(MENAFN- AzerNews) By Peter Tase
The world where Public Diplomacy was considered as one of the
relics of diplomatic dialogue is rapidly disappearing. At the same
time, the universe where public diplomacy was considered as an
attempt to manipulate the foreign public opinion is easily ruled
out. In order to understand correctly the new Public Diplomacy, it
is not useful to adhere to the past images of diplomacy (that are
still prevailing in the literature of many diplomatic studies), nor
is it advisable to make a forward looking projection of the
practical background in history to face the current international
environment (in the case of equating public diplomacy with
traditional propaganda). The new Public Diplomacy will become a key
component ever more standardized by the general diplomatic practice
and is significantly much more than a propaganda mechanism wielded
by diplomats.
It is certainly true, many Ministries of Foreign Affairs are
still struggling to put the concept into practice in a
multi-stakeholder international environment, and some diplomatic
services are in fact building their Public Diplomacy based on a
formidable tradition of a propaganda framework. But the
imperfections of Public Diplomacy must not hide the fact that it
gradually becomes intertwined with the fabric of conventional
diplomatic activity.
In a variety of bilateral relations, Public Diplomacy has
already become the daily bread of many diplomats, such as in the
relationship between the United States and Canada, in relations
between countries in Western Europe, or between some neighboring
countries of Southeast Asia. As a Canadian ambassador to Washington
observed:“The new diplomacy, as I call it, is largely public
diplomacy and requires different skills, techniques, and attitudes
than the ones discovered in traditional diplomacy.”
In Europe, public diplomacy has also become the main source of
cooperation in international affairs. In a much-quoted 2002 report
by the German Foreign Office, a conclusion of historic proportions
was reached about the role of the European Union Embassies in other
member countries:“in Europe public diplomacy is seen as the number
one priority across the spectrum of problems.” Both examples
accentuate a broader point: in regions characterized by a large
amount of economic and / or political interdependence, as well as a
high level of interconnection in the realm of civil society; Public
Diplomacy has become an essential axis in Diplomatic Relations.
Apart from this conceptual orientation, the practical
contributions in Public Diplomacy are highly embraced by the
Government of Azerbaijan. The wide presence of multiculturalism
policy of Azerbaijan in Europe and South America has attracted a
tremendous added value in the public diplomacy tradition of Europe
and Asia. The Republic of Azerbaijan has implemented a policy of
multiculturalism that has strengthened the Public Diplomacy
discipline and harnessed democratic values across the European
Continent. The opening of the Departments of Azerbaijan
Multiculturalism Studies in the Universities of Romania, Italy,
Germany, Portugal, Lithuania, the Czech Republic and Spain is a
strategic initiative led by the President of Azerbaijan, H. E. Mr.
Ilham Heydar oglu Aliyev; this meticulous project was carried out
by the Academician and famous writer Kamal M. Abdulla, Chancellor
of the University of Languages in Azerbaijan. In the same harmony,
the participation – with the impeccable training of career
diplomats and experts in cultural diplomacy of Azerbaijan – of the
Baku State University has been fundamental. The leadership of Prof.
Dr. Elchin Safarali oghlu Babayev, Chancellor of Baku State
University, has demonstrated that everything is possible, and this
institution has developed Cultural Diplomacy strategy that has
generated tangible outcomes on many other spheres of the dynamic
Azerbaijani Society.
Likewise, the multiculturalism policy of Azerbaijan and the
authentic instruments of Public Diplomacy shaped in Baku have
reached as far as Buenos Aires (Argentina), Uruguay, Paraguay and
Brazil; where (in October – November 2019) University Professor
Irina Kunina was able to inaugurate the Departments of Azerbaijan's
Multiculturalism at the Belgrano University, El Salvador
University, the National University of La Plata (in September 2016
the Azerbaijan Studies Department was inaugurated at the National
University of the East – Paraguay). The support of Ambassador
Rashad Aslanov (an alumni of Baku State University) in this project
of Public Diplomacy and promotion of culture in Azerbaijan has been
a very important contribution in the concept of strengthening
bilateral ties between the Republic of Paraguay and Azerbaijan, as
well as between Argentina and Azerbaijan.
On February 3, 2023, was held at the Gulustan Palace in Baku,
the 9th Southern Gas Corridor Advisory Council Ministerial Meeting
and the 1st Green Energy Advisory Council Ministerial Meeting.
On this occasion, the President of the Republic of Azerbaijan
Ilham Aliyev attended the opening ceremony; and in his remarks, the
head of State emphasized:
“The Southern Gas Corridor was inaugurated only something more
than two years ago, but already today we talk about expansion of
TANAP from 16 to 32 billion cubic meters and expansion of TAP from
10 to 20. This really demonstrates the big need for alternative
source of energy. This demonstrates the big need for continued
diversification of energy supplies and we are ready for that. So,
all what has been done by our joint efforts in previous years,
today it is at our disposal and our team is becoming bigger. We
have more flags today in this room and more distinguished
guests.”
In this important multilateral event, participated the President
of Romania who underscored the indispensable role of Azerbaijan in
the ongoing geopolitical shifts and green energy economics in
Europe.
The President of Romania Klaus Iohannis, at the 9th Southern Gas
Corridor Advisory Council Ministerial Meeting and the 1st Green
Energy Advisory Council Ministerial meeting, stated:
“Romania's Transgaz, Romania's company, has joined forces with
gas transmission systems operators in Greece, Bulgaria and Hungary
for the development of the vertical corridor. The renewed
Memorandum of Understanding signed by the four companies in
December 2022 will enable bi-directional gas flows between South
and Central Europe through Romania enhancing the security of supply
in the whole region. ... This is a win-win situation. The geography
of Azerbaijan gas exports is diversifying while strengthening
Europe's energy security,”
Perhaps the most concise definition of Public Diplomacy is that
of Paul Sharp, who describes it as“the process by which direct
relationships are sought with people in a country to advance the
interests and expand the values of the Government officially being
represented.” Hans Tuch also wrote about public diplomacy:“the
process of communication of a government with the foreign public in
an attempt to attract more understanding of the ideas and promote
the information of this nation, its institutions and culture, as
well as its national objectives and policies”. With Tuch's notions
in mind, Azerbaijan has developed a sophisticated Public Diplomacy
that many other countries aspire to follow. It is evident that the
governments of South America are looking up to Baku, as a source of
reference and inspiration (being a success story); when it comes to
promotion of their Latin American culture, language and their
historical values on the international stage, in Europe and
Asia.
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