MANILA — I was catching up on my readings from the ASEF Public Diplomacy Handbook when I stumbled upon another quote from the chapter on Thinking Different: Main Challenges of Public Diplomacy by Richard Werly that hit just the right spots.
This couldn’t be any truer for public diplomacy, the prime goal of which is to shape a reputation. This means that diplomats must shake off any irrational worries about the risks of new technology and innovations.
Rather, diplomats must be among the first to embrace new technology and to unleash its potential in amplifying traditional diplomatic goals. After all, live in an era where change happens by the minute and moods swing by the second.
The past offers a treasure trove of lessons however, these experiences merely serve as a new baseline from which to launch new ways of achieving diplomatic goals such as bridging people and cultures and bringing about the kind of world mankind aspires to thrive in.
“Public diplomacy plays a crucial role. The message you are crafting and projecting is essential because it is forging new mentalities,” Giles Merritt, former journalist and veteran correspondent of the Financial Times argued.
Since the advent of social media, governments and most especially Ministries of Foreign Affairs (MoFA) ride on the swell of public sentiment and citizen ambassadors. This is the era of branding, perception, and public diplomacy.
This is the era of thinking differently. MoFAs and we diplomats need to begin reinventing ourselves and reimagining the way by which we are able to engage the public and bring diplomacy and foreign affairs to the people.
Beyond embracing new technology, this means being savvy in brand building and marketing in order to break through the new frontiers of diplomacy. This means reaching out to our respective diaspora communities, engaging students and the academe, collaborating and working closely with other government agencies and non-state actors.
This means, that when we talk about the countries that we represent and our respective foreign policies, we do it in such a way that it resonates with the people we want to converse with. This means that we diplomats have to be present where the crowd is. This means making diplomacy and foreign affairs more user friendly.
I love this line from the chapter I was reading over a cup of mocha latte: When it comes to thinking different, forget about what has been done.
Werly ends the chapter with two practical tips for all diplomats.
First, it’s time to ditch the old slogans and create new, authentic messages focused on the country’s values, experiences, and living heritage. I’m proud to say that for the Philippine Department of the Foreign Affairs, we have been moving in this direction.
Our social media campaigns are replete with heartfelt messages that showcase the real stories of real people–both overseas Filipinos and our own diplomats. We believe that for a message to be authentic, it must come from the people we represent and the people who breathe life into our agency.
Second, while a country represents many things, it pays to pick a battle where we can pour all our energy in and expect to win. It pays to approach public diplomacy the same way a brand manager thinks about how to leave an imprint on the hearts and minds of consumers.
During my stints with Unilever and Mondelez International, I was taught early on that we’re not selling products. We are selling an experience, a mood, an aspiration. The same goes for public diplomacy. What we want to achieve is for people to feel a certain way when they think of our country. To achieve this, we need to focus on building up what sets apart from the rest and we also need to be more outward looking–to engage the audience beyond our borders more.
I’ll end with this quote from the author: “More creative invention is needed to break the waves of administrative rigidity and dare to challenge traditional views.”
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Author’s email: fso.stacy@gmail.com
