Ambassador Tom Fletcher Speaks About Soft Power

In an interview following the launch of the Soft Power 30 report, Portland Communications asked Ambassador Tom Fletcher what the keys to soft power were, how countries can improve their score, and how they can build up trust.

Fletcher said he believes over the next 30 years, new countries will begin to appear. "Look at the Gulf," he says, "where you've got countries like the UAE, like Qatar, who are really pushing on a soft power agenda. UAE's now got a soft power council, ministers for tolerance and youth and happiness and the future." 

The full interview is available on Tom Fletcher's YouTube channel here. If you are interested in hearing more about what he has to say, check out his essay in the Soft Power 30 report.