Cull’s book is a comprehensive and accessible introduction to the theory and practice of public diplomacy, drawing on examples from ancient times to the present digital age. He identifies five essential pillars of public diplomacy: listening, advocacy, cultural diplomacy, exchanges, and international broadcasting. Through these, Cull explores how governments and non-state actors work to inform, influence, and engage foreign publics, showing that while technology has transformed the tools, the foundational principles remain remarkably consistent.

The book critically examines new trends such as nation branding and partnership, which have emerged as a response to the erosion of traditional boundaries in the digital era. Cull argues that the internet and social media have forced governments to redefine their global image and collaborate more closely with non-state actors. He also addresses the contemporary challenges of disinformation, reputational security, and the need to offer positive, future-oriented narratives to counter extremism and negative messaging.

Rich with case studies and interdisciplinary insights from international relations, communication studies, and psychology, Cull’s work demonstrates both the capabilities and limitations of modern public diplomacy. He emphasizes that while digital platforms offer unprecedented reach, effective engagement still relies on the core skills of listening, dialogue, and relationship-building. The book is especially valuable for students, scholars, and practitioners seeking to understand or mobilize global public opinion in an increasingly complex media landscape.