O ambiente dos negócios causa influência nas corporações. Entender e se antecipar a eventuais problemas e oportunidades que possam surgir do ambiente complexo no qual elas estão inseridas exige competências de alguns profissionais. Trabalhando em prol da boa reputação, da atração de investimento e da inserção internacional da organização que representam estão os diplomatas corporativos ou diplomatas empresariais. De acordo com esta pesquisa, eles são uma ferramenta que auxilia na estratégia da empresa. O estudo de caso foi realizado no Grupo fullDigi de comunicação digital. Investigando essa instituição, foi possível mapear características da diplomacia corporativa. Conjuntamente, um estudo descritivo e exploratório responde à pergunta que norteia esta dissertação: qual o papel da Diplomacia Corporativa nos negócios internacionais? Por meio da análise ambiental e da teoria dos stakeholders, detectou-se os fatores que devem ser levados em consideração na diplomacia das empresas. O referencial teórico sobre estrutura organizacional ajuda a identificar os níveis hierárquicos desses executivos, bem como suas relações e comunicação com os ambientes interno e externo. Também explicam-se os novos papeis da diplomacia - que vem se redefinindo para acompanhar a complexidade das novas relações entre países, governos e empresas -, além das teorias sobre internacionalização de empresas e advocacy, atividades que necessitam da atuação de tais profissionais. Como método de pesquisa adotou-se a abordagem qualitativa e a coleta de dados baseada em entrevistas com executivos da fullDigi, com especialistas em Diplomacia Corporativa e ainda com membros de associações profissionais e comerciais, além da coleta de dados secundários. A proposição teórica foi utilizada para a análise dos dados coletados. Dentre os principais resultados da pesquisa, foi observado que a oportunidade ou a necessidade de buscar por mercados internacionais, que a atuação em um ambiente muito regulado ou em um setor novo ou em constante mudança e que a preocupação com a imagem, com a reputação da empresa e com os stakeholders, são alguns dos papeis da Diplomacia Corporativa. / The business environment influences corporations. Understand and anticipate possible problems and opportunities that may arise from the complex environment in which they operate requires competencies of some professionals. Acting for the good reputation, for the investment attraction and for the international insertion of the organization they represent, there are the corporate diplomats. According to this research, they are a tool that helps with the company\'s strategy. The case study was conducted in fullDigi Group of digital communication. By investigating this institution, it was possible to map characteristics of the corporate diplomacy. Along with, a descriptive and exploratory study answers the question that guides this dissertation: What is the role of the corporate diplomacy in the international business? Through environmental analysis and the theory of stakeholders, it was found the factors that must be taken into account in the diplomacy of the companies. The theoretical framework of organizational structure helps to identify hierarchical levels of these executives as well as their relationships and communication with the internal and external environments. The new roles of diplomacy - that has been redefining to accompany the complexity of the new relations between countries, governments and companies - are also explained in addition to the theories of internationalization of companies and advocacy, activities that require the performance of these professionals. As a research method, the qualitative approach was adopted and the data were collected based on interviews with fullDigi executives, with corporate diplomacy experts and with members of professional and trade associations, as well as secondary data collection. The theoretical proposition was used for data analysis. Among the key findings of the survey, it was observed that the opportunity or the need to seek for international markets, the operation in a much-regulated environment or in a new or constantly changing sector, or the concern with the image and the reputation of the company and its stakeholders, are some of the roles of the Corporate Diplomacy.

The Master's Thesis introduces the definition and scope of term public diplomacy and deals with its dimensions, types and implications. The second chapter describes the system of public diplomacy in the Czech Republic. In particular emphasis is put on actors that participate in public diplomacy, the instruments they dispose of and the strategy they follow. The evaluation of the functionality of Czech public diplomacy system is made based on results of questionnaire which was distributed among foreigners.

Recently, Spain has been paying particular attention to its presentation abroad and national image, taking into consideration the conceptual as well as financial and personnel point of view. The thesis analyses three different components that form the national image - cultural diplomacy, public diplomacy and nation branding - and puts them into the Spanish context. Furthermore, it identifies the main actors in these areas of Spain's foreign policy and examines their working methods. The thesis also presents the national project Marca Espana (Brand Spain) with both its benefits and weak points. In addition, it evaluates the overall Spanish approach to the formation of its national reputation and suggests possible future improvements.

The aim of this thesis is to introduce the elements and tools of public diplomacy of Spain in the Czech Republic. For this purpose, the text represents actors, which are involved in building the reputation of Spain, and government concept Marca Espana, which substantially affects a strategy presentation abroad. The thesis will focus attention not only on specific projects that Spain presents, but also monitors the use of new technologies when communicating with the Czech public. The compiled topic is founded on the study of scientific literature dealing with public diplomacy, and the subsequent application of a particular case. This thesis also examines how cooperation works between the various governmental departments in Madrid and among actors in the Czech Republic. Based on this analysis, the author concludes that the Spanish public diplomacy activities in the Czech Republic primarily have a cultural character and are presented through new media, which proves that the Spanish agenda is able to adapt flexibly to new trends in diplomacy. The main contribution of this thesis is a comprehensive presentation of all the actors of the Spanish public diplomacy and its activities, that are still deficient in wider attention in the Czech Republic.

Diploma thesis "Czech Cultural Diplomacy in Italy" is build on the project entitled "The Analysis of activities of Czech Centre Milano" which was written based on the author's experience obtained during the four-month internship in Czech Centre Milano - the main protagonist of Czech cultural diplomacy in Italy. The first part of the thesis focuses on the concepts of public diplomacy, nation branding, but primarily on cultural diplomacy. These terms are explained, compared to each other and set in historical context. In the theoretical part of the thesis, the author also focuses on the main protagonists of Czech cultural diplomacy, primarily on Ministry of Foreign Affairs of the Czech Republic and its departments. Theoretical knowledge of the cultural diplomacy acquired in the first part of the thesis was used for creating the second part of the thesis, which already focuses specifically on the effectiveness of Czech cultural diplomacy in Italy. The author set up a hypothesis saying that the "Czech culture is perceived positively in Italy because Czech Republic is actively and successfully engaged in the field of cultural diplomacy on Italian territory". This statement would be confirmed/disproved by analysing the current situation in the Czech Centre Milano and by the success or failure of the Czech participation at EXPO 2015 Milan. Whether Italian citizens themselves perceive Czech culture positively and Czech cultural diplomacy to be successful would come up from the information obtained from Nation Brand Index by Simon Anholt and from the results of author-made survey entitled "Czech culture in the eyes of Italians". Valuable opinion on the effectiveness of Czech cultural diplomacy was also provided by the person who directly influences the activities in the field of Czech cultural diplomacy in Italy - the director's assistant of Czech Centre Milano.

The cultural diplomacy represents a crucial tool how to promote the state abroad. Currently the cultural diplomacy becomes more important and plays a significant part in foreign policy. This master thesis studies a potential strategy of cultural diplomacy on the european level and aims especially at the activities of EUNIC Global.

The objective of the Master Thesis is to outline the possibilities of improvement and extension of public diplomacy activities of Mexico. In order to achieve the objective the thesis is divided into 3 parts. The first one summarizes existing theoretical knowledge in the course of study, thus characterizes the terms of public diplomacy and briefly cultural diplomacy and nation branding as well. The following chapter determines particular actors of Mexican public diplomacy and their activities, determines the country's initial conditions in public diplomacy, focuses on the public diplomacy activities in the foreign policy program and analyzes how the country fulfils the basic requirements of public diplomacy strategy. The last chapter depicts Mexican public diplomacy in the United States of America, where a significant decline in positive perception has been seen in recent years, and outlines the possibilities of improvement and extension of public diplomacy activities to reverse the trend.

This diploma thesis aims to identify the instruments of cultural diplomacy of the Czech Republic in the form of institutions and consequently methods that are used by these institutions. In the theoretical part, the author defines the basic concepts of public and cultural diplomacy and cultural policy. Next chapter of the theoretical part will focus on the institutional promotion of cultural diplomacy and will subsequently define methods and forms, which are used in cultural diplomacy. Essential parts of foreign policy are international agreements between states and in the field covered by the Ministry of Culture these arrangements are primarily the so called Cultural Agreements. The theoretical part of the thesis will describe cultural diplomacy in practice. In the empirical part the author will use the comparative method of analysing the differences in the specific example of cultural policy instruments of Czech Centres in London, Berlin and Kiev. Comparisons will be made on the basis of quantitative data from 2011. The sources for this comparison are the internal statistics of the Czech Centres.

International relations is constructed of ideas and concepts that have won legitimacy through the passage of time. Diplomacy is an ancient practices that has evolved and has become a practice that states have accepted as legitimate. The arrival of the digital world and the new Information Communications Technologies (ICTs) in the diplomatic world has made it possible to adopt trends like engaging in social media applications like Twitter to practice diplomacy. This creates the need to better understand the use of social media platforms as a tool of diplomacy. The growing engagement of Heads of States and Governments in communicating messages on Twitter, the so-called Twidiplomacy, is changing from what was considered a mere “trend” to a “common practice” in the conduct of diplomatic practice. As authorities share their culture through their behaviour and it is further shared and emulated through the use of Twitter by other authorities, these actions create new collective identities and shared knowledge in the diplomatic practice. These trends may lead to new patterns of diplomatic behaviour that may transform the diplomatic practice. Abdullakkutty (2018:11) contends that as an extension of innovative digital diplomacy “the use of social media is so extended that it can easily realise the diplomatic functions of negotiation, representation and communication”. Using a case study of tweets by a few Heads of States and Governments tweeting on similar major diplomatic incidents, this study researches these trends in innovative diplomacy leading to Twidiplomacy and how these are affecting the traditional roles of diplomacy, namely: negotiation, representation and communication. / Mini Dissertation (MDips)--University of Pretoria, 2020. / Political Sciences / MA (Diplomatic Studies) / Unrestricted

This mini-dissertation examines the nexus between international co-operation in tourism and economic diplomacy through the lens of modern diplomatic practice. In this 21st century, characterised by globalisation, economic diplomacy is emerging as one of the ubiquitous mode of modern diplomatic practice in both the developed and developing nations. It takes many forms, such as negotiation of bilateral and multilateral trade regimes, establishing foreign economic relations, nation branding, attraction of foreign direct investment and promoting international tourism to pursue national development imperatives. This mini-dissertation focuses on one function of economic diplomacy, that of international co-operation in the field of tourism. This is a case study research design based on literature review, analysing the nature and character of the evolving economic diplomacy practiced through tourism co-operation between South Africa and China. The literature review indicates that there is an abundance of analysis on the significance, nature and conduct of economic diplomacy between South Africa and China and that economic diplomacy is central to their growing diplomatic ties since 2009. However, there is lack of understanding of tourism’s role in South Africa’s economic diplomacy architecture, meaning the exact role of tourism co-operation in advancing economic diplomacy remains undocumented in the mainstream literature discussing South Africa’s evolving economic diplomacy agenda. This lacuna has motivated this study and its findings will contribute to the body of knowledge on the evolving nature of modern diplomatic practice. This mini-dissertation investigates the extent to which economic diplomacy practiced through tourism co-operation advanced economic diplomacy between South Africa and China from 2009 to 2017. The nature of economic diplomacy practiced by South Africa through international tourism co-operation postulated in this mini-dissertation includes mainly four pillars: 1. Negotiation, signing and implementation of tourism co-operation agreements; 2. Representation of South Africa’s tourism interests in China; 3. Country branding and positioning to increase inbound tourism arrivals; and 4. Building business relations through tour operators to promote tourism. The four pillars constitute the central tenets of analysis in this study, with the key finding being that co-operation in tourism is emerging as a major constituent of the burgeoning economic diplomacy between South Africa and China. The report recommends a more focused research agenda on this theme of tourism co-operation in diplomacy studies and provides policy recommendations on how South Africa can strategically use this form of co-operation as an effective instrument of economic diplomacy. / Mini Dissertation (MA Diplomatic Studies)--University of Pretoria, 2017. / National Department of Tourism / Political Sciences / MA Diplomatic Studies / Unrestricted