Corporate and organisational diplomacy: An alternative paradigm to PR

Emerald Group Publishing
Publication Type:
Journal Article
Journal of Communication Management, 2012, 16 (3), pp. 312 - 325
Issue Date:
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Purpose A number of scholars including Benno Signitzer and Jacquie L'Etang have proposed public diplomacy as an alternative model to describe and/or inform the practices of public relations. However, international relations and political science scholars claim major differences between public diplomacy and PR, and few studies have sought to reconcile these claims and counter-claims. The purpose of this paper is to report a comparative analysis of key concepts and principles of public diplomacy. Design/methodology/approach This article reports a comparative analysis of key concepts and principles of public diplomacy and the new diplomacy as described by Shaun Riordan and public relations (PR) as defined in Excellence theory and other contemporary models of PR to identify commonalties as well as divergences, and discusses how these can inform PR theory and practice. Findings This analysis shows similarities between these fields of practice, as well as six unique concepts and principles of public diplomacy and new diplomacy that inform corporate diplomacy and organisational diplomacy as an alternative paradigm to public relations.
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