公共外交效果评估的能力建设

Build the Capacity to Evaluate the Effectiveness of Public Diplomacy

公共外交的效果评估本该作为公共外交项目开展过程中必不可少的一环,却长期受到忽视。究其根本,主要是因为面临评估周期长、效果模糊又难以预期、可能面对无效指责以及学者关注度低等诸多挑战,令公共外交项目的实施者对其心有抵触。这在很大程度上影响了我们评估方法的发展和公共外交效力的提升。我们有必要从意识上加强重视,从方法上借鉴他山之石发展自我优势,不断推进公共外交效果评估的能力建设。

Evaluation of the effectiveness of public diplomacy, as an indispensable part of public diplomacy projects, has yet been overlooked for a long time. The core reason is the numerous challenges it faces, such as long time span, vagueness and unexpectedness of results, criticism of invalidity, and low attention from the academics, which in all lead to resistance from practitioners of public diplomacy. All these hamper the development of evaluation methods and our effort to improve public diplomacy. We must strengthen our consciousness, and put more emphasis on developing the capacity by learning from others, so as to push forward the development of effectiveness evaluation capacity of public diplomacy.