy -- (Un)ethical Cases of Public Diplomacy in International Public Relations -- Conclusions and Future Research -- Bibliography -- Nation Brands and Country Reputation -- Nation Brands and Country Reputation -- Chapter 11. Public Diplomacy and Competitive Identity: Where's the Link? (Simon Anholt).

Public Diplomacy and National Image -- Public Diplomacy, Power and Perception -- How Competitive Identity Works -- Note -- Bibliography -- Chapter 12. Repairing the "Made-in-China" Image in the U.S. and U.K.: Effects of Government- supported Advertising (Kineta Hung) -- Salience of Nation Branding and Its Consequences -- Relevant Theories -- Country-of-Origin Effects -- Paid Government Advertising Campaign -- Current Theory on Stereotyping: Reflective and Impulsive Model (RIM) -- An Illustrative Study on Changing "Made-in-China" Stereotype -- Impulsive Component: Consumer Ethnocentrism -- Impulsive Component: Ad Elicited Emotions -- Reflective Component: Reflective Thoughts -- Reflective Component: Openness to Cultural Diversity -- Research Methods -- Results -- Country Differences -- Discussion and Conclusion -- Implications for Nation Branding -- Bibliography -- Chapter 13. Taking It to the Streets: The Evolving Use of VNRs as a Public Diplomacy Tool in the Digital Age (Colleen Connolly-Ahern & Lian Ma) -- Video News Releases: Concept and Controversy -- Public Diplomacy: Evolution of Goals and Tactics -- Public Diplomacy Tools in the Digital Age -- A Pseudo-Event Defines Coverage of a "Real" Event -- YouTube and Facebook Build Foreign "Friendships"- and Sometimes Enemies as Well -- Conclusion -- Bibliography -- Chapter 14. Conceptualizing International Broadcasting as Information Intervention (Shawn Powers & Tal Samuel-Azran) -- International Broadcasting in the Market for Loyalties -- Sellers -- Buyers -- Case Studies -- The Al-Jazeera Network -- U.S.-International Broadcasting in the Middle East -- Implications -- Notes -- Bibliography -- Engaging Domestic and Foreign Publics -- Engaging Domestic and Foreign Publics -- Chapter 15. Contextual Meaning (Bruce W. Dayton & Dennis F. Kinsey) -- Public Relations in Public Diplomacy.

An Example: Contextual Meaning of Democracy -- Methodology -- Procedure -- Results -- Discussion -- Areas of Consensus -- Areas of Cleavage -- Next Steps: Further Evaluation of Democracy and Impacts of the Leaders for Democracy Project -- Bibliography -- Chapter 16. The Importance of Diaspora Communities as Key Publics for National Governments Around the World (Vanessa Bravo) -- Diaspora and Transnational Communities -- Domestic Politics Abroad -- Contextual Factors at Home -- The "Governmentality" Perspective and the Diaspora -- Redefining Migrants as Heroes, Agents of Development and Ambassadors -- Diasporas as Foreign Publics at Home -- Final Remarks: Understand Your Audience -- Mexico: An Exemplary Case of State-Diaspora Relations -- Ministerial or Consular Reforms -- Investment Policies to Attract or Channel Migrant Remittances -- Extension of Political Rights -- Extension of State Protections or Services -- Symbolic Policies to Reinforce the Diasporic Identity -- Other Cases -- Bibliography -- Chapter 17. Soft Power, NGOs and Virtual Communication Networks: New Strategies and Directions for Public Diplomacy (Aimei Yang) -- Public Diplomacy: Tradition and New Development -- Traditional Approach to Public Diplomacy -- New Development in Public Diplomacy -- Hyperlink Network Analysis -- Methods -- Sampling -- Data Collection -- Results -- INGO Websites' Global Reach -- Structural Features of INGOs' Global Virtual Network -- Discussion -- INGOs' Capacity to Reach Global Publics -- INGOs' Websites as Credible Information Sources -- INGOs' Transnational Network -- Existing Issues -- Conclusion -- Bibliography -- Chapter 18. Live Tweeting at Work: The Use of Social Media in Public Diplomacy (Juyan Zhang & Shahira Fahmy) -- Literature Review -- Social Media and Public Relations -- Social Media and Public Diplomacy.

Public Diplomacy, Credibility and Internet.