Canada and the New Public Diplomacy

This paper argues that successful public diplomacy is becoming an increasingly important asset in a globalised world. It analyses the various different concepts associated with public diplomacy and their relation to the changes that are taking place in the practice of foreign policy. Canada's approach to public diplomacy is utilised as a case study and it is argued that the relatively low priority which has been given to funding initiatives in this field may jeopardise the country's long-term interests. The increasing significance of what has been termed 'soft power' in relations between states and the success of previous Canadian initiatives in this field, such as the 'Think Canada' campaign in Japan, indicates that investment in public diplomacy can have long-term advantages. The paper concludes by suggesting that current technological and economic changes suggest that there is a pressing need for active and effective public diplomacy as an instrument of foreign policy.