1.7 Listening and messaging To illustrate this last point, Ali Fisher and Aurªlie Bröckerhoff have suggested the following spectrum of public diplomacy modes, running from listening at one end to messaging at the other: LISTENING Listening shows respect and it may sometimes actually change behaviour. But it must be genuine: and, on its own, it is limited in scope. FACILITATION Facilitation entails helping others to achieve their goals, for example NorwayØs efforts to advance the MEPP. BUILDING NETWORKS or LONG-TERM RELATIONSHIPS This is the process of identifying and cultivating people likely to be of inøuence in the future: it offers no immediate return. CULTURAL EXCHANGE This is a reciprocal activity. CULTURAL DIPLOMACY This is moving towards messaging, i.e. Útelling a storyÛ. BROADCASTING By de÷nition, broadcasting entails, above all, transmitting, although there will not necessarily be direct government messaging involved if the broadcaster enjoys editorial independence. DIRECT MESSAGING (TELLING) At this end of the spectrum lie nation branding, tourism promotion, policy advocacy and information correction.25
1.8 Conclusions The essential component of public diplomacy, seeking to inøuence foreign publics, long pre-dates the existence of the term itself. There is a spectrum of public diplomacy modes ranging from ÚlisteningÛ at one end to ÚtellingÛ at the other: and listening is the key to effective communication. Public diplomacy has three dimensions: daily communication; campaigns (Joseph NyeØs Ústrategic communicationÛ); and the development of lasting relationships. No public diplomacy will be effective if it is not aligned with actual policy and behaviour. Public diplomacy today is largely informed by NyeØs concept of Úsoft powerÛ. We shall look at this concept in Chapter 2.
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Ali Fisher and Aurélie Bröckerhoff, Options for Inøuence, Berkeley, Counterpoint, 2008. Public Diplomacy: What it is - and how to do it