On 25 January 2016, Dr Jasna JELISIĆ gave a lecture on “Public diplomacy and EU external action: strategising and implementation” at the College of Europe, Bruges campus. Speaking in her academic capacity, Dr JELISIĆ , Political Advisor to the EU Special Representative to Bosnia and Herzegovina, explained the differences between traditional and modern public diplomacy as well as the importance of the EU public diplomacy for a successful EU external action in the 21st century. She underlined the importance of exchanging cultural knowledge and of reaching a shared mutual understanding of global, regional and national problems in direct interaction with both state and non-state actors. For this purpose, the EU needs diplomats who engage in a genuine dialogue and long-term relationship-building with the aim of preventing conflicts and building coalitions for confronting global foreign policy and security challenges. The guest lecture was organized by the Department of EU International Relations and Diplomacy Studies.