Public diplomacy

The effectiveness of public diplomacy is measured by minds changed not dollar spent or slick production packages
-Joseph S. Nye Jr.
Public diplomacy deals with the influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy; the cultivation by governments of public opinion in other countries; the interaction of private groups and interests in one country with those of another; the reporting of foreign affairs and its impact on policy; communication between those whose job is communication, as between diplomats and foreign correspondents; and the processes of inter-cultural communications. In the past few decades, public diplomacy has been widely seen as the transparent means by which a sovereign country communicates with publics in other countries aimed at informing and influencing audiences overseas for the purpose of promoting the national interest and advancing its foreign policy goals
Recently, and notably since the September 11, 2001 terrorist attacks in New York City and Washington DC, public diplomacy has attracted increased attention from both practitioners and scholars from many parts of the world. After the 2001 attacks, people around the world expressed shock and support
For the U.S. government. Since then, however, negative attitudes about America have
Increased and become more intense, not just within Muslim populations, but worldwide Today, there is a realization that strong negative public opinion about the United
States could affect how helpful countries will be in the war on terrorism
Public diplomacy is transparent and widely
Disseminated
It’s also important that we expand our connections beyond government- to- government...think of new ways to connect with people... having a real dialogue and listening as much as talking. So we are committed to using these new tools in public diplomacy.”
-Hilary Clinton

http://www.publicdiplomacy.org/1.htm
http://fas.org/sgp/crs/misc/RL32607.pdf