Page 5 - IDFR-Diplomatic Voice Vol 2 2014

FORUM FORUM Role of Public Diplomacy Contributed by Aznan Mat Piah What is ‘public diplomacy’? You may United States through understanding, the Ministry of Foreign Affairs or have heard of ‘public diplomacy’ and informing, and influencing foreign Wisma Putra from 1976 to 1999. The might be wondering what it means. publics, and broadening dialogue time spent during those days both at between American citizens and the Ministry in Kuala Lumpur and at A diplomatic mission operating in a institutions and their counterparts four Malaysian diplomatic missions host country has a duty and responsi- abroad.” abroad - Bangkok, Tokyo, Paris and bility to ensure that the publics in that London - had been very interesting country have an accurate update not It is not surprising therefore for deve- and indeed challenging. only on foreign policy developments loped countries like USA, Britain, but also on domestic economic and France, Germany, and Japan to be I regard the field as one of the most social policies that have bearings on found using other avenues such as crucial tools in the practice of diplo- its country's image and reputation cultural and education centres, bu- macy. A public diplomacy that is abroad. It is a major task for a siness forums, national press clubs proactive, well coordinated, innovative diplomatic mission, and the Informa- and foreign correspondents clubs, and and informative is essential in advan- tion Section handles this function. This other forms of networking mecha- cing the interest of the nation abroad. is briefly ‘public diplomacy.’ nisms to conduct beneficial activities to spread their influence internationa- From my experience, public diploma- In some academic books, public lly through public diplomacy. cy plays an important role, at least for diplomacy is referred to as foreign Malaysia in the promotion of foreign 'propaganda' conducted or orches- Traditionally, it is often the role of the policies, as it helps to communicate trated by diplomats. In simple terms, diplomatic mission in the receiving the nation’s interests abroad. Officially, the task of public diplomacy involves state to defend the interest of the it is the responsibility of the Ministry of engaging the media and the non- sending state and to protect the Foreign Affairs through its information media channels to put the country's interest of its nationals, within the dissemination activities and public policies in the correct perspective and limits permitted by the international information channels to provide accu- to dispel any wrong impression about laws. The duties of diplomatic mission rate information about the country’s the country's policies. also include negotiating with the position on domestic and foreign government of the receiving state as policy issues affecting the country’s In many countries, public diplomacy directed by the sending state; ascer- image abroad. It is not incorrect to say has become a major instrument of taining by lawful means conditions that public diplomacy has to do with foreign policy. An important element of and developments in the receiving public relations practices at the public diplomacy is media diplomacy state, and reporting thereon to the international level in creating harmony where journalists are frequently government of the sending state; and avoidance of conflicts. In the engaged in diplomatic events and promoting friendly relations between words of John Paluszek of Global processes. Sometimes they even the sending state and the receiving Alliance, harmony is the objective of initiate diplomatic processes. The state, and developing their economic, macro public relations. media functions both as an indepen- cultural and scientific relationship. dent actor and as a tool in the hands of At the Ministry of Foreign Affairs policy makers and journalists. Political The significance of diplomacy role for (Wisma Putra) there exists a depart- scientists regard media diplomacy as any nation state no doubt depends to ment, presently called the Department dominating ingredients in contempo- a large extent on communication of Information and Public Diplomacy, rary international relations due to between government-to-government, which looks after media relations, changes in mass communication, which involves the capability of diplo- publicity and promotion, visits of politics, and international relations. mats in their advisory and implemen- foreign journalists, organizing media tation capacity. Yet, the importance of events, monitoring of public opinion Apart from media diplomacy, other public diplomacy directed at foreign and managing reputation or image components of public diplomacy are audiences, counting on people- building. cultural diplomacy, public information, to-people contact, and influencing internal broadcasting, education and public opinion on key policies and Abroad, public diplomacy role at cultural programs, and political action. issues could not be ruled out. diplomatic missions is carried out by They provide the means of influencing the information attaché or a diplo- foreign publics without the use of Involvement in Public Diplomacy matic officer assigned to carry out force. The now defunct US Infor- such responsibility. His or her main mation Agency defined public diplo- Public diplomacy is very close to my task is to communicate the nation’s macy as "promoting the national heart because it had been my career policies and interests abroad through interest and national security of the for more than 20 years when I served public diplomacy channels like the DIPLOMATIC VOICE 5