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13Th CEI Dubrovnik Diplomatic Forum: Strategic Public Diplomacy ISSN 1334-7659 Vol. 9, No. 1, 2012 Diplomatic Academy Proceedings 13th CEI DUBROVNIK DIPLOMATIC FORUM STRATEGIC PUBLIC DIPLOMACY – in cooperation with the US Embassy in Zagreb – Dubrovnik, Croatia May 20–22, 2010 Diplomatic Academy Ministry of Foreign and European Affairs Republic of Croatia Zagreb, 2012 Diplomatic Academy Proceedings Papers from the International Conference of the 13th CEI Dubrovnik Diplomatic Forum “Strategic Public Diplomacy” Organized by the Croatian Diplomatic Academy – in cooperation with the US Embassy in Zagreb – Publisher Diplomatic Academy Ministry of Foreign and European Affairs Republic of Croatia For the Publisher Mladen Andrlić Editors Mladen Andrlić Andrea Gustović-Ercegovac Co-Editor Tihana Bohač Cover Design Grafomark, Zagreb Printed by Grafomark, Zagreb Address Diplomatic Academy Ministry of Foreign and European Affairs Republic of Croatia Petretićev trg 2 10 000 Zagreb, Croatia Tel. +385 1 4599 200 Fax: +385 1 4599 458 E-mail: [email protected] Visit our Web site http://www.mfa.hr/MVP.asp?pcpid=1192 TABLE OF CONTENTS Preface ........................................................................................................ 5 Opening Address ....................................................................................... 9 Gerhard Pfanzelter Statement by the CEI Secretary General .................................................... 11 Mladen Andrlić Public Diplomacy in the CEI Area: Some Reflections ............................... 13 Vivien S. Walker “From the Bottom of Our Souls, We Hate You”: the Challenge for American Public Diplomacy Today ............................... 17 Nabil Ayad Rethinking Strategic Public Diplomacy: the Role of Social Media ........... 23 Jasna Jelisić Developing Public Diplomacy for Supporting EU Accession: Lessons to Be Learned at the Western Balkans .......................................... 33 Lisen Bashkurti Democratization of the Foreign Policy and Public Diplomacy in the Western Balkans ................................................................................ 55 Peter Vršanský Public Diplomacy and Pre-Accession Experiences of the Slovak Republic 61 Alexander Titolo New Technologies and Social Media .......................................................... 67 Vera Jeřábková Implementation of a Concept for the Unified Presentation of the Czech Republic ................................................................................. 71 Andrea Gustović-Ercegovac Nation Branding and New Public Diplomacy ............................................ 77 Sanja Bach Nation Branding: Branding Croatia ............................................................ 85 Hrvoje Kanta Cultural Dialogue as an Important Factor in Public Diplomacy: the Case of Embassy of Bosnia and Herzegovina in Prague ..................... 97 Lenche Mitevska-Avramova Macedonian Chairmanship to the Council of Europe ................................ 105 Davor Čutić Defence Diplomacy Training ..................................................................... 109 Aleksandra Markić Boban Diplomatic Training in Central and East European Countries: Some Lessons of the Hanns Seidel Foundation ......................................... 113 Vivian S. Walker and Robert Post Workshop on Public Diplomacy in the CEI Region for Junior Diplomats: Shaping Public Attitudes towards NATO and EU Integration ................... 119 DDF 2010 Discussions: Summaries Prepared by Junior Diplomats ......... 121 APPENDICES .......................................................................................... 125 13th CEI Dubrovnik Diplomatic Forum 2010 Programme ............................................................................................ 127 Final Report .......................................................................................... 133 List of Participants ................................................................................ 139 CVs and Abstracts ................................................................................. 145 Family Photo ......................................................................................... 157 Activities of the Diplomatic Academy, MFEA, Croatia Dubrovnik Diplomatic Forum, 1998 – 2012 .............................................. 158 International Francophone Diplomatic Seminars, 2002 – 2011 ................ 159 Preface This issue of Diplomatic Academy Proceedings is a collection of papers on “Strategic Public Diplomacy”, presented at the 13th Diplomatic Forum in Dubrovnik, Croatia, May 20–22, 2010. The Forum is an annual international conference traditionally organised by the Diplomatic Academy of the Ministry of Foreign Affairs and European Integration of the Republic of Croatia in cooperation with the University of Zagreb and its Centre for Advanced Academic Studies (CAAS), Dubrovnik. From its beginning in 1998, the Forum has continuously been organised under the auspices of the Central European Initiative (CEI), enabling regular communication of diplomatic experts from CEI Member States, and also attracting the participation of others engaged in the field of diplomacy, foreign policy and international relations. This particular event focusing on strategic aspects of public diplomacy in 2010 was also backed by the US Embassy to Croatia and the Euro-Mediterranean University (EMUNI). The purpose of the Dubrovnik Diplomatic Forum is to encourage effective international debate from both practical and academic point of view, namely to present, promote and foster various concepts, methods, skills and techniques of diplomacy and diplomatic training. Every Forum deals with a specific topic in an open approach to all domains of modern public diplomacy, from political, economic and cultural diplomacy to other particular aspects of development, regional cooperation, education and civil society. Offering an in-depth debate about diplomatic strategies and policies by senior experts, it also provides an interactive programme and specialised training workshops for junior diplomats. In this respect, the brand new book titled “Strategic Public Diplomacy” that is now offered to the public, is expected not just as a fine reminder of the 2010 Dubrovnik Diplomatic Forum, but more as an additional contribution to diplomatic literature. The issue of public diplomacy as a current and intricate subject obviously deserves proper attention, whereas strategic public diplomacy calls for an even more detailed analysis. Diplomacy has long ceased to be secret; however in the early 21st century it still maintains many characteristics of discretion that are necessary to negotiate goals in international relations. The question is: why is the additional element of public diplomacy required? Why reach out to the public when at times it may even hinder our own position? 5 DIPLOMATIC ACADEMY PROCEEDINGS The first and most important reason is the fact that international relations today have, indeed, become public. Notably, they are paid special attention by many groups within the public which also demand their say in decision- making processes. Likewise, politicians who wish to see their foreign policies materialized need the support not only of their own citizens, but also of the foreign public. Consequently, contemporary diplomacy has to be able to follow the trends and create its own particular tactics, so as to successfully present its own interests as well as to cope effectively with the interests of other states. At first glance it might seem that it is just a matter of sending a clear yet simple image of one’s country out into the world, a matter of creating a good name, a brand. However, it is a matter of using many more resources and devices. The first step would be to define a realistic set of national characteristics and merits accepted at home. Following the echoes of the home market, it is also important to determine the course of the national politics and represent it in a precise manner, and then convey these goals internationally through a variety of media. The openness and communication with the public often brings about the opposite effect, where the public opinion, and not only that of experts and politicians, affects the formulation of a foreign political standpoint. Equally, foreign policy issues have recently become more linked to the domestic political agenda and therefore to the expectations of the voters. Such relationship has always existed, but it has never been so direct and strong before. Diplomacy becomes an internal issue, subject to control and revision by experts, but also by broad public, even on a daily basis. All in all, diplomacy is becoming more operational and less strategically oriented. Public diplomacy, despite some of its less desirable effects, provides powerful political leverage in international relations. The media play a vital role as the main channel of communication, namely the instrument for conveying foreign diplomacy information to the domestic public. Unfortunately, information can often be misinterpreted, inconsistent or simply in an undesired form. Specific and accurate information provided by public diplomacy can facilitate the flow of diplomatic messages that reach the citizens. The quantity of information and the variety of the media are so vast that a modern state loses the possibility of controlling them, losing some of its power in the process. It is facing this problem on a day-to-day basis, and discovering alternate ways to present information and affect world politics is crucial for
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