Avalik diplomaatia välisministeeriumi kommunikatsioonis

Abstract

Keywords: Public Diplomacy, Public Diplomacy 2.0, One track diplomacy, Two Track Diplomacy, Public Relations, Propaganda, National Branding, Wikileaks, Estonian Ministry of Foreign Affairs, External Communication, Social Networks, web 2.0 The aim of this Bachelor thesis is to investigate potential intersections between public diplomacy and the communication activities of Estonian Ministry of Foreign Affairs. Theoretical part of this current paper is divided into several different parts: the definition of the term „public dipolmacy“ is defined in the first part, as in the second part it is compared to propaganda, public relations and national branding. Third part is centered on the public diplomacy 2.0 and Wikileaks, which has direct effects on diplomacy and its’ openness. The paper’s theoretical part draws mostly on the works of Eytan Gilboa, Jacquie L'Etang, Denis McQuail and Joseph Nye. In purpose to answer the research questions I carried out four interviews with the employees of the Public Diplomacy Department of Estonian Ministry of Foreign Affairs and an interview with the charge d’affaires in Afghanistan. The interviews were constructed by the semistructured interview scheme which is suitable for finding causations and explanations. To analyse the collected material I used cross-case method: the pieces from various interviews from the sections relating to specific topics were discussed. The results showed that the main purpose of the external communications of the Estonian Ministry of Foreign Affairs is to promote Estonia and it’s foreign policy, create and maintain Estonia’s good reputation which is achieved in collaboration between the headquarter and the ambassadors in current countries. Public diplomacy was mostly defined in contrast with traditional diplomacy. The employees agreed on the point that the communication activities of the Estonian Ministry of Foreign Affairs have intersections with public diplomacy because it was believed that public diplomacy itself is communication. Opinions on Wikileaks were controversial. It was considered that diplomacy can never be done with completely opened doors, but it was also believed that Wikileaks has a positive 68 impact on public diplomacy, as citizens become more positively involved in different (communicational) actions. The Ministry has successfully integrated public diplomacy 2.0 into their everyday work as it fulfills the objective of reaching wider audiences and bringing diplomacy and the work of diplomat’s closer to citizens. The Ministry has also blogs, which reflects the daily life and doings of diplomats. 2.0 channels doesn’t change the content of the messages but it provides greater opportunities for bilateral interactions. Overall the external communication purposes of Estonian Ministry of Foreign Affairs have strong intersections with public diplomacy in terms of creating and holding the country’s reputation and using different activities of public diplomacy. Cultural diplomacy is a part of public diplomacy which is considered to have long-term positive impact on communication activities.