Public Diplomacy

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Public diplomacy is a “hot button” topic today - a decade back, even the term was known only to some specialists. Globalization, the resurgence in the methods of diplomacy, bilateral, regional and multilateral, and the telescoping of external and internal issues, and more than anything else the “democratization” of diplomacy has opened up the way in which governments and countries deal with one another in the international system. Ordinary people are more interested in foreign affairs than ever before, and want “open” diplomacy. Governments feel obliged to communicate with their publics, on objectives and the results achieved with the funds they receive. This course covers the goals and methods of public diplomacy, outlining what it can and cannot do, with case studies.

By the end of the course, participants should be able to:

  • define public diplomacy and its key features;
  • describe the tasks and methods of public diplomacy, and provide examples;
  • analyse different approaches to public diplomacy and identify realistic and workable tools and methods for different situations;
  • plan strategies for country image-building activities, based on best practices;
  • assess and evaluate the impact of public diplomacy programmes.

 

Excerpt from Course Materials

The emergence of public diplomacy as a subject of study acknowledges the importance of multiple actors, especially those that are not state agencies, in relation to foreign affairs. They were never absent, but their influence has grown palpably as the diplomatic process has become more open and inclusive. Public diplomacy indirectly endorses the legitimacy of all these actors.


Course Outline

  1. Public Diplomacy - Concepts and Methods: The role of public diplomacy, the different definitions of public diplomacy, and why we study this subject. What are the methods of public diplomacy, and what structures are best suited for its practice? 
  2. Public Diplomacy in Building Bilateral Relations: We examine the role of public diplomacy in bilateral relationship building, and its potential in relation to the other aspects of diplomacy. What are the best practices in this area? What kind of a public diplomacy strategy is needed?
  3. Building the National Brand with Public Diplomacy: Image-building is a core issue in public diplomacy; the country has become a brand. What are the issues in this area, and the possibilities in using brand building as a means of improving the overall impact of states in their international dealings? What examples are available to us from the world around us? 
  4. The Limitations of Public Diplomacy: Public diplomacy cannot be seen as a panacea for all ills. Throwing money at propaganda, however sophisticated it may be, does not guarantee results, as the US has seen after 9/11. Public diplomacy involves listening to the public, whether abroad or at home. What other realistic limits does public diplomacy impose? How should public diplomacy be optimised? 
  5. Public Diplomacy in the Information Age: As people become better informed through the Internet and 24 hour news services, they develop their own opinions about international events and are less inclined to accept official positions without question. At the same time, non-state actors like NGOs and the business sector are increasing their international activity and expertise. This lecture explores how traditional approaches and methods in public diplomacy can be modernised, including through use of new developments in information and communications technologies. 
  6. Public Diplomacy at the Multilateral Level: Supra- and international organisations are devoting increasing resources to public diplomacy activities. This lecture looks at the aims of public diplomacy in selected organisations including the United Nations, NATO, and the EU, and assesses the specific challenges arising from the need to satisfy member states of the organisation yet project an informative and persuasive image outside.
  7. Public Diplomacy in the Postmodern World: The USA invented the term “public diplomacy” and spends billions annually on public diplomacy activities. They use public diplomacy to promote not only policies and product but values and a way of life. Yet anti-Americanism is widespread. Is this hostility to the message or the messenger? This lecture looks at the message and the reactions, including the Obama effect, with a view to identifying challenges both for the US and for states which need to interact with them. 
  8. Measuring Impact: Measuring the success of concepts like public diplomacy is notoriously difficult. But foreign ministries should be regularly reviewing their strategies, messages, targets and partners and adjusting them as appropriate. How can they evaluate the effectiveness of their strategies and track influence?

 

Who Should Apply

This course will be of interest to:

  • practising diplomats, civil servants, and others working in international relations who want to refresh or expand their knowledge under the guidance of experienced practitioners and academics;
  • post-graduate students of diplomacy or international relations wishing to study topics not offered through their university programmes or diplomatic academies and to gain deeper insight through interaction with practising diplomats;
  • post-graduate students or practitioners in other fields seeking an entry point into the world of diplomacy;
  • journalists, staff of international and non-governmental organisations, translators, business people and others who interact with diplomats and wish to improve their understanding of diplomacy-related topics.

 

Words from Former Participants

This course, which is a well balanced combination of real life experience and academic approach, gives insights into fundamental techniques for planning and conducting public diplomacy strategies. Thus, you won’t believe that you are not in a real classroom.

Bora ER - Information Department, Office of the Prime Minister, Directorate General of Press and Information, Republic of Turkey

The Public diplomacy course was exceptional… engaging and intellectually stimulating! It was delivered with such attention to everyday applications and current affairs, that from the first day I could relate to this relatively new area of diplomacy, despite my lack of diplomatic experience. I now have a broader appreciation of the respective roles of stakeholders, within government and non-governmental. To those who have an opportunity to take this course, I would simply say, ‘seize it!’

Anna Durante - Crown Counsel, Government of the Virgin Islands

I could not imagine that online learning can be that interactive and simulating. Lots of creative ideas, valuable opinions and inside experiences were shared by the colleagues and the moderator. More than that, the constructive feedback and all the useful insights offered a practical perspective on all the theoretical subjects. The course structure encouraged me to take a closer look at details and develop a critical view.

Iulia Alexandra Niculae - Public Diplomacy Division trainee,
Romanian Ministry of Foreign Affairs

 

Structure and Methodology

This course is conducted entirely online over a period of ten weeks. Reading materials and tools for online interaction are provided through an online classroom. Each week, participants read the provided lecture text, adding questions, comments and references in the form of hypertext entries. Lecturers and other participants read and respond to these entries, creating interaction based on the lecture text. During the week, participants complete additional online activities (for example, further discussion via blogs or forums, quizzes, group tasks, simulations or short assignments). At the end of the week, participants and lecturers meet online in a chat room to discuss the week’s topic. To complete the course successfully, participants must write several essay assignments. Courses are based on a collaborative approach to learning, involving a high level of interaction.

 


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Lecturer(s)

Mrs Liz Galvez
Public Diplomacy

Mrs Liz Galvez was a senior diplomat with the British Foreign and Commonwealth Office until 2006.  During her 33 year career, she served in a wide range of diplomatic jobs in London and several overseas postings, including Finland, Central America, UN Geneva, OSCE Vienna and UN New York. Following a posting in Romania in the late '90s, she was seconded for two years as a senior policy adviser to the Romanian Foreign Minister. She continues to provide advice to the Romanian Foreign Ministry on human resources development and diplomatic training. After retiring, she was appointed Executive Director of the Aspen Institute Romania. She is currently studying for a Masters degree at University of London in Nationalism and Ethnic Conflict. She speaks operational Spanish, Romanian and French.

 

 

Ambassador Kishan S Rana, Professor Emeritus
Bilateral Diplomacy, 21st Century Diplomacy, Public Diplomacy, Consular Diplomacy

Ambassador Kishan S Rana: BA (Hon) and MA in economics, St Stephens College Delhi. Indian Foreign Service (1960-95); Ambassador/High Commissioner: Algeria, Czechoslovakia, Kenya, Mauritius, and Germany. Professor Emeritus, DiploFoundation, Malta and Geneva; Honorary Fellow, Institute of Chinese Studies, Delhi; Archives By-Fellow, Churchill College, Cambridge; Public Policy Scholar, Woodrow Wilson Centre, Washington DC; Distinguished Fellow, Institute for Diplomacy and Foreign Relations, Kuala Lumpur; Commonwealth Adviser, Namibia Foreign Ministry, 2000-01. Author: Inside Diplomacy (2000); Managing Corporate Culture (co-author, 2000); Bilateral Diplomacy (2002); The 21st Century Ambassador (2004); Asian Diplomacy (2007). Foreign languages: Chinese, French.

 

Prerequisites

Applicants must have:

  • an undergraduate university degree; OR three years work experience and appropriate professional qualifications in diplomacy or international relations;
  • sufficient ability in English language to undertake postgraduate level studies (including reading academic texts, discussing complex concepts with other course participants, and submitting written essay assignments of up to 2500 words in length);
  • unrestricted access to the Internet using Firefox or Internet Explorer web browsers (please contact us for more details if you are in doubt about your level of access).

 

Fees

Course fees depend on whether you wish to obtain university credit for the course:

  • 755 euros (University of Malta Accredited Course)
  • 575 euros (Diplo Certificate Course)

Applicants must pay full fees upon official acceptance into the course. The fee includes:

  • University of Malta application fee (for University of Malta Accredited Courses only);
  • full tuition;
  • course orientation pack where applicable (optional readings);
  • access to all course materials online, via Diplo’s online classroom;
  • access, via the Internet, to the University of Malta e-journal collection (University of Malta Accredited Courses only);
  • personal interaction via the online classroom with course lecturers, staff and other participants;
  • online technical support;
  • for Diplo Certificate Courses, postgraduate level certificate issued by DiploFoundation on successful completion of course requirements (interaction and participation, all assignments).

 

Financial Assistance

Discounts are available for more than one participant from the same institution. A limited number of partial scholarships are available for diplomats from developing countries. To apply for a scholarship please include your CV or resume, and a letter outlining your interest in the course and financial need, with your application package.

 

How to Apply

A number of routes for application are available, depending on the needs of the applicant: