Gen­tle, pa­tient and ef­fec­tive power

Azeri Observer - - Azeri Observer - BY SU­LEY­MAN UNAL ZA­MAN AZER­BAI­JAN NEWS­PA­PER GEN­ERAL DI­REC­TOR

W hile pub­lic di­plo­macy pro­vid­ing ben­e­fits in many ar­eas of po­lit­i­cal, com­mer­cial, se­cu­rity, health and cul­tural, how­ever when there is ex­ag­ger­at­ing or dis­tort­ing the facts of a coun­try brings more harm than good to the coun­try.

Pub­lic di­plo­macy, may be de­fined as “It is an un­der­stand­ing of the masses that a coun­try, a com­pany, an in­sti­tu­tion or specif­i­cally in­di­vid­u­als want to ad­dress and in­form, ex­plain and in­flu­ence him­self/her­self by us­ing a va­ri­ety of gad­gets”.

In 1965 “pub­lic di­plo­macy” was first used in in­ter­na­tional re­la­tions lit­er­a­ture by Dean Ed­mund A. Gul­lion (pub­licdiplo­macy.org) who de­scribed it as “pub­lic's be­hav­ior, the im­pact on the for­ma­tion and ex­e­cu­tion of for­eign pol­icy”. Ac­cord­ing to Gul­lion pub­lic di­plo­macy cover the ar­eas out­side the tra­di­tional di­plo­macy of in­ter­na­tional re­la­tions.

In later years, the phrase “Pub­lic di­plo­macy” was de­scribed in dif­fer­ent ways. Also there has been re­view­ers who de­fined it as “strate­gic pro­grams that a state or govern­ment im­ple­ments in fa­vor of it­self in or­der to create the in­ter­nal and ex­ter­nal pub­lic opin­ion”

The most dis­tinc­tive fea­ture be­tween the pub­lic di­plo­macy and “pro­pa­ganda” is the ide­ol­ogy which is not to im­pose on oth­ers sys­tem­at­i­cally. Be­cause the ac­cu­racy of the trans­ferred in­for­ma­tion is pre­cise and the source in that pub­lic di­plo­macy is ev­i­dent.

Dur­ing the pub­lic di­plo­macy ac­tiv­i­ties of the State, com­mu­ni­ca­tion tools and for­mal chan­nels are ac­ti­vated, fa­cil­i­ties used for other than pub­lic’s other peo­ple's pub­lic di­plo­macy me­dia, non-gov­ern­men­tal or­ga­ni­za­tions, think tanks, aca­demics, foun­da­tions, as­so­ci­a­tions and govern­ment agen­cies.

Un­like diplo­matic chan­nels, most of the time pub­lic di­plo­macy is con­ducted on a vol­un­tary ba­sis and has a very broad scope and last­ing effect.

Af­ter the 1990s, pub­lic di­plo­macy is rapidly

evolv­ing and nowa­days be­com­ing very im­por­tant. How the pub­lic di­plo­macy’s steps should be?

The pri­or­ity an­swer to this ques­tion is the tar­get group should be well re­searched, bet­ter un­der­stood, and well known. Be­cause there is a mu­tual in­flu­ence be­tween those that you want to cater to and the ones who want to take ad­van­tage of pub­lic di­plo­macy. If you do not lis­tened to the one that the in­for­ma­tion de­scribed, do not at­tract their in­ter­est in the in­for­ma­tion you sub­mit and that may be pre­dictable that many stud­ies may not be use­ful.

While pub­lic di­plo­macy pro­vid­ing ben­e­fits in many ar­eas of po­lit­i­cal, com­mer­cial, se­cu­rity, health and cul­tural, how­ever when there is ex­ag­ger­at­ing or dis­tort­ing the facts of a coun­try brings more harm than good to the coun­try. The pro­pa­gan­dis­tic “pub­lic di­plo­macy” dur­ing the World War I and II and af­ter­wards con­tin­u­ing “cold war” be­tween the “po­lar­ized world” can be a good ex­am­ple for the coun­tries who want to hide the truth by pro­pa­ganda and thinks they can fool oth­ers for a long time. Tech­nolo­gies en­abling en­hanced com­mu­ni­ca­tion have sur­passed any lim­i­ta­tions and bound­aries hence cous­ing the truth and facts to sur­face quicker. More­over, ev­ery coun­try have more or less ad­van­tages and dis­ad­van­tages so there's noth­ing to be hide. In the de­vel­oped coun­tries where the av­er­age in­come level is high, there are still peo­ple in dif­fi­cult sit­u­a­tion in terms of so­cial fa­cil­i­ties.

Pub­lic di­plo­macy also known as “soft power” within the in­ter­na­tional lit­er­a­ture, has a chance to suc­ceed in par­al­lel to the in­crease of the mu­tual ex­pres­sion and com­pro­mise rate. It should not be for­got­ten that the pub­lic di­plo­macy of govern­ment or the from the pub­lic to pub­lic, there will be ef­forts to stop the work done by dif­fer­ent lo­cus of power. Be­cause in today’s global world where in­ter­na­tional and na­tional com­mu­ni­ca­tion op­por­tu­ni­ties wide and fast, econ­omy, tourism, ed­u­ca­tion, arts, sports, cul­tural and aca­demic stud­ies’ fields have been the most im­por­tant com­pet­i­tive ar­eas.

Apart from the me­dia and in­ter­net, the pub­lic is able to closely mon­i­tored ev­ery­thing at all times due to ad­vances in tech­nol­ogy such as mo­bile phones. So the pub­lic di­plo­macy as a “cen­ter of in­flu­ence” pro­vides di­rec­tion to the do­mes­tic and in­ter­na­tional for­eign pol­icy and can play a de­ci­sive role in vi­tal mat­ters that af­fect the en­ergy, se­cu­rity and the econ­omy of a coun­try.

Pub­lic di­plo­macy gives a re­al­is­tic and last­ing re­la­tion­ships. To find com­mon­al­i­ties be­tween the pub­lic of the two coun­tries, cor­rect mis­per­cep­tions and even­tu­ally to meet the com­mon ideas re­in­force the so­cial­iz­ing/co­he­sion. Even if some­one does not visit a coun­try but have pos­i­tive ideas about the coun­try and he un­der­stands and influenced by the coun­try, which in­di­cates that the pub­lic di­plo­macy was suc­cess­ful.

The is­sues that the gov­er­ments have dif­fi­cul­ties to de­scribe to the ex­ec­u­tives of other coun­tries is eas­ily per­formed by pub­lic sup­port which is ob­tained by the pub­lic di­plo­macy.

Tra­di­tional di­plo­macy what ap­pears to be ben­e­fi­cial how­ever sub­stan­tially un­re­ward­ing and its lim­its will be up to cer­tain ben­e­fits of di­ploma-

cy. If this as­pect will be dis­cussed, con­tacts with peo­ple in other coun­tries is made by non-gov­ern­men­tal or­ga­ni­za­tions, in­di­vid­u­als and groups en­sures ef­fec­tive and last longer re­sults than the con­tacts is made by gov­ern­ments. For ex­am­ple, within the cul­tural field to turn the per­cep­tion of the peo­ple of a coun­try into pos­i­tive, does not only pro­vide suc­cess in eco­nomic sphere but also it ac­cel­er­ate ac­tiv­i­ties in tourism, cul­ture and sports even af­fects the peo­ple who gov­erned the coun­try. “Per­cep­tion” and “im­age” is not only in our daily lives but is also very im­por­tant in in­ter­na­tional re­la­tions. In this re­spect, pub­lic di­plo­macy lays the foun­da­tion for in­ter­na­tional ex­pe­di­ency of a coun­try, ef­fec­tive and last­ing suc­cess in for­eign pol­icy goals with the sup­port of the peo­ples of other coun­tries’ per­cep­tion and im­age which is oc­cured

Pub­lic di­plo­macy, the in­for­ma­tion given the peo­ple of other coun­tries to use the lan­guage of peace and love, so­cial ac­tiv­i­ties and stud­ies, mak­ing a pos­i­tive im­pact on the per­cep­tion and im­age all the time.

by dis­sem­i­nat­ing ac­cu­rate in­for­ma­tion and pre­sent­ing pos­i­tive out­come. For in­stance, the in­flu­ence of Hol­ly­wood movies are great on the per­cep­tion of the United States of Amer­ica (USA). Like­wise, the Turk­ish episodes that Turkey re­cently mar­keted to the close states have a pos­i­tive im­pact on the peo­ple of var­i­ous coun­tries’ per­cep­tion and the im­age about Turkey which has also contributed in be­ing a re­gional power.

The re­al­iza­tion of pub­lic di­plo­macy and In or­der to con­tinue its effect for a long time, a coun­try pri­mar­ily to solve in its ter­ri­tory of econ­omy, en­trepreneur­ship and the free­dom of thought or got to be to­wards solv­ing such key is­sues which shall pro­vide con­fi­dence. For a coun­try where it is as­sumed that they ex­pe­ri­enc­ing a mil­i­tary govern­ment or acts of ter­ror­ism, the peo­ple of other coun­tries’ per­cep­tion and im­age will be nat­u­rally dif­fer­ent.

Today, most of the na­tions, or­ga­ni­za­tions such as NATO and global big com­pa­nies al­lo­cate very large bud­gets for pub­lic di­plo­macy. They saw the im­por­tance of pub­lic di­plo­macy on many is­sues in­clud­ing in eco­nomic and so­cial fields for the sta­bil­ity of a coun­try. For ex­am­ple, af­ter the Septem­ber 11 mil­i­tary ap­pli­ca­tions against other coun­tries that have been made by the United States alone and the be­hav­ior of the ig­nore of coun­tries other than him­self, raised a very neg­a­tive im­age in the world against the United States. This sit­u­a­tion neg­a­tively af­fects many ar­eas of the United States, in­clud­ing the econ­omy and the recog­ni­tion of the fu­ture of a coun­try's mil­i­tary power is not enough, to just see­ing this, the U.S. ad­min­is­tra­tion was forced to ac­ti­vate pub­lic di­plo­macy. With the com­ing of Barack Obama's pres­i­dency, fi­nan­cial re­sources has been al­lo­cated for more stud­ies in this field.

Look­ing at the stud­ies car­ried out to date, pub­lic di­plo­macy is un­der­stood that con­stantly needs to be done. For in­stance, pos­i­tive changes and de­vel­op­ments in the coun­try should be re­flected on a reg­u­lar ba­sis. Surely, the eas­i­est way to achieve the goal is to eval­u­ate the mass me­dia and the in­ter­net very well. In do­ing so, the de­sired no­ti­fied clas­si­cal di­plo­macy in co­op­er­a­tion with the con­tri­bu­tion and sup­port of the peo­ple and the state can be achieved more eas­ily. Those who do well in this ap­pli­ca­tion are the Scan­di­na­vian states, coun­tries such as Den­mark and Swe­den can be an ex­am­ple. the pub­lic di­plo­macy have been done by Or­ga­nizes of the for­eign min­istries of the Scan­di­na­vian coun­tries with the civil so­ci­ety or­ga­ni­za­tions in other coun­tries, warmly met and give the im­age of “pa­cific”.

Pub­lic di­plo­macy, the in­for­ma­tion given the peo­ple of other coun­tries to use the lan­guage of peace and love, so­cial ac­tiv­i­ties and stud­ies, mak­ing a pos­i­tive im­pact on the per­cep­tion and im­age all the time. For ex­am­ple, Turkey’s work in meet­ing the ba­sic needs of the peo­ple -out­side of the mil­i­tary power- in Afghanistan and Bos­nia such as health, ed­u­ca­tion and cul­ture en­sure their love to­wards Turkey. Like­wise, to ex­plain the coun­try’s cul­ture, sports, cook­ing va­ri­eties, and nat­u­ral beauty to an­other coun­try’s peo­ple is a need for a pos­i­tive per­cep­tion and im­age that will be ap­pre­ci­ated by the peo­ple and govern­ment. Be­cause the pub­lic di­plo­macy has been seen to serve the peace of na­tions.

In sum­mary, the pub­lic di­plo­macy raises the value of a pos­i­tive per­cep­tion and im­age of a coun­try and in­creases the value of the coun­try.

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