This is our Pearl Harbor: effects of a targeted solidarity call in Ukraine’s public diplomacy

Purpose This experiment examines targeted public diplomacy message effects during a crisis, focusing on effects of whether such messages provide a targeted solidarity call that build a sense of common purpose by comparing the other country’s past crises to Ukraine’s current crisis. Design/methodology/approach Using an experiment, this study investigates whether such targeting in Zelensky’s speeches increased foreign public policy support for Ukraine, the perceived agenda importance of the war and Ukraine’s legitimacy. Findings The results found that a targeted solidarity call in public diplomacy messages during an international crisis helps gain foreign public policy support. However, it does not significantly impact the perceived agenda importance and the country’s legitimacy. Originality/value There has been a lack of studies on whether targeted messaging is more effective than nontargeted one in public diplomacy literature. The study’s result implies that the inclusion of a solidarity call in public diplomacy messaging is more effective in achieving its strategic goal of receiving aid. This study, therefore, empirically answers the remaining question about the effectiveness of targeted messaging in public diplomacy and advances. It also advances theoretical connections among solidarity, targeted messaging and public diplomacy.