1 Introduction: Why Public Diplomacy? 1
2 The Three Dimensions of Public Diplomacy, 8
News Management -- Strategic Communications -- Relationship Building
3 Competitive and Co-operative Public Diplomacy, 22
Co-operative Diplomacy -- Competitive Diplomacy
4 Keeping our head in a crisis, 31
Rapid Reaction and Surge Capability -- Internal Co-ordination -- International Co-ordination -- Reconciling Long and Short-term goals
5 Beyond propaganda: working in a complex information environment, 46
Understanding the target audience -- Beyond one-way communications -- Engaging the emotional as well the rational -- Proving your relevance
6 Diplomacy by stealth: working with others to achieve our goals, 54
NGO Diplomacy -- Diaspora Diplomacy -- Political Party Diplomacy -- Brand Diplomacy -- Business Diplomacy
7 Assessing the spectrum of UK institutions, 72
Three Dimensions of public diplomacy -- Co-ordination and planning -- Strategic Differentiation -- Evaluation -- Mulilateral Diplomacy: A Case Study
8 Conclusions: A Public Diplomacy Strategy, 95
Appendix I. Public Diplomacy on the ground: a study of UK public diplomacy in the United States of America, France, Poland, India, South Africa, and the United Arab Emirates, 113
Appendix II. Niche Diplomacy: How Norway uses scarce resources to punch above its weight, 169
Appendix III. Global Brands, 176
Appendix IV. The main interviewees for the project, 178