The relationship between states has improved considerably in the 21st century, with the development of common interest economically and even politically; but every country is in pursuit of its own interest as realists argue and in order to achieve that,it need to demonstrate its commitment and reliability to the other parties where their interests lie.This is where public diplomacy come to play as it aims at getting through to governments through their people via different the media, universities etc... Their understanding of foreign policy and cultures can win their hearts and minds and change their perception of other societies which is vital in a time when public opinion is an important tool to influence government policies. The High Commissioner of Ghana , Professor Kwaku Danso-Boafo, stressed the importance of promoting countries interests in areas such as tourism to attract potential investors in Ghana, for the development of Trade and Investments sector. Even the USA is adopting new approaches to their strategic communication and public diplomacy. This link contains videos in relation to these strategies.http://www.gwu.edu/~ipdgc/events/index.cfm.
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I totally agree with you when you mention that "every country s in pursuit of its own interest" because if we look at for example environmental negotiation , as we all know environmental issues has shown an important matter in diplomacy and most of the successful outcomes of these negotiation have not reality been achieved and many attempt to explain this by the fact that at a national level most of the state would accept to collaborate only if its not placed a t a situations of political competition .
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