STRATEGIC PLANNING CONCEPTUAL PLANNING Identifies big longterm goals

STRATEGIC PLANNING

CONCEPTUAL PLANNING • Identifies big, long-term goals. • Conceptualizes ways to achieve the goal • Step by step • Multi-year • A case study of Chinese long-term public diplomacy will follow later in this presentation.

ANNUAL PD WORK PLAN • Addresses all major policy issues • Schedules activities to support each issue throughout the year • Helps to ensure attention is given to long-term projects, not just to urgent, day-to-day tasks.

EXAMPLE OF A PD ANNUAL PLAN Theme Territorial Integrity January – March 2018 July – August 2018 Visit by trade delegation from Ukraine: arrange press support, public speech by leader of delegation. Present book collection about Ukraine to university library. Sept. – December 2018 Visit by host country journalists to Ukraine to see and report on issues of territorial integrity. Visit of Foreign Minister: arrange press coverage, follow-on. Economic Partnerships Mutual Understanding April – June 2018 Organize Skype conference between business leaders in Kyiv and host country. Send small group of university professors who teach Ukrainian history to Ukraine to deepen their knowledge. Art exhibit by Ukrainian artist.

PLAN AHEAD TO AVOID HAPHAZARD PD WORK

Case Study Western perceptions of China’s policy toward Tibet

Summary from “The New Public Diplomacy: Soft Power in Intl Relations” by Jan Melissen, p. 88 -103

How China wishes to be seen • As working hard to to give its people a better future and seeks understanding for its political system and policies.

How China wishes to be seen • As working hard to to give its people a better future and seeks understanding for its political system and policies. • As a stable, trustworthy and responsible economic partner, a rising economic power that does not have to be feared.

How China wishes to be seen • As a trustworthy and responsible member of the international community, capable of and willing to contribute actively to world peace.

How China wishes to be seen • As a trustworthy and responsible member of the international community, capable of and willing to contribute actively to world peace. • To be respected as an ancient culture with a long history.

Assets and liabilities Liabilities •

Assets and liabilities Liabilities • Human rights record • Falungong • Tibet • Taiwan

Assets and liabilities Liabilities • Human rights record • Falungong • Tibet • Taiwan Assets • Ancient culture • Economic success

Differentiation of PD messages Asian countries • “China’s peaceful rise” Western countries • Soften Human rights perceptions • Leverage diaspora

Chinese PD programs for U. S. and France • Identified as countries most hostile on Tibet

Chinese PD programs for U. S. and France • Target audience: Tibetans living abroad • cultivated deep feeling for homeland.

Chinese PD programs for U. S. and France • Target audience: reporters, diplomats, international scholars and Tibetologists • Organized annual visits to Tibet.

Chinese PD programs for U. S. and France • Target audience: foreign media • Invited relatively objective and fair-minded persons and journalists to visit Tibet. The only request was to report objective facts. Being truthful to facts is very convincing.

Chinese PD programs for U. S. and France • Target audience: decision-makers, intellectuals and scholars • A White Paper.

Chinese PD programs for U. S. and France • Target audience: general public • send abroad Tibetan singing and dancing troupes, exhibitions and lectures by Chinese Tibetologists, publicize important Tibetan religious events, and publish books.

Results after 10 years • Strategy remains same • Human rights concerns remain in West due to events that continue to occur in China

Results after 10 years • Credibility of PD messages diminished by strict state control. • Audience suspects propaganda.

Public Diplomacy is a long-term effort.