Public diplomacy and soft power

In my opinion the most important aspect of the new diplomacy is the public diplomacy. It is for me the most important feature because public diplomacy has consequently brought with it the significant intervention and role of the NGO’s and also the conference/multilateral diplomacy which had a tremendous impact in the conduct of diplomacy. Some may argue that public diplomacy is just a polite way of doing propaganda, although it might be quasi-accurate, the important point is that diplomacy proved its flexibility “since propaganda can be based on fact, public diplomacy can be equated with propaganda i.e. ideas, information, or other material disseminated to win people over to a given doctrine.” (http://www.publicdiplomacy.org/1.htm) Without the so called “propaganda”, the states would have a harder job in promoting its soft power. The relation between public diplomacy and soft power is intimate. Public diplomacy provides a perfect platform for the enhancement of a country’s soft power.


Diplomacy took a step forward when it started to address to publics of other states. While doing so it enabled an easier access of NGO’s in multilateral conferences. Thus, it can be argued that the most important feature of the new diplomacy, the public diplomacy, has consequently highlighted the role of NGO’s and inclusive multilateral conferences.
It is also of great importance analyze the relation of public diplomacy with soft power, which “is a directing, attracting and imitating force derived mainly from intangible resources such as national cohesion, culture, ideology and influence on international institutions” (Gill, 2006, 17). In another words, it is a method of attraction rather than coercion. It is concerned with cultural attraction and ideology, along with agenda-setting. “Soft power is an essential component of public diplomacy in the world. Without gaining influence through Soft Power, a country is simply left to use Hard Power, which means a never-ending series of battles and wars with your hostile neighbors.” (http://www.cgp.org/index.php?option=article&task=default&articleid=314).



Thus, public diplomacy is an excellent way to appeal for attraction. One of the examples that support this idea is the American state department using technology to reveal its history and encouraging young people with political grievances to find outlets for their protests other than violent extremism.

Gill, B. & Y. Huang, (2006) ‘Sources and Limits of Chinese Soft Power’ in Survival, Vol. 48, No. 2
http://www.cgp.org/index.php?option=article&task=default&articleid=314
http://www.publicdiplomacy.org/1.htm