The emphasis in this chapter is on the future of EU public diplomacy in a more globalised, mulitipolar, multilateral world. The chapter does not seek to explore the role of EU member states within this future shift but clearly, as Mai’a Davis Cross discusses in her chapter, if the EU and its member states are to have a future role at all, they must develop synergies not antergies in external actions and public diplomacy. As the next five sections set out, this fundamental shift in the role of the EU in global politics requires a recognition of how the EU has ‘“gone global’” (section II); how EU diplomacy is ‘“going public’” (section III); and how EU public diplomacy needs to consider ‘“sharing minds’” (section IV); how the normative power of public diplomacy can ensure the EU is ‘“remaining distinctive’” in global politics (section V); and before concluding on the normative power approach to the future of EU public diplomacy (section VI). The chapter concludes, in line with Margot Wallström, that the fundamental shift of how power, influence, and decision-making has spread and become complex demands the reconsideration of normative power and EU public diplomacy.
European Public Diplomacy: Soft Power at Work, 2013, p. 183-204