Veřejná diplomacie – jen módní pojem nebo skutečná změna?

The article aims to introduce the phenomenon of public diplomacy, highlighting the key features of the concept. The author is looking into why public diplomacy is worth of the attention of academics, pointing out the reasons for considering public diplomacy a relevant and legitimate segment of foreign policy – and not just a trendy phrase. The article presents a brief overview of the development of public diplomacy so far, identifying the main reasons for public diplomacy being an important item on today’s foreign policy agenda. Seeking to clarify what public diplomacy is and what its implications are, the author highlights some core features of public diplomacy and their temporal and thematic change. The article also touches upon the relationship between public diplomacy and propaganda, branding, international cultural relations and traditional diplomacy. The author concludes with effective public diplomacy strategies and preconditions for its further development.