As Australia changes, perceptions in the region will catch up, particularly if we improve our public and cultural diplomacy and our international broadcasting. We have to show that we believe projecting Australia in Asian countries is not a waste of time and money.

The ABC's chief, Mark Scott, has risked scuttling the broadcaster's bid for Australia's $223 million overseas television service...Australia Network is broadcast in Asia and the Pacific region, targeting a middle-class audience in 44 countries as part of an effort to promote Australia.

While media attention typically focuses on the hard power role of the US military in the Pacific, the US Navy also invests significant time and energy in the soft power potential of humanitarian and reconstruction efforts in the region.