Perspectives on soft power and cultural diplomacy
We understand hard power from a young age. Seeing a playground bully get punched in the face is at one end of the spectrum, whilst watching one country bomb another into submission is at the other. But that’s hard power. Hard power is crude. It is violent. Hard power leverages size, strength, and often money. It also often results in unintended consequences and causes collateral damage.
Theodore Roosevelt’s approach to foreign policy was a precursor to ‘soft power’. In 1900, he wrote “speak softly and carry a big stick.” That’s the easy part to remember. But Roosevelt’s fuller explanation of the ideology has more weight and nuance. Here, context trumps soundbite. The 26th President of the United States of America was committed to:
“…the exercise of intelligent forethought and of decisive action sufficiently far in advance of any likely crisis.”
In other words, he believed in building up a bank of goodwill. A reservoir, if you will, on which to draw in a drought.
It wasn’t until the late 1980s that Joseph Nye coined the term ‘soft power’. That seems strange for a phrase so widely used, with such rich roots, yet still shrouded in mystery. Put simply, soft power is the ability to influence and persuade through non-coercive means.
The reality is that we all engage in soft power, all the time. From everyday ‘charm and disarm’ tactics in the workplace and at home, to fully-developed strategies for nations, regions, or cities to exert their influence abroad.
Soft power isn’t about winning physical wars, although it intersects with winning information wars. It’s about winning hearts and minds. It requires a concerted effort, yet proponents of soft power have to be comfortable embracing ambiguity. This is not a force that can be harnessed and directed with pinpoint precision. Its strength lies in its amorphous, organic and all-pervading nature.
But where does public relations come into play? The role of PR is clear, and powerful. We identify compelling narratives, craft messages, empower and equip spokespeople and implement and execute tactics that enable soft power to be activated.
Soft power can be employed to dramatic effect in diverse contexts, but it is perhaps identified most easily in conjunction with international relations, nation branding and public diplomacy. Let’s flesh that out. Think of a country – any country. What images, symbols and words do you associate with this place? Do you have a sense for what the people are like? The culture? The capital city? What are your thoughts about its sporting prowess, its economy, its tourist attractions?
Let’s take Egypt: a land of rich heritage and strong symbology. It has the Great Pyramids of Giza, the ancient Pharaohs and the Sphinx. We learn about it in school, then perhaps it fades to the back of our minds. After all, there are 194 other countries to think about. But Egypt flashes into our minds from time to time, evoking very different reactions, and shaping how we feel about the nation.
Tahrir Square erupts in protests. A friend tells us about their fabulous cruise down the Nile. Flicking through the TV channels, we see the home crowd roaring as Mohamed Salah strikes the back of the net in a Liverpool match. Three different touchpoints, all shaping our perception, nudging us toward a more well-rounded understanding of the nation. And yet, the power brokers in Cairo have little to no influence over these encounters with their brand. So, what levers can they pull? And how can soft power reposition Egypt in our minds? The secret is found in co-option, rather than coercion – and in planned communications, rather than programmatic propaganda.
Curzon’s experience in this sphere is wide ranging. We have used multifaceted approaches to presenting and positioning nations, regions and cities through cultural campaigns creating affinity and reaching hearts and minds.
When we worked with HyperJapan, a huge Japanese festival showcasing the country’s distinctive cuisine and culture, we helped curate a raft of experiential touchpoints, from music and fashion to manga and anime. It was eye-opening, and we watched with awe as visitors embraced the elements of a very foreign world with open arms. The results of initiatives like these are difficult to measure. The reputational ripple-effect, however, is profound. From word-of-mouth recommendation to increased tourism and inward investment, endorsements have incredible impact.
Soft power initiatives don’t need to be broad brush, either. We have created highly targeted events and activities, for all manner of causes. From fostering interfaith dialogue for Azerbaijan to promoting the creative excellence of Saskatchewan, the skillset employed is the same. Whether the expression of soft power is a high-powered event in Westminster, or a travelling exhibition, the same principles apply. A strategic approach, crisp messaging and authentic communication, connecting a proposition to a specific audience: both incredibly simple, and yet hard to optimise without deep experience.
Impact comes through professional PR – and soft power will continue to grow as an outworking of that discipline. It is a joy to use skills and experience to connect cultures and foster greater understanding. Soft power has the potential to make the world a closer place, and simultaneously deliver return on communications investment. Watch closely, and you will see its influence everywhere. It’s a realm that touches us all, and an arena we love to work in.
Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]
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