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PUBLIC DIPLOMACY:
THEORY & PRACTICE03 November 2009
FOREIGN SERVICE INSTITUTE
Prof. Rachel E. Khan
University of the Philippines-Diliman
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THE THEORY OF PUBLIC DIPLOMACY
Simple definition:
u ic ip omacy see s to promote t e
national interest of the Philippines
throu h understandin informin and
influencing foreign audiences.
Some say, its enhancing the image of the
Philippines abroad (informal defn).
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THE THEORY OF PUBLIC DIPLOMACY
Officials of other nations
Who is(are) your
Overseas Filipinos
Public(s)?Media (foreign press)
Citizens of other nations
General Public O inion
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THE THEORY OF PUBLIC DIPLOMACY
Public diplomacy vis--vis traditional diplomacy
Tradl Diplomacy Public Diplomacy
State Officials NGOs OFWs
Media
Acty/s Official meetings,bilateral talks, etc.
informal gatherings symposia/forums
exhibits, etc.
General
Goals
Present the officialview/stand/foreign
Building the image ofthe Philippines abroad
Government
Looks out forPhilippine best
with state and non-
state publics
interest
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THE THEORY OF PUBLIC DIPLOMACY
Public diplomacy programs is public relations are
NOT propaganda.
Public relations = Persuasion
Dissemination of truthful ideas information orother material in order to win people to ones point of
view;
sender and the receiver;
PR is aware of what the audience wants and caters
to t at nee
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THE THEORY OF PUBLIC DIPLOMACY
Public diplomacy programs is public relations are
NOT propaganda.
Propaganda = manipulation
The use of false messages to influence peoplesbehavior;
Forcing people to hear a message that they dont. Lacks respect for audience.
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THE THEORY OF PUBLIC DIPLOMACY
The most important reason is that truth is the
best ro a anda and lies are the worst. To be
persuasive we must be believable; to bebelievable we must be credible; to be credible we
. .
--Edward R. Murrow,
later Director of USIA
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THE THEORY OF PUBLIC DIPLOMACY
The proliferation of information in open societies
and increasin l in closed ones as well makes
it more difficult for governments to controlinformation.
Attempts to distort the truth will eventually be
exposed and therefore will create even greater
ske ticism.
--Mark Leonard
Foreign Policy Centre, London
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THE PRACTICE OF PUBLIC DIPLOMACY
Hierarchy of objectives(1)increasing familiarity (making people think about your
country and updating their images of it);
(2) increasing appreciation (creating positive perceptionsof your country and getting others to see issues from
(3) engaging people (encouraging people to see your
country as an attractive destination for tourism andstudy and encouraging them to buy its products and
subscribe to its values); and,
invest, encouraging public support for the RPs
positions, & convincing politicians that RP is an
Source: Mark Leonard
Foreign Policy Centre, London
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THE PRACTICE OF PUBLIC DIPLOMACY
Hierarchy of objectivesIts all about building relationships
The DFA
staff
Consistency is key
The
MessageState
OfficialsOFWs
eep s mp e:remember the 5Ws
Context is as impt ascon en
Own the message
Media
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THE PRACTICE OF PUBLIC DIPLOMACY
Hierarchy of objectivesIts all about building channels
Direct
Consistency is key
The
MessageTradl
MediaEvents
eep s mp e:remember the 5Ws
Context is as impt ascon en
Own the message
Digital
Media
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THE PRACTICE OF PUBLIC DIPLOMACY
ALL MEDIA ARE CONSTRUCTION
e me a o not present s mp e re ect ons o externa
reality. Rather, they present carefully craftedconstructions that reflect man decisions and result
from many determining factors.
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THE PRACTICE OF PUBLIC DIPLOMACY
Characteristics of News
1. Timeliness or Immediacy
perishable product. Even in anewsletter which does not come out
daily, its contents should not be
stale.
2. Importance
Stress is on important information,
. . ,interest majority of readers.
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THE PRACTICE OF PUBLIC DIPLOMACY
Characteristics of News3. Prominence
Stories about well known individuals, such as
politicians, entertainers, business leaders, officials ofthe organizationare more newsworthy than stories
.
4. Proximity
Journalists consider local stories more newsworththan stories that occur in distant places. Why?
Because it is more likely to affect their readers. .
5. OddityCharles Dana --1882: If a dog bites a man it is not
news but if a man bites a do then that is news.
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THE PRACTICE OF PUBLIC DIPLOMACY
UNDERSTANDING THE MEDIA
THE MEDIA CONSTRUCT REALITY
observations and experiences from which we build upour personal understandings of the world and how it
wor s.
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THE PRACTICE OF PUBLIC DIPLOMACY
UNDERSTANDING THE MEDIA
Agenda Setting Theory - The media use objects or
issues to influence the public on two levels:
a. The media suggest WHAT the public should think
about (amount of coverage).
b. The media focuses on the characteristics of the
objects or issues. In this level the media suggest
e peop e s ou n a ou e ssue.
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THE PRACTICE OF PUBLIC DIPLOMACY
UNDERSTANDING THE MEDIA
Framing Is the shaping of views about a subject
through the careful selection of words, images..
a. It is Sender (Media or PR) controlled;
. .
Effective public diplomacy means that you are able to
frame our messa e instead of bein framed b
others.
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THE PRACTICE OF PUBLIC DIPLOMACY
UNDERSTANDING THE MEDIA
MEDIA HAVE SOCIAL AND POLITICAL IMPLICATIONSThe media have great influence on politics and on forming
social change. The media involve us in concerns such as
human rights issues, disaster victims, and poverty issues.
The ive us an intimate sense of national issues and
global concerns, so that we become citizens of Marshall
McLuhan's "Global Village."
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THE PRACTICE OF PUBLIC DIPLOMACY
UNDERSTANDING THE MEDIA
Cognitive Dissonance A message will not be
believed if it is contrary to the predispositions of
the receiver;
a. Un erstan t e au ience (e.g. anana etc up)
b. Create an event that would help change thatpercep on e.g. p na ma s
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THE PRACTICE OF PUBLIC DIPLOMACY
SOME STRATEGIES
1. Communication on day-to-day issues
i.e. ali nin traditional di lomac with the news
cycle.e.g. Bird flu and AH1N1, to have the available
RP; that the few cases have been contained
i.e. developing a set of comprehensive messages
and planning a series of symbolic events and photo
oppor un es o re n orce em.Use of advertising technique of repeating the same
. . ,
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THE PRACTICE OF PUBLIC DIPLOMACY
SOME STRATEGIES
"A contrast between diplomacy and advertising is that
in advertisin an enormous amount of work oes
into the preparation - boiling ideas down into very,very simple concepts, and then repeating that
thoroughly bored with it. When you are so bored
with it that you feel like giving up, the listenermay just ave egun to register t e message."
--Chris Powell, BMPDDB chairman,
a British advertisin com an
Using Simple Messages/Concepts
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THE PRACTICE OF PUBLIC DIPLOMACY
SOME STRATEGIES
3. Building relationships
i.e. a lon term strate of develo in lastin
relationships with key individuals throughscholarships, exchanges, training, seminars,
, .
This approach differs from the usual diplomatic
,
cocktail parties, and receptions because it taps
non-government players.
It begins with understanding the foreign cultureand their general perception of the Philippines, so
.
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THE PRACTICE OF PUBLIC DIPLOMACY
SOME STRATEGIES
4. Dont overreact
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THE PRACTICE OF PUBLIC DIPLOMACY
SOME STRATEGIES
5. Take advantage of the Social Media
Social media is mediadesigned to be disseminated
roug soc a n erac on,
created using highly
accessible and scalablepu s ng ec n ques.
Social media supports the human need for social
interaction, using Internet- and web-based
technologies to transform broadcast mediamonologues (one to many) into social media
dialo ues man to man .
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WORDS OF WISDOM
In the world of fast-breaking developments,
crisis upon crisis and information overload,
,
intentions are at a premium.In a world overwhelmed by data, news and
n orma on, ar cu a ng our po c es an ow we
see our place in this world, in a clear and
unambiguous manner is an imperative.For our shrinking global community creates
bigger risks of misunderstanding. We owe it to
stand.-- Delia Albert
RP Ambassador to German
& former DFA Secretary,
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