"Public Diplomacy refers to the process whereby a country [or an entity] seeks to build trust and understanding by engaging with a broader foreign public beyond the governmental relations that, customarily, have been the focus of diplomatic effort"

Source: European Parliament Preparatory Action "Culture in EU External Relations", European Commission, 2014. http://www.cultureinexternalrelations.eu/cier-data/uploads/2016/12/Engaging-The-World-Towards-Global-Cultural-Citizenship-eBook-1.5_13.06.2014.pdf