The Case for Public Diplomacy

By Bob Rae

First published in Global Currents, Fall 2008. Download a .pdf version of the newsletter here.

Public diplomacy - the practice of a government communicating directly with the citizens of foreign countries - is an important tool for a country like Canada. First, the nature of Canada's open economy means that our reputation abroad matters a great deal - not just in the eyes of foreign governments, but of the people they represent. Second, Canada does not have a tremendous amount of ‘hard power', meaning that it is important for us to use indirect channels of communication in sharing our views and getting our point across on the world stage. Third, we happen to have an incredibly rich and vibrant culture to draw on in expressing our shared values and beliefs.

From Radio Canada International's first broadcasts in 1945, to our commitment to the promotion of arts and culture, to the thousands of academic exchanges that take place every year, public diplomacy has played a key role in helping establish Canada's positive reputation abroad. A poll commissioned last year by the Program on International Policy Attitudes in 30 countries found that along with Japan, Canada was one of only two countries in the world that a majority of respondents agreed had a positive influence in the world.

It is unfortunate therefore to see our government's cooling to public diplomacy. In a quiet but steady reversal from previous governments, the current government has been dismantling Canada's public diplomacy infrastructure. Funding for Radio Canada International has remained stagnant while millions of dollars have been slashed from the Department of Foreign Affairs' work and study abroad programs.

Canada relegates public diplomacy to the background at its own peril.

Failing to communicate to the world's population why Canada matters makes it harder for us to attract skilled workers and students, bring in foreign investment and create favourable environments for our products in overseas markets. Indeed, countries like the United Kingdom, Australia and the United States have been moving in precisely the opposite direction as Canada, redoubling their efforts to promote public diplomacy by expanding their international broadcasting budgets and launching new efforts to attract foreign students and skilled workers.

If Canada is to keep up with the rest of the world we must do more than simply reaffirm our commitment to public diplomacy - we must challenge ourselves to redefine how public diplomacy works.

The spread of social networking, the rise of digital radio, and the advent of citizen journalism have created a new class of potential ambassadors across the country. Academic networks, Canadian businesses and even Facebook groups are all helping Canada create direct links with the rest of the world on a scale and with permutations that were scarcely imaginable a decade ago.

This transformation comes with inherent risks and challenges. Such a wide diversity of views and opinions risks creating a cacophony, muddling Canada's voice at a time of increasing competition for the attention of foreign audiences. This is why the Canadian government should re-imagine its role from being the sole producer of public diplomacy towards that of being an active leader and coordinator. We should be at the forefront of fostering and promoting these new networks and cultural transmission channels in a way that reinforces Canadian values and foreign policy objectives.

Doing so first requires bolstering the government's traditional public diplomacy tools. Expanding Radio Canada International's mandate is a start. RCI and other Canadian broadcasters should be encouraged to take advantage of new media and create content and broadcasting opportunities to reach an ever-wider audience while also allowing for greater interaction and inclusiveness between Canadians and the rest of the world. Initiatives such as RCI's Viva program, which uses the internet to reach out to new and prospective immigrants in Canada is a good example of the kinds of initiatives we should be exploring.

At the same time, the Canadian government must play a stronger role in supporting the efforts of non- governmental actors in sharing their experience, opinions and knowhow with the world. By identifying best practices, by making it easier for foreigners to come work and study in Canada, and providing more opportunities for our schools, sports and arts communities , NGOs, and private sector to shine on the world stage, our government can be a powerful force in marshalling two of our biggest resources, our people and our culture.

Public diplomacy is by no means a substitute for traditional forms of international diplomacy. But time and experience have shown us that if properly nurtured, public diplomacy can be incredibly effective in increasing the reach and potency of our foreign policy objectives while at the same time empowering Canadians to learn more about the world and their ability to make a difference in it.