Public diplomacy activities aim to help diplomats and other actors better understand the attitudes of foreign and domestic publics towards foreign policy, and to influence and shape their views on these issues. Effective public diplomacy can establish dialogue to improve the understanding between and among actors, and to inform and shape more positive mutual perceptions.
In order to design effective public diplomacy activities, actors responsible for improving the image of their country abroad need to listen effectively so they can understand how they are currently perceived in the media, by influential figures, and by the wider public. Systematic and effective listening will lead to a more nuanced dialogue and productive collaboration.