Public diplomacy and global business

Purpose The purpose of the article is to set the broader conceptual context for the exploration of the role of business in public diplomacy in this special issue of theJournal of Business Strategy. Design/methodology/approach This article reviews the development of the public diplomacy concept, and point out its current gaps in light of the profound transformation in the global society. The article then discusses the linkage and relevance to the business community. Findings The article highlights that public diplomacy is not a unitary but a multi‐dimensional concept, and argues for selective engagement by the private sector, that is not only desirable but also feasible. The value propositions global business can bring to the process include a global world‐view, managerial practice, and communication competence and other resources. It also explains areas of public diplomacy that they may play a part in. Originality/value This paper provides the theoretical grounding for businesses' involvement in public diplomacy.