Información y diplomacia pública: acceso y difusión de información de actualidad en la embajada de EE.UU. en Madrid. El gabinete de prensa y el centro de recursos informativos

The role of the Media Relations Office (MRO) of the U.S. Embassy in Madrid regarding dissemination of information in support of American Public Diplomacy objectives is explained. How the MRO tracks the impact of the message on the audience is also explained. For this, the MRO has two components: the Press and Communications Office and the Information Resource Center, which work in coordination to disseminate the message. We will start by explaining what Public Diplomacy is, and will also highlight its response to the challenges posed by globalization, such as e-diplomacy and virtual diplomacy. Then we will explain the functioning of the MRO, focusing on issues such as communication plans for the Media and the public; continued Media relations to grant mutual understanding and the dissemination of the message; in-house databases to track currents news; the establishment of a coordinated global message and image; and information outreach in support of Public Diplomacy