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Making public diplomacy work

Abstract In many countries, such as India, foreign policy formulation and practice has, till recently, been the exclusive reserve of professional diplomats. Such countries are new entrants to the world of public diplomacy and have begun to recognize the importance of engaging with non-State players. However, the success of public diplomacy lies entirely in the efficacy of the communication strategy it adopts. I have tried, through this paper, to substantiate this issue and to suggest certain ‘principles’ that are key to a successful communication strategy.