Cookies Policy

This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies.

I accept this policy

Find out more here

Moving The Needle: Measures Of Success

Brill’s MyBook program is exclusively available on BrillOnline Books and Journals. Students and scholars affiliated with an institution that has purchased a Brill E-Book on the BrillOnline platform automatically have access to the MyBook option for the title(s) acquired by the Library. Brill MyBook is a print-on-demand paperback copy which is sold at a favorably uniform low price.

Access this chapter

+ Tax (if applicable)

Chapter Summary

This chapter addresses the evaluation gap in public diplomacy. It first examines why evaluation has been neglected. It next explores the meaning of "success" in public diplomacy. The chapter then considers the state of evaluation in United States (U.S.) public diplomacy, as reflected in government assessments and the national public diplomacy strategy. It identifies the need for new approaches to evaluation that focus on what public diplomacy is about: relationships. The relationships among public opinion polling, public diplomacy, and foreign policy was explored in a 2006 forum that brought together prominent public opinion professionals and academics who strongly agreed that "polling is integral to developing a better understanding of the barriers to and the opportunities for effective public diplomacy campaigns. Grunig and Hon identified two types of relationships that affect both participants' perceptions and desired outcomes: "exchange relationships" and "communal relationships"..

Keywords: foreign policy; public opinion polling; United States (U.S.) public diplomacy



Can't access your account?
  • Tools

  • Add to Favorites
  • Printable version
  • Email this page
  • Recommend to your library

    You must fill out fields marked with: *

    Librarian details
    Your details
    Why are you recommending this title?
    Select reason:
    The Future of U.S. Public Diplomacy — Recommend this title to your library
  • Export citations
  • Key

  • Full access
  • Open Access
  • Partial/No accessInformation