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Theses/Dissertations

2015

Communication

Open Access Dissertations

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Full-Text Articles in Political Science

Strategic Public Diplomacy: Cultivating Relationships With Foreign Publics And Measuring Relationship Outcomes Using The Relationship Assessment Of Diplomatic Interaction Outcome (Radio) Scale, Lai Shan Tam Apr 2015

Strategic Public Diplomacy: Cultivating Relationships With Foreign Publics And Measuring Relationship Outcomes Using The Relationship Assessment Of Diplomatic Interaction Outcome (Radio) Scale, Lai Shan Tam

Open Access Dissertations

In response to calls for a tool to measure public diplomacy effectiveness, this study was inspired by the organization-public relationship assessment (OPRA) scale in public relations to develop the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale. Its purpose is to measure the perceived relationship quality between a country and its foreign publics.Political, economic, cultural, interpersonal and corporate interactions are proposed to be antecedents whereas positive and negative megaphoningbehaviors are proposed to be outcomes. Perceived relationship quality in between the antecedents and outcomes classifies relationships into two types: experiential (those with direct experiences in terms of having visited ...