Organized by UNAIDS (Joint United Nations Programme on HIV/AIDS) and ICCR (Indian Council for Cultural Relations), the concert will see Diabaté, also a UNAIDS goodwill ambassador, play kora, a 21-string bridge-harp used extensively in West Africa, to belt out some mesmerising melodies.

“When you don’t really have efficient soft power in the countries which you want to become part of your geopolitical arena, you need to pay for their loyalty,” said Preyherman, of the Discussion and Analytical Society.

North West, one of the country's agricultural and mining powerhouses, was the latest province to host a Brand South Africa stakeholder summit. The event, held on 28 November 2011, showcased local poultry operation Opti Chicks and its innovative business model.

For too long, Israel’s public diplomacy has pussy-footed around the question of Jewish refugees. Ron Prosor’s explicit mention of Jewish refugees from Arab countries represents a more pro-active approach by the Israeli Foreign Ministry.

During their meetings both NATO officials engaged with their counterparts of the Russian Ministry of Defence for an exchange of views on the way national and international institutions communicate with their publics.

As a part of the mandate for public diplomacy in the Ministry of External Affairs, the Division is required to conduct activities engaging and educating Indians about government policies and Indian culture – a form of internal public diplomacy.