Abstract
The rise of globalism, particularly information technology and massive flows of international communications, has ignited gigantic competition among nations for markets, foreign direct investment, tourists, human skills, innovation and an edge in international relations. This new phenomenon poses unprecedented challenges to the concept and practice of public diplomacy. This paper seeks to interrogate the concept and practice of public diplomacy in contemporary times, identify the challenges and recommend future direction. It focuses on how public diplomacy can influence global business for the socio-economic benefit of African nations in general and South Africa in particular. Today, countries have become “brands” that must be created, nurtured and managed in a sustainable way through the creation of long-term and mutually beneficial relationships with bilateral and multi-lateral partners. Traditionally, public diplomacy mainly focused on the cultivation of stable political relationships among nations. However, public diplomacy now embraces the essence of a nation, be it political, economic, or, socio-cultural, not only to other governments but also to a multitude of other stakeholders such as foreign publics, multinational corporations, international media and non-governmental organisations. It is this emerging phenomenon that calls for the harnessing and integration of public diplomacy with nation branding in order to build, nurture and sustain a nation brand that enjoys positive relations with other countries, attracting inward investment and skills, promoting trade, tourism and exports. Such a nation brand will thus be able to uplift the standards of living of the people in the host country. The world has changed. And so must we. DOI: 10.5901/mjss.2014.v5n27p42
Highlights
Speaking at the launch of his book on international relations and global politics, this year, British Minister Jim Murphy asserted that “...the world has changed
We need a public diplomacy that fits our time, our environment and our challenges. This is an era of global issues, which range from climate security, to threats from avian flu and international terrorism
Living in a “global village” means that countries share global opportunities and global challenges – the need to engage each other in discussing and finding common solutions to common problems. This is the new role of public diplomacy (PD) in the global age, the need to engage, engage and engage all stakeholders in search for the creation of long lasting relationships that are based on win-win solutions
Summary
Speaking at the launch of his book on international relations and global politics, this year, British Minister Jim Murphy asserted that “...the world has changed. Instead of being the sole custodian of PD, the new age requires governments across the world to broaden the playing field by facilitating the involvement and participation of non-state actors and private business, national and multi-national, in the country’s PD activities. These non-state actors bring the critical mass and expertise required to manoeuvre in the murky waters of global competition. The formulation and implementation of effective and sustainable PD programmes is an insurmountable task for the government to go it alone, the need for the state to be holistic and inclusive in its approach
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