Author: Samir Awad*  

Traditional diplomacy in the context of current political realities and the structural weaknesses of the Palestinian diplomatic apparatus having demonstrated its failure to resolve the Palestinian issue on equitable terms, a new approach is called for. This paper proposes public diplomacy as that alternative. We present an overview of the evolution and definition of the concept of public diplomacy, analyze the elements and tools around which a Palestinian strategy may be structured, and discuss political steps and alternatives.

Key words: Traditional diplomacy, public diplomacy, branding, Palestine question.

*PhD. Political Science (International Politics), Assistant Professor, Department of Political Science, Faculty of Law and Public Administration, Birzeit University, Birzeit, Palestine. This email address is being protected from spambots. You need JavaScript enabled to view it.