Matthew Wallin of the American Security Project posed an interesting question in a recent blog post titled “Engagement: What does it mean for public diplomacy?” This question touched a nerve for me, because there are no ready definitions for the term – despite the fact that it appears across statements articulating the purpose of U.S. public diplomacy.

In 2012, Fergus Hanson released two reports covering the scope of "e-diplomacy" within the U.S. State Department. He provided a broad view of how the State Department had adopted social media and other IT platforms to accomplish the business of diplomacy. Facebook pages for U.S. embassies, tweeting ambassadors, and new forms of knowledge management were among the examples cited to illustrate a larger trend towards the incorporation of information technology into the practice of statecraft.

Is it time to revisit the “theory question” in public diplomacy studies? There is much to be said about how the art of actually doing public diplomacy reflects a complex array of skills, experience, and personality. Understanding what goes into the practice of public diplomacy is an essential question for those preparing for a career in the public diplomacy sections of the State Department or other foreign ministries, as well as institutions that aspire to educate individuals for this kind of career.

Undersecretary of State for Public Diplomacy James Glassman gave a comprehensive overview of his vision for the next phase of United States public diplomacy during his talk in early December at the New America Foundation.