Public Diplomacy – SUA, UK

Viorel MIHĂILĂ
email: mihaila.vio@gmail.com
“You know what I really worried about? Woody
Allen. I didn’t want him to die. I love his films.”
(February 2002, New York Times, Joe Klein about an Iranian school teacher
reaction to 9/11 attacks)
 Strategie PD - SUA
Smith –Mundt Act 1948 (Public Law 402)

Public Diplomacy: Strengthening U.S. Engagement with the World

To support the achievement of U.S. foreign policy goals

and objectives, advance national interests, and enhance
national security by informing and influencing foreign
publics and by expanding and strengthening the
relationship between the people and government of the
United States and citizens of the rest of the world.
Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
 Public Diplomacy - USA
Public diplomacy is the direct or indirect engagement of foreign publics in
support of national security, political, cultural, and economic objectives
(2008).

Public diplomacy involves understanding, influencing, developing

relationships with and providing information to the general public and civic
society abroad, in order to create a favorable environment for achieving
national security, political, cultural and economic objectives (2008).

The purpose of public diplomacy is to identify, empower, encourage (and

possibly equip) self-organizing systems. The self-organizing systems
engaged should be those that currently or potentially support, directly or
indirectly, the foreign policy objectives of the public diplomacy-sponsoring
actor. The support networks of groups that oppose or compete with the
same foreign policy objectives should also be engaged as minds can be
changed (Matt Armstrong , 2009).
 Definitii
Diplomatia publica traditionala avea in prim plan guvernele
care comunicau direct cu opinia publica externa pentru a
informa, influenta si construi relatii si structuri de interactiune
cu acele publicuri, cu scopul de a sprijini indeplinirea
obiectivelor nationale si a celor de politica externa (G2P).

Acum diplomatia publica inseamna guverne, grupuri de

interes si entitati private, care influenteaza direct sau indirect
acele atitudini si opinii ale publicurilor ce au o influenta
semnificativa asupra deciziilor de politica externa ale
guvernelor (P2P).

(Nancy Snow, Philip M. Taylor, 2009)

PewResearch Center, Global Public
Opinion 2001-2008
The Nation Brands Index 2010

1. United States [In 2009: United States]

2. Germany [In 2009: France]

3. France [In 2009: Germany]

4. United Kingdom [In 2009: United Kingdom]

5. Japan [In 2009: Japan]

6. Canada [In 2009: Italy]

7. Italy [In 2009: Canada]

8. Switzerland [In 2009: Switzerland]

9. Australia [In 2009: Australia]

10. Sweden [In 2009: Spain, Sweden (tie)]

2010 Anholt-GfK Roper Nation Brands Index

FutureBrand - The 2010 Country Brand Index
PewResearch Center,
Pew Global Attitudes Project
PewResearch Center,
Pew Global Attitudes Project
PewResearch Center, Pew Global Attitudes Project
PewResearch Center, Pew Global Attitudes Project
BBC World Service Country Rating Poll
PewResearch Center, Pew Global Attitudes Project
BBC World Service Country Rating Poll
BBC World Service Country Rating Poll
BBC World Service Country Rating Poll
Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
 The Under Secretary for Public Diplomacy and Public Affairs
leads America's public diplomacy outreach: communications with
international audiences, cultural programming, academic grants,
educational exchanges, international visitor programs, and U.S.
Government efforts to confront ideological support for terrorism.

Bureau of Public Affairs, Bureau of Educational and Cultural Affairs,

Bureau of International Information Programs, Advisory Commission
on Public Diplomacy, Policy, Planning and Resources

Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
 Posturi radio/TV internationale

• Radio Free Europe/ Radio Liberty – 21 tari/28 limbi

• Radio (and TV) Marti – Cuba
• Radio Free Asia - North Korea/China
• Radio Free Afghanistan
• Radio Farda – Iran
• Radio Sawa (‘Together’) – Middle East
• Al Hurra TV (‘The Free One’)

* unele sunt ramasite ale razboiului rece reconvertite in “ the global struggle for hearts and minds”;
Broadcasting Board Governors (BBG),
Bureau of Public Affairs - help Americans understand the importance of
foreign affairs

Bureau of Public Affairs - Press Office, USAID Press, Foreign Press Centers,
International Media Engagement, Public Liaison - Regional Media Outreach,
Electronic Information and Publications, Digital Communications Center,
Broadcast Services, The Historian, U.S. Diplomacy Center

USAID Press - is responsible for responding to press and presenting the

agency's mission and message to the American public

Foreign Press Centers - in Washington, D.C. and New York; support U.S.
policies by helping foreign media cover the U.S.

Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
The Office of International Media Engagement (PA/IME) - creates and
manages State Department mechanisms to ensure accurate coverage
of U.S. foreign policy priorities by major international media.

The office oversees the State Department's six Regional Media Hubs
which serve as overseas platforms for engagement of foreign
audiences via the media - broadcast, print, and internet.

U.S.-European Media Hub, Brussels

Dubai Regional Media Hub
London Regional Media Hub
Media Hub of the Americas
The African Regional Media Hub
East Asia and Pacific Media Hub

Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
Public Liaison, Intergovernmental Affairs and Regional Media
Outreach - creates and coordinates opportunities for dialogue between
the Department of State and the American people.

Hometown Diplomats Program is designed to explain to America what

PD does and why it matters.

Foreign Affairs Campus Coordinator program is designed to expand

the Department's college outreach by establishing liaison relationships
with students who have served as interns in the Department.

Diplomacy Briefing Series

Conversations with America

U.S.-India People-to-People Conference

Judith McHale, Public Diplomacy: Strengthening U.S. Engagement With the World , http://goo.gl/KwjRQ
US Project - Shared Values
 Modelul britanic

“Work aiming to inform and engage individuals and

organizations overseas, in order to improve understanding
of and influence for the United Kingdom in a manner
consistent with governmental medium and long term goals.”
(Lord Carter, Carter Report definition of Public Diplomacy, December 2005)

“Work aiming to interact and build relationships with

individuals and organizations overseas in order to improve
perceptions of, and strengthen influence for, the United
Kingdom.” (The British Council for Carter Review)

Ali Fisher, Public Diplomacy in the United Kingdom in Javier Noya ed. The Present and Future of Public Diplomacy: A
European Perspective, The 2006 Madrid Conference on Public Diplomacy, Elcano Royal Institute for International and
Strategic Studies, http://goo.gl/CKIWR
 Modelul britanic

Ali Fisher, Public Diplomacy in the United Kingdom in Javier Noya ed. The Present and Future of Public Diplomacy: A
European Perspective, The 2006 Madrid Conference on Public Diplomacy, Elcano Royal Institute for International and
Strategic Studies, http://goo.gl/CKIWR
 Definitii

• diplomatia publica inseamna construirea de relatii:

intelegerea nevoilor altor tari, culturi si popoare;
comunicarea punctelor noastre de vedere; corectarea
perceptiilor gresite; explorarea oportunitatilor de proiecte
comune, de valori impartasite (Mark Leonard)

• Promovarea intereselor nationale prin informare, angajare in

dialog si influentare a publicurilor externe. Scopul este
sprijinirea atingerii obiectivelor de politica externa si
reducerea atitudinii externe ostile fata de acestea (K. M.
Lord)
Public diplomacy institutions
• FCO
• The British Council
• BBC World Service

Other public diplomacy partners

• (DCMS, VisitBritain, DfID, UKTI, Scotland, Wales and Northern Ireland,
MoD, the private sector)

Public diplomacy activity

• Public Diplomacy Campaign Fund and Challenge Funds, Global
Opportunities Fund, Scholarships/Fellowships, Publications and Central
Products, Websites and online products, Central Image Bank, Film and
Television products, Wilton Park, Science and Technology, Expositions,
Foreign Correspondents
KEY AUDIENCES
– We want perceptions overseas to be as up-to-date and positive as possible
generally, and in particular amongst influential, informed and educated
people. There is no single global audience for HMG’s collective public
diplomacy efforts

GEOGRAPHICAL PRIORITIES
– Major transitional countries (eg China, Brazil, India, Russia, South Africa).
– EU accession states (in Central and Eastern Europe).
– Key Islamic countries (eg Egypt, Saudi Arabia, Iran, Pakistan, Indonesia).
– Major developed countries (eg Japan, France, Germany).
– The USA (which is sufficiently distinct from other major developed countries
to warrant its own category)
 Modelul britanic de PD
http://www.fco.gov.uk/resources/en/pdf/pdf9/fco_abt_publicdiplomacyboardtors

Ascultare

Facilitare

Construire de retele si de relatii pe termen lung

Schimburi culturale

Diplomatie culturala

Posturi radio-TV internationale

Comunicare directa
Perspective asupra Diplomatiei Publice (R.S. Zaharna):

a. Perspectiva informationala (accent pe construirea si

transmiterea mesajelor)

b. Perspectiva relationala (construirea de relatii si de

structuri sociale care sa sprijine aceste relatii)
• @StartUpBritain, StartUp Britain

• @startupamerica, Startup America

Partnership