Public diplomacy: recent events or developments which illustrates the importance of public diplomacy in contemporary world politics

Public diplomacy can be described as a process, through which states influence and shape foreign public attitudes in order to achieve their international strategies and policy, as well as promote their nation brandings. In comparison with the traditional G2G (government to government) channels, public diplomacy seems to be more effective in engaging the public and building up relationships between states. Public diplomacy is mainly realized through the use of soft power, such as media, movies, radios, campaigns and exchange programmes, which many would see as propaganda. However, as there is no approved international standard to distinguish public relations and propaganda, this entry will refer to some constructive elements of contemporary public diplomacy, such as educational and cultural exchanges.

The Chevening programme is a major project funded by the Foreign and Commonwealth Office (FCO) which offers scholarships and fellowships for postgraduate students and researchers across the world to study in the UK (www.fco.gov.uk/en/about-us/what-we-do/scholarships/). On the one hand, the scholarships provide educational opportunities for foreign students, potential future leaders and support students who come from low-income backgrounds in developing countries. On the other hand, the programme also promotes British culture and image by encouraging the scholars to participate in daily social affair and events. As a result, the programme, beyond its educational purposes, has created better interactions and sympathy between foreign individuals and the British government, as well as strengthened relationships between Britain and the students’ home countries. 

Similarly, the Ministry of Foreign Affairs of Japan offers an annual study tour of Japan for young people from European countries. During the tour, the participants will be introduced to Japanese culture, history and its economic and political systems. In public relations aspect, such exchanges aim for long term benefits as according to the Japanese Foreign Ministry: "the deeper understanding of Japan gained by the participants of this tour will encourage them to contribute to the strengthening of ties between Japan and European countries in the future" (Embassy of Japan in the UK, study tour). Mark Leonard also affirmed the importance of individuals' experience acquired during the exchanges: "It is important not just to develop relationships but to ensure that the experiences which people take away are positive and that there is follow-up afterwards" (2002, p. 18). Therefore, it can be argued that exchanges and scholarships are an essential part of public diplomacy in building relationships and shaping public opinion, especially of the young generations.

Besides developing relationships, public diplomacy can also be used to rebrand and promote a state's image. It is not surprising that the USA has invested a large amount in public diplomacy in order to restore its image in the Islamic community after leading two wars in Afghanistan and Iraq. For example, through the use of soft power, such as media, broadcastings and radio, the USA has promoted itself as a country supporting democracy and where Muslims are well treated. With the establishment of new channels such as Radio Sawa (which replaced the Voice of America Arabic in 2002) or Radio Farda (targeting the Iranian citizens), the U.S. aimed to change its negative image as well as engage more Islamic audiences (Nye, 2004, p. 123). These actions could be considered as propaganda, however, whether they are or not, they represent good attempts to diminish religious conflicts by promoting cooperation between the U.S. and the Islamic community.

In conclusion, public diplomacy can be used for many constructive purposes, such as promoting states' images, developing relationships between states as well as improving the governments' relations with the public. Therefore, it is an essential part of contemporary diplomacy and should be carried out to maintain its beneficial goals.

Bibliography:

Leonard, M. with Stead, C. and Smewing, C. (2002), Public Diplomacy, London, The Foreign Policy Centre.

Nye, J. S. (2004), Soft Power: The Means to Success in World Politics, New York, Public Affairs.

" Chevening scholarships 2011/12 and beyond", Foreign & Commonwealth Office,

< http://www.fco.gov.uk/en/about-us/what-we-do/scholarships> (6 Nov 2010).

" Study Tour of Japan for European Youth", Embassy of Japan in the UK,

< http://www.uk.emb-japan.go.jp/en/study/study_tour.html> (6 Nov 2010).