PUBLIC DIPLOMACY

'Where once we needed to convince a handful of people in order to serve our country’s interests, we must now convince millions'

Traditional diplomacy has involved influencing foreign governments through peer-to-peer engagement, conducted by diplomats. Alongside this has existed the recognition of influencing foreign governments through shaping attitudes of that government’s citizens.  Recent geo-political changes have brought public diplomacy to the fore.

The information age and spread of technology,  global political shifts and the rise of electoral democracies, and the rapidly evolving strategic arena of the 21st Century, have all placed a premium on the value of public diplomacy.   Indeed, between 9/11 and the outbreak of war in Iraq, public diplomacy was beyond any doubt the hottest item in the US foreign policy establishment.  Given these shifts, in political, economic and diplomatic circles, talk of communication, information, influence, media, social networks, engagement, relationships, branding and dialogue with foreign publics has gathered in volume.  Public diplomacy is now critical to the success of nation states, intergovernmental organizations, NGOs and business.