1. Public Diplomacy (PD) of Pakistan:
Promoting a Positive National Image

2. Introduction
Elements of Pakistan's PD
PDs' of
• China
• India
Case studies
• Incredible India
• Beautiful China

3. Public Diplomacy?
Public Diplomacy is the
communication and relationship
building between a country and its
foreign publics to promote mutual
understanding.

4. Objectives of Pakistan's Public
Diplomacy
Promoting the country's positive
image and culture abroad
Strengthening relationships with
other countries and international
organizations.
Encouraging foreign investment
and tourism in Pakistan.

5. Elements of Pak's PD
Pakistan's PD aims to build a
positive image and promote its
culture, values, and foreign
policy. Key elements include
media engagement, cultural
diplomacy, and exchange
programs.

6. Pakistan uses its rich cultural
heritage to promote a positive
image of the country around the
world. Music, art, and cuisine are
key components of Pakistan's soft
power strategy.
Cultural
Diplomacy

7. Pakistan's digital diplomacy
efforts include websites, social
media, podcasts, and webinars to
connect with audiences worldwide
and shape perceptions.
Digital Diplomacy

8. Economic Diplomacy
Pakistan's economic diplomacy
involves negotiating trade
agreements, promoting foreign
investment, and increasing
exports to boost the country's
economy.

9. PD, Efforts
Cultural exchanges,
media outreach,
academic collaborations,
and advocacy initiatives.

10. 4 yrs ago Govt. decided to overhaul PD
⚬ System is outdated,
⚬ Foreign policy & national narrative
was limited
⚬ Messaging was uncoordinated and
reactive and contradictory
• Projection of national narrative
• improving skill, orientation of
ambassadors, staff
• Strategic Communications division
(SCD) was setup
• Officers from MOFA, MOIB, Commerce,
National Security, Tourism and PMO

11. Current Status of PD
• Low quality and under utilized
Soft Power Resources(SPR).
• Confused, misleading
philosophical interpretation
• No single theme, tagline or
logo

12. • Every institute have its own
intellectual framework
determined by HOD
• No coherence and
uniformity amongst
institutions
• SPR are at at the Bottom of
international ranking
• lowest brand value
• Dismal power of its passport.

13. How can this be changed ?
High level of political commitment
• Fully sold out centralized soft
power policy
• Raise soft power institutions
• Identify soft power assets
• Launch for foreign public
• with a clear and concrete
message
• What Pakistan is ready to offer
in terms SPR?

14. • Joseph Nye, coined the
phrase “soft power”,
• “the ability to attract
people to our side without
coercion”.
• three main sources culture,
political values & foreign
policies”.

15. Dean Gullion: PD means by
which Govt. private groups and
individuals influence the
attitudes and opinions of other
peoples and governments in such
a way as to exercise an influence
on their foreign policy decisions.

16. Lord Carter: PD is two-way or
interactive communication.
Public Diplomacy Council,USA
‘PD promotes national interest &
national security through:
• understanding,
• informing and influencing foreign
publics
• broadening dialogue between
citizens and institutions of the two
countries and their counterparts.

17. • Quality of Human Development Index
UNDP report 2019 Norway No.1 India
129th , Pak on 152nd out of 189
countries surveyed (UNDP 2019).
• World Press Freedom Index Norway
No.1, India 140th and Pak at 142nd
(143)
• Global Peace Index 2019 Pak 153 out
of 163 Iceland No.1 India at 141st.

18. • The economic impact of
violence: US$ 123.5 billion
(2019)
• Life expectancy: 102 out of
(140)
• Wellbeing index: 66th out of
(140)
• Ecological footprint: 3rd (140)
Inequality index: 120 (140)

19. Soft power index of 30 top countries, France
No.1, turkey 29th, Russia Federation 30th
Travel & Tourism Competitiveness Report
2019 of WEF, France No.1 India 34th, Sri
Lanka at 77 and Pakistan at 121 position
Future Brand Country Index 2019 Japan No.1,
USA 12th China 29th, India 44th and Pak 73rd
out of 75 countries surveyed
Ease of Doing Business New Zealand No.1,
India 77th & Pak 136th out of total 190
countries(Worldbank 2019).
UNDP world ranking of Women
Empowerment, Norway No. 1, India 129th and
Pakistan at 152nd out of 153 countries
surveyed (UNDP 2019)

20. Public diplomacy (Tools)
•Cultural centers, libraries
•Book translation programs
•Research grants
• Language study
•Academic programs
•Journalists exchange programs
•Scholarships to media persons of host country
•Co-opting legislators, community leaders, decision-
makers/ ministries/ organizations
•Lectures, seminars

21. Cultural diplomacy: Promote of foreign
policy objectives by introduce cultural assets in
host country
Tools
• Sign international treaties on cultural
cooperation
• Promote National culture, cultural identity, value
• National language
• Engaging expatriate communities
• Education, science and technology, sports,
arts and literature, a archives and heritage, etc.

22. Social media: Prime channel to communicate ideas,
plans and products
• Receive real-time audience feedback/ obs behaviors
•Help catalyze public diplomacy
•Convenient way to connect with people world leaders
•The SOP (message, Channel target audience)
•Social media policy
• 92% UN member states on Twitter, 88% on Facebook
Imran 9th in the world, Ist in Pakistan, Pakistan's over
9.4m, Maryam Nawaz, 5.06 m, Bilawal BZ 3.24 m

23. • The European Union has a romantic, touristic appeal
• Sense of supranational unity, and its far-reaching
foreign policy of assistance
• Japan and South Korea are both formidable pop-
culture exporters
• Mostly because of the freedom given to the creative
industries
• China’s soft power resources are strategies
• Joseph Nye’s triad – culture, values, and policies –
China’s culture its values mostly fail to reflect the
country’s image and reputation abroad, and its
foreign policy is seen with skepticism at best – and
as hegemonic at worst.

24. • President Xi Jinping in 2014 pledged to make
China a socialist Cultural Superpower and to
increase China’s soft power
• China is investing a lot to enhance soft power
• Media, publishing, education, the arts, sports
and other domains
• Estimated annual budget for external
communication is around $ 10 billion (USA
$666 million annually on public diplomacy)

25. • China: employ soft power elements to support economic, trade
and investment strategies by combining of ideological aspect
with economic power
• Media and communication investments and economic
influence (Fei Jiangm Shubo Li 2016)
• Confucius Institutes at universities the world over
• Training and capacity building Seminars
• Exchange of mutual visits of Chinese and foreign journalists
• Offer scholarships for foreign students and journalists
• Supply free of cost Chinese books to prestigious Public libraries
• Performing arts, music film literature and architect, martial art
• Exhibition of Chinese rich imperial past
• Winning Olympic medals in a wide range of events
• Host diplomacy by hosting countless conferences and large-
scale conclaves.

26. • Technology support,training for digitalization of radio
and TV services
• Building and operating radio and TV transmission
broadcasting network
• Marketing of program
• Exchange of TV programs and films
• Expanding the reach and content of its international
broadcasters
• China Central Television-CCTV and China Radio
International-CRI
• government news agency, Xinhua have been expanded.

27. • Chinese State Council Information Office (SCIO) defines ideas
of soft power and coordinates efforts of other institutions
• Every December it convenes an annual conference to prioritize
public diplomacy initiatives such as:
⚬ exhibitions, publications, media activities, exchange
programs, celebrating Year of Chinese festivities abroad,
hold press conferences, publish books and produce films
⚬ Raise the level of Xinhua by upgrading it to the level of AP,
Reuter and AFP.
⚬ Its first 24-hour CCTV English Channel broadcast in six
languages
⚬ • Radio Beijing broadcasts 392 hours of programming per
day in 38 languages with 27 oversees bureaus

28. DP institutions:
• Mandated to cultivate politicians and intellectuals
around the world.
• CCP’s International Department,
• China Center for Contemporary World Studies
• Chinese People’s Institute of Foreign Affairs.
• China Institute of International Strategic Studies
• China Foundation of International and Strategic Studie
• China’s Foreign policy institutes
• China Institutes of International Studies
• Shanghai Institutes for International Studies,
• Chinese academy of Social Sciences,
• Shanghai Academy of Social Sciences

29. • A new breed of Chinese diplomat started conversing
with the Public of host countries directly on twitter
platform.
• They are outspoken in their dialog and are engaging
with the public in live press conferences and meetings
• Public diplomacy with Chinese characteristics will
keep evolving, and China will continue to follow its
own unique path, styling its own PR with Chinese
Characteristics (Licata 2019)
• China is following its own trajectory towards owning
its narrative as it caters to its own circumstances and
needs.

30. • Tens of millions of citizens have been lifted from
poverty
• International aid and assistance, blurring the
boundaries between soft and economic power.
• China is building its economic soft power.
• Skillful economic diplomacy by major regional trade
agreements or expanded official development
assistance (ODA) towards cooperation
• The strongest instrument in Beijing’s soft power
toolbox is money.
• ‘mask diplomacy’ to portray itself as a responsible
and helpful international actor

31. • The vaccine would be universally available
• China has more than 500 Confucius
Institutes and classes
• China’s Belt and Road Initiative (BRI), to
connect the world
• Connect diverse communities and cultures
interactions towards shared prosperity?
• Characterised by economic interdependence
through connectivity
• Would grant Beijing multiple channels of
influence

32. Hindi and Urdu movies exported during 1930s were
screened in by many countries
• Lebanese traders introduced Bollywood films in the
1950s in East and West Africa
• In 21st century satellite television and other media
technologies become the prominent sources of India
movies (Bertz 2019).
• India govt. and corporations deploy films to improve
soft image (Thussu 2016).
• In 2012, Indian government diversified its soft power
into 3 components on British Model:

33. • Cultural and academic exchanges (administered
mainly by the British Council);
• Intellectual and research links (involving a
number of government and private agencies,
(Royal Institute of International Affairs or
Chatham House); and
• State-funded media targeted at foreign
audiences (principally the BBC World Service)
• India has attempted to use international sports
competitions for diplomatic initiatives,
• In 1950s Indian movies reached Egypt, where
they attained a cult following (Hall 2012)

34. • Many institutions to boost image as a peaceful
rising power to attract foreign investment and
tourists to achieve economic growth and
development
• Founded in 1950, the Indian Council for
Cultural Relations (ICCR) formulates and
• implements policies and programs external
cultural relations by promote cultural
exchanges which include
• Scholarships
• Sponsoring foreign cultural delegations
• Promotion of Hindi language
• Organizing conferences, seminars, events and
exhibitions

35. • Indian Council of World Affairs
(ICWA) founded in 1943 was
recognized by an Act of Parliament
in 2001 as an “institution of
national importance to increase
India’s outreach.
• Produce and disseminate research
on foreign affairs
• Hold seminars, publish briefing
papers, increase India’s outreach
• Since 2001 the Council has signed
MoUs with 16 countries

36. Indulge in Track 2 dialogues between scholars
and officials on regional security(Indian
Council of World Affairs 2019).
•India Foundation is another potent
institution having five centers, •Centre for
Security and Strategy (CSS)
•Centre for Study of Religion and Society
(CSRS),
•Centre for Constitutional and Legal Studies
(CCLS), •Centre for Study of Religion and
Society (CSRS),
•Center for Soft Power ( CSP ) and •Act East
Centre (AEC)

37. With India’s gradual rise with
liberalisation of the economy, Opening
to foreign investments
Growth of modern media and
communication technologies
“Charm offensive” also drove India to up
its ante further.
Parliamentary Standing Committee on
External Affairs in its report ‘India’s
Soft Power and Cultural Diplomacy
came to fore

38. • Identified following
shortcomings
• Inadequate financing,
• lack of coordination among
various institutions,
• shortage of skilled manpower
• lack of clarity on the mandate of
Indian Council for Cultural
Relations (ICCR).

39. Recommendations
Restructuring the Indian Council for
Cultural Relations (ICCR),
Establishing a coordinating
mechanism between MEA and other
line ministries
Constituting a yoga certification
board,
Establishing a mechanism to interact
with the Indian diaspora and
promoting tourism.

40. • India’s strength, pluralistic culture,
• Democratic institutions and historical
principles like non-violence.
• The global appeal television, cinema,
cuisine, and language
• Creates a favourable, positive international
image
• India’s political values of liberty and
democracy are its greatest soft power
assets.
• India as the largest functioning democracy
in the world
• Free and independent media and judiciary
have earned India credibility in the
international scenario.

41. Public Diplomacy (PD) of Pakistan:
Promoting a Positive National Image

42. Introduction
Elements of Pakistan's PD
PDs' of
• China
• India
Case studies
• Incredible India
• Beautiful China

43. Public Diplomacy?
Public Diplomacy is the
communication and relationship
building between a country and its
foreign publics to promote mutual
understanding.

44. Objectives of Pakistan's Public
Diplomacy
Promoting the country's positive
image and culture abroad
Strengthening relationships with
other countries and international
organizations.
Encouraging foreign investment
and tourism in Pakistan.

45. Elements of Pak's PD
Pakistan's PD aims to build a
positive image and promote its
culture, values, and foreign
policy. Key elements include
media engagement, cultural
diplomacy, and exchange
programs.

46. Pakistan uses its rich cultural
heritage to promote a positive
image of the country around the
world. Music, art, and cuisine are
key components of Pakistan's soft
power strategy.
Cultural
Diplomacy

47. Pakistan's digital diplomacy
efforts include websites, social
media, podcasts, and webinars to
connect with audiences worldwide
and shape perceptions.
Digital Diplomacy

48. Economic Diplomacy
Pakistan's economic diplomacy
involves negotiating trade
agreements, promoting foreign
investment, and increasing
exports to boost the country's
economy.

49. PD, Efforts
Cultural exchanges,
media outreach,
academic collaborations,
and advocacy initiatives.

50. 4 yrs ago Govt. decided to overhaul PD
⚬ System is outdated,
⚬ Foreign policy & national narrative
was limited
⚬ Messaging was uncoordinated and
reactive and contradictory
• Projection of national narrative
• improving skill, orientation of
ambassadors, staff
• Strategic Communications division
(SCD) was setup
• Officers from MOFA, MOIB, Commerce,
National Security, Tourism and PMO

51. Current Status of PD
• Low quality and under utilized
Soft Power Resources(SPR).
• Confused, misleading
philosophical interpretation
• No single theme, tagline or
logo

52. • Every institute have its own
intellectual framework
determined by HOD
• No coherence and
uniformity amongst
institutions
• SPR are at at the Bottom of
international ranking
• lowest brand value
• Dismal power of its passport.

53. How can this be changed ?
High level of political commitment
• Fully sold out centralized soft
power policy
• Raise soft power institutions
• Identify soft power assets
• Launch for foreign public
• with a clear and concrete
message
• What Pakistan is ready to offer
in terms SPR?

54. • Joseph Nye, coined the
phrase “soft power”,
• “the ability to attract
people to our side without
coercion”.
• three main sources culture,
political values & foreign
policies”.

55. Dean Gullion: PD means by
which Govt. private groups and
individuals influence the
attitudes and opinions of other
peoples and governments in such
a way as to exercise an influence
on their foreign policy decisions.

56. Lord Carter: PD is two-way or
interactive communication.
Public Diplomacy Council,USA
‘PD promotes national interest &
national security through:
• understanding,
• informing and influencing foreign
publics
• broadening dialogue between
citizens and institutions of the two
countries and their counterparts.

57. • Quality of Human Development Index
UNDP report 2019 Norway No.1 India
129th , Pak on 152nd out of 189
countries surveyed (UNDP 2019).
• World Press Freedom Index Norway
No.1, India 140th and Pak at 142nd
(143)
• Global Peace Index 2019 Pak 153 out
of 163 Iceland No.1 India at 141st.

58. • The economic impact of
violence: US$ 123.5 billion
(2019)
• Life expectancy: 102 out of
(140)
• Wellbeing index: 66th out of
(140)
• Ecological footprint: 3rd (140)
Inequality index: 120 (140)

59. Soft power index of 30 top countries, France
No.1, turkey 29th, Russia Federation 30th
Travel & Tourism Competitiveness Report
2019 of WEF, France No.1 India 34th, Sri
Lanka at 77 and Pakistan at 121 position
Future Brand Country Index 2019 Japan No.1,
USA 12th China 29th, India 44th and Pak 73rd
out of 75 countries surveyed
Ease of Doing Business New Zealand No.1,
India 77th & Pak 136th out of total 190
countries(Worldbank 2019).
UNDP world ranking of Women
Empowerment, Norway No. 1, India 129th and
Pakistan at 152nd out of 153 countries
surveyed (UNDP 2019)

60. Public diplomacy (Tools)
•Cultural centers, libraries
•Book translation programs
•Research grants
• Language study
•Academic programs
•Journalists exchange programs
•Scholarships to media persons of host country
•Co-opting legislators, community leaders, decision-
makers/ ministries/ organizations
•Lectures, seminars

61. Cultural diplomacy: Promote of foreign
policy objectives by introduce cultural assets in
host country
Tools
• Sign international treaties on cultural
cooperation
• Promote National culture, cultural identity, value
• National language
• Engaging expatriate communities
• Education, science and technology, sports,
arts and literature, a archives and heritage, etc.

62. Social media: Prime channel to communicate ideas,
plans and products
• Receive real-time audience feedback/ obs behaviors
•Help catalyze public diplomacy
•Convenient way to connect with people world leaders
•The SOP (message, Channel target audience)
•Social media policy
• 92% UN member states on Twitter, 88% on Facebook
Imran 9th in the world, Ist in Pakistan, Pakistan's over
9.4m, Maryam Nawaz, 5.06 m, Bilawal BZ 3.24 m