This article analyzes NATO's digital public activities during the COVID-19 crisis. Results demonstrate that NATO promoted a coherent narrative online that highlighted solidarity among Alliance members and showcased NATO's contribution to national COVID-19 efforts. Moreover, results demonstrate that messages which projected a reassuring emotional tone were well received by digital publics. However, findings also suggest that NATO has proved less successful in creatively leveraging digital technologies toward public engagement. As virtual events are likely to become more important in the future, NATO's public diplomacy needs to adapt and identify identify innovative methods for facilitating engagement with its audience in support of pre-defined public diplomacy objectives.
|Journal||Turkish Policy Quarterly|
|State||Published - 4 Sep 2020|