(PUBLIC) DIPLOMACY

LAODE MUHAMAD FATHUN

HI UPNVJ
17-092019
 Instruments of International Relations

• Political
• Economic
National Policy
• Military Objectives

• Informational
 Instruments of International Relations -
the old world

Diplomacy Economics

NATIONAL
POLICY
OBJECTIVES
Military (Information)
 Instruments of International Relations -
the new (post-Cold War) complexity

Political/ Economic/
Diplomatic Political
Economy
NATIONAL
POLICY
OBJECTIVES
Military War- Information /
fighting/
Perception
Peacekeeping Management
 International Communications -
as it was; as it became
• Diplomacy - ‘the sport of princes’ (private - public
opinion irrelevant)
• Total War - mass involvement meant either mass
slaughter or mass participation (dictatorship vs.
democracy)
• Commercial interests - trade (from Reuters to the F.T.
and News Corp)
• TNCs bigger than state actors (Microsoft)
• Main TNC/MNCs are now communications related
 PD – the classic definition
‘Public Diplomacy – the open exchange of ideas
and information – is an inherent characteristic of
democratic societies. Its global mission is central
to … foreign policy. And it remains indispensable
to … [national] interests, ideals and leadership
role in the world’.
(US Advisory Commission on Public Diplomacy,
1991 Report).
The Information Dimension:
The Global Information ‘space’
(or battlefield)
 Mass Media

Personal Experience
Official Information
Rumors,
disinformation,
counter propaganda

The Informational/Perceptual Environment:

A Global struggle for ‘hearts and minds’?
 Instruments of International
Relations

Political
Economic
National Policy
Military Objectives

Informational
(‘Hard’ and ‘Soft’)
 Soft Power
‘Soft power …is the ability to get desired outcomes
because others want what you want. It is the ability to
achieve goals through attraction rather than coercion.
It works by convincing others to follow or getting them
to agree to norms and institutions that produce the
desired behavior.
Soft power can rest on the appeal of one's ideas or
culture … and …depends largely on the
persuasiveness of the free information that an actor
seeks to transmit. If a state can [do this] it may not
need to expend as many costly traditional economic
or military resources.’ (Keohane & Nye)
 A key element of soft power =
public (and cultural) diplomacy
 Long term = cultural and educational exchanges,
establishment and maintenance of credibility and
mutual trust
 Short term = credible information dissemination
through all available media (espec. Broadcasting)
 News based (Public Affairs/Public
Information/Media Operations) for domestic
audiences)
 Public Diplomacy for overseas audiences
 But where is the line between national and
international anymore?
Instruments of International Power

NATIONAL FOREIGN POLICY OBJECTIVES

Diplomacy Economics Military Informational

Treaties, Contracts, Trade Agreements, Threats of Force ‘Propaganda’/

Alliances etc WTO, GATT, Combat Perception Mgmt.
Coercive Diplomacy NAFTA - Public Diplomacy ?
threats of force, threats Sanctions - Cultural Diplomacy
of sanctions - International
Blue = Hard Power ? Broadcasting ?
Green = Soft Power ? - Media Operations ?
- PSYOPS ?
 Instruments of International
Information
‘PROPAGANDA’ or ‘PERCEPTION MANAGEMENT’

Public Affairs/ Public/Cultural International PSYOPS

PI/Media Ops Diplomacy Broadcasting - Battlefield
- Consolidation
(Nation Building?)
Educational/Cultural News vs. - Peace Support
‘Spin’;
Exchanges; Views - Strategic
Media
International Sport;
Management
Medical exchanges