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The article discusses findings from a research project on the communication history of the League of Nations. It departs from the League's normative goal of “open diplomacy”, which, from an analytical standpoint, can be framed as an “epistemic project” in the sense of a non-linear and ambivalent negotiation by communication of what “open diplomacy” should and could be. The notion of the “epistemic project” serves as an analytical concept to understand this negotiation of open diplomacy across co-evolving actors' constellations from journalism, PR and diplomacy.

The study employs a mixed-method approach, including hermeneutic document analysis of UN archival sources and collective biography/prosopography of 799 individual journalists and information officers.

It finds that the League's conceptualisations of the public sphere and open diplomacy were fluent and ambivalent. They developed in the interplay of diverse actors' collectives in Geneva. The involved roles of information officers, journalists and diplomats were permeable, heterogenous and – not least from a normative perspective – conflictive.

The subject remains under-researched, especially from the perspective of communication studies. The study is the first to approach it with the described research framework.

Global mass communications and advances in new information and telecommunication technology present a new challenge to the traditional way of conducting international relations. While the mode of conducting diplomacy is changing, diplomats are forced to communicate with many new actors in the international stage through new means of communication. The chapter overviews the existing digital diplomacy research reports. Against this backdrop it presents the outcomes of a 2017–2018 study of communication strategies employed by six countries of the Western Balkans, including Albania, Bosnia and Herzegovina, Kosovo, Macedonia, Montenegro, and Serbia. The findings of the study give a first-hand data from the practical point of view on how, which, and to which extent digital tools are utilized as a tool of digital tools are utilized as a tool of digital diplomacy by the official communicators of ministries of foreign affairs (MFA) in the researched region.

These structural, economic and political developments in the global economy go a long way to explaining the expansion of commercial diplomacy activities by nations. On the one hand, nations use commercial diplomacy to expand trade and investment in the context of declining economic policy sovereignty. The creation of the WTO in 1995 led to an extension of the rules and regulations of international trade and trade-related matters (including the financial services industry). This leaves national economic policy-making severely restricted. Expanding commercial diplomacy to secure new export markets and new inward investments becomes a necessary political tool for nations competing for new markets. When these new markets are in nations where the formal institutional context for doing business is underdeveloped or non-existent or where much of the economy is under state control, the need to expand and develop commercial diplomacy is all the more important.

In this chapter we approach the issue of Business Diplomacy (BD) from a historical perspective, showing how this activity has been performed since the ancient Greece. In particular, we give a brief overview of the main BD concepts used, starting with the proxenos, the “pioneers” in the BD field, until present days.

The analysis is grounded on a theoretical approach backed by a comprehensive overview of the representative literature in the field of BD. We identify and discuss the main challenges to be faced by BD in a globalized world, dominated by multinational corporations (MNCs).

We show that BD has been practiced for centuries and nowadays is still performed by honorary consuls and chambers of commerce. In a globalized world, BD is being assimilated by MNCs either as their main activity or as an auxiliary one becoming a key tool and mindset toward securing their market reputation, positioning, and legitimacy.

Apart from the historical overview of the beginnings and evolution of the main diplomatic actors and activities, the chapter proposes new concepts and legal frameworks for the actual BD field such as: consulariate instead of consulate (devoted to business) and chancellariate instead of embassy (devoted to political affairs).

The purpose of the article is to set the broader conceptual context for the exploration of the role of business in public diplomacy in this special issue of the Journal of Business Strategy.

This article reviews the development of the public diplomacy concept, and point out its current gaps in light of the profound transformation in the global society. The article then discusses the linkage and relevance to the business community.

The article highlights that public diplomacy is not a unitary but a multi‐dimensional concept, and argues for selective engagement by the private sector, that is not only desirable but also feasible. The value propositions global business can bring to the process include a global world‐view, managerial practice, and communication competence and other resources. It also explains areas of public diplomacy that they may play a part in.

This paper provides the theoretical grounding for businesses' involvement in public diplomacy.