public diplomacy khan

8/2/2019 Public Diplomacy KHAN

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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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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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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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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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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 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 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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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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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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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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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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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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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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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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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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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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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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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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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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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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SOME STRATEGIES

4. Dont overreact


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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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