Recognizing that it would require budget-wrecking spending to quickly catch up with the United States as a wielder of military strength, China is, at least for now, emphasizing soft power – trying to extend its influence through attraction rather than coercion.

BEIJING --- During the 20 years since the demise of the Soviet Union, and after a unipolar moment for the United States, China has emerged as the newest superpower. All its predecessors at this exalted level, going back even before Rome, have established their positions by amassing formidable military strength. But China is going about matters differently.

This weekend another 100 were brutally massacred in Syria including the stabbing and axing of nearly 50 children. The U.N. Security Council condemns it, of course, but can soft power or cultural diplomacy play any role here? Or is it only a matter for hard power and military intervention?

Pakistan is seething with anti-Americanism. This public sentiment is constraining the state's ability to find sensible options to work out the US-Pakistan relationship. People in the decision-making mix realise that a failure to transform the situation could eventually force a complete breakdown of this all-important partnership to Pakistan's own detriment.

The Rapid Growth Soft Power Index consists of three criteria: integrity, global integration and image. Although year-on year changes do occur in the rankings, the absolute changes are not large, demonstrating that a strong power brand typically takes many years to acquire or lose.

Literature, the soul of cultural exchange, is giving conventional diplomacy a run for its space in South Asia with the mushrooming literary festivals that are provoking, discussing and building new bridges across cultures.

Both writers state that irrespective of what the world media has to say, true soft power is only gained by actions - by what these countries individually do. No amount of branding exercise can help their image if not backed by actions.

As public diplomacy expanded in scope and focus, an ambassador's outreach role also expanded. Besides keeping in touch with various organs of the host government, he found it important to have friendly relations with the local media. He also understood that it was critical to be accepted by the political, intellectual and cultural community of the host country.