Conducting Spanish Diplomacy in the Digital Age

This article demonstrates how digital diplomacy strategy has been devised, developed, and executed in the Ministry of Foreign Affairs and Cooperation in Spain. Since 1995, digital initiatives have taken place without a joint plan of action, but as a result of individual impulses. Until 2008, public diplomacy is developed without a model, planning, or evaluation. However, the global financial crisis has accelerated interest in this issue. The first steps were taken to face the reputation crisis and the bases of action were established. Since 2012, the digital response has been systematized through the communication of diplomatic missions. The Spanish model has evolved toward consular services and issues of language and culture, showing a case study of digital transformation in the field of public administration.