I was delighted to join a global expert group for the official launch of BE A DIGITIAL DIPLOMAT book published by the European Digital Diplomacy Exchange (EDDE) based in Slovenia. The publication is a compendium of chapters written by experts with experience in digital diplomacy, so I was honoured to be invited to contribute.

EDDE is an international project and network of digital diplomats, who recognize the challenges, threats and opportunities of the modern media space.



Screenshot 2022-06-23 at 09.40.12

The book is a series of chapters written by experts working in the field of digital diplomacy.

My chapter is: Building Digital Campaigns – How To Attract Attention, Engage Target Audiences and Build Public Trust


  • Digital Marketing: Trust-Building Tool for Government Communicators

Lauren M. Hug, Founder and Principal of HugSpeak Consulting, Author of Digital Kindness
Jacob Anderson, Community Engagement & Public Participation Manager at City of Colorado Springs

  • Using the Brain’s Passion for Problems to Tell Better Stories

Charlélie Jourdan, Creative Strategist, Trainer & Speaker at

  • In Virality We Trust – Quest for Authenticity in Digital Diplomacy
    Dr. Corneliu Bjola, Associate Professor in Diplomatic Studies at University of Oxford, Head of the Oxford Digital Diplomacy Research Group
  • The Science of Hashtags
    Matthias Lüfkens, Founder & CEO at DigiTips, Founder of Twiplomacy
  • Building Influence by Working with Influencers

Roger Croix Webb, Former Public Diplomacy Officer, on Leave of Absence from the United States Department of State


  • Crisis Communications: Lessons Learned from the COVID-19 Pandemic
    Ilija Zhupanoski, Digital Communications Advisor to the Prime Minister of North Macedonia
  • How to Deal with Disinformation
    Roman Osadchuk, Eurasia Research Assistant, Atlantic Council’s Digital Forensic Research Lab Jakub Kalenský, Senior Fellow, Atlantic Council’s Digital Forensic Research Lab

Joanne Sweeney Chapter Abstract

Building Digital Campaigns

How To Attract Attention, Engage Target Audiences and Build Public Trust

The role of a communications manager today is daunting. Navigating the digital landscape with competence and confidence is not easy. But success in digital diplomacy is not merely an aspiration, it can be your reality, that is, if you take action.

The framework provided by Joanne Sweeney in this chapter provides communications professionals working in government and public sector with a proven and flexible method to apply to your agency, campaigns and audiences.

Digital transformation for public sector marketing pros is about combining traditional skills with new technology to reflect online citizen behaviour.

Joanne says the real currency of digital diplomacy lies the ability of the communications professional to change citizen behaviour – moving from apathy to interest, inaction to action and cynicism to support. This must be done with sincerity and with a citizen-first mindset.

So how can you achieve this in practice?

Step into the shoes of your citizens and be prepared to fully embrace the fourth industrial revolution. The Digital Age is travelling faster than any other revolution that went before us. So much so that legislation, skills, work practices and organisational policy cannot keep up.

It is the age that our voices got louder (social media), our demands got more intense (smartphone) and our curiosity deepened (search).

The S3 Age (search, social and smartphone) has transformed human interactions, ideologies and ultimately influences how we behave.

This chapter will demystify digital diplomacy and the art of online success.


About EDDE

The European Digital Diplomacy Exchange (EDDE) project was launched in October 2017 in partnership with the U.S. Department of State, the Centre for European Perspective (CEP), and the Ministry of Foreign Affairs of the Republic of Slovenia. EDDE’s mission is committed to expanding the digital strategic communications competencies and capacities of government institutions across the region. It aims to use digital communications to bolster democratic processes by increasing access to factual and objective information critical to citizen efficacy, creating spaces for government-citizen engagement, and bolstering public trust in and accountability of government communicators. Simultaneously, it empowers government representatives to use these democratic resilience measures to reduce the public space for, appetite for, and impact of digitally distributed disinformation.

Leave a Reply

Your email address will not be published. Required fields are marked *