Nye's analysis of public diplomacy and the use of soft power to increase globalization reflects a need for nation-states to re-assess the way they communicate with the world. He calls for a bigger focus on daily communication, strategic communication, and creating lasting relationships --all in an effort to project a consistent message to foreign audiences and in turn provoke dialogue between these audiences and the United States.
He notes that actions, not just broadcasting are an effective means of reaching out to others in order to create such relationships. Through student exchange programs and English language teaching opportunities, citizens of different countries have the chance to make close bonds which they then continue via the Internet or other means upon separation back to their home countries. This is an example of everyday people serving as ambassadors, and is definitely a useful form of public diplomacy. JET, the Japan Exchange and Teaching programme is a successful example of this effect. Just take a look at their website and you will see a variety of pictures of Americans and Japanese students -happy and having fun. I have a friend who worked with JET as a teacher, and after one 6 month period with the program he decided to stay longer and continue working with JET to this day... that was 2 years ago. He has made so many friends in Japan with people of many different cultural backgrounds, and when he visits the United States he also serves as a bridge of Japanese knowledge to those Americans who have not been to that country.
Nowadays it seems that public diplomacy may be most affective from this approach of people getting to know people. Governments appear to be inconsistent and complex; therefore, everything 'produced' as public diplomacy to be broadcast to the world is automatically stamped as propaganda related in nature. But if a bottom-up approach is implicated, there will be more exchange programs and more opportunities for citizens to branch out and embrace different cultures and peoples. This will in turn enable them to broaden their views on foreign audiences and serve as a mouthpiece for their countries of origin. The future of public diplomacy is dependent on the genuine relationships which are most easily created by everyday people with genuine interests in other cultures; it would appeared that the role of illegitimized governments in the realm of public diplomacy is shrinking and becoming less and less effective.
Nye, Joseph "Public Diplomacy and Soft Power"