Exploring the role of private-sector corporations in public diplomacy

This conceptual article explores the role of international corporations as non-state actors in the process of public diplomacy as the global environment for diplomacy becomes increasingly multi-directional and networked. It provides an operational definition of the concept of corporate diplomacy and depicts potential contributions of the private sector, particularly the role of corporate social responsibility, in public diplomacy outcomes. The private sector has vast resources to contribute to public diplomacy, but corporations may be more willing to support, rather than to directly engage in public diplomacy in order to protect their economic self-interest. Key issues for research about the role of the private sector in public diplomacy are motives and intentionality of corporate efforts and strategic coordination between business and governments.