Public Diplomacy Among the Locals

Public diplomacy involves outreach from a government to foreign populations, through cultural exchanges, media engagements, academic grants and other efforts. My submission will concentrate on a diplomat engagement with local people in Ghana and the Voice of America radio in Ethiopia.

A friend who worked for Ghana High Commission told me a story of an ambassador he knew when he was working for the Ghana Foreign Service in Accra. The ambassador made a point to get out among the local people, he knew owners of local businesses, was invited to business functions, cultural festival and school open days. He also learned the local language Twi and performed volunteer service. As a result he gained a good reputation for promoting his country. Most Ghanaians started talking about his 'face to face' diplomacy and all negative sentimens regarding his country was completely changed. This public diplomacy was therefore successful and very influential with local people.

http://news.bbc.co.uk/1/hi/world/africa/8575749.stm

Secondly, most western government policy on public diplomacy is aimed at promoting, convincing and influencing foreign publics. Power in a global world today includes using and exploring all avenues to change opinions. Recent example is the United States and its allies fight against transnational terrorism, a struggle they say is ‘winning hearts and minds’. It is therefore not surprising for the U.S funded broadcaster the Voice of America in Ethiopia, using all means possible to influence and change public perceptions in Ethiopia against the recent fierce opposition of the ruling government. Since most people in this horn of Africa country doesn’t have a television and access to other means of new media. It is the official voice of U.S government in Ethiopia recently, the government ordered it jammed because in their view it is a propaganda and interference in their up coming elections in May 2010.


Finally, in the past opinion and views of public in foreign countries had a minimal concern to the US government. The September 11 attack and anti American sentiments in many countries made the US and many western countries adopted new approaches in their diplomacy strategy around the world to reflect contemporary times. For when public diplomacy is relegated only to aid offering it lack the opportunities to properly network and promote the image of the country.

http://www.youtube.com/watch?v=_jKjwDXZADg