Write about a recent event or development which illustrates the importance of public diplomacy in contemporary world politics.

The definition of public diplomacy is as complex as determining the actual date when the term started to be used within the art of diplomacy. Jan Melissen points out that „there is no one-size fits all model for public diplomacy“ /Cooper, Hocking, Maley, 243, 2008/. Some scholars think about public diplomacy as a tool of soft power, others refer to it as propaganda used for political ends. Factors such as media development, spreading of democracy, and increasing elements of globalization contributed to the acceleration of the public diplomacy, which plays inevitable role in which not only non-state and state actors are engaged, but also individuals as such.

Image of the country is important for foreign relations, therefore the role of media in public diplomacy can destroy or contribute towards the image of country. The release of pictures from the prison Abu Ghraib which were taken by American soldiers did not contribute to a good image of the United States.

http://www.telegraph.co.uk/news/worldnews/northamerica/usa/5395830/Abu-Ghraib-abuse-photos-show-rape.html

The other example of the power of media within the public diplomacy in the world politics is the case of using Google in China. Media can influence public to a great extent, and therefore China has been trying to keep its population far from reaching the information that is available online, because the truth is that the information provided by media is not always credible, but manipulative.

http://www.msnbc.msn.com/id/35981427/ns/technology_and_science-security/

Sweden is the first European country that created a virtual online embassy. This project supported by the government is a very good example of the public diplomacy, meaning that through this project Sweden has improved its public diplomacy.

http://www.sweden.se/secondlife

The public diplomacy in Norway has a few aspects. First of all, Norway is considered to be one of the biggest contributing countries in the matters of humanitarian aid during peace-keeping operations. Some scholars even compare Norway to „a humanitarian superpower“, even though it is a small country with no significant interests, such as for instance the United States has. Norway through its peacemaking policies shows the world what Norway wants to achieve. This type of public diplomacy ensure the positive image of Norway in the globalized world.

To conclude, the public diplomacy involves building up relationships between state and non-state actors. Governments need to inform the public about the strategic goals of foreign policy, avoid any misinterpretations which would further lead to worsening of the image of country, and also indirectly influence foreign governments. The examples in the presence support the argument that the public diplomacy is extremely effective tool in conducting public opinion.