soft power
Despite moving in the right direction, the entire ordeal demonstrates just how incompetent Pakistan's government is when dealing with international crises, such as the NATO strikes, and how an emotional response, coupled with a poor understanding of bargaining power, can cripple a nation's international soft power and reputation.
The row is symptomatic of Turkish anxiety that the country's rising "soft power", based on a booming economy and relative democratic stability ushered in by Erdogan after a long era of military coups, could be threatened by a nascent "Shi'ite axis" embodied by Iran and Maliki's Tehran-backed Baghdad government.
The most-populous nation has been throwing tens of billions of dollars at its prestige deficit for a decade, all part of an effort to enhance China’s soft power, something of which the U.S., for all its crises, has a surplus.