Nye divides the purposes of public diplomacy into three distinct dimensions.
"....requiring different relative proportions of direct government information and long term cultural relationship:
The first and most immediate dimension is daily communication, which involves explaining the context of domestic and foreign policy decisions...The day to day dimension is strategic communication, in which a set of simple themes is developed, much like what occurs in a public campaign...The third dimension of public diplomacy is the development of having relationships with key individuals over many years through scholarships, exchanges, training, seminars, conferences and access to media channels....Each of these three dimensions of public diplomacy plays an important role in helping to create an attractive image of a country and this can improve its prospects for obtaining its desired outcomes."
Therefore as Nye defined public diplomacy has mainly three interpretations, which are "firstly information: information management and distribution with an emphasis on short term events or crises. Secondly influence: longer term persuasion campaigns aiming to effect attitudinal change amongst a target population( sometimes referred to as 'moving the needle') and Thirdly engagement: building relationships, also over the long term, to cultivate trust and mutual understanding between peoples( be they groups, organizations, nations, ect.)"(JRKelley)
A good example of use of public diplomacy:
After the 9/11and war in Iraq as USA gained a bad reputation, they were seen as bullies by the other states.
However as Obama was opposed to the war in Iraq and with his reliance on communication and dialogue rather than coercion and power. As well as his speech in Cairo, where he address the tension between the United States and Muslims around the world. "I have come here to seek a new beginning between the United States and Muslims around the world; one based upon mutual interest and mutual respect; and one based upon the truth that America and Islam are not exclusive, and need not be in competition. Instead, they overlap, and share common principles – principles of justice and progress; tolerance and the dignity of all human beings."(Times)
President Obama Speech to Muslim World in Cairo- http://www.nytimes.com/2009/06/04/us/politics/04obama.text.html
http://books.google.co.uk/books?id=tY_KN8WVrEgC&pg=PA73&dq=public+diplomacy
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