SOFT POWER, PUBLIC DIPLOMACY AND PUBLIC DIPLOMACY TECHNIQUES: A CONCEPTUAL EVALUATION

Abstract

For many years, the traditional diplomacy model was accepted as the most important actor in building relations around the world. Traditional diplomacy involved negotiations between two or more government officials that resulted in consensus or conflict. Countries with especially high military and economic power in international relations always had an advantageous position against their counterparts. For many years, traditional diplomacy has been the dominant paradigm of international relations. However, in the 21st century, a new foreign policy method has emerged that deeply affects international relations and causes a kind of paradigm shift. The subject of this method, known as public diplomacy, is people rather than governments. Public diplomacy, which can be seen as a strategic communication model, has meanings such as influencing the people of other countries and becoming a center of attraction for them. In this study, a detailed evaluation of public diplomacy and its techniques has been made, starting from the concept of soft power integrated with public diplomacy. In the study, public diplomacy techniques were exemplified and tried to be presented to the reader in a practical way.