In turbulent times of the COVID-19 pandemic, there are many challenges to a country’s international reputation. During the pandemic, Sweden, especially in its first stage, was frequently presented by international media outlets, sometimes negatively. Such adverse reporting may have imposed some reputational threats on Sweden. This research aims to investigate Swedish communication through a short-term perspective of public diplomacy (its day-to-day dimension) with the foreign public during the COVID-19 pandemic. The research was based on qualitative content analysis of official statements made by the Swedish Ministry for Foreign Affairs, the Ministry of Health and Social Affairs, the Swedish Institute’s Instagram account, and interviews with the Swedish Institute employees. The main argument of this research is that in Sweden, day-to-day communication within PD served as a tool supporting the crisis management process. The research question refers to whether Sweden, through the activity of the Swedish Institute, used some elements of its public diplomacy conduct to react to the coronavirus pandemic. The hypothesis states that the day-to-day dimension of public diplomacy can be associated with the crisis management process.

Public Diplomacy of the Embassy of the Islamic Republic of Pakistan in Ireland

Public diplomacy serves as an indispensable tool of soft power, enabling states to influence the international community through the appeal of their culture, values, and policies. This practice is primarily carried out by government institutions, including ministries of foreign affairs, diplomatic and consular missions, and sectoral ministries. Additionally, representatives of the diaspora often play a key role, facilitating communication with the political and cultural elites of target countries, advocating for the interests of their homeland, and fostering intercultural connections with the public in their countries of origin. Effective public diplomacy relies significantly on a state’s ability to engage, including through its embassies, with members of its diaspora communities. This study examines the role of the Embassy of Pakistan in Ireland in strengthening bilateral relations through public diplomacy. Using a case study approach, the research analyses the embassy’s activities in 2023–2024 to identify the primary tools of Pakistani public diplomacy in Ireland. The embassy actively engages in cultural exchanges, educational programs, and digital diplomacy to enhance mutual understanding and collaboration. Historical contexts and shifts in political landscapes are adapted to strengthen cultural ties and advance economic interests. The analysis highlights the effectiveness of the embassy’s public diplomacy, focusing on initiatives, diverse cultural events, and educational exchanges that foster integration and cooperation between Pakistan and Ireland.