This study aims to explore whether the types of Egyptian public diplomacy, if any, follow strategies, content, and priorities of new public diplomacy by analyzing public diplomacy strategies followed by the two of main informational bodies in the Egyptian state: the State Information Service (SIS), and the public diplomacy division in the Ministry of Foreign Affairs (MFA). The study advances a theoretical framework designed to help find a connection between strategies followed by public diplomacy institutions and agenda-building function of those institutions. The analysis reflected the lack of strategic planning in the two institutions to reach and influence foreign publics. Findings proposed that the main communication strategies in the SIS and MFA related to media relations and adopting reactive approaches to counter negative media coverage about the country in foreign media. A set of recommendations were introduced in a search for enhanced public diplomacy structure with more effective strategies to properly communicate with the international community


Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date


Submission Date

May 2016

First Advisor

Hamdy, Naila

Committee Member 1

Amin, Hussein

Committee Member 2

Allam, Rasha


118 p.

Document Type

Master's Thesis


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Institutional Review Board (IRB) Approval

Approval has been obtained for this item


To my advisor: I would first like to thank my thesis advisor Dr. Naila Hamdy of the Department of Journalism and Mass Communication at The American University in Cairo. The door to Dr. Hamdy’s office was always open whenever I ran into a trouble spot or had a question about my research or writing. She consistently allowed this paper to be my own work, but steered me in the right the direction whenever she thought I needed it. To my readers: I am using this opportunity to express my gratitude to Dr. Hussein Amin and Dr. Rasha Allam for supporting me throughout this study. I am thankful for their aspiring guidance, invaluably constructive criticism and friendly advice during the research work. To the research participants: I would also like to thank the participants who were involved in the validation interviews for this research project. Without their passionate participation and input, the validation interviews could not have been successfully conducted. To my beloved family: mom, dad, my lovely sisters and the man of my life: Thank you for reminding me every day that I can do it! This accomplishment would not have been possible without you. Your words of encouragement kept me going. Thank you for providing me with unending support and continuous encouragement throughout my years of study and through the process of researching and writing this thesis. To you I dedicate my success.