Summary
Jan Melissen
Nederlandse publieksdiplomatie op weg naar nieuw beleid
Jan Melissen aims at conceptual clarification of public diplomacy in the framework of a discussion of its role in Dutch foreign policy. The author argues that the time is ripe for giving greater priority to public diplomacy in the conduct of foreign relations, and he maintains that there are a number of lessons to be learnt from recent experiences and practices in the United States and other countries. Public diplomacy is part of a complex pattern of international relationships, and it should therefore be modest in its aims and objectives. Professionalism is however in order and diplomatic services can learn from outsiders with expertise in the field of communication. The public diplomacy of the Netherlands would in the author's view benefit from careful diplomatic targeting, i.e., a focus on a selected number of countries that matter most in Dutch foreign policy. The author also makes a case for identifying 'niches' in international diplomacy that would permit the Netherlands to capitalize on its strengths and hence to increase its international profile. Making choices in diplomacy is essential for a country of the size of the Netherlands, and prioritization facilitates the development of 'win-win' diplomacy. The author argues that public diplomacy is part of a general evolution in diplomatic practice, which boils down to increasing collaboration with non-state actors and more communication with civil society in other countries.