Strategic Publics in Public Diplomacy: A Typology and a Heuristic Device for Multiple Publics

In: The Hague Journal of Diplomacy
Andreas Pacher Nouvelle Europe 1120 Vienna Austria

Search for other papers by Andreas Pacher in
Current site
Google Scholar
Download Citation Get Permissions

Access options

Get access to the full article by using one of the access options below.

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institution


Buy instant access (PDF download and unlimited online access):



How do governments select their public diplomacy targets? Officials can shake hands with important allies’ presidents, they can honour writers from far-away states, or they can visit slums to meet victims of violence. This article proposes a conceptual typology of strategic publics based on two dimensions: the strategic importance of the represented polity; and the individual’s power position. The variables are parallel to universal psychological dimensions of social cognition — that is, warmth and competence — and they are combined with diplomatic theories revolving around the primacy of representation. Six ideal types of strategic publics are defined and exemplified. The typology integrates governmental and non-governmental, foreign and domestic, and elite and non-elite publics. In addition, the article proposes a three-level heuristic device that facilitates the analysis of cases with multiple publics. The proposed analytical tools seek to stimulate future efforts to refine conceptualizations of strategic publics.

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 1624 224 20
Full Text Views 401 30 1
PDF Views & Downloads 221 55 0