Public diplomacy is a key pillar of a country’s foreign policy toolkit. In a world where non-state actors – foreign publics, media, NGOs, civil society organizations and multinational corporations — are increasingly important, soft power initiatives — outreach activities directed at foreign nations to enhance a country’s international reputation — are increasingly prominent in the foreign policy landscape. The public diplomacy landscape has traditionally been dominated by rich developed nations like the United Kingdom, Germany, the Netherlands, France, Japan, Spain and the United States.