Refocusing Public Diplomacy for a Dangerous World

On November 5, 2024, the USC Center on Public Diplomacy, in partnership with the USC Center on Communication Leadership and Policy, hosted an enlightening presentation of Reputational Security: Refocusing Public Diplomacy for a Dangerous World by CPD Faculty Fellow Nicholas Cull. 

In an era marked by heightened international tensions, resurgent nationalism, and a flood of hostile propaganda, how can nations safeguard their reputation and influence on the world stage? Cull's latest work dives deep into the role of public diplomacy and national image as core elements of state security rather than optional extras. He introduces the concept of "Reputational Security" and explores how it is vital for states to be understood and appreciated globally. Through a historical lens and a sharp focus on present challenges, Cull outlines the approaches international actors can take today to counter malign media influences, revitalize cultural diplomacy, and foster positive international relations.

About Nicholas Cull

Nicholas J. Cull, originally from the U.K., is a distinguished scholar in the field of public diplomacy and international history. He holds a BA in International History and Politics and a PhD in History from the University of Leeds. Cull furthered his studies at Princeton University as a Harkness Fellow of the Commonwealth Fund of New York. He began his teaching career at Birmingham University and later at the University of Leicester, where he became one of the U.K.'s youngest full professors and launched the Center on American Studies in 1997.

In 2005, Cull moved to the University of Southern California (USC), where he became the founding director of the master’s program in public diplomacy, an initiative recognized by the U.S. Department of State with the Benjamin Franklin Award. From 2004 to 2019, Cull also served as president of the International Association for Media and History. He has provided guidance and training in public diplomacy to various foreign ministries and cultural agencies, including those of the U.S., U.K., Canada, Mexico, Switzerland, and the Netherlands.

Cull is the author and editor of numerous influential books, including Public Diplomacy: Foundations for Global Engagement in the Digital Age (2019), The Cold War and the United States Information Agency: American Propaganda and Public Diplomacy, 1945-1989 (2008), and Selling War: The British Propaganda Campaign Against American "Neutrality" in World War II (1995). His expertise spans historical and modern aspects of public diplomacy, propaganda, and media.

At USC, Cull teaches courses such as Historical and Comparative Approaches to Public Diplomacy and Global Issues and Public Diplomacy.