What Became of the New Public Diplomacy? Recent Developments in British, U.S. & Swedish Public Diplomacy Policy and Evaluation Methods

This article examines the relationship between theories of the ‘new’ public diplomacy and recent attempts
by foreign ministries in the United Kingdom, United States and Sweden to develop public diplomacy
strategies for the early twenty-first century. It provides a summary of policy debates in each nation alongside
analysis of the evaluation methods that have been designed to support them. The article argues that
expressions of a new public diplomacy are best explained within the constraints of different institutional
and national cultures. Innovations in public diplomacy have typically taken place within the context of
domestic demands for public accountability and value for money, pressures for empirical data to inform
policy-making, and the increased centralization of public diplomacy activities. Evaluation plays an important
role in improving actors’ capacities for newer forms of public diplomacy, but often by measuring the
public diplomacy institution and its objectives, rather than whether the needs of foreign publics are met.
This suggests that any paradigm shift from old to new public diplomacy has in practice centred on domestic
and organizational concerns rather than the achievement of normative goals such as increased dialogue
with foreign citizens.