Rola dyplomacji publicznej w kreowaniu zewnętrznego obrazu Unii Europejskiej
The role of public diplomacy in creating an external image of the European Union

Summary/Abstract: The aim of this article is to provide an answer to the question of how the European Union uses the tools and methods of public diplomacy, the extent to which these can help achieve international goals and what their functions are. I characterize soft power and public diplomacy, and point out which programs proposed by the EU are of worldwide interest, that concern not only the European Union but also foreign audience. What are the current tendencies and what challenges do countries face on the international stage? As T. Łoś-Nowak rightly notes contemporary foreign policy in the late-Westphalian international system is becoming increasingly complex in the context of a radically changing world. Therefore articulating and implementing foreign policy has become complex and multi-faceted. Beata Ociepka presents public diplomacy as a two-way, dialogue-based form of international communication, directed at the public abroad, implemented via the mass media and direct channels. Its aim is to shape and foster abroad a positive image of one’s country and community by influencing public opinion and thus shaping positive attitudes to the country that sponsors such undertakings. Public diplomacy is to help the European Union achieve its aims on the international stage. Thus, Europe’s public diplomacy is an important element of EU relations with the rest of the world and thus plays a part in shaping the EU’s reputation and affects the exercise of union interests.

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