What is the point of contact between public diplomacy and government sponsored public relations? A discussion on the interrelationship of disciplines

Rad analizira međuovisnost javne diplomacije i odnosa s javnošću, kao sve prisutnijih i sve‎ važnijih disciplina u međunarodnim aktivnostima države. Propituje njihova teorijska utemeljenja i praksu,‎ s posebnim naglaskom na dodirne točke i preklapanja. Naime, iako postoji svijest o povezanosti tih‎ dviju disciplina još od šezdesetih godina prošlog stoljeća, kad je javna diplomacija zaživjela kao termin i‎ zasebna diplomatsko-komunikacijska disciplina, od 2001. godine teoretičari i praktičari sve češće pišu o‎ međuovisnosti, pa i konvergenciji javne diplomacije i odnosa s javnošću. Naime, javnu se diplomaciju u‎ njezinim početcima više povezivalo s propagandom ili se svodilo na programe kulturne diplomacije, a‎ odnosi su s javnošću doživljavani putem modela jednosmjernoga javnog informiranja. U suvremeno doba‎ odnosi s javnošću sve se više doživljavaju putem simetričnog modela dvosmjernog komuniciranja, čija je‎ svrha postizanje razumijevanja i izgradnja odnosa s ključnim javnostima. A javna diplomacija obično se ‎sagledava u tri područja djelovanja: upravljanje informacijama, dugoročne kampanje strateškog komuniciranja ‎i upravljanje odnosima. Zbog toga autor smatra nezamislivim djelovanje javne diplomacije bez ‎odnosa s javnošću, odnosno njezino promatranje izvan teorije i prakse odnosa s javnošću. Tek sinergijom,‎ zajedničkim djelovanjem i primjenom sličnih strategija i taktika, javna diplomacija i odnosi s javnošću ‎mogu postići punu učinkovitost u međunarodnom komuniciranju i djelovanju države prema ciljnim javnostima ‎te utjecanju na njihovo znanje, mišljenje i ponašanje.‎‎The paper analyzes the interdependence of public diplomacy and public relations as ‎increasingly present and increasingly important disciplines in international activities of countries. It ‎investigates their theoretical foundations and practice, with particular emphasis on common points‎ and overlap. In point of fact, although there has been an awareness of the connection between these ‎two disciplines since the 1960s when public diplomacy emerged as a term and a separate diplomatic ‎and communication discipline, since 2001, theorists and practitioners have increasingly written about ‎the interdependence and convergence of public diplomacy and public relations. In its beginnings, public‎ diplomacy was more associated with propaganda or reduced to cultural diplomacy programs, while‎ public relations was perceived through the model of one-way public information. In modern times, public‎ relations is increasingly perceived through the two-way communication symmetrical model, the purpose‎of which is to achieve understanding and build relationships with key publics. Public diplomacy is usually‎ viewed through three areas of activities: information management, long-term strategic communication‎ campaigns, and relationship management. Therefore, the author considers public diplomacy without‎ public relations, i.e., its consideration outside theory and practice of public relations inconceivable. Only‎ through synergy, joint activities and the use of similar strategies and tactics can public diplomacy and‎ public relations achieve full effectiveness in international communication and activities of the state ‎towards the target audiences and influence their knowledge, opinion and behavior.