About ICS

The Institute of Communication Studies is a leading research organization in the field of journalism and media studies, public relations and corporate communications. Our mission is to contribute towards strengthening of Macedonian democracy by working with media, civil society and public institutions, educating a critical public that will ask for greater transparency and accountability through engagement in the policy creation process.


Public Diplomacy (optional)

First Semester

5 weeks

7 ECTS credits

Assistant Dr.Sally Brighton – Micova

Subject description

This course emphasizes the importance of the public dimension in today’s diplomacy. In addition, it explains the role of the public diplomacy as a tool used by governmental and non-governmental actors in order to understand or impose culture, attitudes and behavior, and to build and promote various types of relationships.

What will you learn
  • You will be able to analyze the approaches in the public diplomacy and identify realistic and functional tools and methods for different situations;
  • You will know how to plan strategies for building the image of the country based on best practices;
  • You will be able to assess and evaluate the behavior of various governmental and non-governmental actors in the international relations and politics.
How will you improve

Study subject-by-subject, through individual learning and with teamwork in real-life situations, under the mentorship of renowned professors from Macedonia and abroad. If your commitments do not allow you to attend the regular classes, study in the virtual classroom of ICS at any time and from anywhere.


Мелисен, Ј. (Уредник). 2009. НОВАТА ЈАВНА ДИПЛОМАТИЈА. Мека сила во меѓународните односи. Скопје: Просветно дело

Nye, Joseph S. “Public diplomacy and soft power.” The Annals of the American Academy of Political and Social Science 616.1 (2008): 94-109.

Aronczyk M. (2013) Branding the Nation: The Global Business of National Identity Oxford: Oxford University Press CHAPTER 1

Pigman, G. A., & Deos, A. (2008). Consuls for hire: Private actors, public diplomacy. Place Branding & Public Diplomacy, 4(1), 85-96

Wheeler, M. (2011). Celebrity diplomacy: United Nations’ Goodwill Ambassadors and Messengers of Peace. Celebrity Studies, 2(1), 6