PUBLIC DIPLOMACY

IN ASIA-EUROPE RELATIONS

Geneva 2 July 2014

DiploFoundation

• (McDowell)

Traditional vs Public Diplomacy

state people powercoercion attractionimposing convincingideologies preferences secrecy transparencypower-play mutual benefitmistrust credibilityself-serving partnerships/networksdirecting facilitatingwin/lose wars for land win/win for values

‘…efforts by the government of one nation to influence public or elite opinion in a second nation for the purpose of turning the foreign policy of the target nation to advantage’.

Wilton Park, 2006

PD DEFINITION

• (McDowell)

CONCEPTS

• PROPAGANDA/SPIN

• SOFT POWER

• PUBLIC RELATIONS

• NATION BRANDING

• STRATEGIC COMMUNICATIONS

ACADEMIA / THINK TANKS

SOFT POWER

Culture

TOP TEN BRANDS 2013 (Interbrand)

Soft power is the ability to get what you want through

attraction

Joseph Nye

PROPAGANDA OR PD?

•

PSYOPS

NATION BRANDING

Nothing is more important than

reputation in the modern world

In truth, nation branding is the problem, not the solution

Simon Anholt

Networks are the new

communities

Revolution going viral’ - Seib

ANONYMOUS

OCCUPY

‘Networks disrupt the exercise of power’ Alec Ross

• (McDowell)

The new public diplomacy is no longer confined to messaging... It is also about building relationships…and… facilitating networks at home and abroad. Jan Melissen

• (McDowell)

TWO-WAY DIALOGUE

Having public diplomacy is like playing a football match. Playing a game is good even when you don't care about winning or losing. One gets the chance to present his side and allow others to feel his existence. But one will definitely lose if he doesn't play at all.

Fu Ying, Chinese Vice FM, 2010 

PERCEPTIONS AND MISPERCEPTIONS

CULTURAL DIMENSION AND VALUES

CONNOTATIONS

rebellion : civil warterrorist : freedom fighteryoung people : youthsillegal alien : undocumented person

apartheid wall : security fencejargon : precisiondifficulty : challenge

November 2011

UKRAINE 2012

TYPECASTING AND OTHERING

2012

2014

PARODY

“BORAT: Cultural Learnings of America for Make Benefit Nation of Kazakhstan”

.To be persuasive we must be believable; To be believable we must be credible; To be credible we must be truthful. It’s as simple as that.

Murrow 1963

Truth is the best propaganda and lies are the worst

Edward Murrow