Ghazal Alyazidi, linkedin.com
Since time immemorial the traditional and official diplomacy (conventional diplomacy) took place in all countries as one of the most important means of official communication, and its important role was in the operationalization of the foreign policies of governments. However, with technological advances and the communications revolution in the modern-day, this has resulted in the increase of awareness and participation of people in modern-day issues locally and internationally, which people had a lead on contributing to it. This led to the emergence of a new paradigm in the art of politics which is the science of people-to-people diplomacy (public diplomacy), this latter has become a supplement to the traditional diplomacy, it became indispensable and with a paramount importance. This importance is increasing as the status and size of the state increases.
As we know it today, public diplomacy (called public or soft diplomacy) is nothing new. It has been practiced decades ago, but what is considered new is its classification as an independent paradigm and has given to it a new term separated from official diplomatic action.
Public diplomacy is defined as the activities of a country outside its geographical borders, through outsourcing its people to gain the external public opinion, away from the activity of embassies and diplomatic missions and official media. These activities include many fields such as education, culture, heritage, history, and sports with the aim of achieving the national interests of the state by informing and influencing the external public. Which means that public diplomacy depends on how to manage directly or indirectly states outside its borders through the open exchange of ideas and information, which is a characteristic feature of developed societies.
Traditional diplomacy differs from public diplomacy. While traditional diplomacy is concerned with focusing and dealing with state policies only through direct and official contact between the State officials, public diplomacy is concerned to impact state policies but indirectly and through unofficial parties such as the media and educational authorities, social media and international friendship league and business associations.
It is important to note that the implementation of actions related to public diplomacy requires awareness and experience in this modern science, as it is linked to the policies of States and complementary to its role. In addition, it relies heavily on the principle that dialogue is the best means of persuasion and gaining the support of the other party, thus achieving foreign policy and desired objectives, rather than using threats and coercion. It is also important to prevent public diplomacy to slip into propaganda level because this will lead to the failure of its mission.
The short-term public diplomacy works to address current and emerging issues, and long-term public diplomacy works to changes or corrects a nation's culture towards a particular issue. Those who are working towards the achievement of the public diplomacy's objectives are the influential figures of society, such as journalists, artists, and others, not governmental institutions and bodies.
The Ministry of Foreign Affairs is not the only official body that supports public diplomacy programs. In the United States, various ministries and official bodies such as the Ministry of Defense, the U.S Agency for International Development and other parties who work for the success and activation of public diplomacy's role.
It should be not that there is an ambiguity between the concept of popular diplomacy and soft power. Where soft power is defined as the spiritual and moral strength of a state derived from ideas and goals with human values and principles, which result in gaining respect and acceptance and the following of the sources that the soft power brought. There are many means of attraction from one country to another, such as flexible laws of politic, culture, social, sports and other means in a country, in addition to its objectives and principles and how receptive might be to people despite its diversity. The more numerous these advantages, the greater the number of elements of power in the state. In other words, soft power is part of public diplomacy and one of its complementarities.
In order for public diplomacy to become true, its basic factors must be achieved. Where the culture of the state is one of the necessary reasons that must be taken into account. This includes all segments of society, starting from the educated segment of the uneducated one. Also, to take into account the lack of duplication of the goals and criteria of the state, by achieving internally similar to what is promoted for outward, which gives it more credibility and acceptance internationally. Finally, the foreign policy of countries is one of the most important factors of the success of public diplomacy, in the case of desirability and acceptance in foreign communities, this will facilitate its work and give it external acceptance.
Both public diplomacy and the state's reputation management are similar in working to convey facts about a country to the rest of countries, but they differ from the fact that reputation management requires more efforts, funding, and activities than public diplomacy require. While a number of specialists and experts are involved in public diplomacy, reputation management requires the participation of most sectors and institutions of the state, each one in their respective fields.
It is worth mentioning that Saudi Arabia is one of the countries that used public diplomacy in several fields, including humanitarian and relief field. For example, the Kingdom of Saudi Arabia is constantly sending aid and relief to a number of affected people who suffered from natural disasters and conflicts. The Saudi relief efforts to the Syrian and Yemeni refugees during their current crisis are one of the examples. The Kingdom is considered as one of the most supportive countries for refugees and hosts many Syrians and Yemenis Within its territory, taking into account their current circumstances, in order to maintain and preserve the friendly and reciprocal relations with the fraternal peoples.
In conclusion, Saudi Arabia has an important position in the countries of the world and its strategic position gives it greater political weight both regionally and internationally. Increasing the use of public diplomacy in as many fields as possible will enhance its status and its positive image of the countries of the world, as it possesses of humanitarian, cultural, Heritage institutions and bodies, which its use would constitute more positivist for the Kingdom. In addition, the way to achieve this is through the establishment of educational and training institutions and advisory bodies to give greater attention to the real meaning of public diplomacy and to activate it.
http://makkahnewspaper.com/article/616113
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