Role of public diplomacy in pursuit of Kenyan`s national interest
Abstract
The attitudes and perceptions of foreign publics affect the ability of the country to form and
maintain alliances in pursuit of common policy objectives; impact the cost and the effectiveness
of military operations; influence local populations to either cooperate, support or be hostile as the
nation pursues foreign policy and/or military objectives in that other country; affect the ability to
secure support on issues of particular concern in multilateral fora; and dampen foreign publics’
enthusiasm for business services and products. The main purpose of the study was to establish
the role of Public Diplomacy in pursuit of Kenya’s National Interest. The study sought to
establish the role of Public Diplomacy in the War against Terrorism in Kenya, Foreign direct
investment (FDI) in Kenya and in the challenge of nation-branding in Kenya. The study
employed a rational choice perspective concerning public diplomacy which suggests that there is
a continuum of costs and benefits that form the basis for the calculus of states that practice public
diplomacy. Descriptive research design was used in the study where both primary and secondary
sources were used to collect data. Interviews were conducted and data was analysed qualitatively
using content analysis. The study found out that public diplomacy and information campaigns
were key aspects of counterterrorism measures and that public diplomacy could be seen as part
of nation branding, in which case concepts of branding and marketing are applied to public
policy. The study also found out that image building was an effective strategy aimed to attract
investors that are in early stages of decision - making. The study finally recommended that the
government should further embark on an aggressive information campaign to educate the
populace on terrorism, nation-branding and foreign direct investment using public diplomacy.
Publisher
University of Nairobi
Description
Thesis