Storytelling and grand strategy in public diplomacy: A case study of the speeches of President Xi Jinping

As nation-states seek to cultivate geopolitical advantages, they employ storytelling and strategic narratives to rally domestic and international support, shape perceptions of past and future events, and define adversaries. This study argues that stories about a nation’s vision, mission, and history constitute politicized narratives central to the overarching grand strategy of the state and its leadership. It highlights the role of storytelling in public diplomacy through a case study of China’s evolving soft power strategies, which must be understood in the context of increasing geopolitical tension with Western states—particularly the United States. Positioned at the intersection of public diplomacy and political public relations scholarship, this study draws on public relations frameworks for storytelling, which have largely been overlooked in this context. Analyzing key speeches by President Xi Jinping, the study reveals insights into the Chinese Communist Party’s grand strategy and its broader implications. It argues that storytelling functions as an effective opening strategy in intermestic public diplomacy, bridging the space between early-stage diplomatic engagement and long-term strategic objectives. As such, storytelling by a national leader can be suggestive of future actions, especially when aligned with a broader strategic vision. • Explores how strategic storytelling shapes perception and rallies domestic and international support. • Shows how stories about a nation's vision, mission, and history form politicized narratives central to a grand strategy. • Operationalizes rhetoric and PR storytelling frameworks overlooked in Public Diplomacy research. • Analyzes Xi Jinping's speeches to uncover China's long-term strategic goals.