DIGITAL DIPLOMACY: ACCOUNTABILITY OR PROPAGANDA

DIGITAL DIPLOMACYDIGITAL DIPLOMACY

ACCOUNTABILITY OR PROPAGANDAACCOUNTABILITY OR PROPAGANDA

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Who am I Why am I interested in

Digital Communication?



Cultural DiplomacyCultural DiplomacyService DeliveryService Delivery

Commercial DiplomacyCommercial DiplomacyTraditional PolicyTraditional Policy

DIPLOMACY AS MARKETINGDIPLOMACY AS MARKETINGof Ideasof Ideas

To build ConstituenciesTo build ConstituenciesFor ActionFor Action

What do we understand by Diplomacy?



Own CitizensOwn CitizensOpinion FormersOpinion FormersDecision makersDecision makers

Businessmen Businessmen Foreign PublicsForeign Publics

Examples: Travel Advice, See Examples: Travel Advice, See Britain 2012, My own work, Boston Britain 2012, My own work, Boston CG on LinkedIn, Mark Kent, FCO CG on LinkedIn, Mark Kent, FCO

MinistersMinisters

Who are we trying Who are we trying to Communicate withto Communicate with

and to What Purpose?and to What Purpose?



Advent of 24/7 News leads to:Advent of 24/7 News leads to: short attention span short attention span

Over emphasis on the ImmediateOver emphasis on the ImmediateLack of analysisLack of analysis

Too much editorial powerToo much editorial powerNews as EntertainmentNews as EntertainmentNo story staying power No story staying power

30 second sound bite30 second sound bite

What’s Happened to What’s Happened to the Traditional Approachthe Traditional Approach to Public Information?to Public Information?





Capital Staffers Index NOV 2009Capital Staffers Index NOV 2009 QuickTime™ and a decompressor




IMMEDIACY & CONNECTIVITYIMMEDIACY & CONNECTIVITYTRANSPARENCYTRANSPARENCY

RISKRISKINTELLECTUAL MULTIPLIERINTELLECTUAL MULTIPLIER

What are the Unintended Consequences What are the Unintended Consequences of the Digital Revolution?of the Digital Revolution?



False BlogsFalse BlogsDarius = Iranian IntelligenceDarius = Iranian Intelligence

Georgia Conflict: PR CompaniesGeorgia Conflict: PR Companies

But But Communities Self Policing & ability of public to Communities Self Policing & ability of public to

challenge and answer back.challenge and answer back.

Wikipedia vs WikileaksWikipedia vs Wikileaks

PROPAGANDA?PROPAGANDA?‘‘Information that is spread for the Information that is spread for the

purpose of promoting some cause’purpose of promoting some cause’



PERCEPTIONSPERCEPTIONS



Societies and StructuresSocieties and Structures

Perhaps the most commonly occurring Perhaps the most commonly occurring Institutional Structure is a Hierarchical Institutional Structure is a Hierarchical arrangement best viewed as a Pyramidarrangement best viewed as a Pyramid



CEOCEO

BOARDBOARD

Senior Senior ManagersManagers

Middle Middle ManagersManagers

STAFFSTAFF

COMMERCIALCOMMERCIAL

C in CC in C

GeneralsGenerals

OfficersOfficers

NCOsNCOs

Other Other RanksRanks

MILITARYMILITARY

These reflect models that can be found in the Commercialand Military world as well as Government Bureaucracies



MonarchMonarch

NobilityNobility

KnightsKnights

FreemenFreemen

SerfsSerfs

HISTORICHISTORIC

It is surely Ironic that these models are based upon a domestic society It is surely Ironic that these models are based upon a domestic society That has That has not not existed in the majority of the worlds statesexisted in the majority of the worlds states

for several hundred yearsfor several hundred years



SecuritySecurity

ProsperityProsperity

SustainabilitySustainability

Aspirations, Motivations & Interests



Aspirations, Motivations & Aspirations, Motivations & InterestsInterests

““Underprivileged”Underprivileged”

• Can’tCan’t

• Opt OutOpt Out

Super RichSuper Rich

• Don’t Need toDon’t Need to

DOMESTICDOMESTIC




LEADERSHIPLEADERSHIP




INTERNATIONALINTERNATIONAL

DPRK DPRK TalibanTaliban

• Can’tCan’t

• Opt OutOpt Out

Super RichSuper Rich

Small populationSmall population

• Don’t Need toDon’t Need to



ADVANTAGESADVANTAGES

• EMPOWERMENTEMPOWERMENT

• OWNERSHIPOWNERSHIP

• MUTLIPIER EFFECTMUTLIPIER EFFECT



They were not designed for with They were not designed for with Governments still less Diplomats in mindGovernments still less Diplomats in mind

The Business Model is far from provenThe Business Model is far from proven

But they offer Direct Outreach to an But they offer Direct Outreach to an extent we could not have dreamed of.extent we could not have dreamed of.

Compare: an evening reception to Compare: an evening reception to an Online Internet Event an Online Internet Event

PUSH vs PULLPUSH vs PULL

Are Soc Media ToolsAre Soc Media ToolsFit for Purpose?Fit for Purpose?



Governments’ probably need to Governments’ probably need to develop a clearer idea of why Soc develop a clearer idea of why Soc

Media is a useful toolMedia is a useful tool

They need ensure that Soc Media They need ensure that Soc Media events and activities are part of a events and activities are part of a

coherent process with a clear coherent process with a clear outcome not simply an end in outcome not simply an end in

themselvesthemselves

Lessons for the Future?Lessons for the Future?




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UK GOVERNMENT BLOGGERSUK GOVERNMENT BLOGGERSQuickTime™ and a

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DIGITAL DIPLOMACY: ACCOUNTABILITY OR PROPAGANDA

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