In the study of evolution, some scientists have noticed that some evolutionary changes can take place suddenly, rather than gradually. There is a similar dynamic in PD. While countries spend billions executing long term plans to endear themselves to the world, sudden, consequential events can spoil the best laid plans. For example, Libya, led by Qaddafi's sons, had tried to cultivate an image of moderation and integration. That brand died in the few seconds it took Saif Al-Islam Qaddafi to say "we will fight till the last bullet" against protesters.
Since these moments are so important, governments should spend more time focusing on how to practice PD in an unpredictable crisis, like operation Odyssey Dawn. Long-term nation branding without preparation for contingencies is like putting up a tent without a rain-fly.
Spontaneous evolution? I think I've heard of something like this. It reminds me of the commercials, life comes at you fast. All the hard work of PD can be evaporated in a second. If a natural disaster hits, and the government doesn't respond, their PD is tarnished immediately. Perhaps PD should have a plan, something like Crisis Diplomacy.
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