Introduction
The 21st century world, built on information, technology, and strategic thinking, has led to the development of new tools and methods as conventional diplomacy between states has become limited for countries aiming to outpace others in a multi-polar environment and carve out a preferential position in the global system.
Diplomacy does not remain static; its tools and practices change with time, yet diplomacy’s main purpose of resolving differences remains consistent. The evolving global environment, advances in technology, new forms of communication have been prompting actors to draft strategies to navigate the new realities. This environment brings about both opportunities and challenges while states attempt to maintain a positive image and strengthen their soft power at international level. In line with new strategies that evolved based on globalization, the states now adopt policies to influence foreign publics in an effort to achieve their foreign policy objectives. The growing significance of the capability to influence people around the world has made public diplomacy an indispensable aspect of foreign policy and an instrument to effectively communicate the values, culture, policies, and interests of the state to the larger masses.
