Cause for public diplomacy

Traditional and social media both have to enhance their credibility to play a greater role in improving countries' ties

The global media have increasingly proved their usefulness in public diplomacy in recent years. Many governments have competitively engaged in public diplomacy through the media to make their countries look attractive and friendly to foreigners, and help others to understand their positions in the international arena.

The success or failure of public diplomacy through the media, however, can only be judged by its intended audience. The most critical criterion is the media's credibility, which can be achieved through freedom from editorial bias. Only when such media activities are combined with cultural programs and people-to-people exchanges can their synergic effects be maximized.