LAUSR

ABSTRACT This conceptual and reviewing article elaborates on the ontological aspects of EU public diplomacy (EU PD). It argues that conceptual clarity is much needed and that a comprehensive definition of EU PD would consider the messages (narrative), institutional design and actors involved in the design and delivery of EU PD. Future researchers should also consider the context of a targeted country or region, meaning its social, political, and economic conditions, as well as its past and contemporary relations with Europe. Hence, the study of EU PD appears to be particularly challenging, requiring a comprehensive and at the same time tailor-made approach.