How do you create that elusive quality of 'culture'?... One popular strategy is the international sporting event. It is no secret that the Olympic Games, Formula One Grand Prix and World Cups are viewed by leaders not just as money-spinners, but as opportunities to demonstrate all their country has to offer and to recast national stereotypes for the better.

The devastating flood in Pakistan has create an opportunity for the U.S. government to show its commitment to the country and improve America's tattered image there, but that will be a tough slog, experts say.

This week, a new US non-profit organization – Open Hands Initiative – started its first project in Syria. Disabled children from the US will meet with their Syrian counterparts in Damascus, producing a comic book featuring a disabled hero, while an American music producer will work with Syrian artists to record material to promote abroad.

Government agencies are increasingly using social networking sites such as Facebook and Twitter to engage the public, but they will also need to establish a clear, well-defined social media strategy to prevent potential backlash, according to industry watchers.

We may soon all become as familiar with the Chinese voice as we are with CNN and BBC. Last month one of China's largest state owned media, Xinhua News Agency, launched a 24-hour global English TV News channel. It's the strongest sign yet of China's determination to push its soft power and increase its influence worldwide.

On July 29, at the launch of the TV docu-mentary series Walk into Israel-The Land of Milk and Honey, around 450 people enjoyed a virtual tour of Israel to experience the art, music, history and faith of its people. "The documentary series is a window which shows the miracle that is Israel to the Chinese," said Le Qiliang, a Chinese audience member.

The Farnborough International Airshow, in most regards, is a premier accelerant of international exchange, advocacy, and trade, a place where the most important diplomatic tool may be a business card.

The time has come for South Korea to improve its diplomacy in the Middle East. Experts say more and more people in the Middle East believe that Korea merely views the region as a market for builders and exporters.