Jon Piechowski, Counselor for Public Diplomacy at the U.S. Embassy in Spain, has had a meeting with students of the School of Communication at the University of Navarra. He highlighted social networks as great tools, which in turn can unravel great risks for governments, both within and outside their borders. Hence, not all his public strategy in Spain is focused on these networks: "The goal of public diplomacy is not to viralize content, but to generate meaningful links with the audience". 

Changes in the information society, according to Piechowski, have affected how information and entertainment is consumed and, therefore, also how countries communicate with foreign audiences. "Right now the struggle for attention also affects governments, which have to adapt their messages and structure to the new dynamics." 

Public diplomacy is about generating a narrative about, in this case, what the United States is and matching common values with specific objectives. In addition to traditional communications strategies and social media, public diplomacy is also about building networks and building people-to-people relationships, bringing values and goals closer to the people. He explained to the students the objectives of U.S. public diplomacy in Spain and addressed its major challenges.