Issue 2 (20), 2020 MFA VIRTUAL PROMOTE REPRESENT INSTRUMENTS BUSINESS CYBER DIGITAL COMMERCIAL PUBLIC COMMUNICATIONS REALPOLITIK TWIPLOMACY DIPLOMACYCHALLENGES PRESENCE TRADE CONVENTIONALEFFECTIVENESS TECHNOLOGIES ANNIVERSARY • CONVENTIONAL DIPLOMACY • DIGITAL DIPLOMACY • QUARANTINE DIPLOMACY 5YEARS UA: Ukraine Analytica · 2 (20), 2020 1 BOARD OF ADVISERS Dr. Dimitar Bechev (Bulgaria, Director of the European Policy Institute) Issue 2 (20), 2020 Dr. Iulian Chifu Analysis and Early Warning Center) (Romania, Director of the Conflict Diplomacy Amb., Dr. Sergiy Korsunsky (Ukraine, Director of the Diplomatic Academy under the Ministry of Foreign Affairs of Ukraine) Editors Dr. Igor Koval (Ukraine, Rector of Odessa National Dr. Hanna Shelest University by I.I. Mechnikov) Dr. Mykola Kapitonenko Marcel Röthig (Germany, Director of the Representation of the Friedrich Ebert Foundation in Ukraine) Publisher: Published by NGO “Promotion of Intercultural (United Kingdom, Head of the Russia Cooperation” (Ukraine), Centre of International James Nixey and Eurasia Programme at Chatham House, the Royal Institute of International Affairs) of the Representation of the Friedrich Ebert Studies (Ukraine), with the financial support Foundation in Ukraine, the Black Sea Trust. Dr. Róbert Ondrejcsák (Slovakia, former State Secretary, Ministry of Defence) UA: Ukraine Analytica analytical journal in English on International is the first Ukrainian Amb., Dr. Oleg Shamshur (Ukraine, former Relations, Politics and Economics. The journal Ambassador Extraordinary and Plenipotentiary of is aimed for experts, diplomats, academics, Ukraine to France) students interested in the international relations and Ukraine in particular. Dr. Stephan De Spiegeleire (The Netherlands, Director Defence Transformation at The Hague Contacts: Center for Strategic Studies) website: http://ukraine-analytica.org/ e-mail: [email protected] Ivanna Klympush-Tsintsadze (Ukraine, Head Facebook: https://www.facebook.com/ of the Parliamentary Committee on European ukraineanalytica Integration) Twitter: https://twitter.com/UA_Analytica Dr. Dimitris Triantaphyllou (Greece, Director of The views and opinions expressed in the Center for International and European Studies, articles are those of the authors and do not Kadir Has University (Turkey)) Analytica, its editors, Board of Advisors or Dr. Asle Toje (Norway, Research Director at the necessarily reflect the position of UA: Ukraine donors. Norwegian Nobel Institute) ISSN 2518-7481 500 copies UA: Ukraine Analytica · 2 (20), 2020 1 TABLE OF CONTENTS THE LIMITS OF DIPLOMACY’S EFFECTIVENESS ARE WHERE WE ARE ABLE TO EXPAND THEM 3 Interview with H.E. Amb. Dmytro Kuleba, Minister for Foreign Affairs of Ukraine DIPLOMACY IN A WORLD TO COME 6 Sergiy Korsunsky CONVENTIONAL DIPLOMACY VS DIGITAL REALITY 11 Viktoriia Gulenko DIGITAL DIPLOMACY: HOW INTERNATIONAL ACTORS TRANSFORM THEIR FOREIGN POLICY ACTIVITY 19 Nataliya Pipchenko CYBER DIPLOMACY: AN INTANGIBLE REALITY OR A FAIT ACCOMPLI? 26 Olga Rusova TIME FOR A NEW DIPLOMACY? 34 Andriy Voynarovsky PERFORMANCE MEASUREMENT IN COMMERCIAL DIPLOMACY 41 Piotr Hajdecki “SHUTTLE DIPLOMACY” IN THE ARAB-ISRAELI CONFLICT: RETROSPECT AND REALITIES 50 Iryna Zubarenko 2 UA: Ukraine Analytica · 2 (20), 2020 THE LIMITS OF DIPLOMACY’S EFFECTIVENESS ARE WHERE WE ARE ABLE TO EXPAND THEM Interview with H.E. Amb. Dmytro Kuleba, Minister for Foreign Affairs of Ukraine New challenges of international may help in shaping public opinion, but it relations require new methods is unlikely to succeed in convincing, let us of addressing them Is diplomacy say, judges of an international court. This is changing today or are its principles where classical paperwork is still very much and instruments still valid? needed. We sit down with our legal teams to thoroughly prepare documented claims. In a broad sense, diplomacy has always been Because we still do believe that international and remains an art of being persuasive. law matters. Despite some countries tending However, a lot has changed recently. Even to ignore it, experience shows they cannot visually. It used to be associated with men in entirely ignore court decisions. black suits and ties. Not anymore. Diplomacy in the modern world equally belongs to women as well as men. Public diplomacy can outweigh negotiations behind closed the general trend of democratisation. This Public diplomacy may help isdoors. how Thisdemocracies is not surprising function. andThey reflects serve in shaping public opinion, «but it is unlikely to succeed interests of the people who become real stakeholders. That is why communication in convincing, let us say, judges takes a central stage in decision-making. As of an international court they say, you win wars by winning hearts. This is especially important for us right now, as the Russian aggression against Ukraine We also should not forget the much-needed has entered its seventh year. In its military consular protection, which still requires a strategy, Russia pays critical attention to using non-military means. We would simply really help much in protecting rights of our not have been able to survive in the past six citizenslot of traditional abroad. Sometimesfieldwork. Twittera consul will needs not years without gaining muscle in the new, to drive across the entire country to help a modern tools of communication. group of Ukrainian citizens in need. At the same time, classical diplomacy has As diplomacy changes with the world and not lost its importance. National positions from one generation to another, core ideas need to be developed and outlined. Be it in remain intact. “Represent. Protect. Promote”, a verbal note or a tweet. Public diplomacy as Ukraine’s MFA motto says. UA: Ukraine Analytica · 2 (20), 2020 3 Can Twiplomacy and informal sidelines, cafes, or online communications. I negotiations be a substitute for think it is not about replacing one with the classical diplomacy? other. We should think about it in terms of added value. Twiplomacy and informal negotiations create extra space for creativity and non- How much money should a state conventional solutions. But they cannot fully spend on diplomacy? replace classical diplomacy. Each hryvnia spent on diplomacy saves There are two schools of thought in Ukraine two hryvnias on defence. Furthermore, representing polar views on the matter. diplomacy helps bring investment into Some say classical diplomacy is not relevant the country and create opportunities for anymore, and only informal channels help Ukrainian companies in foreign markets. cut deals. Others insist there is no room For example, we have now relaunched for informal negotiations, and everything our Investors and Exporters Council at should only be discussed in a formal way. MFA to help create opportunities for Both approaches seem terribly incorrect to Ukrainian businesses abroad and assist me. Decent fact-based and result-oriented foreign investors in entering Ukraine. We diplomacy is a carefully crafted mix of the work closely with Ukrainian companies two. to help them liberalise trade with other countries, establish B2B contacts with foreign partners. At the end of the day, the better they do, the better it is for Ukraine’s The limits of diplomacy’s economy. Businesses will create more jobs, effectiveness are where we pay more salaries and taxes. «are able to expand them. Meaning, practically, they are much Is diplomacy costly? Well, the famous saying, broader than we can imagine “People who don’t want to feed their army, will soon be feeding the enemy’s one,” is fully applicable in this case as well. We used to say that all diplomatic What are the limits of diplomacy’s documents must be double-checked up to effectiveness in today’s world? the last comma. Because every word and punctuation mark matters. Now I would put The limits of diplomacy’s effectiveness are it this way: “Every tweet must be double- where we are able to expand them. Meaning, checked up to the last emoji.” practically, they are much broader than we can imagine. In the past, verbal notes were read out loud in front of a minister or an ambassador. Now they are forwarded by email or on cases. All others simply do not need WhatsApp. Channels, audiences, protocol, diplomacy.Diplomacy Lookingprimarily from deals outside, with sometimes difficult and etiquette may all change. But goals it may feel like progress is lacking. In fact, don’t. They are basically about making diplomacy requires a lot of patience. When people abroad admire, respect, and support years of work culminate in just one strategic your country. Be it governments, tourists, move or call. Consistent and focused work is investors, or business. To that end, one can absolutely essential to be able to use those use the UN General Assembly tribune, its opportunities appropriately. 4 UA: Ukraine Analytica · 2 (20), 2020 The role of diplomacy in the post-WWII able to learn and adapt constantly. He or era has dramatically increased. It is not only about new institutions, alliances, Omni-purpose but being himself or herself. and formats. One invention boosted it to Persuasiveshe is flexible but but natural. holds hisThese or herbasic ground. skills unprecedented levels, which was aviation. have only gained value over the past decade Flights became widespread and affordable. and will surely be even more valuable tomorrow. and diplomats gained an opportunity to meetFor the at first any time place in humanand any history, time leaderswithin Dmytro Kuleba, PhD, Amb. is Minister for simply never