Soft power proponents tend to forget that the purpose of soft power, as with public diplomacy more broadly, is to advance the strategic interests of your country. The goal is not be “nice” or transiently popular, but to advance toward your foreign policy goals. Public diplomats are not social workers, and they should not allow themselves to be seen as such. 

When, fifteen years ago, Vladimir Putin was appointed Prime Minister under the ailing Boris Yeltsin, few would have thought that he was to become one of Russia’s longest-serving political leaders in living memory. Fifteen years into his “era,” Putin has reached unassailable heights of prestige, masterly defeating his would-be challengers among street protesters and oligarchs and getting more than a bang for his ruble on the international stage.

In its first issue of 2014, Monocle dedicated a slice of the magazine to its Soft Power Survey, a run-down of countries and their ability to create and sustain influence in positive ways. For the first time in its four year history, Monocle accorded sport its own category in the metrics of the survey. Football took centre stage as perhaps the most pervasive and global of all sports.

As international attention focuses on the Sochi Winter Olympics, the big question is whether security will hold, even with Russia's draconian response, which has included bringing in more than 30,000 additional troops and police, sealing off the city and closing nearby international border crossings to try to counter Islamist insurgents’ threats to attack the games themselves. Yet whatever happens in February, Sochi will have longer term implications for Russian politics, society and its economic fortunes.

Since the beginning of the 21st century, China has been a rising star in the arena of public diplomacy. Its PD campaign, coordinated by the Ministry of Foreign Affairs, involves fourteen separate Departments, including the United Front Work Department, the Ministry of Commerce, the Ministry of Culture, and the General Administration of Press and Publication.

Prime Minister Shinzo Abe said China’s continued economic growth will require building trust, not tensions, with other countries, according to an interview broadcast on Sunday. A steady Chinese military buildup over the last 20 years is a serious concern for countries in the region, Abe said in a CNN interview from Davos, Switzerland, where tensions between Tokyo and Beijing were on display at the World Economic Forum last week.