The book believes that the formation of public diplomacy must be based on the background and ideological of global communication. Therefore, the impact of global political and cultural characteristics can be clearly seen on the policy behaviors of public diplomacy. Public diplomacy is also based on the unit of the nation-state, which means that public diplomacy is inseparable from all the decisions of the basic unit of the nation-state. This also means that the dispute on globalization in recent years has brought great impact on the survival and development environment of public diplomacy.

The book acknowledges that public diplomacy is a two-way communication. Therefore, it is necessary for public diplomacy to answer questions about global communication from all aspects, especially about a nation's history, culture, traditions and mode of thinking. In the meanwhile, at times of the emergency, public diplomacy is adopted as a guiding mechanism of public opinion, releasing the facts, background and influence of incidents; on the other hand, public diplomacy goes alongside with the foreign policy of a nation, answering questions about the nation's path, methods and goals of its entry into the world system.