Notwithstanding its many virtues, there are all kinds of possible pitfalls associated with public diplomacy.

Earlier this month, a blue ribbon panel, appointed in 2008 by Australia’s Lowy Institute for International Policy to enquire into that country's foreign ministry and representational capacity, reported a deep diplomatic deficit and has recommended sweeping reform and major reinvestment. The findings, which include a series of recommendations on public diplomacy, are widely applicable and warrant close inspection.

When USC’s Center on Public Diplomacy embarked on its Virtual Worlds project a few years ago, I admit to being somewhat sceptical. The undertaking seemed, at the time, just too ephemeral, too abstract, too distant from the machinations of realpolitik and the grind of bureaucratic process which I experienced daily as a diplomat.

My thinking, not unlike internet applications, has since migrated.

Globalization is contributing to a growing international divide -- political, economic, cultural, and digital. This gap, characterized by the polarization of wealth and resources and the breakdown of shared goals and identity, has contributed to heightened instability and the generation of conflict. Terrorism and holy war have been among the reactions.

"There is no worse heresy than that the office sanctifies the holder of it."
Lord Acton

Notwithstanding a conviction still popular in certain circles to the effect that diplomacy is a special calling or vocation, there is nothing sanctified about it. To cope with the myriad requirements of effective practice in the 21st century, diplomats have to chill out and loosen up.

Delivered with equal measure of art and science, diplomacy is a
non-violent approach to the management of international relations and
global issues which seeks to resolve conflict through discussion,
negotiation and partnership. The diplomats' brief is unambiguous: to
advance or defend their country's political and economic place in the
world by the most effective means. That is the purpose, the essence of
diplomacy.