NATO Public Diplomacy Forum 16 February 2015

• How do others Communicate?• Propaganda v. Public Diplomacy • Nick Cull• Annenberg School for Communication• University of Southern California

Overview:

• What is Public Diplomacy?• From Propaganda to Public

Diplomacy.• Sins & Temptations.• Theme: Value of Principle

What is Public Diplomacy?

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

2.Advocacy

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

2.Advocacy

3.Cultural Diplomacy

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

2.Advocacy

3.Cultural Diplomacy

4.Exchange

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

2.Advocacy

3.Cultural Diplomacy

4.Exchange

5. IB/news provision

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

2.Advocacy

3.Cultural Diplomacy

4.Exchange

5. IB/news provision• Leverage Soft Power

What is Public Diplomacy?• Public Diplomacy = conduct of foreign policy

through engagement with a foreign public.• New Term for five old practices…

1.Listening

2.Advocacy

3.Cultural Diplomacy

4.Exchange

5. IB/news provision• Leverage Soft Power• Need Credibility

Propaganda in Foreign Policy• Basic psychological factor in war.

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.• Religions need converts

(propaganda fide).

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.• Religions need converts

(propaganda fide).• Revolutions need explanation.

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.• Religions need converts

(propaganda fide).• Revolutions need explanation.• Democratization gives publics

power.

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.• Religions need converts

(propaganda fide).• Revolutions need explanation.• Democratization gives publics

power.• Total war makes publics a

determinant of victory or defeat.

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.• Religions need converts

(propaganda fide).• Revolutions need explanation.• Democratization gives publics

power.• Total war makes publics a

determinant of victory or defeat.• All in play in Cold War

Propaganda in Foreign Policy• Basic psychological factor in war.• Ancient concern with image.• Religions need converts

(propaganda fide).• Revolutions need explanation.• Democratization gives publics

power.• Total war makes publics a

determinant of victory or defeat.• All in play in Cold War• US develops PD as alternative

Is PD Propaganda?• PD is based on truth.• PD is often two way.• PD listens to learn.• PD can change the

sender too.• PD is flexible.• PD tends to be

respectful of others.• PD is open.• PD is ethical• PD is sustainable

• Prop selects truth.• Prop is seldom two way.• Prop listens to target.• Prop is intended to

change only the target.• Prop has a tight agenda.• Prop assumes others

are ignorant or wrong.• Propaganda is closed.• Prop can be unethical• Prop rebounds

Sins & Temptations• Fight fire with fire & lie direct?• Blind eye to enemy’s enemy• Blind eye to failings of my friend• Neglect relevance to audience• Value retweets or content/value• Neglect long-term relationships• Neglect network maintenance• Squander credibility• Ignore unintended consequences• Value in documenting• In world of Soft Power values come first.