European Union Public Diplomacy Case Study - the Intervention in Bosnia and Herzegovina

This paper describes public diplomacy (PD) of European Union (EU) throw European External Action Service (EEAS). As PD has its aim influencing the public, EU makes PD throw its missions and delegations trying to prove to the whole world that is an important actor in international arena. Since EU is unique international organization with elements of a state, we will try to describe that even EU has difficulties using PD to build a positive image in front of public considering the fact that each member state has its own voice in the path of representing the EU throw EEAS as one voice. The purpose of this paper is to highlight the EU's foreign policy with particular focus on the case of Bosnia and Herzegovina, that in our case analyzing it in the context of the PD specifically creating a positive image, has shown weakness and incapacity to intervene and play his role as an important actor to resolve a conflict and bring peace. Samples were taken from the international literature, scientific researches and official documents taken from EU official website. We used descriptive and analytical method to arrive at the conclusion of this topic, proving theoretically and practically that EU diplomacy as part of foreign policy has failed in the case of Bosnia and Herzegovina.