This chapter will consider the strategies, tactics, and outcomes of Apartheid South Africa’s half-century-long global public diplomacy campaign, framed by the author’s notion of reputational security. It shows how South Africa’s approaches evolved. The 1950s featured benign promotion overseas with repression at home. The 1960s saw intensive marketing abroad and aggressive image control at home. The 1970s saw a full-scale covert propaganda campaign, which damaged South Africa’s image when its excesses were revealed. Tactics in the 1980s ranged from modern public relations and lobbying to the murder of opponents overseas. In the end the regime had no alternative to negotiation. Some of the regimes approaches abroad remain in the public diplomacy repertoire of today’s authoritarians and others who seek to appeal to global publics in dubious causes.