SA HAS learnt the hard way that playing a prominent role in global affairs does not come cheap...The department’s spokesman, Clayson Monyela, said yesterday that "public diplomacy and protocol have been elevated to full- fledged branches with additional staff, hence the rise in costs during this financial year".

Airpower diplomacy, also known as building partnerships by the U.S. Air Force, offers some distinct advantages over any alternatives. Best thought of as the non-kinetic application of air, space, and cyber power, airpower diplomacy is a form of soft power that’s useful in strengthening existing relationships and developing new ones—while protecting American interests.

A principal reason that few recognize Mexico’s current and potential strengths is that the nation has done a poor job in defining itself through public diplomacy. Mexico has excellent academic institutions, think tanks, and other organizations that could help the government craft an ambitious, comprehensive public diplomacy strategy.

MEXICO CITY --- While attending a meeting here recently, I referred to Mexico as a “major power.” A government official said he was surprised. “We are a major power,” he said, “but nobody knows that.”

Mexico is the 11th largest nation in the world, with 114 million people. Its GDP of $1.6 trillion is 12th largest in the world. It has a labor force of 47 million. But it is still dismissed by many as an inconsequential player in world affairs.

Consider how Washington’s new era of austerity and restraint has reduced U.S. foreign policy: Bush started wars and, after having exhausted the alternatives, engaged in massive nation-building efforts...With Obama, it increasingly seems like we are just in it for the killing.

China’s quest to enhance its world leadership status and America’s effort to maintain its present position is a zero-sum game. It is the battle for people’s hearts and minds that will determine who eventually prevails. And, as China’s ancient philosophers predicted, the country that displays more humane authority will win.

The Public-Private Partnership for Justice Reform in Afghanistan was launched in December 2007 to bring together the Department of State and the U.S. legal community to work to advance the rule of law in Afghanistan...the partnership has funded small-scale, high-impact projects promoting women’s rights, access to justice, legal aid, and professional development for the next generation of Afghan legal scholars.

In a pioneering initiative to promote India's soft power, the Public Diplomacy Division of the external affairs ministry has launched a global video contest entitled 'India Is' that is open to anyone in the country and around the world.