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Moving The Needle: Measures Of Success

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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

10.1163/ej.9789004177208.i-314.49
/content/books/10.1163/ej.9789004177208.i-314.49
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