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A practitioner's guide to one of the most influential and least-known arts of communication. John Williams' career at the highest levels of journalism and public service has seen him at the side of successive UK Foreign Secretaries, helping to shape the way Britain is seen around the world. In this book he explains how governments try to shape public opinion in other countries, what they hope to gain, and what it means for peace, prosperity and human rights. Using real-world examples from India-Pakistan to Israel-Palestine, and giving advice on best practice and pitfalls, Williams gives a unique, working-level insight into this powerful diplomatic tool.