The study of new mechanism of public diplomacy based on the Joseph Nye's Soft Power theory

At the present era, public diplomacy as one of the most efficient tools of soft power in order to influence on international actor's acts, employed by some powerful states in politics. But with the advancement of technology and expansion of communications, public diplomacy employed new mechanism to achieving its goals. In this article, by study of Joseph Nye's soft power theory and his comments about public diplomacy, we intend to study the impacts of Nye's theory on new mechanism of public diplomacy. Thus, Authors in this article by means of scientific method and descriptive-analytical approach, are looking for answer of this question that what is the impact of Nye's approach about soft power on determination of present public diplomacy mechanism? According to the research findings, Joseph Nye in his books and papers about soft power,has specific attention to public diplomacy and illustrates three fundamental components about implementation of public diplomacy which include daily communications with peoples, strategic communications, and long-term relations with key persons in target country. Nowadays, these three fundamental components are known as news management, strategic communications and consolidation of long-term relations.