Recently, we analyzed the mediated public diplomacy efforts of Angola in the United States. To facilitate this analysis, we content analyzed American news coverage (by examining The Wall Street Journal and USA Today) from 2008 to 2015, as well as press releases from the Angolan embassy website, dating back to 2011. While the initial goal was to examine how CPD fellow Dr. Jami Fullerton’s Model of Country Concept might apply to a developing African nation, our findings also offered insights and suggestions for CPD’s research initiatives relating to Global Youth and Evaluation.

It is this particular feature of RTs, the capacity to stimulate engagement, that recommends it as an appealing metric for assessing the impact of digital diplomacy. The more RTs, the broader the MFA’s engagement with its target audiences and hence the more effective the digital strategy. 

Aside from the figures, the 2015 report also includes an analysis section. In it, ACPD makes more than 20 recommendations that are meant to iteratively strengthen and modernize public diplomacy and broadcasting strategy and tactics. The emphasis of the recommendations is on research and evaluation; supporting public diplomacy professionals; and how to keep American Spaces open and accessible.