Nepal’s public diplomacy
Public diplomacy has emerged as an important tool of a country’s foreign policy. The democratization of foreign affairs, i.e. the growing say and influence of the people in matters of foreign relations, has made public diplomacy an attractive, important and necessary means for every country. This is applicable not only in the cases of democratic and developed countries but also in developing countries and countries with different types of political systems.
Countries have different experiences in the matter of public diplomacy. We have seen that countries like the United States of America have been using public diplomacy effectively, especially since the beginning of the Cold War. During the Cold War, both the USA and the then USSR used public diplomacy against each other. The objective was to influence the public in the other camp against their regime. At the same time, other countries have been using public diplomacy to enhance their national image before the international community. China is one such example. It has been using public diplomacy to demonstrate its economic development and other achievements, and also to attract foreign students, tourists and businessmen. On the other hand, it is also possible that some countries may try to use public diplomacy as one of the tools to interfere in the internal affairs of another country. Radio and TV channels, printed materials and other such resources can be used to influence the public in the target countries.
In the present-day world, the nature and focus of public diplomacy have changed. It is used more to influence the foreign publics to influence foreign governments and achieve the countries’ interests. In a way, this can be termed a legitimate method. Though the traditional approach of using public diplomacy as a propaganda tool and a way for interfering in the internal affairs of other countries still continues, there is a visible shift in the overall approach.
First, public diplomacy has received universal recognition and acceptance. Almost all countries—rich and poor, big and small, developed and developing—have been using public diplomacy to meet some of their diplomatic objectives.
Second, public diplomacy has now gained a positive connotation; people do not take it only as a propaganda tool but also as an effective and acceptable means for national branding and advocacy.
Third, public diplomacy can still be used as a means for interfering in the internal affairs of a country, especially among developing and weaker countries. The possible victims have to take effective measures to counter such efforts. Many countries have been using public diplomacy as an effective tool of diplomacy. Public diplomacy has also proved an effective means to promote the commercial interests of a state. Promotional activities, exchanges of people, and branding of various products have helped promote a country’s image and dignity as well as the promotion of trade and tourism.
Countries like China have made visible achievements in the area of public diplomacy through activities such as English language media, events and projects to increase Chinese visibility abroad, English publications, exchanges with foreign countries, and Chinese gardens abroad. Similarly, India’s public diplomacy activities include distinguished lectures, documentaries on various aspects of India, publicity campaigns through ‘India Perspectives’ and ‘Bharat Ek Parichaya’, etc. In the case of Nepal, we have seen that public diplomacy is a relatively new area. Some efforts had been made in the past to promote the country’s dignity but foreign publics were not targeted much.
After the restoration of democracy in 1990, Nepali missions abroad started organizing various activities under their economic diplomacy programmes. And, it was rather late that the Government of Nepal started using the term public diplomacy in its official documents. Now, Nepal has taken some steps toward public diplomacy. Nepali diplomatic missions abroad have started meeting people, business leaders and academicians with a view to promoting Nepal’s national interest. Still, a lot more needs to be done by Nepal to make public diplomacy a truly useful and effective tool of its foreign policy.
The Government of Nepal, and the Ministry of Foreign Affairs, in particular, have to streamline public diplomacy in the overall foreign policy. It has to undertake studies to identify the areas where public diplomacy can be a useful tool. Public diplomacy needs to be made an integrated tool of the country’s foreign policy. The foreign ministry should provide training to Nepali diplomats.
As public diplomacy itself is a new area, Nepali diplomats need thorough training incorporating both theoretical and practical aspects. Only well-trained and skilful diplomats can implement public diplomacy in an effective and appropriate manner.
Excerpts from the research paper published by Policy Research Institute, a government think-tank
