Scope and status of public diplomacy research by public relations scholars, 1990–2014

• Public relations scholars’ interest in public diplomacy research increased post-9/11.
• Public relations scholars have contributed to the development of public diplomacy.
• Empirical studies are needed to help explain public diplomacy thinking and practices.
• A relational approach offers a promising framework for public diplomacy research.
• Comparative studies on strategy could help identify public diplomacy best practices.

The purpose of this study was to assess the scope and status of public diplomacy research by public relations scholars between 1990 and 2014. The work examined authorship, research topics, methodological approaches and contributions to theory building in public diplomacy. The research revealed tremendous potential for public relations researchers to contribute to the intellectual and practical development of public diplomacy. The investigation also identified a need for empirical studies that would deepen our understanding of how diplomatic actors build and sustain relationships with foreign publics and the potential role and value of public relations concepts and practices in such processes. Recommendations for future research are offered.