Five Challenges for Modern Public Diplomacy and How to Tackle Them

... perestroika: The Soviets, Meet Middle America program , founded by a Center for U.S./U.S.S.R Initiatives, sent hundreds of Soviet citizens to the United States. They became cultural ambassadors and refuted mutual stereotypes. Thus, the problem of the public diplomacy perception in media, political and business circles is also a serious obstacle. How is citizen diplomacy perceived? First, people-to-people projects are not attractive from the entrepreneurial point of view, because they are educational and humanitarian in nature. ...