Public Diplomacy as a Global Phenomenon: Spain/worldwide

Strategy and public diplomacy: the time of the policy: Public diplomacy has gained ground in international political communication studies in recent years. The creation of the High Commissioner for Brand Spain, the weight of public diplomacy in the European External Action Service (EEAS in its acronym in English), the series of big events in Brazil or the heavy investment of Persian Gulf internationalize their cities are good examples of how communication has assumed a key role in international relations [Google "translation"]: - Juan Luis Manfredi , a professor at the University of Castilla-La Mancha.

There have been many academic and professional definitions. Joseph Nye coined the idea of soft power and smart power, while Phil Seib impinges on the impact of social media in Real-time diplomacy. Nicholas J. Cull has materialized even more: "an international player's Attempt to manage the international environment through engagement with a foreign public" . Me too I have mine: public diplomacy strategy is information, education and entertainment that aims to exercise influence over a foreign audience. It is a line of external action, so you have to line up with conventional diplomacy and government strategies. It has three main objectives: to strengthen the identity of language and culture in the age of globalization (Instituto Cervantes, BBC World Service or the French, but also the Erasmus), participate in international economic flows (foreign trade, economic diplomacy or national brand) and exert influence on public opinion (the Carolina Foundation grants, the International Visitor Leadership Program of the United States or international staff training in your own country).

What distinguishes propaganda public diplomacy is the interest on mutual benefit, cooperation and transparency. However, propaganda is coercive, imposed the contents and opens spaces for dialogue and change. In public diplomacy, the dissemination of ideas in order to attract resources and people must be based on trust and understanding. Emphasize, finally, that public diplomacy is government action, then a private programs developed by organizations, companies or individuals do not fall into this category. They are of increasing importance in the ecosystem of international communication, but not governed by the same principles.

In short, the diplomatic action has come under the scrutiny of the media and public opinion, in the words of Professor Gilboa of Bar-Ilan University . This dynamic of international communication has accelerated by the implosion of digital media (Twitter, mobile phones, Wikileaks ), the consolidation of major global chains TV ( Fox News and Al Jazeera are now best examples CNN or BBC) and emergence of new key players in international relations (Google and Facebook, but also non-governmental organizations).

Policy time

Public diplomacy has entered a mature stage of professionalization of international communication. The failure of some actions, such as the high-profile Initiatives Valued Shared Bush Administration, highlights the need to think public diplomacy strategy in the political order. Not enough public relations campaign or rebranding . You have to design the external action, reform diplomatic practice and addressing the new sources of power and global competitiveness. Also, every action begins in national policies. We must find a minimal agreement on what we are, how we perceive ourselves and what we want to transfer abroad. Without this consensus, the strategy is doomed to failure.

A successful public diplomacy strategy depends on numerous factors. First, it depends on the cultures, ideas and global standards. You can not compare the normative power or ability to influence Sweden with China, the U.S. or Russia. All have access to the channels of communication, but do not enjoy the same international credibility. They should follow the same paths to connect with audiences. Not all countries can develop a Hollywood a London School of Economics or the Olympics. At least not at the same time. Spain could align cultural diplomacy (the Spanish as a foreign language) with relevant actions in the field of cultural industries (film, literature) and, above all, education. The leadership of the Spanish business schools is a track where we can walk.

Second, it is advisable to connect with the interests of citizens abroad. In fact, therein lies the added value that does not require the prior authorization of a foreign government. It is a major challenge that requires constant work, a certain ability to listen to the demands and needs and a reformulation of diplomatic tasks. Some think that Wikileaks revealed the inability of the legations to understand both change and its speed in successive Arab Spring. In a cable, a few days before the revolution, still read something like "quiet on the front." Diplomacy requires less secret, but best kept and processed. A diplomacy does not hold influence on strategies of the Cold War, but on a kind of new skills. This idea is embodied in more direct work with civic institutions and more attention to what happens in social networks. Perceptions are a thermometer.

A third milestone is teamwork. We may revise the composition of the Foreign Affairs Committe Public Diplomacy in the UK, the U.S. Advisory Commission on Public Diplomacy or Team Norway . In all cases, we find represented the interests of international relations, foreign trade, culture, chambers of commerce, scientific institutions and all those stakeholders whose external action is relevant for a country. There can be no exclusions, but must articulate a system that allows all stakeholders review, add and create value. Here come the regions and municipalities (standard agreements Eurocities , but also the radiance of Barcelona and Madrid), as well as universities, outreach enterprises (corporate diplomacy), citizens and associations (the activity of the houses is crucial). It is an ideal space for dialogue and participation of civil society rather than for hierarchical imposition of interest or actions.

This team needs clear leadership, which implements projects and has set to continue. It is important that the matter be considered priority. Moreover, I would suggest that public diplomacy has to be a function of the presidency of the government, because it is an asset that directly affects the income statement. In the Spanish case, two examples support this hypothesis. For one, when one reviews the financial press covers Anglo acknowledges the lack of weight and influence. External credibility need to work to improve the reputation in international markets. This will call respect for our political decisions. Furthermore, tourism is an engine of the Spanish economy. We received over fifty million visitors each year: they are the best receivers and the Spain Brand Ambassadors. Our strategy takes the public a priceless asset.

A fourth point to consider is the digital geo. Internet and new media reshape the public sphere, the space where they traded the rights and freedoms. You have to work this point if only for demographic reasons. The 33% of the world population are between 15 and 29 years, carry a phone connected 24 hours a day and are changing the way we understand globalization.

Finally, it is essential to establish a system of accountability, analysis and forecasting. We know that every dollar spent has a return rate, we are meeting the goals (whatever!) And that continuity is assured. Public opinion studies have to be complemented by others about attracting investment, attraction of foreign students or increase the value of products and services associated with the country brand.

Hasty conclusions

Public diplomacy represents the forefront of international relations, a new way to develop the power and to participate in the political arena. It is not a matter of icons, followers on Facebook or viral campaigns. On the contrary, seeks to create a community of interest with foreign public. It will be a strategic transformation to the extent that add value to the representation, negotiation and communication interests abroad, the three classical functions of diplomacy. Therefore it is necessary to establish a strategic plan, adding initiatives, creating space for conversation and transform public diplomacy a key element of the external action.

The challenge for media professionals is going through establishing avenues of cooperation with institutions, to train diplomats and other stakeholders in the communication skills to persuade the rulers of what is at stake and normalize public diplomacy. Yes, we have work to do.