Public diplomacy as political communication in Albania

Public diplomacy represents an important activity that serves national interests and comes as a function of the development of the country and its people. The importance of public diplomacy is increasing, especially when considering the current global context – technological, digital, economic developments, interconnections, and interactions at multilateral levels. In Albania, little is known about public diplomacy, its role, and functions, how it is constructed and how it is represented through various initiatives. The study on Public Diplomacy as a Political Communication Tool in Albania aims to provide a general overview of public diplomacy in Albania, initiatives and activities taken in support of public diplomacy, and the role of public diplomacy in the development of the country and the benefits associated with it. For the realization of this study, a mixture of research methods was used, including desk review of exiting literature and key strategic documents, and interviews conducted with the public to assess public perception and knowledge on public diplomacy. The results show efforts made in years to engage in public diplomacy with countries all over the world, as a strategic intervention to promote the country’s development. It furthers shows the low levels of recognition and knowledge of the wider public about public diplomacy in country. The study highlights that public diplomacy in Albania is in the steps of its development and yet to consolidate.