Power - affect others to do what you want.

Threats of coercion (sticks)

Inducements and payments (carrots)
Attraction to what you want (other countries want to follow - admire its values, example,
aspiring to its levels of prosperity).
This last one - important - soft power. Co-option, not coercion. Establish other peoples
preferences with reference to ones own values. Persuasion/attraction/seduction. Dont
have to force people to do what you want.
One source of influence/part of persuasion. Attractive power/sources that produce
attractive power, measured by focus groups etc.
Public diplomacy, institutional values.
Draw attention to institutional values by broadcasting, subsidising cultural exchanges etc.
But the target of your soft power has got to like the subject of what youre exporting to
them. E.g. dont export hollywood films full of violence and nudity to conservative Muslim
countries. Dont make Voice of America broadcasts extolling government policies seen by
others as arrogant - theyll repel, not attract.
Difficult to use, but still important.
Former French foreign minister - Americans are powerful because they can inspire the
dreams and desires of others, thanks to the mastery of global images through film and
television and because, for these same reasons, large numbers of students from other
countries come to the United States to finish their studies (Vedrine and Moisi).
Dont fall into the concrete fallacy that something isnt a power resource unless you can
drop it on a city or on your food.
Arthur Schlesinger - like Woodrow Wilson and Franklin Roosevelt, Kennedy understood
that the ability to attract others and move opinion was an element of power.
Joffe - US culture, lowbrow or high, radiates outward with an intensity last seen in the
days of the Roman Empire - but with a novel twist. Romes and Soviet Russias cultural
sway stopped exactly at their military borders. Americas soft power, though, rules over an
empire on which the sun never sets.
Can be undercut, though - invasion of Iraq.

Public diplomacy
Soft power rests on three main pillars
- culture (where attractive to others)
- politics (when lived up to)
- foreign policies (where seen as legitimate/moral authority).
Increases much more with advent of mass media.
Anthony Eden, 1937 - it is perfectly true, of course, that good cultural propaganda cannot
remedy the damage done by a bad foreign policy, but it is no exaggeration to say that even
the best of diplomatic policies may fail if it neglects the task of interpretation and
persuasion which modern conditions impose.
Roosevelt 1930s - Americas security depended on its ability to speak to and win the
support of people in other countries.
1938 - Division of cultural Relations, Office of Inter-American Affairs. Office of Wartime
Information, Voice of America, Radio Liberty, Radio Free Europe.
Declined post-cold war, seen as expendable. 70-80% of E. Europe, 50% of Russians hear
VoA - only 2% of Arabs heard it in2003.
1995 - 45,000 academic/cultural exchanges, 2001 - 290,000.
Public diplomacy in information age. Much more important when trying to use military
bases in newly democratic countries - Mexico, Turkey. Cant just rely on firendly leaders.
But after information revolution - plenty of information leads to scarcity of attention. Got to
compete with other types.
When people are overwhelmed with the volume of information confronting them, it is hard
to know what to focus on. Attention rather than information becomes the scarce resource,
and those who can distinguish valuable information from background clutter gain power.
Competitive credibility - whose story wins, whose narrative wins out. Undermine the
enemy. Prior to overthrow of Milosevic - only 31% listened to state constrolled radio station,
45% - Radio Free Europe, VoA.
Reputation particularly important - dollars spent/slick production packages less significant
than the credibility of the source.

Not just PR/propaganda - creating an enabling environment for government policies.

Supportive foreign press.
Strategic communication.
Development of key allies/contacts through exchanges etc.
But even best advertising cant sell an unpopular product. Actions speak louder than
words . Charles Hagel -

Need to listen as well as just preaching at foreigners - need to understand how other
countries are hearing your messages, adapt accordingly.
Internet can be quite useful.
TeFL equivalent?
Some countries do most of their public diplomacy through actions, not broadcasting Norway.

Still difficult to wield soft power, even when policy and communications are in sync.

Long-term relationships - not always profitable in short term. Markets wont broadcast in
Serbo-Croatian/Pashtun.
But postmodern publics - skeptical of authority. Governments - keep to background - work
with NGOs? Disaporas, companies.
Making it more indirect allows you to be more critical of your own policies - usually risky,
but can be beneficial.
Military - psychological operations to military exchanges, assistance programs.

Can be useful to be cooperative in public diplomacy - work through multilateral

organisations.
Hard/soft power combined - smart power.