Communication as an instrument of Public Diplomacy

Abstract

Public opinion has become an important factor in international relations. The symbiosis between diplomacy and media has approached the “general public” to international negotiation processes. Technological evolution has changed the paradigms of communication also in the international sphere, where the actors have to apply new techniques and strategies in its external action to move your messages to the global Public Opinion. International action in our days longer consists not only in managing a country’s foreign policy, but also sending a message appropriate to the target audience. In this paper we analyze communication as a tool of foreign policy, public diplomacy and the image of Spain out of its borders.