The role of Public Diplomacy (PD) in conducting foreign relations has emerged as a critical component for modern statecraft, foreign policy and arguably for the state’s global existence. With the world now more interconnected than ever before, public diplomacy has taken on new meaning and new importance. However, despite these marked shifts, public diplomacy remains under-researched and under-utilised both as a concept and as a vital activity. The complexities that underscore the development and evolution of public diplomacy within a dynamic international milieu therefore warrant renewed attention. The benefits and opportunities that accompany public diplomacy are equally complicated by a number of challenges to its practice. This research identifies and advances a critical understanding of public diplomacy through a theoretically rigorous perspective that accounts for the fluid environment in which it operates, the evolving nature of stakeholders and audiences involved in shaping it, the sweeping impact of global information and communications development, the persistence of cultural divides and conflicts of interests and how they contribute to the lack of strategic frameworks in place to advance public diplomacy practice. This thesis investigates Qatar as a case study due to its international stature and influence despite it being a small geographical state. Renowned for its international role as a leading actor in conflict reconciliation and commended for its contributions to international humanitarianism, the ambitious, forward-looking and steadfast foreign policy of Qatar has faced increased pressure in recent years. Qatar has encountered significant challenges in the form of the Nepali workers’ crisis that ensued following its selection as host for FIFA World Cup 2022 and with the diplomatic siege against it by a number of Gulf Cooperation Council (GCC) states. This study critically analyses Qatar’s public diplomacy practice considering these pressing developments and advances an original strategic public diplomacy framework that can assist Qatar in managing and mitigating the effect of these crises on its global image and reputation. This research contributes to enhancing public diplomacy practice within the diplomatic context of statecraft and foreign policy by developing a nuanced and original framework that can be utilised by Qatar and other states to manage and mitigate modern public diplomacy challenges. The thesis utilises a mixed-methods research approach that includes literature reviews, media analyses, interviews and questionnaires. The study contributes to knowledge and practice by advancing research in an understudied field and by developing and implementing an original strategic PD empowerment framework.