soft power 30

Amb. Tom Fletcher looks at how soft power resources can contribute to a nation's brand.

Portland Comms Soft Power 30 Launch - 18 July 2017

Ambassador Tom Fletcher discusses the results of the Soft Power 30 report.

‘Incredible India’ is easier said than done. It’s time the Modi government took concrete steps to harness and exploit our rich heritage...In the new millennium, various governments and leaders including Prime Minister Narendra Modi have talked about India’s soft power. Yet, we have never really harnessed this strength.

September 6, 2017

In the not-too-distant past, museums and the arts were agents of hard power. Wards initially of royal courts and then nation states, museums were repositories of hard power—safeguarding the spoils of war and human conquest of nature.

Corneliu Bjola on two diverging paths in the digital future of MFAs.

To be an effective public diplomat, you need a well of sufficient soft power resources on which to draw. There is no canonical definition of public diplomacy (PD), but the official practice of it involves using informational, educational, and cultural tools to engage with international audiences to advance foreign policy goals. For the United States, PD officials often design strategies and employ tools that leverage what makes America popular and attractive.

Measuring Tools

Katherine Brown delves into the importance of evaluating public diplomacy and offers advice on how to do so.

The Soft Power 30 Report suggests that national leaders influence their nations' brands. Nation branding scholars have also examined this relationship, noting that the two brands can begin to merge as the qualities of a leader become associated with that of the nation. At its extreme, the leader’s brand can eclipse the national brand causing a “halo effect”.

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