Public Diplomacy Of American Multinationals And Its Implication For China

With the rapid development of the globalization process and informationtechnology, the way of communication between the countries also began todeveloping from traditional way to the multiplex direction. The traditionalgovernment-led diplomatic models cannot meet the need of development andthe new situation. Thus, public diplomacy, as an important supplement andextension of the traditional diplomacy mode, has gradually developed andreceived more and more attention. Public diplomacy has emerged as animportant role on the international arena. During the post-war period, the actors’pluralism gradually replaced the traditional understanding that the countries orthe governments are the only actors in state-to-state relations. And in theinternational relations studies, the behavioralagent extended from singlecountry to two major categories, the state and non-state actors. In the21stcentury, with the development of globalization and exchanges between differentsocial situations have become frequent and complex, non-governmentalcommunications between different countries have increased, more and moreactors have enter into the field of diplomacy. The rise of public diplomacy isbreaking the pattern that governments monopolize diplomacy. Among these, themultinational corporations, which have a huge influence on internationalrelations and the public people, are playing a big role in public diplomacy. Sowhat is the connection between the multinational corporations and publicdiplomacy? And how did the multinational corporations do the public diplomacy?With the rapid economic development of China in recent years, and encourageChinese enterprises’"go global" strategy, Chinese companies began to join the international market. But in a field of investment and mergers and acquisitions,the Chinese enterprises were suffered greatly. In these cases of failure, wesummarize many lessons. One of the reasons why we failed is that we didn’t takepublic diplomacy work seriously. The United States is the birthplace of publicdiplomacy and multinational corporations. that means they have the mostabundant experience in these two areas. In these article, we will analysis andresearch on how the U.S. multinational corporations does on public diplomacy,and how to use public diplomacy to achieve their own purposes. In addition, wewill discuss what role the multinational corporations would play on publicdiplomacy. And bring forward some reasonable advice to our multinationalcorporations.In this paper, the major research methods are literature research and caseanalysis study. Meanwhile, the paper insist on a combination of theoreticalresearch and empirical research, by synthesize the relevant research ofmultinational corporations and public diplomacy, elaborate the relationsbetween multinational corporations and public diplomacy, and how its play arole in public diplomacy activities. We use U.S. multinationals as the main objectof case analysis, research on how they did public diplomacy activities inhomeland and host countries. Through the research of the U.S. multinational’scase, we try to put forward several suggestions for Chinese multinationalcorporations. Those suggestions include taking multinational corporations as themain acting subject of public diplomacy; to strengthen the study of publicdiplomacy; to improvepublic diplomacy skills of the multinational corporations’executives; to strengthen the research on the multinationals operating in Chinaand the countries which Chinese multinationals are doing business with. Besides,we suggest multinationals to establish a specializedagency dealing with publicdiplomacy issue. Also, we encourage multinational companies to activelyparticipate in charity and community activities of the host country. Last,multinationals should more attention to the communication of corporateculture.