P D Magazine SUMMER 2009 publicdiplomacymagazine.org I ssue 2, MIDDLE POWERS. S ummer 2009 WHO THEY ARE. WHAT THEY WANT. Nation How Branding: publicdiplomacymagazine.org Countries Propaganda Navigate or the Middle Statecraft? Case Study: Australia, publicdiplomacymagazine.org Sweden, Chile, South Finland, Africa & South Korea More ASSOCIATION OF PUBLIC DIPLOMACY SCHOLARS Summer2009Cove.indd 1 7/9/09 10:56:54 PM !" " #$ % & ' ' $ $ & " $ !"' #$ " ( ASSOCIATION OF & " $) ! * ' + PUBLIC DIPLOMACY SCHOLARS & $ % $, $ $, $) The Association of Public Diplomacy Scholars was & -$ founded in 2006 at the University of Southern California. & , , , . #$ ' APDS seeks to engage public diplomacy students, / ( scholars and practitiors in an ongoing dialogue that furthers development of the field. [email protected] $ www.uscapds.org $ Summer2009Cove.indd 2 7/9/09 10:56:59 PM Editor-in-Chief Anoush Rima Tatevossian Managing Editor Desa Philadelphia Senior Editor Lorena M. Sanchez Staff Editors: Hiva Feizi, Alexis Haftvani, Katherine Keith, Tala Mohebi, Daniela Montiel, John Nahas, Paul Rockower, Leah Rousseau Production Nathan Carter, Publication Designer, www.nkcarter.com Colin Wright, Web Designer, colin is my name, www.colinismyname.com Faculty Advisory Board Nicholas J. Cull, Director and Professor, Master of Public Diplomacy Program, USC Philip Seib, Professor of Journalism and Public Diplomacy, USC Geoffrey Wiseman, Director, USC Center on Public Diplomacy Ex-Officio Members Laurie Brand, Director, School of International Relations, University of Southern California Abby Kaun, Associate Dean of Academic Programs and Student Affairs, Annenberg School Sherine Badawi Walton, Deputy Director, USC Center on Public Diplomacy International Advisory Board Simon Anholt, Editor-in-Chief, Journal of Place Branding and Public Diplomacy Matthew Bonham, Co-Director, Newhouse/Maxwell Public Diplomacy Program, Syracuse University Andrew Cooper, Associate Director of CIGI and Professor of Political Science, University of Waterloo Geoffrey Cowan, Professor and Annenberg Family Chair in Communication Leadership, University of Southern California Harris Diamond, CEO, Weber Shandwick Worldwide Kathy Fitzpatrick, Professor and Director of Graduate Studies in Public Relations, Quinnipiac University Eytan Gilboa, Professor and Director of the Center for International Communication, Bar-Ilan University Howard Gillman, Dean of USC College of Letters, Arts and Sciences Peter van Ham, Director, Global Governance Research Programme, Netherlands Institute of International Relations Clingendael Markos Kounalakis, President, Washington Monthly Evan Potter, Professor of Communications, University of Ottawa Ambassador William A. Rugh, U.S. Foreign Service (Ret.) Crocker Snow, Edward R. Murrow Center for Public Diplomacy, Tufts University Nancy Snow, Associate Professor of Public Diplomacy, Syracuse University Philip M. Taylor, Professor of International Communications, University of Leeds Shibley Telhami, Anwar Sadat Chair for Peace and Development, University of Maryland Abiodun Williams, Vice President of the Center for Conflict Analysis and Prevention, United States Institute of Peace Ernest J. Wilson III, Dean and Walter Annenberg Chair in Communication, USC Annenberg School for Communication PD is a publication of the Association of Public Diplomacy Scholars at the University of Southern California, with support from the USC Center on Public Diplomacy at the Annenberg School, USC College’s School of International Relations, the Annenberg School for Communication and the USC Annenberg Press. Its unique mission is to provide a common forum for the views of both scholars and practitioners from around the globe, in order to explore key concepts in the study and practice of public diplomacy. PD is published bi-annually, with an accompanying web magazine, www.publicdiplomacymagazine.org. PD seeks contributions for each themed issue based on a structured solicitation system. Submission must be invited by the editorial board. Unsolicited articles will not be considered, or returned. Authors interested in contributing to PD should contact the editorial board about their proposals. The opinions expressed in PD are those of the authors and do not necessarily reflect those of USC and the supporting organizations. Authors are responsible for ensuring the accuracy of their statements. Copyright of published articles remains with Public Diplomacy (PD) Magazine. No article in its entirety or a part thereof may be published in any form without proper citation credit. PD welcomes your questions, comments and suggestions at [email protected] PDMagSummer2009.indd 1 7/9/09 10:44:19 PM PDMagSummer2009.indd 2 7/9/09 10:44:22 PM FROM THE EDITORS Welcome to the second issue of PD. As many of you know, we launched the inaugural issue earlier this year. Since then the excitement around the creation of a new, vital publication in the field has continued. We’ve hosted events in Los Angeles and in Washington D.C. that were attended by members of the diplomatic, governmental, cultural and non-profit communities who welcomed these opportunities to meet each other, talk about public diplomacy, and forge relationships that promise future collaboration. The energy which surrounded the events, and the support we have received have exceeded our greatest hopes, reiterating how important it is to have a publication that chronicles the growth of public diplomacy as a field of study, practice and research. Moreover, the fact that PD is available both in print and online has garnered a truly global audience who have requested copies, posted comments online, and emailed us about their diverse public diplomacy endeavors around the world. The response has had two tangible outcomes. It has inspired us to launch a new section called “Forum,” a space where professionals write specifically about the innovative PD initiatives of their governments, organizations, or institutions. In this issue, Senator Richard Lugar and the State Department’s Jeremy Curtin wrote to us in response to our first issue, which asked what President Obama could do to help guide a new public diplomacy strategy for the United States. Their “Forum” pieces detail legislation and web 2.0 strategies aimed at increasing America’s engagement with global publics. The second outcome has been our renewed commitment to having the content of the magazine reflect the diverse views and public diplomacy goals that exist among our global readership. This issue, which is themed “Middle Powers: Who They Are; What They Want” concerns the unique public diplomacy challenges and opportunities of the so-called middle power countries. Some of the countries profiled in this issue are already frequently referred to as middle powers. Others will be surprising, and will challenge the traditional notions of what a middle power should be. The intent is not to provide a definitive list of the world’s middle powers. (You might disagree with our choices. For example, we have not singled out the oft-scrutinized BRIC countries for further examination in this issue.) Instead, we explore the way public diplomacy is practiced by middle powers due to their size and/or their unique position in the world. Our choices also give exposure to countries that are sometimes hard to find in public diplomacy case studies, even though their approaches are worthy of examination. From our lead section, Navigating the Middle, through our “Perspectives” and “PD in Practice” features, the behaviors and characteristics of middle power nations expose recurring themes that affect their public diplomacy, including the challenge of acquiring positive international attention, managing scarce resources, and the imperative of being streamlined and strategic in their messaging. For example, the South Africa and Australia contributions both illustrate the importance of international sporting events in bringing the spotlight to their respective corners of the world. In our “Case Study” section we look at a trio of countries whose national brands must coexist with their very strong corporate brands. This issue marks our last endeavor as students in the Master of Public Diplomacy program at USC. As we graduate and enter the field as practitioners, we leave the publication in the capable hands of the class of 2010. We greatly appreciate the support of the MPD program, the Dean’s office at the Annenberg School for Communication, USC College’s School of International Relations, our advisory boards and our contributors. Particular thanks to the USC Center on Public Diplomacy staff for their continued encouragement and assistance. It has been our privilege to work on the inaugural issues of PD magazine and engage in dialogue with our contributors and readers. Please keep the correspondence and suggestions coming at dialogue@ publicdiplomacymagazine.org. Finally, thank you for your support. It has truly been an exciting year! Anoush Rima Tatevossian Desa Philadelphia Lorena M. Sanchez Editor-in-Chief Managing Editor Senior Editor PDMagSummer2009.indd 3 7/9/09 10:44:22 PM INSIDE PD SUMMER 2009 6 FORUM RICHARD G. LUGAR on the U.S. Senate’s efforts at new public diplomacy legislation; and JEREMY CURTIN, of the U.S. State Department, on recent Public Diplomacy 2.0 initiatives.