• An estimated global audience of 4 billion
• 14,700 participants in attendance
• 120 heads of state in attendance
• 25,000 Journalists
• 320,000 extra foreign visitors
Since it was recognised that the use of soft power tools can influence foreign nationals, highly beneficial to governments when it comes to policy and agenda setting, Britain has raised it public diplomacy agenda. Over the last ten years, after the Wilton Review of 2003 concluded that the governments work was uncoordinated reducing its advantages, the FCO has continued to build on its public diplomacy tools through research and analytical programs.
Foreign Secretary William Hague recently noted, after the Coalition government came to power, that Britain must raise their game in public diplomacy initiatives and take advantage of the developing humans networks to reach more people, stating ‘Britain can now carry our arguments in courts of public opinion around the world as well as around international negotiating tables’… ‘and we overlook international opinion at our peril’(1).
The Olympics is one of the few occasions when different cultures, regions and publics unite on the world stage and a perfect setting for a nation to publicly display its culture. Note how South Africa successfully raised its international reputation through the 2010 FIFA World Cup (2). The FCO held a session in November 2010 to report on how they hope to use 2012, an event with a guaranteed vast international audience, to raise Britain’s profile through public diplomacy. With Simon Anholt and other diplomacy and market specialists in attendance, the aim was to compile an agenda based on other Olympic experiences to strategically raise Britain’s profile and promote its agendas such as trade and a green agenda abroad(3). As Simon Anholt notes, ‘the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower’(4), it is therefore vital that Britain take advantage of the huge publicity of the Olympics to spread their image and ideas.
The paper highlights the FCO’s four objectives for the games in point 30 as being;
• National interest: To contribute to UK foreign policy goals by using the profile of the Olympics to promote British culture and values at home and abroad. To cement Britain's reputation as a valuable bilateral partner and a vibrant, open and modern society, a global hub in a networked world.
• Prosperity: To bolster the UK economy, increase commercial opportunities for British business in target countries, and secure high value inward investment.
• Security: To enhance our security by harnessing the global appeal of the Olympics, particularly among the young, to reinforce values of tolerance, moderation and openness.
• Cross-Government approach: To work seamlessly with other Government Departments and partners, mobilising the powerful asset of the FCO's unique network of Posts to deliver the greatest international impact for our strategy (5)
One of the key exercises to achieve these objectives is through the ‘See Britain (Through My Eyes) campaign which will strategically target countries that the FCO see as advantageous in achieving British interests. This campaign uses short films by non British citizens to raise Britain’s reputation, culturally, socially, and politically.
See Zeinab Badawi, Sudanese-born newsreader talking about freedom of speech and Britain's thriving media
A second planned initiative is the promotion of the 'International Inspirations' programme, which aims to give 12 million children in 20 countries access to high-quality and inclusive physical education, sport and play (6).
With a large variety of tools at Britain’s disposal abroad and at home, it will be interesting to see what other initiatives the FCO build on between now and the Olympics for pursuing the governments interest abroad through public diplomacy.
• 14,700 participants in attendance
• 120 heads of state in attendance
• 25,000 Journalists
• 320,000 extra foreign visitors
Since it was recognised that the use of soft power tools can influence foreign nationals, highly beneficial to governments when it comes to policy and agenda setting, Britain has raised it public diplomacy agenda. Over the last ten years, after the Wilton Review of 2003 concluded that the governments work was uncoordinated reducing its advantages, the FCO has continued to build on its public diplomacy tools through research and analytical programs.
Foreign Secretary William Hague recently noted, after the Coalition government came to power, that Britain must raise their game in public diplomacy initiatives and take advantage of the developing humans networks to reach more people, stating ‘Britain can now carry our arguments in courts of public opinion around the world as well as around international negotiating tables’… ‘and we overlook international opinion at our peril’(1).
The Olympics is one of the few occasions when different cultures, regions and publics unite on the world stage and a perfect setting for a nation to publicly display its culture. Note how South Africa successfully raised its international reputation through the 2010 FIFA World Cup (2). The FCO held a session in November 2010 to report on how they hope to use 2012, an event with a guaranteed vast international audience, to raise Britain’s profile through public diplomacy. With Simon Anholt and other diplomacy and market specialists in attendance, the aim was to compile an agenda based on other Olympic experiences to strategically raise Britain’s profile and promote its agendas such as trade and a green agenda abroad(3). As Simon Anholt notes, ‘the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower’(4), it is therefore vital that Britain take advantage of the huge publicity of the Olympics to spread their image and ideas.
The paper highlights the FCO’s four objectives for the games in point 30 as being;
• National interest: To contribute to UK foreign policy goals by using the profile of the Olympics to promote British culture and values at home and abroad. To cement Britain's reputation as a valuable bilateral partner and a vibrant, open and modern society, a global hub in a networked world.
• Prosperity: To bolster the UK economy, increase commercial opportunities for British business in target countries, and secure high value inward investment.
• Security: To enhance our security by harnessing the global appeal of the Olympics, particularly among the young, to reinforce values of tolerance, moderation and openness.
• Cross-Government approach: To work seamlessly with other Government Departments and partners, mobilising the powerful asset of the FCO's unique network of Posts to deliver the greatest international impact for our strategy (5)
One of the key exercises to achieve these objectives is through the ‘See Britain (Through My Eyes) campaign which will strategically target countries that the FCO see as advantageous in achieving British interests. This campaign uses short films by non British citizens to raise Britain’s reputation, culturally, socially, and politically.
See Zeinab Badawi, Sudanese-born newsreader talking about freedom of speech and Britain's thriving media
A second planned initiative is the promotion of the 'International Inspirations' programme, which aims to give 12 million children in 20 countries access to high-quality and inclusive physical education, sport and play (6).
With a large variety of tools at Britain’s disposal abroad and at home, it will be interesting to see what other initiatives the FCO build on between now and the Olympics for pursuing the governments interest abroad through public diplomacy.
(1)Point 8. http://www.publications.parliament.uk/pa/cm201011/cmselect/cmfaff/581/58106.htm
(2)See http://www.prweek.com/uk/news/features/1014549/Reputation-survey-South-Africa-shines/
(3)Introduction. http://www.publications.parliament.uk/pa/cm201011/cmselect/cmfaff/581/58106.htm
(4)Simon Anholt http://www.simonanholt.com/Explained/explained-introduction.aspx
(5)Point 30. http://www.publications.parliament.uk/pa/cm201011/cmselect/cmfaff/581/58107.htm
(6) Point 37. http://www.publications.parliament.uk/pa/cm201011/cmselect/cmfaff/581/58107.htm
It is very true that large sporting events, such as the Olympics are great aspect for public diplomacy and for improving the overall image of the country. One of the great examples from the past were the Olympics in Beijing and also Sydney. The Olympics brings together hearts and minds of thousands of people from all over the world. And therefore through this event, the hosting country can truly catch wide audiences. In China during the Olympics, human rights and other weaknesses were put aside, because the Olympics spirit was greater than the country as such. I recommend article by Annisa Lai Lee - Did the Olympics Help the Nation Branding of China?
ReplyDelete